Creating a positive member experience
From the moment a member hears about your club, to the moment they join, to all the moments thereafter – many actions, thoughts and behaviours take place. The combination of these member touchpoints is known as the member experience. A welcoming club is one which provides a friendly welcome to all members, ensuring everyone is introduced to all aspects of the club.
A welcoming club will:
• support the member journey from initial enquiry through to becoming a full member
• recognise and embrace individuals’ differences
• offer a variety of inclusive opportunities for members to get involved either as a participant or as a volunteer
• make it easy for potential new members to join the club and have a clear induction programme
• pro-actively market itself to engage a diverse membership from within the local community
• provide opportunities for members to give feedback and influence the clubs direction.
“Member experience is defined as how members feel about your club, how they interact with it and then the value they attribute to it. A positive member experience promotes membership retention and expands your club’s reach to new members, often via word of mouth”
This collection will bring together the key ideas for creating a welcoming environment and tools to allow clubs to reflect upon their own member experience.
When you create a positive member experience…
- Members feel safe, supported and enjoy being part of the club.
- Members will talk positively about your club to their friends and family. When you create a positive experience, your members go on to sing your praises and help attract new members.
- There is a high retention of existing members who renew their membership year on year if they have a positive experience.
- It motivates members to be more engaged. When you understand your members – their wants, needs and desires – you can create experiences that resonate with them, which leads to a more engaged member base.
- Recruiting volunteers is easier as members enjoy the culture of the club and want to give back based on the experience they have had.
- Through increased confidence and support, members succeed with their personal goals and the club thrives with success.
- Having a positive club culture may encourage members to try new things such as competing for the club or in club team events, when in the past the club may have struggled to recruit.
- Members have a voice and can use this to share ideas to progress the club or raise any concerns that can then be managed early on.
- Continuity of membership helps clubs to build strong teams/squads.
Step 1: Be visable
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Think about the demographics within your local community and who you are targeting to become members of your club.
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Your website is your shop window ensure that it respresents your current members and those who you wish attract.
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Use social media to showcase the work you do and demonstrate the culture of your club to potential new members.
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Think about who has an influence in your area. This could be press contacts, a local hero or organisations that engage lots of people.
Step 2: Make Engagement easy
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Identify where new members may come across your club and direct them to one place where they can make an initial enquiry.
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Respond to initial enquiries in a timely manner, providing a welcoming and informative response.
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Identify what information a new member may need prior to attending their first session. This could include where to park, where you meet, who to ask for or seek out when they arrive, what the session might include as well as what to bring.
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Consider offering taster sessions where new members can try the club before they fully commit.
Step 3: Be Welcoming and Friendly
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Include friendly and welcoming text and images on the page where members will be making their initial enquiry.
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Send a pre activity welcome email ahead of the session stating that you are looking forward to seeing them and a reminder of any key facts about the session.
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Have a clear point of contact to meet and greet the new members at their session.
Step 4: Keep in touch
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Speak to new members to gain feedback and check if they have further questions after their first session.
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Provide new members with a point of contact who they can speak to during their first few months of being a member.
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Provide further information for new members once they have joined. This could include competitive opportunities or how to get involved in volunteering and social events.
Step 5: Ongoing engagement
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Ensure your members have a voice and know how they can share ideas, offer to help or raise a concern. Consider ways to gain feedback from members, perhaps through a survey or open meeting
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Consider facilitating opportunities that allow members to try something new - like different types of training, distances or event groups.
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Recognise and reward your members by celebrating their success whether it be a personal best, meeting a goal, embracing a new experience, or learning a new skill.
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Provide opportunities for club members to socialise pre and post-training. Consider what opportunities you can provide that allow
different sections of the club to socialise through training and competition. -
Keep members up to date with club activity, opportunities, success and committee decisions.