It’s the Small Things: Using Invitations to Drive Membership

March 01, 2017

by Robin Shelton, PGA Master Professional, Regional Manager, American Golf Golf Corporation; General Manager, SeaCliff Country Club

Gaining new members is a primary goal for most clubs and a challenge many of us face in times of lowered participation rates and economic instability. And while increasing membership may seem like a costly and involved marketing process, it is important to remember that sometimes the greatest impact lies in the smallest gestures.

This concept occurred to me while reflecting on my love for playing co-ed recreational Softball…

I love playing Softball. I love the fun of playing on a team of all levels, the moment when it gets competitive towards the end of a close game, the camaraderie among players and the time we spend together before and after a game.

I like to play three nights a week! I’ve been a member of many teams and play on different fields, in different cities throughout the week, always looking for the next opportunity to play.

But in thinking about this dedication to Softball, I noticed something… as much as I love to play Softball I have never sought to start a team myself, or actively hunted for a team to play on. I didn’t read the local YMCA Newsletter that I received in the mail. I didn’t respond to mass emails. The Church bulletin calling for softball players didn’t get me motivated.

I have only ever played on teams where I have been invited.

I know I love Softball and would enjoy any team, but that personal invitation comes with some assurance that I will get to enjoy friends company and have a great time, and the fear of not knowing anyone or encountering an awkward ‘new guy’ label is gone.

An invitation, whether it be a formal invite from a team captain or casually offered by one of the players, is always what gets me out on the field.

Simply put, I appreciate invitations and so do others, and we could all stand to use personal invites more as a way to garner new membership. We all respond to invitations – invites to parties, weddings, golf games and even Softball teams, it is something we are in the habit of responding.

Many times, prospective members know that our Clubs exist, they may even be interested, they just don’t seek us out. Using current members to reach these prospective new comers through a friendly invite is often times our best resource for getting them to the course.

I believe people go where they are invited, and stay where they are appreciated. In successfully having a club “full of friends,” which we all seek, these simple, friendly actions speak louder than any television ad or freeway billboard ever will.

In the future, consider invitations as a tactic in growing your Club’s membership, events participation and even staff – it is an easy way to show people you’re interested in them and can have great results.

And if you ever need a Softball player… I am just an invitation away!