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.

Step by Step Guide To Assemble An Engagement Team

By | Engage, Engagement, Facilities, Industry, Leadership, Marketing, Membership, Organizational Health, Tips & Resources, Volunteers | No Comments

Even the best engagement plan fails without the proper backing and follow through. In fact, the number one reason engagement plans aren’t successful is the lack of team commitment to execute  the required initiatives. If you are looking to engage more members and improve member retention, then you’ve probably considered putting a member engagement plan in place. Don’t let your engagement goals languish before they even get started. Here is a step-by-step guide to establish a member engagement team and help rally them around your cause:

Gather your stakeholders: Who are the folks most invested in gaining and keeping members at your organization? Who is in charge of membership, marketing and recruitment of members? Stakeholders need a leadership team member that can champion the cause for member engagement at your organization.  Ideally, stakeholders include representatives from:

  1. Leadership
  2. Marketing
  3. Membership
  4. The frontline
  5. Your volunteer baseyour-engagement-team-deliverable-web copy

Keep in mind your Member Engagement Team may only involve some of these representatives, but they need to be aware that they are responsible for driving member engagement initiatives. Gathering all stakeholders on the front end ensures proper communication later in the process. The Member Engagement Team will be responsible for keeping all the teams they represent in the loop while driving member engagement initiatives forward. Learn more about Engagement Team Roles in this Engagement Team  Fact Sheet.

Take time to establish your goals and objectives. Being specific about your goals helps measure success and stay on track. Are you trying to retain members, gain members, or connect your members to your mission? We all want to achieve these items but it helps to nail down one or two things that will lead to these outcomes and make the most impact with a quick win. By creating one goal and attaching a measurement to it you are creating clarity for your staff by defining priorities.

Establish a baseline and a way to measure progress. Once you have a goal in mind it is important to measure your success. By establishing a benchmark from your current status, you can measure your success incrementally based on when you want to achieve your goals.

For example, the team at the YMCA of Florida’s First Coast had a goal to engage more members by having quality in-person conversations. They decided to focus on increasing in-person conversations as a percentage of total check ins. They established a baseline that their staff was having meaningful conversations with 3% of check ins. They wanted to more than double their quality conversations to 7% of check ins. By creating a clear goal and maintaining a laser-focus on one metric, the YMCA of Florida’s First Coast achieved dramatic improvement to 7,000 monthly in-person conversations across their organization!

Once goals are set, everyone at the organization needs to be very clear on when and how they will be measured. Setting attainable goals at the beginning gives a firm foundation for growth and expanded achievement plans. For example, for the first three months an organization will work to reach 5% of all check ins with a quality in-person conversation. Once that is reached, up it to 7%.

Assign Tasks.  Once you meet with the team to discuss overarching goals and define first steps, you must assign tasks. This is where each representative may consider involving other team mates. Break down your one measurable up-front goal into specific steps. If your goal, like the YMCA of Florida’s First Coast, is to have more in-person conversations and to monitor the quality of those conversations, you are going to need to establish the following processes:

  • Create a tool to establish a baseline (this could be as simple as an excel spreadsheet)
  • Train all member-facing staff to track their interactions
  • Set interaction goals per staff member and review the interactions and tally the results
  • Monitor those results

Once you have your tasks, assign them to your team as appropriate.

Rally the team. Get your team invested in the results and be sure to check in regularly to prevent or work through any roadblocks. Member engagement initiatives must be supported and encouraged from the top down. Senior leaders are responsible for setting the tone for the organization and defining goals with achievable expectations. Without that, engagement rarely makes it out of the leadership level. Other ways to rally the team include coaching for staff that are struggling with engagement goals and applauding staff when they meet or exceed goals.

Have you started engagement initiatives at your organization?  How did you assemble your team?  We’d love to hear your thoughts in the comments below.

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.

48% of January Joins Haven’t Checked-In for Two Weeks

By | Engage, Engagement, Facilities, Fitness, Industry, Marketing, Membership, Organizational Health | 2 Comments

Recently, we posted 8 quick wins to get ahead of cancellations. Providing quick and actionable tips may help keep members active at your center now but to ensure they are with you for the long term, more strategic changes are needed.

Data shows that on average, 48% of January joins have not checked-in over the last two weeks.*
While many new members mistakenly think that more bells and whistles (A coffee bar! Fitness tracker integration!) will keep them committed, the biggest predictor of success is social connectedness. Encouraging members to connect with others will significantly increase the success of their engagement. Those connections can be a personal trainer, group exercise class, a gym buddy, or even having a person at the front desk that greets the member each day [Read more.].

Here are 4 strategic mindset changes to make with your staff to encourage new joins to stick with it throughout the year:

  • Make Introductions: Whether you and your staff are working the front desk, or walking the floor – make a habit of introducing members to others with similar goals to spark engagement, accountability, and increase friendships.
  • Seek Out Introverts: Do you always see a certain member using the treadmill alone, earphones in place, with little interaction with others? Make an extra effort to reach out to those members and compliment them for sticking with it!
  • Make Your Center Less Scary: Reach out to members that look like they need extra help and make it a habit to introduce a new member to another machine or activity they might like. If they are always on the elliptical, maybe they’d enjoy spin class? Have a new member that is taking up running? Encourage them to work on their stamina with a low impact elliptical. By introducing new machines/activities into their routine you’ll help members feel more empowered to try new things, you’ll keep them interested and, encourage cross-training.
  • Offer Rewards: Encourage members to treat themselves after they work so hard. Look for non-food items to give-out that congratulates members for staying the course!

 

*Statistic based on Daxko Operations customer data