The urgent need to recruit new
members was a key thread of my message to the Executive at last year’s AGM.
I have referred
to it on numerous occasions during my term of office and, indeed, it forms an
integral part of my message to the County membership still on view on our
website.
On occasions, members have said to me that if only more assistance could be made available in the form of a National advertising campaign sponsored by Bowls England or even a local initiative promoted by the County, the task could be made that much simpler? The reality, from my perspective, is that advertising in whatever form from BE down the chain is a “nice” to have layer in the process of recruitment. The essential foundations, however, need to come from individual Clubs and their members.
If one considers a SWOT analysis on the state of the bowls community at large at present it is abundantly clear that, apart from competing with an ever increasing mix of other hobbies and interests, the largest challenges we need to overcome are those of the sport being perceived by many as an “old man’s game” and by far the biggest threat is that of great resistance to change from within the sport. We do not belong to an OAP Association/Club but rather an Association/Club for ALL ages.
Both of these aspects, image and membership have a common denominator - members. Hence my preferred way forward is that of “self help” at and by individual Clubs.
I’m delighted to report that during the year a number of Clubs have literally taken the bull by the horns and are being innovative and creative in their localised tailor made recruitment plans. They are focusing on the image they project (on and off the green) and communication in general within their local community – are these aspects in keeping with the changing needs of the 21st century? They are using their members and relying on “word of mouth” in making contact with Councils, schools, Clubs, Societies, large employers as well as resorting to more traditional flyers in stores/surgeries/churches etc etc.
Regrettably, there isn’t a one size fits all solution to recruitment. There needs to be a desire and a will for Clubs to get back to basics and in the first instance open discussions with their own members. Thereafter, form a recruitment committee (too much responsibility for one person alone), undertake a local SWOT analysis on both the Club and its immediate locality, establish from the membership list who has the necessary skills and who has the useful contacts, formulate a plan and move on. In my opinion, there is no escaping the fact that if we are to make progress in recruiting new members, the membership at large has to be engaged.
BE is in the process of constructing a very useful and user friendly website and I am pleased to append a copy of the page on recruitment (will probably be updated in due course and is by no means comprehensive) from which you could pick “n” mix. No rocket science. It is appropriate for me to mention that BE is currently undertaking a comprehensive review of its external communication strategy – you might care to check out their website from time to time?
I very much hope that you will find the content of this note both interesting and informative? As we all strive to reverse the ongoing declining trend in membership numbers, I encourage Clubs to inform John Barden our webmaster of recruitment successes with the intention of setting up a “best practice” database on our website for the benefit of our County at large.
Brian
Brian Lee
President
2008
November
2008
BOWLS ENGLAND.
ADVICE NOTES TO CLUBS.
ATTRACTING NEW MEMBERS.
In order to sell the game to others we need to identify the value and attributes of the game.
Image: -
Bowls is a clean, healthy, competitive family sport with excellent social and recreational facilities that can and is played by people of all ages. This image is important if we are to sell the game to others for the concept that it is only a game for the old is wrong. It is game that can be played at all levels by all ages.
The advantages attributed to Bowls as a sport are as follows:
It is a clean and healthy family sport.
It is not divisive by age.
It can be enjoyed by all able and many disabled people on a competitive basis.
Males and Females can compete on an equal basis.
Indoor and outdoor facilities mean that it can be played all year round.
It is a social game and most clubs have a good social side to the club.
The game is played in a disciplined environment with a constitution and proper rules, which ensures good levels of behaviour.
The sport is played at all standards be it a roll-up, Club match, League, County, Regional, National or International level.
The game is supported by a good infrastructure as coaching and umpiring is provided on a national basis.
It has good standards of dress and behaviour.
Clubs have a good spirit and social contact.
How to attract new members: -
Having established the good things about bowls how can clubs attract new members? We set out below a few ideas that have been used by clubs to attract new members, but it is only at local level that you can determine what is right for you: -
Bring a buddy session is just at it sounds – the club arranges an evening provides all the equipment necessary, provides coaching assistance and invites all members to bring a non-bowling friend to try it out.
Bring your family is in a similar vein and encourages youngsters to the Club.
Inviting local sports clubs to play a match and enjoy a fun evening has worked for many clubs.
Invite local organisations to an introduction to bowls evening, which could also include a supper is worth a try. Rotary, Round Table and Lions all have active sports and social committees and would make a good start.
Schools and youth organisations if approached may be interested in sampling the sport.
Flyers and posters are a tried and tested way of attracting members and doctors and dentists waiting rooms are good homes for posters, as many doctors will encourage their patients to get some exercise. Posting flyers in the roads surrounding your club often brings a reward.
The media are a good source of advertising the Club and interest stories will bring you good publicity although you may have to write these yourself and if necessary provide a photo, as the local press always seem to be short of reporters these days.
Press advertising can be helpful but do not forget to barter with the paper for some editorial to accompany it.
The local radio and TV stations will often give you publicity for special events so give the as much information as possible at an early date.
Publicity on a local basis with other clubs can reduce your costs; it makes sense to have a joint approach.
It makes sense to ensure that both the local Council and the local library have details of your club in their records, as this is a source of information by visitors and new residents of any area
IMPORTANT: -
If you arrange an open evening for clubs schools etc it is vital that you get the organisation right. Members to assist with coaching, woods and other equipment, refreshment facilities are all vital to create the right impression. Most importantly, it is essential to allow the non-members to experience playing the game even if they get it wrong. Keep tuition to a minimum and enjoyment at a maximum is the formula for a fun evening.
