As you might expect, we’re advocates for points-based memberships as a tool for retaining current members. However, we want to take this opportunity to delve into why it can be effective in member retention and address common concerns many clubs have. One of the biggest fears we hear from clubs is that their existing members will switch to a points-based membership system. Let’s explore why this fear might not be as daunting as it seems.
Let’s tackle the elephant in the room: Yes, some current members may choose to move to a new flexible membership category. These are typically members whose playing habits have become infrequent. They often feel they aren’t getting sufficient value from their current membership due to limited time or health concerns. Time constraints, which may be temporary (like work commitments) or more permanent, can significantly impact their ability to play as often as they’d like.
Now, consider this: would these members leave your club entirely to seek pay-and-play options elsewhere? Or, would it be better to offer them a flexible membership that retains them within your club, allowing them to potentially revert to their previous membership once their circumstances change?
We strongly believe that offering your members – and potential new members – a choice in how they pay and play golf can help retain them at your club.
Read our previous article on this topic. Will introducing Flexible Membership at my golf club cause all my full members to downgrade?
To decide if a points-based membership could help retain members, it all starts with data. We’ve always emphasized that data should drive decision-making, and this is no exception.
As a former General Manager, I routinely analyzed the playing habits of our members. This not only helped identify trends but also flagged “at-risk” members – those whose playing habits had become irregular. Digging deeper into the reasons behind their reduced play often provided insights into how the club could support them better. Surveys and direct conversations with members are fantastic ways to gather this information.
Once you’ve gathered this data, it’s easier to quantify the level of risk. If you identify a certain number of at-risk members who pay a specific amount in fees, you can then assess the financial impact on the club. With insights into their likelihood of renewal, you can make an informed decision about whether a points-based membership might help in retaining more members.
The takeaway here is that decisions shouldn’t be made on a whim. They should be based on thorough data analysis and direct feedback from members.
Earlier, we mentioned that the biggest fear clubs have about introducing a new membership category is the concern over members “downgrading.” We prefer to see this not as a downgrade, but as a shift to a category that better aligns with their playing habits. With proper controls in place, this concern can be mitigated, and those who do move to a flexible membership will likely do so for valid reasons.
By offering flexibility, you’re not only retaining members but also showing that your club understands and accommodates their changing needs. This, in the long run, fosters loyalty and keeps them connected to the club.