Marketing Your Health or Fitness Center Mobile App To Members

By | Engagement, Industry, Mobile | No Comments

Everyone understands the value of mobile. It’s rapid growth continues to surprise marketers and consumers alike. 79% of marketers believe mobile marketing is core to their business (Salesforce’s 2016 State of Marketing Report). Mobile offers are redeemed 10x more frequently than print offers (eMarketer) and 16% of donors give from an email on a mobile device, a number that is rapidly rising each year.

So, offering a mobile app is a popular option, but, offering a mobile app at your YMCA, JCC, recreation center, or health club is more than just being “with it.” It can be a valuable way to deepen member connections and to save your staff time and effort. In order to realize all the benefits of a mobile application, you have to preach adoption to your staff and to your end users – your members.

So, how do you get members to download your app (and use it!) on their mobile phones, already crowded with apps and tools? We recently spoke with Amy Johnson, Digital Media Coordinator at Greater Green Bay YMCA, and Mary Jo Eiberger, CEO and Executive Director of Cameron Regional YMCA. When we looked at metrics from across our customers, these two Ys stood out with a high percentage of members downloading and using mobile apps multiple times over a 30-day period.
Here are three of their tips to be successful marketing your mobile app to members:

  1. Take time to plan ahead before you launch. Johnson explained that at Greater Green Bay YMCA they made sure to find out what  your members need and are looking for on the mobile app and be sure to choose administrative support for your app prior to launch and roll-out to members. At Green Bay they chose Mobile App Champions at each center to promote the app and keep everyone informed.
  2. Get staff excited about the app. It’s important to get your staff excited and comfortable with the app so that they can be the best promoters of the app to members. Both Johnson and Eiberger encourage members to sign up for the application on the spot. They even offer to download the application and walk through it with a member that isn’t so tech-savvy. Excited staff will want to show members all the app has to offer.
  3. Use your application for nonmembers too. At the Cameron Regional YMCA they encourage nonmember program participants and even movie-goers (yes, they have a movie theatre!) to download the app and they offer announcements, schedules and the information that is valuable for those users too. Eiberger explained that if nonmembers see all the valuable programs listed in the app that are available to members they may decide to join.

Check out the full webcast for more tips on successfully marketing your mobile application to members:

How to Hire Right for Engagement

By | Fitness, Industry, Marketing, Membership | No Comments

The most sustainable nonprofits have talented teams. Have you considered that your staff must be engaged before they can effectively engage members? Staff engagement starts during the hiring process. Associations with successful engagement programs say it has changed the way they hire. Even when you have all the right people in place, it is important to continuously engage your staff just as you would your members to get the best outcomes. Here are some staff engagement ideas featured in Entrepreneur from Dwight Merriman (founder of several successful startups):

  1. Ensure that those you hire understand your mission at the outset — those that understand the mission will be a better fit for the long haul
  2. Foster collaboration between staff — open huddles and team meetings encourage collaboration and engagement
  3. Educate staff regularly – when people feel they are growing and learning they stay connected
  4. Be transparent to build trust – communicating the good, the bad, and the ugly encourages open communication and engagement

Staff engagement stays top of mind at the YMCA of Florida’s First Coast. It’s a big part of the overall engagement strategy. Kathy Cannon heads up their engagement efforts and she fosters engagement with her team by facilitating a staff huddle twice a day to talk about training topics and highlight engagement achievements at the branch. The team also devotes 10 minutes to “Connections” (discussing connections with members) at their bi-weekly staff meetings and they regularly involve branches that are seeing the most success in team trainings to spread good habits across the association. The team there has a laser focus on quality interactions. Thanks to a strategic engagement plan and consistent tracking, the team doubled interactions logged from 3% of all check-ins to nearly 6% of all check-ins (that represents an increase of nearly 3,000  interactions per month!)

This is an excerpt from our recent Engagement Insights Report. You can view or download the full report on the Insights Report page.

How to Get Your Leadership Team Behind Your Engagement Initiatives – Recommendations from the Akron Area YMCA

By | Customer Experience, Engage, Engagement, Industry, Marketing, Organizational Health, Volunteers, Webcasts | 2 Comments
We recently had an engagement webcast featuring Ken Hoyt, Technology Director at the Akron Area YMCA. Hoyt had a lot of great advice on staff engagement but some things that really stood out were his tips to get the C-level team excited and involved in the engagement initiatives at his association.
According to Hoyt, “We’ve set strategic goals around retention. Knowing that how we engage our members and how we involve our staff in that is a key piece. We are getting absolute support from the top.”
Are you looking to get your leadership team more invested in your engagement programs? Or, are you just looking for ways to prove the value of the things you are already doing? If either of these are the case, these tips from the Akron Area YMCA may prove useful to you.
How to galvanize the leadership-level in staff engagement:
 
  1. Look at measurable data – Hoyt’s first tip is to take a hard look at your data and ask yourself, “Where are we today? Where do we want to be and why is it important? Most people understand the value of having a broader membership base and retaining members is a lot easier than recruiting new members.”
  2. Break down retention goals – “If you are looking at retaining 1%, 2% or 3% more members, how many members is that? Once you have that figured out you can start tying those numbers to financial benefits,” explains Hoyt. All those things help justify engagement initiatives to the leadership team.
  3. Take it back to the mission – “Many people are surprised when you take those membership goals and connect it to the increase in number of lives you can touch every day,” says Hoyt.
Try these tips to encourage your executive-level staff to be more excited and involved in engagement initiatives. If you’d like to hear more information from the webinar, you can access the recorded version and if you’d like to hear more about Daxko Engage, you can always contact us.

Engagement, It Starts at the Top

By | Engage, Engagement, Industry, Leadership | No Comments

In most corporations, senior leaders are the visible face of the organization. But, that isn’t always the case for members at health and wellness associations. Many times the only contact members of those facilities have is with front-line and wellness staff. That’s why it is vital that senior leaders take the time to define and champion the engagement strategy throughout the organization.

Senior leaders and board members are charged with setting the strategic direction and cultural goals for most associations to steer non-profits in the right direction and achieve their vision. We’ve all heard that positive attitudes and actions are contagious and can build a culture of engagement that involves and inspires all employees. According to Dan Dummermuth, CEO at the YMCA of Middle Tennessee, “I think a lot of it is the sheer volume of people coming through our doors. What happens a lot of time on the engagement side of things is the capacity of the staff is tested. We already ask staff to do so much, and taking a systematic approach to engaging members is one more thing. So as leaders we have to take a hard look at that. If engagement is going to be a priority, if we really want to help people–and grow revenue by adding members and stem attrition by keeping members– we have to make engaging them a priority. Sometimes we may have people in the wrong roles, or lack adequate training to make engagement successful. So that’s something to evaluate too.”

3 Ways to Measure Staff Engagement

  1. Anonymous surveys – Be sure to stress that employees should be open with their feedback to allow real change to take place
  2. Team Huddles – Organizations with successful engagement strategies often huddles each day to share what was successful and what was not so successful with member engagement. This is also a great way for staff to keep an open line of communication with their team leads
  3. Be present – If leaders make a point to be visible and approachable it sets a tone for the whole organization. Making culture a focus is easier when senior leaders can be seen by everyone in the organization

Senior leaders are responsible for setting the tone for the organization and defining appropriate goals. Setting the tone for all interactions with all levels of staff helps set the tone with how your staff will engage with your members.