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.