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How Non-traditional Competition will Impact the Future of Membership

By | Engagement, Industry, Membership, Mission Delivery, Mobile, Online | No Comments

For a long time YMCAs, JCCs, and community-centers have faced increasing competition from for-profit clubs. The new wellness landscape has become even more complex with younger demographic groups (you know who you are millennials) spurring trends like boutique chains like Pure BarreOrange Theory, and CrossFit, experiential races like Tough Mudder and Color Run, YouTube fitness celebs like Blogilates, or even newer virtual solutions from old players like Jillian Michaels and Weight Watchers.

Non-traditional competition deserves a forward-thinkng solution. At Daxko, we are committed to providing technology that supports our customers as they face these new challenges. We’ve done a lot of research on the future of membership and we are currently testing a potential solution for our customers. More on that in the months to come. Along the way, here’s what we’ve learned that will help member-based nonprofits differentiate themselves from the pack.

1. Play up the mission – Use your nonprofit status as a differentiator. Promote the causes that you champion and that their membership supports. Work to be specific too. According to a Millennial Marketing blog post, specific cause-driven examples are more effective at spurring millennials into action than vague pleas to “make a difference” or donate money for no specific purpose. Emphasize a special charitable or outreach program that is particularly successful for your center. Finding one program that really speaks to the types of charitable work you do so you can help your members understand the mission in a more direct way.

2. Build a communityJeff Fromme from BizJournals.com writes, “millennials value a communal environment…[and]millennials are taking their desire to be social into the fitness arena.” For member-based nonprofits, it helps if your member community exists both in the real and digital realms. Creating a virtual community of members working towards similar wellness goals is something Daxko is working towards to provide flexible wellness and fitness communities for the future of membership.

3. Be flexible – According to the 2014 Neilson Global Consumer Exercise Trends Survey 82% of gym members also exercise at home. Millennials are busier than ever and they are looking for options that fit into their lifestyle. Exercising at home is a great supplement to a membership. Offering a virtual solution that provides an online wellness community and quality online fitness classes is a must to reach this generation. Ys, Js, and community centers can solidify their appeal with this demographic by offering options in and outside the facility walls.

At Daxko we are working to reimagine membership with technology tools that will enable you to live your mission in new ways by meeting your members wherever they happen to be and supporting them whatever their interests. Be sure to check our blog for new topics related to future products and industry topics for member-based nonprofits.

april presenting

DAXKO TMD: BALANCING CAREER & CARING

By | Uncategorized | No Comments

If you haven’t tuned in or heard before, at Daxko we hold a monthly TMD (Team Member Development) series where have different speakers or watch helpful videos on developing and improving our careers. This month team members gathered to watch a video presentation by Ann-Marie Slaughter focused on balance career and caring in our lives.

April B. opened the door to discussions about ideas around creating the balance of career and caring.  Here are some thoughts and ideas discussed in the video and afterwards by team members that the awesome Deeanna S. captured for all of us:

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Flexible Workplace: Work from home, go home when necessary. The issue isn’t flexibility, but that there is a stigma associated with taking advantage of flexibility.
Customizable Workplace: Why can’t we think of a customized workplace? Sit down with someone and customize what you want your career path to be.
Collaborative Workplace: Care enough to ask what is going on in other people’s lives; trust makes people tell you what is going on, makes them willing to collaborate.
Creative Workplace: Creativity does not happen if you’re “on” 24/7. Creative people need down time.
Productive Workplace:  “Results Only Work Environment” (ROWE) – you can work wherever, whenever, as long as your produce specific results. Countries that invest in their people are more successful as a whole.

These values and approaches are something we identify with at Daxko. Creating a culture focused on people and outcomes really helps us enjoy what we do here.

Also, here’s a link provided by April B. that goes deeper into what Ann-Marie Slaughter discusses as well as a video towards the bottom.

 

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More Staff Engagement with Members at Pikes Peak

By | Engage, Engagement, Industry, Marketing, Membership | No Comments

I recently had the opportunity to speak with Ariella Franco, the Member Experience Director at the YMCA of the Pikes Peak Region in Colorado Springs, CO about the work they’ve been doing with Daxko Engage. Franco mentioned that her YMCA has recently acquired some new centers that effectively doubled the size of their association. “There aren’t enough hours in the day for us to reach out to everyone. We needed a resource and Daxko Engage was that resource for us.”

When asked about the decision to go with Daxko Engage, Franco said, “We needed a connection with members that was more consistent and more systematic. We didn’t have a way to really target people before. We offer new members a fitness goal setting appointment and we wanted to take that and extend that out to create more touch points with our members.”

Franco explained what first intrigued her about Daxko Engage, “It was exciting from the perspective of being able to see your members as they scan into your facility and the integration with Daxko Operations. Daxko Engage offers a pleasing interface and it’s easy to use.” She said the ability to give different roles access to the same information was appealing and would allow staff to build off of other interactions with a member. The YMCA staff “should be engaging with members and non-members with the same information.”

As for examples of benefits of using Daxko Engage, Franco said, “With Engage we really can look to see how new members are doing and now we know more about them. We’ve added a 30-day phone call that didn’t happen before we implemented Daxko Engage. During that call we can prompt members that haven’t used their fitness appointment to sign up and we have noticed an increase in those appointments. Daxko Engage is really the best tool for this type of systematic communication,” said Franco.

Finally, Franco had some advice for those looking to launch Daxko Engage. She urges new Daxko Engage users to set up some time to talk with other successful Daxko Engage users and find out how they have found the most success with the software.  That way, “before your association launches, you can have some solid initiatives in place.” She also mentions that once you have initiatives that will help you train your staff on specifics that will apply to their day-to-day tasks.

Smiling group standing in a circle.

A Little Bit Goes a Long Way

By | Communication, Culture, Life at Daxko, Workplace | No Comments

Recently I was leaving work when a Daxko Team Member (name withheld to protect the innocent) approached. Since I work on the People Team, I assumed this person had a need or issue on their mind. Imagine my surprise when he said he just stopped me to say, “Thank you.” I was speechless (which is rare for me…just ask anyone who knows me). But it was a moment that made my day.

He wanted to express appreciation for the work I do and to say that I am a valuable team member. It was a great way to end my day! This not only made me feel good though, it was also a great reminder that a sincere “thank you” at work can pay great dividends. So, let’s break it down:

  • Cost = 0 dollars and minimal time.
  • Benefits = more engaged team members, positive reinforcement of desired behaviors, and making someone’s day!

What does it take?

  • Willingness to look for people doing something right (and not just catch them doing something wrong);
  • Purposefully reaching out to that person (verbally, via a quick note, etc);
  • Being sincere. Tell them why you are thanking them so they know you mean it.
  • Don’t do it every day, but do it often enough. If you do it all the time, it loses it’s meaning to the person. But if it is so rare that spotting a UFO seems more likely, then you aren’t getting the benefits mentioned above as often as you could.

Daxko gives great, more formal awards as a way for the company to recognize excellent performance, but it is hard to beat a thoughtful, purposeful and genuine expression of thanks from someone you work with every day.

Who can you thank today?