British Canoeing Membership Aims GROWTH SATISFACTION RETENTION - - PowerPoint PPT Presentation

British Canoeing Membership Aims

SATISFACTION GROWTH RETENTION 33,000 Individual members in 2016 to 75,000 by 2021 Improve membership satisfaction Improve membership retention In order to help reach an incremental revenue growth by 2021

British Canoeing Members

Member numbers were in decline until last year’s growth

31,145 30,853 29,933 29,037 33,242 26,000 27,000 28,000 29,000 30,000 31,000 32,000 33,000 34,000 2012 2013 2014 2015 2016

Returning vs New Members Over Time

Year on Year, fewer people are renewing their membership

Year New Lapse Returners Returners British Canoeing Members Lapsers 2012

• 31,145

9,108 29% 2013 8,316 29%

• 2203

71% 30,853 9,371 30% 2014 9,447 27% 4 1% 21,482 72% 29,933 10,636 36% 2015 9,691 33% 49 1% 19,297 66% 29,037 10,966 38% 2016 14,648 44% 523 2% 18,071 54% 33,242 New

Members not previously a member (since 2012)

Lapse Returners

Members who have come back after at least after a year away

Returners

Members that renewed their membership from previous year

Lapsers

Members that have never returned

Current Membership Demography

The average member is typically male, middle-aged, and relatively affluent

72% 28%

0% 10% 20% 30% 40% 50% 60% 70% 80% Male Female 0% 5% 10% 15% 20% 25% 1 2 3 4 5 6 7 8 9 10

Flourishing Society Content Communities Where do members live?

GENDER

More Affluent Less Affluent

SOCIO-ECONOMIC GEOGRAPHICAL DISTRIBUTION AGE

43 43

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 the sport other benefits are indifferent” Male, age

35-44, Club Official, Coach and Volunteer

“Apart from keeping my qualifications valid, British Canoeing membership does nothing for me” male, age 35-44, Coach and Volunteer “Having membership shows responsibility – taking the sport seriously”

Norwich focus group, male, 1st year family member

“Access to the majority of waterways in the country is great asset that comes with membership. It is also good to know about canoeing events and activities that I can take part in and these are well

• rganised 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

 Communicate on membership fee spend  Improve accessibility to resources to get involved Target families Target new joiners to be more involved  Work on the harmony between the Clubs and British Canoeing  Raise the British Canoeing profile in Clubs  There is evidence to support that a new membership structure would be well received

COMMUNICATION CLUBS NEEDS ARE

DIFFERENT NEW STRUCTURE

COULD ATTRACT

NEW MEMBERS