Ask most committees what their last membership drive consisted of and you will get an honest, slightly sheepish answer — a post on the club page, a flyer someone's partner designed, and a table outside the shops on a Saturday morning where four volunteers stood in the sun and collected eleven phone numbers on a clipboard. Nobody ever rang the eleven.
That is not a drive. That is an event with no operation behind it. A membership drive that works is a bounded campaign — four weeks, a start date, an end date, and a person whose name is written next to each week. It has an offer that expires, a single place enquiries land, and someone whose entire job for the month is answering them within a day. The posting and the sausage sizzle are real, but they are the visible tenth of it.
This guide is the operational version. It covers what has to be working before you announce anything, a four-week plan with weekly actions and named owners, the offers that convert versus the discount that quietly devalues your membership, the channels actually worth a volunteer's evening, and the follow-up system for the enquiries that in most clubs never get answered at all. Use it as written or lift the calendar and adapt the rest.
Before you announce anything — the pre-flight
Three things must be true before week one, and if any of them are not, fix them first. A drive that sends interested people into a broken process converts worse than no drive at all, because you have spent the goodwill and got nothing.
| Check | What "working" looks like | If it is broken |
|---|---|---|
| A working sign-up link | One URL that takes someone from interested to registered and paid, on a phone, without a volunteer touching it | Fix this before anything else — it is the whole campaign |
| A price you can state | Fees published on your site, including what a household with two or three members pays | Publish the schedule; ambiguity kills more sign-ups than the price does |
| A named enquiry owner | One person, one inbox, checked daily for the whole campaign | Appoint someone before you post — not "the committee" |
Add three supporting checks that take an hour between them:
- Test the sign-up flow on a phone yourself, using a real payment. Time it. Anything over four minutes is losing you people, and anything that requires downloading a form is losing you most of them.
- Check what someone sees when they search your club name. Your address, your season, your contact and a link should all be visible without scrolling. Our guide on Google Business Profile for sports clubs covers the fifteen-minute version of this.
- Decide the number. A drive without a target is a vibe. Pick a member number, write it on the whiteboard at the clubrooms, and update it weekly. Public counters work on volunteers the same way they work on fundraising thermometers.
Time the campaign against the season, not the calendar. For codes that run in winter, the drive belongs in the back half of summer while families are still planning the year — late enough that school has gone back and households have their term routine, early enough that pre-season training has something to invite people to. Summer codes flip it, running the drive as the school year winds up and holiday programs are being booked. Either way, finish before the first competitive round, because once fixtures start every volunteer you need is busy.
The four-week plan
The plan below assumes a volunteer committee, not a marketing department. Each week has a theme, a small number of actions, one owner and one artefact — something that exists at the end of the week whether or not anyone new signed up.
| Week | Theme | Core actions | Owner | Artefact at week's end |
|---|---|---|---|---|
| 1 | Warm the room | Brief members, publish the offer page, ask every current member for one name | Membership officer | A list of named prospects |
| 2 | Go public | Local channels, community groups, schools and clubs, the search listing | Comms volunteer | Everything published and dated |
| 3 | Bring them in | Come-and-try session or open training, with a sign-up desk that works | Event coordinator | Attendance list with contacts |
| 4 | Close and follow up | Contact every enquiry, apply the deadline, register the fence-sitters | Enquiry owner | Every enquiry resolved to yes or no |
Week one — warm the room before you go public
Almost every drive skips this and pays for it. Before a single stranger hears about the campaign, your existing members should know it is happening, know what the offer is, and have been asked for something specific.
The ask that works is not "share our post". It is: think of one person who would enjoy this club, and tell us their first name. Names beat shares because a name creates a follow-up. Collect them at training, in the team chats, on a form at the clubrooms, and in one club-wide email. A club of 200 members that gets 40 names has a warm prospect list bigger than most drives generate from scratch.
Also in week one: publish the offer page on your own site so every subsequent post has one destination. It needs the offer, the price, the deadline, what happens at the first session, and the sign-up button. Nothing else.
Week two — go public, in the places people actually are
This is the week for the outside world, and the single biggest mistake is spending it entirely on social media. Post there, of course, but spend the evening on the channels below with genuine reach into households that do not already follow you.
The reliable local channels are school newsletters (email the office early — they run on a weekly deadline), your council's community events listing and any local sport pages it maintains, community noticeboards at the library and shopping centre, neighbourhood social groups, and the local paper or community radio if they still cover club sport. Neighbouring clubs in other codes are undervalued — a summer club and a winter club that swap promotions each year both benefit and neither loses a member.
Give every channel the same three ingredients: what you are offering, when it ends, and one link. Track which ones you used and on what date, because next year's committee will otherwise start from zero.
Week three — give people something to turn up to
An offer that can only be accepted online converts a narrow slice of the people who are interested. A session they can walk into converts the rest. Run a come-and-try, an open training night, a beginners' session or a family day in week three, and design it around one job — collecting a contact detail from every person who attends.
Practical mechanics that decide whether it works:
- A sign-up desk with a device, not a clipboard. A tablet or a phone open to your registration form captures details that are legible, structured and already in your system. Clipboards produce handwriting nobody can read, transcribed a week later by someone who has lost interest.
- A QR code on every table, sign and sausage-sizzle board. People will scan and register while they are standing there — see QR code for club website for how to make one that still works next season.
- Two greeters whose only job is talking to people who look lost. Not on the barbecue, not coaching. Standing at the entrance.
- A next step for everyone who leaves. "Come back Thursday at six" beats "have a think about it" every time, and it gives your week-four follow-up something concrete to reference.
Our guide on how to run a come-and-try day has the full session plan, and how to run a club registration day covers the version where people are signing up on the spot.
Week four — close it properly
Week four is the one that separates a drive from a flurry. Everyone who touched the campaign gets contacted personally, and the deadline does the work.
Work the list in this order: people who attended week three and did not register; people who enquired and never got a proper answer; names collected in week one who were never contacted; and finally the general audience, who get one deadline reminder and nothing more. The first two groups convert several times better than the last and take a fraction of the reach.
The closing message is short and specific — the deadline, what they get, and one link. A club-wide email broadcast handles the general audience, but the warm groups deserve an individual message with the person's name in it, sent by a human who will notice if they reply.
Offers that convert — and the discount that devalues you
The instinct is to knock money off. It is almost always the weakest offer you can make, because a fee discount signals that your normal price was inflated and it attracts people whose only reason for joining is price — the same people who do not renew.
| Offer type | What it costs you | What it attracts | Use it when |
|---|---|---|---|
| Free first session or two | Almost nothing — capacity you already have | People unsure whether they will enjoy the sport | Nearly always — this is the default offer |
| Risk reversal | Occasional refunds | Cautious households and returning adults | When your barrier is commitment, not price |
| Added value at joining | Real cost of the item | People who were already close to yes | When you have a genuinely useful welcome item |
| Bring-a-friend credit | A session or a small credit | Existing members' networks, your best-converting source | Any drive — pair it with the week-one name collection |
| Deadline on a normal price | Nothing | Fence-sitters who need a reason to act this week | Every drive, without exception |
| Straight fee discount | Real revenue, permanently anchored | Price shoppers, low renewal rates | Rarely — and never on your headline fee |
The two that do the most work are the free trial and the deadline, and neither costs you anything. If you must discount, discount something adjacent — the joining fee, a uniform item, a household's second registration — rather than the core fee that every existing member is paying. Discounting the core fee mid-season also creates a fairness problem with the members who paid full freight in February, and they will raise it.
If you do put money into the offer, put it into something tangible. A club cap or training shirt costing the club $15 to $25 wholesale reads as a genuine welcome and costs less than knocking $50 off a $220 junior fee — and unlike the discount, it walks around the neighbourhood with your logo on it.
The enquiry desk — where drives are actually won
Every club has a graveyard of unanswered enquiries. A message to the club page at 9pm, a contact form nobody has the password for, a phone number that rings out to a committee member who left last year. Those people were the warmest prospects you had, and they now believe your club is either full or defunct.
Set the enquiry desk up before week one and run it like a roster:
- One destination. Every channel points at the same form or inbox. Social messages get a one-line reply that moves them there. Two inboxes means an enquiry falls between them.
- One owner and one backup, with the backup named. If the owner is away in week three, the desk still runs.
- A same-day commitment you actually keep. A short, warm reply the same evening beats a considered reply four days later by a distance.
- A structured capture. Name, contact, who it is for, age or grade, and how they heard about you. Use a form rather than a free-text message, so the details arrive complete.
- A three-touch rule. Reply, then follow up once after four days, then once more before the deadline. After that, leave them be and keep the record.
The reply itself should do three things in four sentences — answer the actual question, give a specific next step with a day and a time, and include the sign-up link. Resist attaching a PDF of the constitution.
Here is a reply worth adapting:
Hi Sam — thanks for getting in touch. Our under-12s train Tuesdays and Thursdays at 5pm at the main ground, and you are very welcome to come along this Tuesday and try a session with no obligation. Just look for Priya in the club polo at the gate. If you would like to go ahead after that, everything you need is here [link], and I am happy to answer anything in the meantime.
Counting the drive so next year's committee is not starting blind
You do not need analytics for this. Five numbers, written in the same place each week, tell you everything.
| Number | Where it comes from | Illustrative campaign |
|---|---|---|
| Names and enquiries received | The enquiry form and week-one lists | 62 |
| Replied to within a day | The enquiry owner's own tally | 58 |
| Attended the week-three session | Sign-in sheet or on-the-day form | 34 |
| Registered and paid | Your member list | 21 |
| Still members at the end of season | Same list, six months later | 17 |
Those figures are illustrative, but the ratios are what to watch. If enquiries are high and attendance is low, your week-three session is at the wrong time or is not being explained well. If attendance is high and registrations are low, your sign-up flow or your price page is the problem. If registrations are healthy and the six-month number collapses, the drive worked and your onboarding did not — which is a different project, covered in how to retain club members.
Record which channel each enquiry came from, too. After two campaigns you will know which three channels deserve the effort, and you can stop doing the other seven.
The fortnight after — turning sign-ups into members
The drive ends and the real risk begins. New members who have paid but not yet belonged are the ones who quietly disappear by round four. Three things prevent it, and all three fit in a fortnight:
- A welcome that names a person. Not a generic email — a message from the team manager or age-group coordinator with the first training time, what to bring and who to look for.
- A job small enough to say yes to. Scoring one match, bringing oranges once, helping at one working bee. People who do something in their first month stay.
- A second household contact. For juniors especially, get the parent onto your club communications, not just the player. Households renew, individuals drift.
If your club is building a family cohort out of this drive, it is worth setting your household pricing deliberately before renewals rather than after — family membership pricing works through the models.
Running the whole campaign from one place
The parts of a drive that go wrong are all administrative — the link that does not work on a phone, the enquiry that lands in a personal inbox, the sign-in sheet that never gets typed up, the reminder email that goes out to a list three seasons out of date. ClubHelix puts them on one system — online registration that takes details and payment in one pass from any phone, forms for enquiries and come-and-try sign-ups that arrive structured rather than as free text, email broadcasts from your own club address, and events with RSVPs so you know how many are actually coming on the day.
It is built and hosted locally, there is a free tier that covers a small club's whole first season, and the pricing is published in full. If your current sign-up process is the weak link in the campaign you are about to run, you can create your club site and have a working join page live before week one.
Frequently asked questions
How long should a club membership drive run?
Four weeks is the sweet spot for a volunteer committee. Shorter than three and you cannot fit a warm-up week, a public week, an event and a proper close. Longer than six and the deadline stops feeling real, volunteers lose interest and the campaign blurs into ordinary club life. Set a firm end date and publish it from day one.
What is the best offer for a membership drive?
A free first session or two, paired with a deadline on your ordinary price. Both cost the club almost nothing, the trial removes the risk for someone unsure about the sport, and the deadline gives fence-sitters a reason to act this week rather than next month. A straight discount on your headline fee is the weakest common offer — it anchors a lower price and attracts the members least likely to renew.
How do we get new members if nobody follows our social accounts?
Stop relying on the accounts. The channels that reach households outside your existing network are school newsletters, local government and community what's-on listings, noticeboards at libraries and shopping centres, neighbourhood groups, and your own members asking one person each by name. A search listing that shows your location, season and contact details also does steady work all year for no ongoing effort.
Who should run a membership drive in a small club?
Split it by week rather than giving it to one person. A membership officer owns the warm-up, a comms volunteer owns the public week, an event coordinator owns the come-and-try session, and one named person owns enquiries for the whole month with a named backup. Four people doing one week each is far more sustainable than one person doing four.
How do we know whether the drive worked?
Track five numbers — enquiries received, enquiries answered within a day, attendance at the try session, registrations paid, and how many of those are still members six months later. The ratios between them point at the broken step. A big gap between attendance and registration is almost always a sign-up or pricing problem, not an interest problem.
Keep reading — how to run a come-and-try day has the session plan for week three, and club marketing plan sets the drive inside a year-round calendar.
