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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

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revving up your motoring club by member recruiting and other ideas
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
introductory comments
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
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
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
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!
key tools for marketing
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
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?
  • 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
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”
generating leads putting onto database
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
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
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
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
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
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
“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
“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
“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?
thank you
  • John Peacock, General Manager
  • NFP Analysts Pty Ltd
  • Ph: (02) 9413 9999
  • Fax: (02) 9411 8585