Revving Up Your Motoring Club by Member Recruiting (and other ideas)

1. Revving Up Your Motoring Club byMember Recruiting (and other ideas) • John Peacock, NFP Analysts Pty Ltd • Association of Motoring Clubs (AOMC), Victoria • Melbourne: 5 July 2003

2. 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!

3. 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

4. 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

5. Products & services for members (and perhaps non-members) • Information: journal,newsletters, website, email 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!

6. 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)

7. 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?

8. 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

9. More on Databases • Track contact details: names, addresses, phone numbers, email • 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”

10. 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!

11. 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

12. 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!

13. 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

14. 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

15. 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

16. “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

17. “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

18. “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?

19. THANK YOU! • John Peacock, General Manager • NFP Analysts Pty Ltd • Ph: (02) 9413 9999 • Fax: (02) 9411 8585 • jpeacock@nfp.net.au • VISIT www.nfp.net.au