Demographic Research:

Every YMCA is different. Every community they serve is different. Before we can begin your program we will need to understand your geographic area and the area you are serving. Most people will travel up to 10 minutes to workout. We have found that our program will bring in people 15-20 minutes away, especially in small towns and rural areas.

Needs analysis:

Many of our YMCA clients have different needs. Some Y’s just need a “boost” in new member units, some need help with the entire process, from advertising to touring and selling. We are a full service company and can tailor our service to your needs.

We will have your YMCA complete a needs analysis form to better understand your Y and the needs you may or may not have.

Staff Training:

Front Desk:
Your front desk is the front-line of your YMCA. They should be the friendliest people on the planet. Many of your members will only interact with the front desk. We can help you with:

  • Welcoming new members
  • Greeting / Smile training
  • Member interaction
  • Telephone conversion rates
  • Problem solving

Sales / Interview Staff Training:

What is your conversion rate for walk-in traffic? It should be at least 70%. The people that are walking into your YMCA are interested and are very easy to sell. If you have a low conversion rate, our sales/interview program can help you to improve it.

We have given thousands of tours at YMCA’s across the country and we are experts at making people feel welcome and comfortable. We have developed an interviewing process that is very effective in converting guest pass carriers into membership sales.  It is a challenge to sell to someone who is coming in to get something free. To convert that person takes sales finesse and a sales system.

We can train your interview staff to perform better in the following:

  • Greeting potential members
  • Guest profile information gathering
  • Benefit / Advantage/ Tie-Down training
  • Overcoming objections in the tour
  • Telling your "Y" story
  • Introducing key staff members to make them feel welcome
  • Starting the rapport building process
  • Explaining the "Y" mission
  • Explaining the "Y" difference
  • Explaining the "Y" core values
  • and much more…

Personal Training Programs:

Many of the new member units we sign up are people that have never been a member of a health facility and have no idea how to exercise properly. They need help and guidance from a friendly staff person to get them on the right track to a healthier lifestyle. The fact is, if they see some results in their fitness program they are much more likely stick to the program, thus increasing the retention rate of that member..

After a new member joins, the next step is to meet the personal instruction staff. The personal instruction staff should be radiating warmth, confidence, and competence. They should sit down with the new member and talk with them about their goals and weaknesses. They should articulate the next 3 months and how they will help them to achieve a healthier lifestyle.

This should not be a glorified tour of the equipment or a quick “spin” through the fitness floor. If you do that you are not showing that you truly care about the results that they want to see. The fitness staff is a key component in member retention and there needs to be a specific plan in place to get members on a structured, effective workout plan.

If you have a need in this area we can help. We have done everything from hiring more instruction staff, to workout program cards, to a color-coded tracking system. We are confident that we can get your PI staff set up in the right direction.

Marketing Plan:

Do you have a marketing plan for the year that includes:

  • Telephone
  • Newspaper
  • Direct mail
  • Open House
  • Member Referrals
  • Corporate membership
  • Program member conversion
  • Member parties

If you are looking for help in this are we can help you get a comprehensive marketing plan set up in your YMCA.

On-Going Support:

After concluding our membership drive, if you have any questions or concerns we are here to help. Give us a call and we can assist you in any membership related area.

Introduction to the Y:
Whether you realize this or not, there are many people in your community that don’t know that you exist. Member Solutions’ program will generate 150 – 190 tours in a week. That is a tremendous amount of people in your community getting to see what your YMCA has to offer and hearing about the Y difference.

Image Advertising:
Companies will spend millions of dollars a year just to get their name out to a community. They spend these dollars without expecting an initial return. Our Membership Calling Campaign is the best image advertising you can get! We will contact every household in a 10 – 20 mile radius.

Referrals are the best way to bring in new member units. During and after our membership campaign we give you useful tools to increase the number of referrals you generate.

Another nice benefit is that your scholarship membership base will increase while we are working in your YMCA.

Fee based programs:

  • Swimming Lessons
  • Classes
  • Youth Programs
  • Sports
  • Scuba Lessons
  • Personal Training
  • Senior Programs
  • Etc.

Any fee based programs that you have at your YMCA will increase with our membership campaign.

If you don’t sell t-shirts and apparel you should consider it. Selling YMCA merchandise is a great way to get your members involved in advertising your facility, and it can bring in some extra revenue as well. We can assist you in a retail sales plan that will significantly increase the amount of retail you sell.

Guest Pass Conversion:
After the potential member tries out the 2-week pass there is a good chance that you can convert that trial member to a full member. We can help you develop a program to increase your conversion rates.

Member Acquisition:

Have you found yourself asking this question: How do I bring in new members?
I think all executive directors have asked themselves that question from time to time. The answer is not simple. We have spent years researching what works and what doesn’t when it comes to bringing in new units. We have found that the most effective way to generate new members is through personal contact: phone calls that transfer to guest passes, which generate word of mouth and leads to friend referrals. The least effective way to generate new member units is through the media (television, newspaper, direct mail, radio).

Our membership acquisition system is a proven program that will guarantee new member success. We have developed a thorough, well-executed plan to generate new memberships for your YMCA. We understand executive directors are busy people; they wear different “hats” and have many more responsibilities than just membership. Our system is designed to alleviate the pressures of member acquisition and work alongside the executive director to increase membership and retention. We will send a team into your YMCA to run the entire membership acquisition program. There is no additional work for you or your staff in terms of the touring and sign up process. Our team will operate out of your Y for 6-8 weeks, during which we will increase your membership by 300-900 new member units.

Our member acquisition program is not designed as a “sales system”. It is designed as a way to bring in new member units and get them “connected” to your Y. We accomplish that through our touring process. We educate the prospective member about your “Y story”, the mission of the Y, the core values of the Y, the benefits to the community, and the difference of your non-profit Y. This touring system makes the average person feel confident and comfortable in your Y.

Give us a call and we will send you a list of YMCA’s that we have worked with. You can call and talk to other similar YMCA ‘s and gather information about the many benefits in working with Member Solutions.

Member Retention

What good are new members if they don’t stick around?
We understand that retention is much more important than acquisition. There are many factors that are involved in retaining members:

  • Are the facilities clean?
  • Is the front desk staff friendly?
  • Is the equipment working?
  • Is personal instruction staff thorough?
  • Does the member feel welcome?
  • Is the member comfortable with their workout plan?
  • Is member seeing fitness results?
  • Has the member made friends?
  • Is the member involved in any programs?
  • Does the member feel that they are a partner in the Y mission?
  • Does the member feel that they are a part owner of the Y?

These are just a small amount of reasons people stay at your YMCA.

How you calculate retention can make a big difference. For instance, do you take all of your members (Joe that’s been there for 20 years and Betty that just joined a year ago) and lump them together to calculate retention? Many YMCA’s calculate retention in this way. The question now is do you know what your retention rate is for 1 year members only, 2-year members, and so on? The numbers are obviously much different.  
The old saying holds true: “Have a plan or plan to fail”. Do you have a plan for member retention? If you don’t have a plan, or have just a partial plan, we can help you get a solid, well-built, member retention strategy implemented in your Y.