Membership Survey Results: In early 2010, several focus groups for members were facilitated by the Club. At the conclusion of these focus groups, an online survey was e-mailed out to all members, who had a correct e-mail address, enabling them to provide valuable feedback to the Club.
The primary focus of the survey was to seek feedback on the Club’s “Reward & Recognition” (R&R) program. The R&R program provides rewards in the way of caps, scarves, key rings and invites to special member functions, for RFC members who have maintained their membership over extended periods.
This program has been in place for quite a few years now and, while the program is seen as vitally important, it does come at a significant cost to the Club. Therefore, it was important for the Club to identify ways to improve the program and, potentially, save money on elements of the program that were not seen as important to our members.
The following is a summary of the research outcomes:
Reward & Recognition• 29% of members said they wanted the (R&R) to remain as it is currently, with the choice of a cap or scarf.
• 33% said they would prefer a $10 voucher to the Tiger Den to contribute towards purchasing something of their own choice.
• 12% were unsure of what they wanted.
• 26% said they would prefer the Club saved the money and put it towards improving resources within the football department.
There was a 37% response rate to the survey, which is incredible. Clearly, the results are from a strong cross-section of Richmond members.
As a result of this feedback, the Club will offer all members a choice in 2011. Members, who are entitled under the R&R program, can have their choice of:
1. Cap or scarf
2. $10 voucher to the Tiger Den
3. Elect to leave the money with the Club, to be invested into football department resources.
Recognition of membership on merchandiseResearch also indicated that recognition of consecutive years of membership was important, however, not necessary with regards to merchandise. This is an important point as research also indicated that members, who are new to the Club, found it intimidating to wear merchandise that highlighted they had been members for only a limited time therefore making them feel less important.
As a result of this feedback, recognition of consecutive years of membership will be removed from caps and scarves and recognised on lanyards and membership cards.
In the focus groups, another suggestion was made that long-term members should have the ability to purchase quality merchandise, made available only to members within that membership category. As a result of that feedback, the merchandise team are developing a range of Gold, Platinum and Yellow & Black jackets that will be available only to members of those specific categories. The success or otherwise of this range of clothing will be measured and assessed in 2011.
Membership MoratoriumThe Club also investigated the possibility of a moratorium, whereby former members could return and have their previous years of financial membership recognised. In effect, this meant that someone who was a member in 2006, 2007 and 2008, could come back to the Club in 2011 and, rather than being recognised as a first-year member, they would receive fourth-year member recognition.
The Club was considering a moratorium for 2011, however, feedback from the survey indicated that only 63% of members were fully supportive, with 17% opposed. The remaining 20% were undecided. That figure of 17% was seen as to high to make such a decision and, as a result, the moratorium will not go ahead.
http://www.richmondfc.com.au/portals/0/richmond_docs/survey.pdf
