our secret to membership growth yv clubs conference august 2013
TRANSCRIPT
Formula for success
If only it was that easy! It takes a lot of very hard work.
𝑺𝒖𝒄𝒄𝒆𝒔𝒔=𝐴𝑣𝑒𝑟𝑎𝑔𝑒𝑎𝑔𝑒𝑜𝑓 𝑚𝑒𝑚𝑏𝑒𝑟𝑠 (𝑣𝑎𝑙𝑢𝑒𝑜𝑓 𝑡𝑟𝑎𝑖𝑛𝑖𝑛𝑔𝑎𝑠𝑠𝑒𝑡𝑠𝑙𝑎𝑠𝑡 𝑦𝑒𝑎𝑟𝑠𝑟𝑒𝑣𝑒𝑛𝑢𝑒 )42
AgendaBackgroundWhen is a Plan not a Plan – having a pathwayLeadership and GovernancePromoting the clubTraining & Member DevelopmentSocial interaction and club Amenity
Where to now?Key Learnings
The NumbersClub formed in 1958Currently 242 active members
By State Vic 62% NSW38%
By Gender Female 44% Male56%
By Age group Adult 71% Youth29%
By Membership type
Racing 35%Non Racing & Social
65%
Growth Profile
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-130
50
100
150
200
250
0
10
20
30
40
50
60
70
80
90
100
Comparison of Memberships vs Lake Level
Mem
bers
hip
Num
bers
Lake
Lev
el [%
]
Cha-Ching!
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
GalleyTrainingFees & general income
When is a Plan not a Plan?2006-09 drought – club was strugglingGood support from YV at the time2010-11 the planets aligned
Lake level increasedFamilies with kids and complementary experiences
joined and were motivated to be involvedTraining was presented as an opportunityA path to success became evidentCommittee had confidence in the people but no
plan
Don’t underestimate the value of a clear pathway
Selling the ClubHow can we capture new members?How to engage in community activities
Wodonga Children’s FairDiscover Sailing Day
Social MediaGood relationships with Local Govt.Engage with other sporting clubsBe relevant in the community
Training – kids are the key2010-11 started with good intentions
and no idea. The potential was there.Significant commitment by club and
members before 2011-12
2012-13 120 enrolments19 joined as new members (mostly
kids)Plus another 23 family members
Most of our membership growth has been a result of training involvement
Member DevelopmentTraining other than sailing
Power Boat Handling1st AidVHF RadioRace Officer
SailabilitySignificant junior involvementProvides a different opportunity
for member involvement
Social and AmenitiesNot everyone wants to sailWeekly social eventsEngaging with other sporting
groupsMembers must like being at the club
Bean bagsWood fired Pizza OvenCamping facilitiesPlaygroundWell maintained grass areaGalley –real coffee, quality food,
good pricing
Where are we at?We have a good product that people want.
Good membership growth (half way there)Support from Local GovernmentGood relationship with YV and YANow able to invest in improvements for growthRestructured committee with functional focusJunior membership continues to growWeekend racing fleet is growing
40% of committee positions now held by womenActive social sailing members
Where to now?Invest in assets – club house, boats, etcEngage with schools sailingClub boats for new members to useExpand the use of clubContinue membership growth (aim for
400 members)Get an annual event on the sailing
calendar
Long term strategic planDevelop a sustainable business planWhere to after Gemba??
Lessons and LearningsIf it is free it has no value!Gemba and the pathway is a recipe for
successAct now while the opportunity is there
Costs and revenue must balance (in the long term)
Its not just about sailing and racing – diversify activity
Aim for balance – age, gender, interests
It takes commitment and hard work but it’s worth it.