Fostering a new mindset to expand membership reach

In line with the challenges faced by many other community centers, the YMCA of Memphis and the Mid-South recognized the need for a transformative approach to invigorate their community presence. Understanding the importance of propelling growth, the leadership team at YMCA Memphis initiated a dynamic strategy to establish a solid foundation for sustained development.

“Hope is no longer a strategy to get people through the doors. [It’s about] having an excellent guest experience, and convincing them that the Y is a great place to be with their families.

When it comes to data–what gets measured, gets done

The YMCA had previously discussed adopting a more deliberate strategy for expanding their membership base - but now was clearly the time change had to happen. These initial conversations inspired them to integrate a "sales culture" into their organizational framework. Utilizing the combined capabilities of Traction Rec and Salesforce to collect and analyze data through dashboards, they successfully streamlined lead management and revitalized their approach to membership growth.

“Hope is no longer a strategy to get people through the doors. [It’s about] getting people through the doors, having an excellent guest experience, and convincing them that the Y is a great place to be with their families,” says Jeremy Long, their VP of Membership. “Our belief here at Memphis is what gets measured, gets done.” After getting an overview of their traffic pattern data, they were able to gain valuable insight on the source of their leads.

Questions YMCA Memphis were now able to answer:

• Were their leads coming through their website?
• Were their leads calling into their centralized call center?
• Were leads walking through their center doors? 
• What were their conversion rates like? 
  ‍

Listen to Jeremy share how they leveraged data to support their sales efforts.

<iframe width="560" height="315" src="https://www.youtube.com/embed/ZNp7YQJhMkY?si=Ho6Xto_L-C1M-VKo" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>
<hr></hr>
Jeremy spearheaded the recruitment of new team members dedicated solely to membership acquisition and sales. This strategic move yielded a compelling insight: Prospective members who interacted with a dedicated representative experienced higher conversion rates compared to those who entered the center spontaneously. In short, the support of a dedicated representative significantly increased the likelihood of individuals signing up for a membership.

Ultimately, applying a “sales culture” to their organization contributed to an impressive 35-40% to their overall membership acquisition. “We’re capturing a large amount of leads, we’re having conversations and building relationships with this large funnel of leads–pinpointing what approach is working and what isn’t working,” says Jeremy.

<iframe width="560" height="315" src="https://www.youtube.com/embed/5H1Zrm5D7Vk?si=iLdM32hFpa6ZO6QF" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>
<hr></hr>

‍

Fostering trust and engagement online

People crave community, and trusted organizations like the YMCA play a crucial role in fulfilling this need for connection. These spaces not only allow members to build relationships with staff but also facilitate connections with neighbors.

Extending offline efforts to websites is equally vital. Websites need to be more than just billboards; they should offer consistent engagement, prompt responses, and a welcoming atmosphere.

Consider the scenario where a potential member expresses interest but needs to discuss it with their spouse at home. What follows? This is where effective lead management comes in. From the moment someone visits the organization's website and fills out a form, there’s a lot that can be done - including automated responses, activity tracking, and data collection can be employed to encourage and facilitate the registration process.

Guiding prospects to enthusiastically join a vibrant community

The YMCA is making remarkable strides in implementing a system to identify the entry points where individuals enter as leads. This strategic initiative is designed to not only gauge but celebrate the effectiveness in nurturing these leads and seamlessly guiding them through the stages. We are witnessing significant progress, moving individuals from their initial discovery and interest to a stage where they are enthusiastic about joining and becoming integral members of the movement. This journey of growth and development is a testament to the amazing commitment to fostering a vibrant and engaged community!

<hr></hr>

Watch the complete webinar
‍

[1:45] Facing the challenges of membership decline
[6:28] Introducing Jeremy Long, VP of Membership at YMCA Memphis
[10:45] Leveraging data for an effective sales team
[16:26] Adopting a “sales culture” to drive membership growth
[20:22] Membership sales dashboard walkthrough
[24:55] The driver behind the centralized call center strategy
‍

<iframe width="560" height="315" src="https://www.youtube.com/embed/sC2W8f4c7tM?si=QJZZctF6oryrxkdD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

‍

_{*Photos courtesy of YMCA of Memphis and the Mid-South and photographer Jay Adkins}