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KEEPING
COMMUNITY CLUBS
COMPETITIVE
The battle for members has never been fiercer, but by tapping into
their unique values, not-for-profit clubs can remain competitive.
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ill Park Leisure in Whittlesea, VIC is a community, not-for-profit recreation centre
managed by the YMCA. Despite having more local competitors than ever, the club
is thriving, in part through its strong community focus.
The facility, which recently refurbished and replaced all its equipment, has a very diverse
member base, with a variety of cultural backgrounds and a large age range. It has broad
appeal, with a focus on providing a family friendly environment offering something for
everyone. The club is very active in the local community through programs such as Open
Doors, which offers discounted or free club access to disadvantaged community members.
It also runs outreach classes for schools, older people and cultural groups who are unable to
easily visit the facility.
The management team at Mill Park Leisure offer the following tips for other community
clubs to retain their share of the market.
• Be inclusive. YMCA’s are about creating healthier, happier, connected communities and
we include the whole community through programs and services for older adults, teens
and disability access.
• Talk to your members. This may sound obvious, but as a community club you are there
for your local residents so speak to them one on one and conduct surveys so you can
continually meet their needs and adjust your programs where necessary.
• Celebrate your points of difference as a NFP. Often we offer a full service model for
our members and try and add value where we can.
• Shout about your reinvestment. As a NFP, all surpluses from the business go back into
local community programming – it’s essential to tell this story and tell it well.
• Choose your suppliers carefully. It’s important to choose ones who will partner with
you and really understand your needs, not just sell you what they think you need.
• Value your values! Many NFPs are values driven: if you communicate this with your
members, the atmosphere and staff culture in your club will thrive.
• Build trust around pricing. NFP’s are in a good position to build trust with their
members around pricing. As a YMCA we are able to accommodate members’ individual
circumstances, i.e. those experiencing financial hardship.
• Work with other community groups. This helps you ensure that your products and
programs are relevant locally.
• Build your staff culture. It is essential to create a culture where the staff understand
why you do what you do, in other words your ‘core purpose’.
M
NETWORK SPRING 2014 | 53
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