5 Ways to Boost Membership

Across the province we hear of shrinking memberships either due to competition from other sports, lack of interest in swimming or too much interest in playing computer games. Well, the truth is that five-year olds don't sign up for swim clubs, their parents do.

Research done at two BCSSA clubs showed that moms take the lead in signing up kids for sports. Over 75% of registrations were completed by Mom. But, in choosing a sport, Dad has a 50% say, on average. The tipping point for swim clubs when one parent was a swimmer as a child themselves, and this increases the likelihood of signing up Junior by 55%.

Further, over 70% of kids take swimming lessons at least once between age 3 and 7 and 45% of them take three years or more of swimming lessons.

Combining these two insights has helped one Fraser South grow their club every year and even have a waiting list. Here are the secrets they used.

1. Posters at the Pool

Colourful large posters with kids aged 5-7 swimming in a sunny outdoor pool. Write a short but prominent headline about Stroke Correction and friendly competition.

2. Lawn Signs

Put your message where your targets are. Schools, ice rinks, libraries, coffee shops, strip malls, intersections with long lights, boulevards with lots of traffic. Use signs in multiples so drivers have more than one chance to read them. Use large text, readable from 20m - try driving past yourself and see if you can read the email address.

3. Pamphlets

Using similar imagery and headline to the poster, here is a way to give more detail about your program to parents who are waiting around while their kids are in swimming lessons. Captive audience! Focus on stroke correction, compeittive strokes and developing speed and endurance.

4. Sports Guide

Many municipalities publish a quarterly guide to city programs and advertising is often available at reasonable rates. Pay a little more to get a half page or larger ad - any smaller won't be noticed. Size is more important than colour but keep your ad simple, clean and have a clear call to action. Keep an eye on deadlines - often 12 weeks before publication.

5. Social Media

Set up a club account on Twitter, FaceBook and Instagram and get your current members to follow you. Make updates every week and include pictures of summer swimming. Amplify your updates by getting your member to like, repost or retweet your updates to their network.