Why we focus on Customer Relationship Management (CRM) for Health Clubs

By | Customer Experience, Engagement, Industry, Membership | No Comments

After twelve years in the software and wellness industry I still struggle to describe to my friends and family what I do every day. “Wait so you build software for a gym? Didn’t realize that was a thing.” Followed by a puzzled look, a shrug and a change of subject. 

Those of you in this industry I’m sure experience similar interactions. However we all know how critical the right infrastructure for your club is to a successful business.

In the June edition of Club Business International Delphine Carter and I were referenced on the state of CRM systems today. What is a CRM? Exactly! Customer relationship management, constituent relationship management, payments, collections, apps, schedules, and on and on and on. The term CRM is used so much more broadly today than ever before. After many months of contemplation about “what is a CRM?” I’ve decided that at the end of the day your CRM is what you and your staff make it.  

Let me give you some examples:

My local gym has a women’s only center where I prefer to get a run in. The most precious lady in the world works at the front desk. Whether it has been 6 months or 2 days since I last came in she always greets me by name, asks me how the kids are, compliments my weight loss (or doesn’t say anything if I’m in the opposite direction), and truly makes me feel welcomed.

I saw this same experience play out last week in Chicago at the East Bank Club. Ben Ford, Accounts Manager in Member Services was giving us a tour of the club (breathtaking if you’ve never been). While on the roof pool deck Ben stopped to shake hands with a member…ten minutes later Ben emerged from the deck knowing he’d made a member happy by agreeing to address a few minor issues for the member. 

Now I know that behind both of these situations there is a CRM system that is driving this type of behavior. Not only in these examples, but all over the club. And I couldn’t be more proud that Daxko is a involved in changing lives every day. 

After contemplating the use of a CRM, my tour at East Bank and my own personal club experience I have found a new way to describe what I do…

Friend: “Saranda, what do you do?”
Saranda: “I work at Daxko, a software provider for health and wellness organizations.”
Friend: “Software?”
Saranda: “You know the sweet lady at the front desk that greets you when you come in…I make sure she knows your name.”
Friend: “Shrug and a change of subject.”

It may not have changed the outcome of the conversation, but it is still what I am most proud of. I challenge you to make the most of your CRM tool and implement some new ways to get staff interacting with members.

Why Engaging Your Members Matters

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

Think about your organization and all the “things” that comprise it. Where did your mind first take you? The facility? Program offerings? Staff? Your cause? All of those “things” point back to two greater purposes – members and community. We wouldn’t exist without them.

Your members provide consistent support, volunteerism, donations and a sense of community unlike any other. Your function is to develop those members from casually associating themselves with a facility to connecting with a community. Then, develop those members into individuals who are committed to your organization’s cause.

This purpose is clear for a non-profit community organization, but the ideology is certainly applicable to other organizations as well. One of your focal points is retention – something that proves difficult in a world crowded with shiny, trendy, new offerings that you must constantly compete with. Members might be attracted to unique offerings, but they will stay if they feel connected with other members, trainers, or staff. Developing your community to be a supportive network that provides accountability will ensure a higher retention rate and a far more satisfied member.

There are two measures for engagement:

  1. Retention – improving your relationships with your members and connecting them to opportunities that they are interested in will decrease the rate at which you see memberships turn over. In a case study performed by our team (the Daxko Engagement Solutions Team), we found that organizations saw a 3-5% increase in retention year over year if they did the following:
    • Establish a new member orientation and develop a new member engagement initiative
    • All staff log 3-5 in person conversations each day in a tracking software
    • Communicate staff successes and coach underperformers
  2. Social Impact – engaging your members is incredibly important to accomplishing the mission of your organization, whether that mission is to make an impact through social programs OR to foster a healthy community and make a profit while doing it.
    • While retention is primarily focused on numbers, social impact focuses more on the stories that you will create when your members have an exceptional experience.

All the “things” that make up your organization are important. But what’s more important are the people and the relationships those people build with others.

 

Emily V. is a proud dog mom, and Netflix connoisseur, and lives on Daxko’s Engagement Solutions Team.

Success Story: YMCA of South Hampton Roads Grows with Daxko

By | Customer Experience, Industry, Marketing, Membership, Mission Delivery, Organizational Health | No Comments

Growing your membership, program participants and donations isn’t easy for a member-based nonprofit, but South Hampton Roads has partnered with Daxko for over 15 years and achieved long-term growth and operational efficiency. Read their customer story with the Director of Operations Software for YMCA of South Hampton Roads, Clarissa Hoagland.

Download the PDF file .

Webinar Recap: Utilizing Data Insights to Drive Member Engagement & Donations

By | Campaigns, Engagement, Fundraising, Industry, Membership, Mission Delivery | No Comments

Daxko’s Constance Miller and Delphine Carter recently re-presented their popular NAYDO 2017 session, Utilizing Data Insights to Drive Member Engagement & Donations. Miller is a Senior Data Strategist with Daxko and leads the Daxko Data Analytics team. Carter is a Senior Product Manager with 6 years of experience working directly with health & wellness organizations to drive member engagement and other initiatives. There is so much great content in this session but I wanted to touch a few points that resonated:

According to Giving USA, 2015 was the most giving year ever for Human Services organizations (like the YMCA or JCC). In addition, the amount per donor went up and contributions received per organization went up. However, donor retention and repeat gift size all went down. Per Daxko YMCA-specific data, the average gift dropped in 2016. Later in the webcast, Miller shared that less than 7% of Y members will ever donate. Of those 7%, 42% repeat their donation.

Second, Carter really drives home the importance of helping staff and members understand the greater mission of the organization. She asks webinar participants to think through the promise to members and how your organization can deliver on those promises. She also talked about the importance of sharing mission and success stories throughout an association, including facility, website and even through things like classes and programs.

To improve member and donor engagement, Carter shares that using “single identifiable beneficiaries” of donations is more effective than sharing just statistics. “Giving is ultimately an action of the heart, not the head,” Carter explains. Work to get those stories from beneficiaries and also to make sure staff and volunteers are equipped with those stories when approaching potential donors. Carter shared an effective ad campaign from a YMCA that used members voices to share their personal stories, including why they joined and how the Y impacted their lives.

View the webcast in full to get more details about the points above as well as the data that will help you understand why member engagement is so important for giving: