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Returned & Services League of Australia (RSL) is an organisation comprising 325 sub-branches, with a total membership in Victoria of 59,500.

As many of its members are defence force veterans (the RSL was founded after WW1), it is a struggle to attract 'new blood' - there are a number of factors prevalent here, and some of them, explained below, relate to the story of RSL Springvale sub-branch, where I assisted in developing a successful membership building program in 2003 - 2004.

The General Manager of Springvale RSL Sub-branch, Bob Drew, is innovative, passionate about what he does and totally focussed on building membership. He contacted me in late 2003 (one of his key staff had attended a seminar I conducted) and arranged to meet with me to discuss his requirements.

Bob was experiencing similar problems to many other RSL sub-branches - falling membership, a lot of competition in the immediate area (other hotels and clubs) and public perception about the RSL as a purely military, men's only drinking club. A tour of his licensed premises in Springvale put paid to any misconceptions I may have had. Beautifully decorated, great meals area, plenty of memorabilia on display - the sub-branch had a very good 'feel' about it. Also, his staff were very professional and friendly people … that really helped during the campaign.

The Campaign

We agreed that I was to work with Bob and his team to meet the following objectives:

  • Fine tune his current member recruitment strategies; develop and implement new strategies to gain more members.
  • Reverse the current trend of member losses by implementing programs to build member loyalty.
  • Increase member renewals from 2003; win back lost members from 2002 and 2001.

Our key target was to gain a 20% membership increase across the board (four levels), by implementing the above strategies.

The campaign commenced in late October 2003 and our first objective was to build the renewals program. RSL memberships are renewable from 01/01 each year and, basically RSL Victoria (at Anzac House in Melbourne) send out a rather formal renewal notice.

Renewals

Every member was sent a personalised invitation to renew their membership, the contents included:

  • Telling them how much their membership was valued by all at Springvale RSL Sub-branch.
  • Asking the person for their continued support of the RSL and their Sub-branch.
  • Listing key benefits of re-joining including quality meals and 'meal deals', a membership points program, discounts at selected retailers, reciprocal rights with other RSL's, live entertainment, a competitively priced bottle shop and easy access to parking.
  • Atmosphere, hospitality and friendly service were reinforced.
  • A full colour brochure was sent to each person. As the sub-branch had undergone extensive renovations, this was a necessary move. Many members had not seen the 'new look' sub-branch.
  • A timeframe driven lucky draw offer was also made - placed at the bottom of the letter.

Traditionally, members who did renew normally came in January or February. No hurry.

The letter went out in November, they started coming, in droves, prior to Christmas!

  • An email campaign was not started at this time. Instead we commenced the 'permission' gaining phase of gathering email addresses for future contact.
  • A second letter, stressing the urgency of renewing NOW went out in early December, it triggered more renewals activity.
  • Everyone who renewed received a personal letter of thanks from Bob and an invitation to contact him or his Assistant Manager, Jenny, for any reason.

The letter also contained an offer to nominate a friend for membership and, if successful, they received a free bottle of wine. Nice touch … it worked.

(I will give you figures at the end of this article, showing the results of the combined campaigns.)

Recruitment

The recruitment program covered two key areas - the first was to recruit casual visitors; the second involved a recruitment program though affiliated sports clubs.

Let's look at how casual visitors were persuaded to join.

  • Every visitor was asked where they had heard about RSL Springvale. Valuable research was obtained for future marketing and promotion campaigns.
  • Permission was requested to obtain their email address (the same procedure was used with telephone enquiries, ending with a request to visit the sub-branch and be 'personally looked after').
  • A prospect data base was created.
  • Each visitor, who did not join, received a follow up phone call asking if they enjoyed the facilities and if they would like to join.

There was a marked uptake in new members!

The recruitment program, via affiliated clubs, is a 'work-in-progress'. Other programs have been so successful, Bob and the team hope to commence this program soon.

Retention

  • Every new member received a membership kit, containing special offers and an invitation to a new member's night.
  • New member's nights were conducted throughout the year - a great way for people to feel a part of 'their RSL'.
  • During the year, members receive a telephone contact, ensuring they are happy with their membership and the facilities.
  • In 2005, they commenced sending a monthly email newsletter to members (and prospects), there are 'member only' offers in each e.newsletter.
  • Members are continually encouraged to feel a part of 'their RSL'. There is great entertainment and ever improving facilities.
  • Staff regularly survey members, within the sub-branch, to ensure they are happy.
  • All staff are continually working towards member satisfaction … and renewal!

Reactivation

A telemarketing program was trialled to reactivate lost members from 2002 - 2001. Any further back would have been a waste of time.

Although not as successful as some of the other campaigns, it still managed to bring a number of members back - former members who were not aware of the improvements and great atmosphere that current members were enjoying.

The Outcome

The program was an overwhelming success.

Here are some interesting statistics …

  • Renewals for 2004 were 98%.
  • Membership rose by 21% in the first three months of 2004.
  • Membership rose by 47% in the full year to 31 December 2004, across the board. There were 1,479 members at November 2003. By the end of 2004, there were 2,163 members.
  • Bob Drew and the team at Springvale RSL Sub-branch received the 2004 'Membership Achievement Award' and certificate for gaining the highest membership growth in their category, of any RSL sub-branch in Victoria.

What was the formula? There are four simple steps:

  1. Hire good people … Bob's are top notch!
  2. Develop a system … we did.
  3. Monitor, measure and review; improve when necessary … we did.
  4. Lead your team; manage the process … Bob does.

That is what it takes to drive membership growth.

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