Membership
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Member RetentionMember retention is a vital component of a sustainable club and will set the club up for future growth and success. Using dataIt is important to understand the key motivations as to both why members join and drop out of the club. Collecting retention data from the registration database will help by providing a breakdown of the club’s retention rate and the details of players who did not return. It may identify age groups that have an issue or common trends in participation rates. It is a good idea to ask past members via a phone call, email, or survey for reasons that they did not come back to the club. Provide quality experiencesMost members will come back to the club if they have a positive experience. To provide an enjoyable experience, you first need to understand what you audience deems as enjoyable so you can design products and experiences that attract and retain more participants. Use informal feedback, surveys, and marketing research to identify what your participants are looking for in a club. Factors that can add to an enjoyable experience include:
Sport Aus provides sport and physical activity data and insights to inform participation offerings across life stages which can help inform the club about different target markets. The research can be found on Sport Aus website. Create a communityIt is not always the success in the pool that encourages members to come back. The club’s ability to provide social opportunities to harbour a strong comradery will help members feel connected to the club. By building a friendly community, members will feel a sense of belonging.
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