The Revolving Door Syndrome
By Roger Eichel
We are always surprised that admissions committees spend so much time and energy attracting new members but fail to consider the reasons families leave. Successful corporations always conduct exit interviews to help them address why people leave and what changes can be made to rectify actual or perceived deficiencies. Clubs should follow a similar model. An admissions committee should not only open the front door but guard the exit door as well. For example, if you lose the young members, what does your future hold? Lost members may also point to weak or listless sponsors. If members canít sell the club to the people they sponsored, the club will likely lose both.
Failure of the membership committee to recognize or communicate the warning signs of discontentment to the board may result in the recruitment of new members with no binding ties. To stay competitive, the board must first recognize how its actions, operations, and behavior are perceived and make timely and appropriate changes. A private club is still a business competing in an environment with an abundance of choices available to current and potential members for their leisure time and dollar. Let CCA help you develop a survival strategy and a plan to distinguish your club and position it ahead of the competition. Our membership marketing programs, operational reviews, and member focus groups will give you a quick boost in achieving your goal of membership loyalty, retention, and growth.
At CCA, we have developed a comprehensive diagnostic system that addresses all components of your club operation. Our background and experience in dealing with the multiple layers of your club sets us apart from any other firm. With broad and successful experience in the political and operating arenas of clubs, we bring a wealth of experience and solid common-sense advice that will lead your club to action.