Elevating Member Communication to Drive Engagement

Let's be honest - member communications at most private clubs is a mess. While clubs continue to invest heavily in amenities, facilities, and ongoing maintenance issues, they're still relying on outdated communication methods that simply don't work in today's world. This disconnect can be frustrating for members, inconvenient for staff, and it is probably hurting member engagement and the club's bottom line.

The Reality of Club Communications Today

Here's how this usually happens: The membership director (who already has a full plate of responsibilities with recruitment and retention) gets stuck coordinating with department heads for calendar items so he or she can cobble together the newsletter. Of course, this isn’t even to mention the need to try to maintain whatever limited digital presence the club has created. Time and again, communication is nobody's primary job, which means it's nobody's priority.

Recent industry data highlights this challenge. A concerning trend emerged from a Capstone Hospitality report showing a 63% increase in member resignations in 2023 compared to 2022. While many factors contribute to retention challenges, ineffective communication is consistently cited as a key issue. 

Why Your Calendar and Newsletter Aren't Enough

Here’s a trick question: What's the difference between a facility and a community? Stories. Your members may not realize this, but they don't just want to know what events are happening—they want to feel connected to the people who make the club special. Think about the untapped content all around you:

Your head golf professional just won a regional tournament. That's not just news—it's proof of the exceptional instruction available to members. Your catering director completed a triathlon last weekend. Members who see this side of your staff connect with them on a deeper level. A long-time member's charitable foundation just hit a major milestone. These achievements reflect on your club's community and values.

These stories create emotional connections that no event calendar or policy reminder ever could. They give members reasons to feel genuine pride in their club membership.

Communication Channels That Actually Work Today

Your members, like most of us, are sophisticated consumers who navigate multiple communication platforms every day. They're checking email on their phones during breakfast, scrolling social media while at the grocery store or waiting for a tee time, and texting throughout the day.

To that end, 68% of luxury consumers expect brands to offer online content that enhances their brand experience (Bain & Co. 2024). It’s fair to say, this expectation absolutely applies to private clubs. Similarly, a McKinsey study found that 80% of consumers are more likely to make a purchase when brands offer personalized experiences, with 75% becoming frustrated when content isn’t relevant to them.

When Communication Really Matters

General member communications and event information is one thing; crisis communication is another. Emergencies, or the possibility of an emergency, are what keep club managers up at night. Let’s face it: These are uncertain times, and access to many clubs is fairly open. Whether it’s a safety concern, severe weather, or emergency maintenance, you need to be able to reach your members immediately. The club that's invested in building thoughtful and robust communication channels has a significant advantage when every minute counts.

The same applies to contentious issues requiring member votes or feedback. When challenging situations arise, clubs with established, trusted communication systems can present information transparently, facilitate productive dialogue, and guide the community through difficult decisions.

Your Communication Strategy Playbook

Effective club communication isn't about sending occasional emails or posting random updates to social media. It requires a strategic approach that addresses:

1. Clear Goals: What specific outcomes do you want from your communication efforts? Increased event attendance? Better member retention? Higher satisfaction scores? Define success before you start.

2. Member Segmentation: Your junior members, families, and seniors all consume information differently. Recognize these differences and tailor your approach accordingly.

3. Content Planning: Create an editorial calendar that mixes operational information with engaging stories about your club community.

4. Channel Selection: Remember that communications channels are not the same. Choose the right platform for each message type – text for urgent updates, social media for visual stories, email for detailed information.

5. Measurement: If you're not tracking open rates, click-throughs, and engagement, you can't improve your approach.

Making the Investment in Communication

Let's be honest: Your club probably needs dedicated communications personnel. The membership director, who's already juggling recruitment, retention, and event coordination, simply cannot give communications the attention it deserves. Industry data shows that professional communicators have a significant impact on member attraction and retention, making this role increasingly vital to management teams.

Yes, adding staff is a financial commitment. But consider the return: increased event participation, higher member satisfaction, improved retention, and a stronger club culture. With research showing that 76% of high-net-worth individuals cite networking opportunities as a key factor in joining a club, effective communication about these connection points is essential to your value proposition.

Not ready to create a full-time position? Consider these alternatives:

• Train existing staff in digital communication best practices

• Hire part-time communication specialists

• Partner with marketing firms experienced in member-based organizations

• Form member committees with relevant professional expertise

The Clubs That Will Thrive

The private club landscape is changing rapidly. Member expectations continue to evolve, and communication technologies advance at breakneck speed. As communication expert Kevin MacDonald observes, "Within a private club, effective communication is critical for achieving shared goals and developing a productive and respectful culture amongst members and leadership."

Industry experts have been predicting a return to pre-pandemic membership trends for the last few years. Recent data from Capstone Hospitality would seem to indicate that this is already happening. Capstone cites a shift in member engagement including a 5% decrease in new organic leads from 2022 and a 9% decrease from 2021. What’s more, member referrals are also on the decline, down 7.5% from 2022 and a decrease of 50% from 2021. These trends may be indicators of the challenges ahead for clubs.

The clubs that will thrive in the coming years are those that recognize communication as a strategic function rather than an administrative task. They're creating communities where members feel truly informed, included, and inspired—not just paying dues.

Your weekly calendar and quarterly newsletter will always have their place. But if you want to drive real, meaningful engagement that strengthens your club for generations to come, it's time to elevate your communication strategy. Your members—and your bottom line—will thank you.