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How Non-traditional Competition will Impact the Future of Membership

By August 25, 2015 No Comments
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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.

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