Attracting the Right Members with Your Club Stories

One of the most common refrains I hear when visiting with club leaders around the country is this: “We have a great story to tell, but we don’t do a great job of telling it.” My follow-up question is usually, “What sets you apart from other clubs in your area?”, and the answer is always the same. Our people - both the members and the staff. But, if every membership director at every club says that, how does a prospective member know the difference? They don’t. From their perspective, every club looks the same. Especially when you’re the person visiting club websites who finds pictures of amenities, but no photos of members. What most clubs are missing on their website are stories. Stories that help readers understand what life is like inside a club. 

Your stories are powerful. Through stories, prospective members get a peek inside your doors to see what “club life” looks like inside the gates. Stories attract new members, they attract new staff, they engage your existing members, they build community, and they celebrate your culture. When told properly, stories elicit an emotional response that makes the reader feel something and, in turn, they become memorable. 

Finding Your Stories

Finding your club’s stories is easier than you might think. You and your staff hear them every day around the club - in the dining room, at the bar, and on the driving range. To you, it might seem like idle chit-chat, but if you pay attention, each conversation may have a story buried inside. Think of your member stories in these categories:

• Member Profiles
• Youth athletic stories
• Member testimonials
• Special causes or interests
• Holidays and special occasions

Member profiles

Your members come from all walks of life. Some who have reached tremendous heights in their careers, some who have overcome incredible obstacles and some who are doing amazing things every day. Member profiles honor the members, introduce them to new people, and showcase the culture of your club. In every story, the member honors the values of the club.

Youth Athletics Stories

Most clubs have competitive events throughout the year. Whether it’s a sailing regatta, a club golf or tennis championship, or pickleball tournaments, clubs host competitive events throughout the year. As a former television sports reporter, I can tell you that every competitive event that you host has a story of triumph and defeat. Additionally, many clubs have robust junior programming - golf, tennis, swimming, sailing, etc. Competition is part of the experience at many clubs and with competition comes significant challenges and accomplishments for these young athletes. Does your club host junior club championships? Does your club have young members who have gone on to earn athletic scholarships? If so, you have compelling junior stories of athletic achievement to share!

Member Testimonials

Members love talking about the old days - when they joined, or when they were growing up at the club. Many can recount the incredible moments they shared with friends and family. For many, “the club” has been the center of their lives. Their stories are inspiring and can help fellow members remember why they joined the club. They can also provide an important testimonial for prospective members who can see what makes your club special.

Special Causes/Interests

Human interest stories are often memorable and inspirational. When your members come together to support a special cause, it’s often because they have been impacted in some way. For example, members at some clubs participate in the Susan G. Komen Walk for Breast Cancer in honor of a member, or a relative of a member. When these stories are uncovered and shared with members they show readers that your club cares about its members and that you stand for more than just a life of leisure!

Holidays and Special Occasions

Each year clubs host picnics, barbecues, or brunches around Mother’s Day, Father’s Day, Memorial Day, the 4th of July, etc. There is a dearth of stories in each event. Every holiday presents an opportunity to recognize a member who has a connection to the day. Do you have military veterans? There may be a good story to share around Memorial Day. Do you have a story of multigenerational members? Maybe 3 generations of moms could be celebrated around Mother’s Day, or Father’s Day? You get the idea. Look for the stories to weave into these occasions. After all, your members know you have that Mother’s Day brunch every year, don’t they?

Seek and ye shall find! Every month your team puts together a newsletter. Each newsletter presents an opportunity to share another story. Your marketing and communications team is creating content every month. By making your club communication more personal and relatable you can engage your current members, make them feel valued, and also open a window into your club for prospective members to peek in to see what life is like inside your club.

If you’re hoping to attract new members with your stories, start a blog and share the stories with the public. People who are looking to learn more about the culture of your club can peruse the blog to learn about your members, events, and staff. This blog was created to help the club attract prospective members and provide additional information for people vetting the club. Blogs are a terrific way to increase the organic search for your club’s website and also engage members. If your club does not host a blog today, you may want to consider it. After all, it could enhance the readership of your newsletter content.