CLUBS STRUGGLE TO GAIN/RETAIN MEMBERSHIP
By Rich Hanson, AMA President | richh@modelaircraft.org
AMA CHARTERED clubs have long been seen as the core element of the aeromodeling community, if not the backbone of model aviation. Local clubs provide a place for likeminded individuals to share their ideas and experiences, a setting where modelers can compete and hone their aeromodeling skills, and a place for social interaction and camaraderie. More importantly, local clubs, by and large, hold the key to the one element that the hobby ultimately needs to endure: a safe and secure place to fly model airplanes.
Societal changes throughout the years, the evolution of the hobby, and advancements in technology, have all diminished the innate affinity that entices individuals to gather and jointly enjoy the hobby. Fewer brick-and-mortar hobby shops exist that once guided newcomers to local clubs. The advent of ready-to-fly models has all but eliminated the skills needed to build model aircraft. And Sensor-Assisted Flight Envelope (SAFE) flight-control augmentation technologies have dramatically decreased the risk for novices to chance first-flight experiences without the aid of an experienced modeler.
Societal and cultural changes have also changed the way that we interact and communicate with one another. These changes are not unique to the aeromodeling community and have affected other social and fraternal organizations, such as the Kiwanis, Rotary International, Optimist International, Lions Clubs International, and similar organizations.
All such service organizations face a variety of challenges in maintaining and growing their membership in today’s environment. These challenges are often interconnected and can stem from shifts in demographics, changing values, increased competition for time and resources, and the need for organizations to adapt and modernize.
The following are some of the key reasons behind these struggles.
Demographic and Generational Shifts
- Aging membership: Many service clubs have seen their membership age over time, with a significant portion of members now retired or close to retirement. This creates a natural attrition as older members face limitations or eventually pass on.
- Recruiting younger generations: Younger generations, such as millennials and Generation Z, might have different priorities and expectations when it comes to joining and participating in organizations. They might be less inclined to commit to traditional weekly meetings and structured activities, and might seek more flexible and impactful ways to contribute to their communities.
- Differing values and motivations: While previous generations might have been more drawn to the social and networking aspects of service clubs, younger generations might prioritize organizations with a clear sense of purpose and a focus on social change and impact.
Changes in Lifestyle and Priorities
- Demanding work schedules and personal commitments: Modern lifestyles, particularly for working professionals and those who are balancing family responsibilities, often leave less time for committing to formal organizations and regular meetings. The rise of remote work has also contributed to a “loosening of social ties,” making people less likely to participate in local organizations where they live.
- Competition for leisure time and charitable giving: People today have numerous options for how to spend their free time, including other social activities, hobbies, and personal pursuits. Similarly, there are many avenues for charitable giving, and service clubs face increased competition for donations and volunteers.
Adapting to the Modern Landscape
- Relevance and value proposition: Service clubs need to articulate a compelling value proposition that resonates with potential members in the current environment. This means highlighting the impact of their work and showcasing how joining can meet individual needs for social connection, purpose, and personal development.
- Communication and engagement: Organizations need to adapt their communication strategies to reach and engage with a wider audience, including leveraging technology and understanding generational differences in communication preferences.
- Flexibility and inclusiveness: Offering flexibility in membership options (e.g., different tiers or levels of involvement) and fostering an inclusive environment that welcomes diverse individuals can help attract and retain a broader range of members.
- Outdated practices: Some service clubs might find that traditional club structures, rules, and activities might not be as appealing to newer generations, requiring a reevaluation and potentially a modernization of their practices.
- Lack of effective succession planning and leadership development: Ensuring a continuous pipeline of leadership and active members is crucial. Organizations might struggle to identify and empower new leaders, leading to stagnation and a decline in engagement.
To retain members, focus on providing value and fostering community. This includes offering valuable resources, hosting engaging events, recognizing member achievements, and personalizing the member experience.
In more detail:
Foster Community and Engagement
- Welcoming new members: Make a great first impression with a personalized onboarding process that helps new members feel valued and connected.
- Encourage participation: Create opportunities for members to get involved, whether through volunteering, contributing to discussions, or participating in committees.
- Host engaging events: Organize both online and offline events that provide opportunities for members to connect, learn, and have fun.
- Recognize member contributions: Acknowledge and celebrate member achievements, contributions, and milestones.
Foster and Encourage Continued Involvement
- Streamline the renewal process: Make it easy for members to renew their memberships through a simple digital process.
- Offer renewal incentives: Provide incentives for early or timely renewals.
- Remind members about value: Regularly communicate the benefits of membership and the value that they receive.
Personalize the Member Experience
- Understand member needs: Gather feedback and use data to understand what members value and tailor your offerings accordingly.
- Personalized communication: Use personalized messaging and communication to make members feel seen and valued.
Track and Improve
- Monitor churn rate: Track your membership churn rate to understand how well you are retaining members.
- Gather feedback: Regularly solicit feedback from members through surveys, feedback forms, or informal conversations.
- Adapt and improve: Use the data and feedback you collect to continuously improve your membership program and make it more valuable for members.
Much like other service organizations, chartered clubs need to acknowledge today’s societal and cultural challenges and proactively adapt their strategies for membership recruitment and retention to thrive in the years to come. This might involve embracing new technologies, re-evaluating their value proposition, being more flexible in their approach, and fostering an inclusive and engaging environment that appeals to a diverse range of individuals.
The one item that remains the same and truly ties us all together is the shared love for the hobby and the personal joy in building and flying model airplanes.
Keep ’em safe, keep ’em flying, and continue to enjoy this great hobby!
