The MoJo of your YMCA is the energy it admits on a daily basis. The energy level of your staff and environment can make or break a YMCA. Y employees will tell you that “if you know one YMCA, then you know only that one YMCA!”
All YMCA’s are different and each have their own personality and character. Each have their own MoJo! The MoJo is that little special energy that gives a YMCA that positive spirit that connects with staff and members.
Your YMCA Mojo starts with your employees. If your YMCA has a personality it is because of leadership and staff character, energy and passion. YMCA employees are special because most have a higher purpose given the type of organization they work for. When employees are YMCA Mission driven it shows in their performance and action.
At the front desk-Welcome Center, do you have high spirit employees that are service driven with the ability to get things done? Does your fitness staff know how to provide the personal attention and touch for members? Is your CEO and upper management actively engaged in setting the tone and leading by example?
The only way to generate a higher level of MoJo at your YMCA is to lead by example. Raise your bar for what you bring to your office, job, organization and live a higher purpose.
Email us for information on our Leadership Training: email@example.com
Posted in marketing
Tagged ceo, character, fitness, front desk, Leadership Development, leadership training, mojo, theoctopussolution.com, welcome center, y employees, ymca
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“The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.” -Peter Drucker
The employees that deal with your YMCA members the most frequent are the ones that get paid minimum wage, have high turnover, are younger in age, or are not always fully trained. YOUR WELCOME CENTER. They “have to” know everything going on in the organization because that is where all members are going to go for information. That is where all questions are going from inbound phone calls.
Think about the complexity of your program structure and the constantly changing dynamics: Schedules, cancelled classes, pool closings, emergency announcements, and the list goes on. All of this, the welcome center staff needs to be able to handle. If the staff can not handle it, it will lead to member confusion, frustration, anger and eventually dissatisfaction with the organizations service. Then your members leave the YMCA and join another provider.
If the welcome center staff does not know the details of the daily happenings at the YMCA then chaos and mutiny will pursue. A communication system needs to be built and it must be able to communicate with your members and amongst your employees.
Too many times we have seen frustration and arguments with members and a staff person that “should have known about…” Fill in the blank. It is very difficult for staff to be the all-knowing wizards of the YMCA. However, we can arm the staff with as much information, organized in a method that levels the playing field of communication.
Contact us for our communication and operating method for your YMCA Welcome Center: firstname.lastname@example.org
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Tagged Blog, business at your best, communications, emergency annoucements, front desk, inbound phone calls, member service, peter drucker, pool closing, theoctopussolution.com, web developer, website, welcome center, ymca, YMCA Welcome Center
One of the biggest assets any business has is the history of your business. History creates a foundation for being able to support an organization whether it be through purchasing, partnership, support, or loyalty. Many organizations train new employees using the history of the firm during their orientation process. This provides a foundation and understanding of where the company came from and what they are fighting/working for. The United States Marine Corps uses its great history to teach it’s recruits during basic training. Do you think Marines are proud to be Marines and loyal to their “company”?
We are taught our country’s great history in school growing up and most of us develop a loyalty and allegiance to the United States of America. Why? Why does that happen? It happens because we connect to the success stories and people that have made our country great and we develop a loyalty and passion for defending and part of our great nation. So let’s take that same idea and principle into our companies and get more energy from the employee’s and more brand loyalty from our customers. The YMCA has one of the most impressive history’s of any organizations or company we have ever herd of…
The YMCA is a non-profit with a vast history. How many organizations do you know that invented basketball and volleyball. Pioneered Camping, Public Libraries, Night Schools, and Teaching English as a Second Language? YMCA introduced the worlds first indoor swimming pool and group swim lessons.
The YMCA’s have provided the proper environment for ideas and organizations to be born: The Boys Scouts of America, Camp Fire Girls, the Negro National Baseball League, Toastmasters, Hallmark Cards, Association for the Study of Negro Life and History, and Father’s Day.
The YMCA has help build our country and have been visited by many U.S. Presidents. The majority of employees, members and community members probably do not know about all the great things the YMCA has done. Do you think it is worth it to tell people about the YMCA History? Marketing the History?…
….We do. History builds foundation and loyalty. The organization is a non-profit and many people may need to be reminded about what the YMCA stands for. The YMCA is more than just a fitness center, BUT do your members and communities know that?
Posted in marketing
Tagged basic training, basketball, boy scouts, camping, company history, customers, employees, father's day, hallmark cards, loyalty, night school, public libraries, swim lessons, united states marine corps, united states of america, volleyball, ymca
This week is YMCA week. We spend a great deal of time with YMCA’s and yesterday we spoke about member retention and today we are going to speak to the importance of Recovery. Member Recovery is the about having processes in place to, reach back out to past members and get them to re-join.
The great part about Member Recovery is that this target market has already been a member. There are strategies we implement to drive them back. If your YMCA has 9,000 Members and your retention rate is 50% then you lose 4,500 members per yer. First that is way too low and you should also be working on retention strategies, but recovery plans are equally important.
With Member Recovery, you have customer information like: Name, Address, Phone, Email, Type of Membership in the Past, etc. All your efforts to Recovering members will be a 2 part strategy: Direct Marketing and Direct Sales.
Direct Marketing: Stay in communication via email and mailer. Send you past members a survey and find out why they left. You may be doing things wrong and not know it and that is why members are leaving. Never assume you know. Keep you past members updated with what is happening at the YMCA. Find out the type of membership they had in the past and send them a mailer with a discounted offer with call to action to help increase your probability of hitting their “sweet spots”. Email us for more strategies: email@example.com
Direct Sales: You can not image how dirty of a word sales is at YMCA’s. It is Dirty. But Direct Sales is more effective than Direct Mail, so why are you not doing it? Assign your most likely sales person to make phone calls one day out of the week. Print your past member database and let one of your staff hit the phones. Go over a script, talking points and action items. The start of the script should be to determine again, why they left your YMCA. Ask them what is needed to get them back as a valued member. Take action with trying to close them on another membership over the phone or schedule a meeting at the Y to discuss coming back. It is best to try to close the membership over the phone.
Member Recovery is a very important step in your strategy and should not be underestimated. Member Acquisition, Retention and Recovery Strategies are all vital to having maximum impact on member growth. Email us to discuss more YMCA strategies: firstname.lastname@example.org
Many YMCA’s suffer from low member retention rates. This is due to many reasons: poor customer service, bad procedures, competition, and lack of understand of how retention is calculated. Many Y’s use Daxko or Trinexum software as their point of sale and CRM software and the retention rates are all calculated on an annual basis.
YMCA CEO’s have to report member retention numbers to the board of directors and many of these numbers are wrong. These Y’s should be using their CRM software to compute the member retention by comparing apples-to-apples, but what is happening is that they are comparing apples-to-oranges.
If the software computes member retention on a 13 month basis and all memberships are used in the calculation such as 3 month, 6 month and month-to-month memberships, then apples are being compared to oranges.
For example: If a member signs up for a membership at their local YMCA the softwares will compute if that person is still a member at the beginning of the 13th month. The applications will track all the members on an annual basis to see how many are still members after a year. So what about those memberships that are under one year mixed in the calculations?
A 3 month, 6 month and other customer short term memberships will have a 0% retention rate measured on an annual basis. If the members sign up 2-4 times you may capture a 5-10% retention rate on short-term memberships, but it will not be much higher than that.
So if your YMCA is measuring retention on an annual basis then you can only compare it to annual memberships. If you include any memberships on a time frame less than that then you are not using the same units of measurement in a mathematical formula. For example: 5 Inches +4 Centimeters = What type of unit? You need to convert the units to one single unit of measurement before solving.
Before you assume you have a low or high retention rate, make sure you and your YMCA are comparing apples to apples! Contact us for the 10 steps any YMCA can take to increase member retention: email@example.com