Navigating new membership models and sales techniques for YMCAs

By

December 4, 2024

July 13, 2023

Optimizing A CRM

Webinars

YMCAs

From setup to sales, the YMCA of Metropolitan Denver shares how they've restructured their membership model and onboarding journeys to create new and meaningful experiences for their community.

As YMCAs and JCCs strive to remain at the forefront of community service and impact, it is essential to adapt to meet the evolving needs and expectations of its current and future members.

Kimberly Armitage (SVP of Strategic Growth and Mission) joins us to talk about how the YMCA of Metro Denver is approaching new member acquisition and retention. We cover:

New membership structures: How to re-shape the experiences, stay consistent to your core, and align to the perceived value of your community.
Consistent onboarding journey: Ideas that foster a sense of community, encourage engagement, and strengthen retention.
Improve when you measure: How to collect and analyze member feedback to drive continuous improvement.

We've pulled together a recap of our key takeaways from this webinar. You can watch the entire discussion further below.

Creating a model based on data, not assumptions

The Y's 40 legacy membership types had been reduced to 5 membership types, streamlining the experience for members. While the new membership model is simplified, members benefit more than ever before with personalized options that include greater flexibility, access, and variety. Now, individuals have the added ability to create their own Y experience with the programs and services that most interest them.

A collaborative approach to YMCA memberships begins with members

In their quest to implement more structured membership models, the YMCA began by involving their members in the decision-making process. With a two-step survey approach, seeking insights, preferences, and feedback directly from their members, the YMCA crafted a new category of memberships that not only met individual needs but also aligned with the organization's overarching goals.

Maximizing conversions with a tailored sales process

The YMCA implemented a sales process by first recognizing the importance of having a dedicated Sales team. It was a strategic decision that allowed them to focus specifically on lead management, appointment scheduling, and tracking member engagement. With the ability to record and monitor data easily, the sales team was able to personalize engagement and support based on individual interests.

Training played a crucial role, equipping the team with the skills to emphasize the value of YMCA membership beyond amenities, focusing on the sense of community and well-being. Collaborating with center leads and tour ambassadors ensured a seamless journey for potential members.

Metrics matter

Data tracking plays a crucial role in helping the YMCA understand their performance, and optimize their operations. Conversion rates increased as they closely monitored appointment numbers and completion rates. By analyzing key metrics, the YMCA could continuously refine their sales strategies and improve the overall member experience.

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