5.2.4 Club knows its local community The club has a firm understanding of its local community. The club knows the demographic make up and the groups that operate in its surrounding area. It understands their needs because it has asked them. The club knows where and how to target new members and has key contacts in the local government authority regarding grants, volunteer training and recreation planning.

MEMBERSHIP - HOW TO RETAIN AND RECRUIT 5.2.5 Local community knows the club The club is seen as a crucial part of the local community. This is apparent by the respect and assistance provided by the local government authority. News from the club appears in the local newspaper and in local government newsletters. Letterbox drops, displays at local events and shopping centres, posters and displays in shop windows and libraries, and personal presentations at local community group meetings are common occurrences. 5.2.6 Two-way effective communication with club members Successful clubs communicate with their members, keeping them up-to-date on club news and participation opportunities and at the same time creating club pride, loyalty and identity. These clubs have club newsletters, ideally delivered directly to club members’ homes; have regular mail- outs to club members concerning annual meetings and major announcements; have up-to-date club bulletin boards; and, make regular announcements when participants are gathered (pennant days) at the club. Communication continues in the off season as well. Some clubs have their own web sites and electronic mail to communicate with their members — refer to chapter 3 for more details. Effective communication also means actively seeking information and input from members. This can be in the way of feedback forms and suggestion boxes located in the club. However, this may best be done by simply taking the time to ask members about particular needs or by seeking feedback on issues as the opportunity arises. Refer to sample 5.4. 5.2.7 Club members recruit by ‘word of mouth’ The vast majority of people who take up bowls do so because they know someone who plays. Knowing this, it is easy to see why happy club members are invaluable recruiting tools for your bowls club. Just think of the growth if every club member signed up one new member each season. Growing clubs have members who are recruiting friends and family into the club. Some clubs have offered formal financial incentives for recruiting new members. Many clubs have conducted special ‘invite a friend’ or ‘family’ nights. Other clubs offer ‘two for one’ memberships for partners or family memberships. 5.2.8 Team of active volunteers The successful clubs have a substantial number of volunteers who are happy in their role. The volunteer load is shared amongst many, preventing burnout.