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Revving Up Your Motoring Club by Member Recruiting (and other ideas) John Peacock, NFP Analysts Pty Ltd Association of Motoring Clubs (AOMC), Victoria Melbourne: 5 July 2003
Introductory Comments Not-for-profits exist because of the cause, not to make a profit However, profits are needed so reserves and funds are available Per Doug this morning, clubs can make money from Sponsorship But must recruit & retain members for $ And make your life easier with more volunteers!
Membership recruitment & retention: at the core of associations Often largest source of income at minimal direct cost But value/”what’s in it for me” required from membership so people will join and…rejoin Retaining members easier than recruiting new ones! People join because of the products & services for members Membership marketing is more than a brochure - a system is required to hook interested parties
People join to satisfy a need Passion for vintage cars, a particular car, or cars generally With bonus advantages: friendship from the group Opportunities to attend meets across Vic or interstate Clubs should try to offer MANY things - then people can join for whatever reason suits them! So why do you think your members join….? You need to survey members to find out why! Interestingly, the reasons people join may be different to why people remain members
Products & services for members (and perhaps non-members) Information: journal,newsletters, website, newsletters (Leanne & Joanne to discuss) Education: conferences and seminars Lobbying: promoting the change you desire Technical: special interest groups Networking: prestige, mentoring & exposure Other products & services as required by members Standards: setting criteria or even “meal ticket” Charge non-members significantly more!
Key tools for marketing Assume your Club has a great product or service, what else is needed? Materials Database Marketing Plan And one other factor? (to be announced in a few slides)
Marketing Materials Simple, well designed brochure saying why Simple, well designed application form Simple, well designed website - with both of the above easily accessible Annual Report if achievements & finances Other suggestions?
Database If a small group, you can exist with Excel spreadsheet Databases are better - more flexible and relevant Suggest FileMaker Pro if you buy one (approx $550) Or MS Access if you have it bundled
More on Databases Track contact details: names, addresses, phone numbers, Special interests History of attendances at events Business buzzword is Customer Relationship Management (CRM) It is applicable in Car Clubs context as “Member Relationship Management”
Generating Leads & Putting Onto Database Expressions of interest at meets or phone calls are “leads” Leads can be turned into members! You must record leads on your database You must have a plan and system to follow up leads!
Marketing Plan Which of today’s ideas will we implement? Who will do what & when? What will it cost? (expenditure may be worth it!) What targets will we set? How will we measure success? Write your Marketing Plan down! Review it annually - along with whole- of-Club Plan
And that one other idea? Enthusiasm! Belief in the value of joining the club! Communicate personally & promptly If you realise you’re a great technical specialist but not a great marketer - find someone who is!
Should I advertise my Club’s event in The Age? Not based on AOMC’s experience for today’s event! But free publicity (“Public Relations” or “Media Relations”) is a great option worth pursuing
Case Study: New President of my local Community Association Committee was down to two members Committee had been there ten years at least Committee was tired Meetings were dull: procedural, monthly Equity (funds) always hovered around $300 Few services
Personal Case Study: What we did at local Community Association Increased Committee from 2 to 11 Got actively involved in everything in first year Got actively OUT of everything in second year: delegated Meetings transformed: “Public Meetings” introduced quarterly Committee meetings continued quietly New services because more people to run them: and sub committees Equity (funds) boomed because of services: now $6,000
“Other ideas”: Scale & Structure Consider the scale & structure of your group: could it be more efficient if merged with similar or interstate? Try to appoint a Manager to the Club - if it is burdensome to do the administration, pool resources and hire someone
“Other ideas”: Finances For larger clubs, track finances to see where money is being made and lost: (called “activity based costing”) Don’t be afraid to increase equity if you need to do so Don’t be afraid to decrease equity if it not necessary How to find out the right level? Benchmark
“Other ideas”: Fresh ideas Don’t hang on to portfolios or Presidency, etc forever (as per Newell Lock this am) Don’t think you’re irreplaceable People like to move up a Club they like: but this can only happen with resignations! Ask whether your club has “Continuity” Your ideas on ideas length of terms of office?