It also meets FC Goas financial performance expectations BENCHMARKING

It also meets fc goas financial performance

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It also meets FC Goa’s financial performance expectations BENCHMARKING INDICATORS FOR THE MEMBERSHIP PROGRAM Objective The purpose of this section is to list down meaningful benchmarks by which the leadership of FC Goa can evaluate their own membership marketing strategies and tactics. Key indicators The primary components of membership growth for any association are member acquisition and member renewal. Review of these key indicators can quickly indicate the financial health of any association as well as provide guidance as to what changes, if any, are necessary. Member Acquisition Change (By what %) Increased Decreased Remained same Member Retention Change (By what %) Increased Decreased Page 49 of 57 FC Goa 8848 Sports Fans
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Remained same Change in membership offerings Change (By what %) Increased Decreased Remained same Challenges to members renewing membership / acquiring new members Renewal rates, as a metric, measure the association’s cumulative ability to effectively develop and manage the relationship with their members. Therefore, an analysis of the reasons why members don’t renew is important to begin to appreciate what the association can actually do to positively impact member retention. Studies have revealed that the three most important reasons as to why members are reluctant to renew the membership are as follows: 1. Lack of engagement with the organization 2. No justification of costs against ROI 3. Very expensive Some other reasons to challenges for membership growth are as follows: 4. Difficulty in communicating value 5. Insufficient staff 6. Difficulty in attracting younger members Potential goals for FC Goa membership program in future Increasing member engagement Increase member retention Increase member acquisition Increase understanding of member needs Increasing revenue for the organization The most important aspect that FC Goa should work on (membership program) is brand awareness. Studies have revealed that the most effective ways of creating brand awareness include email, the association website and word of mouth. Other potential ways FC Goa could incorporate are sponsored events which act as brand awareness vehicle and also could Page 50 of 57
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count on member recommendations. These channels are to be also used to recruit new members or for member acquisition. Some of industries best strategies in handling members include: Celebrate membership milestone Cross platform marketing Having a members’ page on the website that only members can access LEARNINGS AND EXPERIENCE FROM MY SUMMER INTERNSHIP Making a living out of something I’ve always loved and that is what is driving me to convert my passion for sports into career. Previously during my third year BBA graduation, I was given an opportunity to intern with Goa Football Development Council (GFDC). Later post my graduation I worked as an Operations Executive at Goa Football Association (GFA). Right from my graduation days I had the passion for sports and wanted to make a career out of it. But since, playing any sport for a living was not at all a solution for a living, I decided to pursue management as that was the only way I could dream of my passion and of course earn money for a living. In short, MBA is a short route (as assumed) taken by many to get the
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  • Fall '17
  • Mahvish ali

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