How to improve your membership strategy
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What services does your organisation provide to its members?
We provide a broad range of services to our members and clubs, from funding support, administrative and governance assistance, education, leadership and training programs, advocacy, access to grant opportunities, and support services such as our Peer Support program. In addition, our members are provided with free patrol uniforms and access to cost effective and subsidised sports events, training and development opportunities.
Beyond the tangible benefits, members of Surf Life Saving NSW become part of a larger family and enjoy the camaraderie of belonging to a significant grassroots community movement, along with learning valuable skills that might one day save the life of someone close to them.
How does your organisation communicate with its members?
Online communication methods have made it easier to reach more members more quickly. We provide a weekly e-newsletter to all clubs and have a well-developed social media strategy and comprehensive media relations program, which effectively promotes the activities and achievements of our clubs and individual members.
Social media platforms have been particularly important during large events such as our NSW Surf Life Saving Championships, where more than 8,000 competitors and around 600 officials participate. Driving better engagement at these events greatly assists with our recruitment and retention strategies.
Our website provides members and clubs with easy access to information on events and news, as well as the ability to filter information based on location and area of interest. In addition there is a central resource centre for all forms, policies and guides. We also provide access to the latest beach safety information for our members and the general public.
What strategies does Surf Life Saving NSW implement to attract members?
We employ a variety of strategies to recruit new members, including a targeted youth recruitment campaign called The Real Social Network, which focuses on showcasing the social aspects that surf life saving offers, particularly to younger members.
This year, for the first time, we conducted a state-wide surf club open day where we provided a range of resources and co-ordinated media support to clubs for them to open their doors for the day and engage with the local community.
What strategies does Surf Life Saving NSW implement to retain members?
The aim of our retention strategy is to assist clubs to develop and maintain a culture of which members want to be a part. This includes offering development pathways to members, fostering a strong leadership culture and showing appreciation to members and clubs in the activities they undertake. Recognition programs such as our Annual Awards of Excellence and our Rescue of the Month Award program are important in celebrating the achievements of our members.
Member development programs such as our Junior Lifesaver of the Year and our Youth Opportunity Makers workshops are also important in retaining members by supporting them to grow their leadership skills and experience.
In your view, what is the biggest mistake organisations can make when it comes to membership?
It’s important for member organisations to listen to what the members are saying in order to make sure their needs are met now and in the future. It is essential for organisations to adapt to the changing demographics of their membership and to have a vision for the future that harnesses the skills and strengths of different people.
Furthermore, organisations need to ensure that members fully understand their role, are supported in doing it and know how to access information or assistance if needed. Surf Life Saving NSW has created resources including a comprehensive club guide, which is a practical resource to assist members in doing their job.
What advice can you give to NFP organisations wanting to attract and retain more members?
Successfully targeting potential groups and understanding what makes them tick is vital. For example, when we were targeting youth members aged between 15 and 25 years we knew we would need to embrace their desire to connect online. We also knew that we had to target them with messages that resonated, were authentic and spoke to them in their own language.
We knew that a campaign that encouraged potential members to help their community by volunteering every weekend would not be as successful as one in which we highlighted the fun, social aspects of being a surf life saver. You need to develop different strategies and messages for each age or interest group.
