How to Grow Memberships
Team Members:
Michael Hibbard (Chair), Sports America Tours /Tahnee Perry (co-chair), Aspen Ski Co. /
Cheryl Riess (transcriber), San Diego Council /
Mary Manning, Aspen Ski Co. /
Percy Stevens, Mammoth Mountain Ski Area /
Bob Rosensteel, Snowtours /
Mary Beth Magalis, Steamboat Ski Resorts /
Greg Shaffer, Arizona Ski Council /
Walter Prest, Western Pennsylvania Ski Council /
Alice Williamson, Ski Writer Liaison /
Page 1
(Understanding Markets)
Issue/Problem
Assumption: Clubs/Councils are experiencing a decline in members
Why?
Not attracting new members
Lack of industry participation
No grass roots level
Lack of publicity
Age – no youth
Legal constraints against young people/families
Young people have fewer skiing dollars
Young people have fewer vacation days
Competition with summer activities
Clubs may be too limited in their focus
Fear factor-education
Club trip prices/benefits must compete against Internet offers
Clubs are “Cliques”
Everyone is too busy
Page 2
INCREASING YOUNG MEMBERS
GOAL: INCREASING MEMBERSHIP Review Constraints against young people on trips/in club
Responsible guardians allocated
Set up guidelines
Wristbands for events with alcohol
Implement youth programs
Lessons/rentals, etc.
University Programs (Colleges)
Cheaper trips
Shorter/weekend trips
Incentives for younger participants
Youth trip (open tot other clubs in council)
School/college partnerships
Sponsored by club/council
Form youth chapter
Retention – all ages
Attract empty nesters
Page 3
GETTING NEW MEMBERS – PUBLICITY
Free advertising in local newspapers
Weekly meetings, etc.
Product change – offer more variety
Weekend trips
Involve youth on board
Leadership programs for youth
Networking opportunities for youth
Internships/mentoring
DM
PSA
Join chamber of commerce
Website/internet
BLOGS
Join charity (joint projects
Cow drops, etc.
Flyer promo materials – direct
Welcome Wagon
Communicate to members
Community Fairs
Parades
Page 4.
LIMITED ACTIVITIES
Year around focus
Summer activities
Biking, diving, hiking, baseball, etc.
Be a “sports” club – not just “ski”
Join organized team sport (softball)
Social entertainment – wine night, camping, bowling, etc.
Discount card
Flexible Payment plans for trips
Page 5
COMMUNITY INVOLVEMENT
Boy/Girl Scouts
Badge/awards
4-H Clubs
Volunteer – charity
Partner with other clubs (Optimist, rotary, Harley Davidson, etc.)
Partner with local shops – ski fashion shows
Public speaking opportunities
Parades (July 4, St. Patrick’s day parades, etc.)
Seminars – fitness/education
INCENTIVES:
Democratic
Awards
Free trip
Sponsorships – local
Trip discounts
Ease of travel
Pied Piper
Look at Tip Leader - incentives
Membership Drives
Page 6
FOLLOW UP/RESOLUTION
Team:
Transcribe & email notes
Feedback on Transcription
Disseminate (WP, GS, AW, CR)
Post to NSCF Website (TP)
NSCN
Product:
Forum (CR)
(Identify vehicles and set up forums or internet blog/Yahoo groups, etc. to share good ideas and resources)
Additional Notes:
Grass Roots
Big Brother/Big Sister
Charity Programs (United Way, etc.) have “Promoters” who will help you get publicity
Speaking Program
Marketing Products
Flyers
Brochures/Tri-folds/Sales Catalogues
Handouts
Ski Trip Lists “What to Take” w/club contact info/web site
“Get Ready to Ski” Tips (again w/club contact info/web site)
Directories (Place these in local libraries as reference documents)
List of Benefits
Marketing Opportunities
Anywhere you can set up a booth and hand out marketing products (Snow Jams, Ski Swaps, Career Fairs, Community Street Fairs, etc.)
Marketing Ideas - Publicity
Blogging (“My Space, Craig’s Lists, Yahoo Groups, NSCF Website, etc.)
Public Service Announcements
Invite your local sports writer on a ski trip (free?)
Get Creative in “Fundraising” (Cow drops, slave auctions, casino nights,) and promote the event in advance and offer photo ops for media when you donate the proceeds to the designated charity,
Put your local venders on your mailing list so they get copies of your newsletters.
Offer your venders a free “business card” ad in your newsletter in exchange for those small “SWAG” items (give-aways), sponsorships, discounts, etc.
“Court” the media
Join local organizations and partner with them
Offer to partner with churches, schools, community centers, etc.
Group Leaders of America (GLAMR)
Offer to partner with banks, corporations, etc. to set up their ski trips (travel)
Publish the benefits of belonging to a ski club (to counter internet competition ... it isn’t just about saving money!
Networking/Resource and Idea Sharing
NSCF Website (Members Only), Blogs, NSCF Newsletter, or other vehicles/forums yet to be identified
Share the things that work to attract/keep new members
Share the things that work to encourage members to volunteer
Share the things that work for fundraising
Share ideas for activities
Share travel plans for upcoming season (resorts and ski area locations and the dates, contact info) so clubs can learn first-hand from someone who is going there or has been there! Also so we don’t duplicate trip dates … or so we CAN duplicate trip dates and increase our purchasing power