Membership Analysis Introduction
IVC's are Membership Clubs and the only true and simple measure of a Membership Clubs success is its level of membership.Healthy Membership
Ideally Clubs will have the following membership characteristics.- The number of members will be static or rising
- The average age of the members will be static or falling.
- The gender mix will be about 50:50 and certainly no worse than 45:55.
Membership Process
There are a number of steps along the Membership Process path. Like links in a chain all of these have to be successful for the whole to work.
| Action | Result | Measure |
| Club Produces Sufficient Publicity and spreads the news by word of mouth | Enquiries from Prospective Members | Number of Enquiries a Month |
| Enquiry and/or visit to Club Night is handled swiftly and professionally | Enquiry is turned into a Temp Membership | Number of Temp Members a Month. Ratio of New Temp Members to Enquiries (Conversion Ratio) |
| Temp Member is welcomed into club, goes to some successful events and has a good time. At the end of their Temp Membership period the paperwork and formalities are handled swiftly and effectively. | Temp Membership is turned into Full Membership | Number of Full Members a Month. Ratio of New Full Members to New Temp Members (Conversion Ratio) |
| Member enjoys their membership until Renewal is due. | Member Renews for another Year | Number of Members that do not Renew. Ratio of Non Renewals to Number of Members (Non-Renewal Rate) |
Statistics
Keep a track of your clubs vital membership statistics. Know what they are month by month and year so far. Compare them with the same month last year to see if you are doing better or worse.Keep a track of these
- How Many Members you have
- Average Age of the Membership
- Ratio of Male to Female
- Number of Enquiries a Month (Prospective New Member at Club Night counts as an Enquiry)
- Number of new Temporary Members a Month
- Number of New Full Members a Month
- The Conversion Rate between an Enquiry and Temporary Membership
- The Conversion Rate between Temporary Membership and Full Membership
- The Rate of Non Renewal