Membership Surveys in the Post-Covid World
The Coronavirus period has proven the worth of membership surveys as an effective means of communicating with members. The value has been twofold in providing good direction for boards and managements while also keeping members connected and involved in their clubs when there are limited other ways to do this.
At the onset of the Coronavirus period we at McMahon had about 20 clubs either beginning or continuing surveys on a wide variety of issues from asking about forthcoming facility projects, strategic membership issues, dining challenges, strategic planning initiatives and general membership satisfaction/experience surveys.
The major advantages of keeping members involved and thus still connected to the club were enhanced by not requiring any face-to-face member contact as focus groups were done online, facility presentations were done online, questionnaires were completed online and survey results were distributed to members online and at informational presentations.
Even now as the Coronavirus hopefully is receding, we are doing follow-up surveys to plan for reopening, while understanding that we have to be ready for any Coronavirus re-occurrence. Life must go on and club boards and managers must stay connected to members by finding new ways to effectively communicate with them.
Clubs by their very nature are different from commercial establishments, as club members are both customers and, more importantly, are owners. They own their clubs just like they own their homes, so it is important for boards and managers to stay connected to their owners and keep them engaged so that they continue to stay owners.
About Bill McMahon
Bill is a private club planner providing strategic planning, member research analysis and facility planning services for private clubs across North America. Bill joined McMahon Group in 1999 and has worked with over 200 clubs helping to solve their strategic and facility needs.
Bill is Co-Editor of Club Trends, a quarterly report published with the National Club Association (NCA). He has written for many private club publications like The BoardRoom Magazine, Club Director and more, and has been a featured speaker at national conferences, local chapters and other associations serving the private club industry. He is also on the NCA’s Communications Committee.
Bill has been instrumental in developing and enhancing the McMahon Group online presence. He created and runs Clubtopia® (www.clubtopia.com) – an online business directory of firms and companies serving the club industry.
Bill’s club memberships have included Bellerive Country Club (St. Louis), Glen Echo Country Club (St. Louis) and the Missouri Athletic Club (St. Louis). He has served on the Boards of Cinema St. Louis (www.cinemastlouis.org) and the Tennessee Society of St. Louis (former President).