British Canoeing Membership Aims GROWTH SATISFACTION RETENTION 33,000 Individual Improve membership Improve membership members in 2016 to retention satisfaction 75,000 by 2021 In order to help reach an incremental revenue growth by 2021
British Canoeing Members Member numbers were in decline until last year’s growth 34,000 33,242 33,000 32,000 31,145 30,853 31,000 29,933 30,000 29,037 29,000 28,000 27,000 26,000 2012 2013 2014 2015 2016
Returning vs New Members Over Time Year on Year, fewer people are renewing their membership New Members not previously a member (since British 2012) Lapse Year New Returners Returners Canoeing Lapsers Members Lapse Returners 9,108 Members who 2012 - - - 31,145 have come back 29% after at least after a year away 8,316 2203 9,371 2013 - 30,853 29% 71% 30% Returners 9,447 4 21,482 10,636 Members that 2014 29,933 renewed their 27% 1% 72% 36% membership from previous year 9,691 49 19,297 10,966 2015 29,037 33% 1% 66% 38% 14,648 523 18,071 Lapsers 2016 33,242 44% 2% 54% Members that have never returned
Current Membership Demography The average member is typically male, middle-aged, and relatively affluent 25% GENDER SOCIO-ECONOMIC Flourishing Content 80% Society Communities 20% 70% 60% 15% 50% 40% 10% 30% 72% 20% 5% 28% 10% 0% 0% Male Female 1 2 3 4 5 6 7 8 9 10 More Affluent Less Affluent Where do members live? 43 43 AGE GEOGRAPHICAL DISTRIBUTION
Why do you have Membership? Many find it hard to see the value of membership outside of the compulsory benefits. The expectation comes fro those who are motivated by the environment. ”Access to the insurance schemes is good, however if not involved in the competitive side of “Apart from keeping my qualifications valid, the sport other benefits are indifferent” Male, age British Canoeing membership does nothing 35-44, Club Official, Coach and Volunteer for me” male, age 35-44, Coach and Volunteer “Having membership shows responsibility – taking the sport seriously” “Access to the majority of waterways in the country Norwich focus group, male, 1 st year family is great asset that comes with membership. It is member also good to know about canoeing events and activities that I can take part in and these are well organised and advertised through the organisation” Male, age 65-74, occasional paddler “Apart from access to rivers, membership has no benefits” male, age 55-64, occasional paddler
Improvements to the Membership CLUBS NEW STRUCTURE NEEDS ARE COULD ATTRACT COMMUNICATION DIFFERENT NEW MEMBERS Communicate on Work on the harmony There is evidence to membership fee spend between the Clubs and Improve accessibility support that a new British Canoeing to resources to get membership structure Raise the British involved would be well received Canoeing profile in Clubs Target families Target new joiners to be more involved
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