Unveil Unseen Engagement Opportunities at Your Club

Enhancing member engagement is a central goal for any club. A higher level of member engagement not only leads to increased satisfaction but also to increased revenue. So how can we foster better member engagement? To tackle this, let's first clarify what engagement truly entails. While having members frequent the club is a key aspect, true engagement encompasses more than mere physical presence. Take this example – would you consider a member spending their days in the lounge reading the newspaper to be truly engaged? It's not likely. There's a deeper dimension to engagement, one that can be difficult to define and even harder to measure. To achieve genuine engagement, there needs to be involvement, along with a strong emotional connection. And therein lies the challenge. It’s not enough to just get your members through your doors. They need to participate in club activities, and they need to love the activities that are made available to them and emotionally bond with other members as a result.

Members engage through a range of avenues, from committee participation and tournament involvement to individual member-run groups. These are the readily accessible forms of member engagement, as they are expected and actively sought out.

Yet, a reservoir of untapped engagement opportunities exists within every club. There are members who are primed for participation in activities they're not yet aware of. The question then becomes, how do we uncover their latent interests?

At first glance, surveying your membership might seem like the most straightforward approach. However, there are reservations about this method for two key reasons. First, survey responses often lean toward aspirations rather than actual participation. Members may express an interest, but translating that into action doesn't always materialize.

Second, the survey method can fall short due to the fact that people often aren't entirely aware of their own desires. Henry Ford once said, "If I had asked people what they wanted, they would have said faster horses." Likewise, Steve Jobs once remarked, "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

We propose a simpler approach: establish clubs within a club. Publicize these new clubs to your members and allow them the space to evolve. Choose a diverse range of 3-6 clubs to cater to different interests. For example, initiating a monthly book club is an excellent starting point, as there's often a pool of avid readers seeking engaging discussions. Other enticing options include:

Chess Club
Photography Club
Classic Movie Club
Wine Tasting Club
Cigar/Scotch Club
Biking Club
Running Club

If possible, involve members in the creation of these clubs and have members run the clubs. Clubs often thrive when managed independently by the members themselves. By creating these clubs, you're opening up avenues for increased member involvement for activities that often align with member interests and passions. It's remarkable how those who typically attend only a handful of dinners per season might enthusiastically join the Book Club or the Classic Movie Club.

Flexibility is the crux of any new initiative. Persistence is vital – don't abandon a club after just a couple of meetings. Equally, be proactive in introducing fresh clubs and encourage members to bring their passions into your club. Once members perceive your openness to innovation, they will readily share their desires and preferences, enriching the fabric of club life for all.

We invite you to share your experiences with these clubs within your club. By unearthing hidden engagement opportunities, we're collectively contributing to more vibrant and interactive club experiences.