For private clubs, blogging might not be the first marketing strategy that comes to mind. However, as Greystone Golf & Country Club Membership Director Ashley Devine explains, it can be a powerful way to tell your club's story and attract the right kind of members. Ashley and I sat down recently to talk about how blogging and storytelling have helped build a strong and more connected community at Greystone.
Ashley has been an instrumental conduit to Greystone’s storytelling focus over the past 20 years. However, 5 years ago this club embraced the shift from outbound marketing to inbound marketing. Blogging was just one of the many things we started almost five years ago. Since then, more than 100 blogs have been published under her watch. Why blogging, you ask? As a Membership Director, Ashley constantly looks at new ways to create connections, and blogging has helped her. Greystone’s top-performing blog has been read almost 10,000 times! People don’t join clubs just because of the fancy facilities or the list of amenities. They join because they see familiar faces and hear stories that resonate with them.
“They’re trying to connect with those people and think, ‘Are these people like me? Are they families like ours?’” she explains. This is exactly why stories are at the heart of a successful blog. A well-told story paired with a compelling photograph can really hit home, stirring emotions and building genuine connections.
Every club has a treasure trove of stories waiting to be shared, and blogging is the perfect way to bring them to life. Whether it’s the rich history of multi-generational families, the exciting journeys of club champions, or unique personal anecdotes from members, there’s no shortage of content to draw from.“
If you haven’t started blogging yet, you have a whole lot to work with,” Ashley adds. “There’s so much history at your club. It’s just a matter of finding those great stories and always looking for new ones. No matter how old your club is, history is happening every day and blogs are a great way to capture and share it.”
Creating a culture where storytelling is valued starts with the club's team. At Greystone, the process involves engaging every department head—from golf to tennis—in weekly meetings to discuss what’s happening in their areas and potential stories that could be featured on the club’s blog.
She explains, "I meet with my staff once a week and make stories a part of our headlines. The golf director knows the great golf stories happening that week; the tennis director knows all the incredible things happening on the tennis court, etc."
By involving the whole team, the club ensures a steady flow of fresh, authentic content. It also helps the team understand the purpose of blogging and why these stories matter.
"They are reading the blogs as they're published and finally getting what we're doing and why we're doing it," she adds.
In addition to team contributions, Ashley has found terrific story ideas looking on social media. “Your members are already sharing moments from their lives—posting pictures from club events and celebrating their experiences. Those members are your club's biggest ambassadors. They’re already proud to be part of your community, so why not reach out to them? Chances are, they'd love to have their story told. People feel honored when they’re chosen to be featured; it’s a special way to show appreciation for their connection to the club.”
For prospective members, blogs provide a window into the club’s culture. Traditionally, private clubs have been seen as exclusive and somewhat closed off. However, blogs can allow potential members to "peek through the window," allowing them to see the incredible people and experiences they might want to be a part of.
"This is a way to invite them in, where you're not talking about how much it costs to join or if they want to buy a membership; you're just letting them peek in the window and see all the incredible people that belong here," Ashley explains.
Beyond attracting new members, blogs can also significantly contribute to member retention by fostering a sense of community, recognition, and pride in belonging. Members love reading about themselves and their peers.
People love hearing about family legacies at the club—the generations who have belonged for years. Those are the stories that resonate. Some of Ashley’s favorite member stories have been about members meeting members and eventually getting married. Stories like that are what people love to read about!
Blogging can even help members get to know the club staff better, making the overall club experience more personable and connected. Ashley notes, "Everyone has a story, and when you discover someone's story, it deepens your connection to them."
If your club hasn’t started blogging yet, Ashley offers some practical advice:
Start with Your Team: Create an environment of collaboration and storytelling. Incorporate story discussions into your regular team meetings and encourage every department to contribute ideas. Read and share blogs from other clubs so they can better understand what a blog is and how it can be used at your Club.
Look for Stories Everywhere: Keep a running list of potential stories. Look at your club's history, member achievements, special events, and even social media posts where members share their experiences.
Engage Members in the Process: Don’t just write about members—engage them in the process. Reach out to them for interviews, and always share the final draft with them before publishing. This helps ensure they are happy with the content and makes them more likely to share it. If you engage with a company like StoryTeller Club Marketing, they will conduct the interviews and write the blogs. You will simply facilitate the introductions between your Members and the writers. And of course, you will direct content, and be the final editor ensuring your Club’s brand and story are being shared in the best light.
Use Authentic Images: Stock photos don’t do justice to your club's unique culture. Make sure to use high-quality images that truly represent your members and events.
Be Consistent: Regularly publishing new blogs keeps prospective members engaged and reminds them of your club's offerings. As Ashley puts it, "Every time a blog is published, it goes out to all of our prospective members, via email if they are subscribed to our blogs and through social media… we're slowly in the background sending them stories of great things happening at Greystone Golf & Country Club."
Blogging is not just about creating content; it’s about creating connections. For private clubs, blogs can be a powerful tool to attract new members, build stronger bonds among existing members, and preserve the rich history and culture that make each club unique. As Ashley Devine's experience shows, all it takes is a commitment to storytelling and a team effort to make it a success.