Insights into Managing Membership at Malm FF
Managing membership
Malmö FF
How do you become a member?
•
You pay the membership fee
–
Standard fee: 400 kronor (about 40 euro)
–
Youth fee: 200 kronor (about 20 euro)
–
Family fee: 600 kronor (about 60 euro)
•
Occasional campaigns
•
Usually people become members of their own
initiative
Some numbers
•
Current membership: 6350
•
Types of membership:
–
Standard: 41 %
–
Youth: 5 %
–
Family: 54 %
•
Gender:
–
Male: 72 %
–
Female: 28 %
More numbers
•
Age distribution:
–
Fairly even among all age groups
–
Slightly more between 30 and 55
–
Slightly fewer between 19 and 27
–
Fewer over 75
Even more numbers
•
Geographical distribution:
–
City of Malmö: 38 %
–
Malmö region: 34 %
–
Province of Skåne: 11 %
–
Rest of Sweden: 16 %
–
Other countries: 1 %
What do members get?
•
Influence in the long term strategy of the
club/right to vote at AGM
•
Membership card and membership pin
•
(Membership scarf)
•
Annual yearbook
•
Newsletter
•
Priority to purchase tickets (after season ticket
holders)
•
Invitations to members’ meetings
•
Invitations to other events
Communicating with members
•
AGM
•
Members’ meetings
•
Yearbook
•
Newsletters
•
Members’ part of club website
•
Special e-mail address for members
•
Personal contacts
•
Formal or informal consultations with members
•
Challenge: we want to spread news and
information about the club to all supporters
Administration of members
•
Administrative tool:
–
Sportadmin (Swedish system for administrative
management of members)
–
Not (yet) integrated with CRM or system for ticket
sales
•
Administrative challenge:
–
So many members that it requires significant
dedicated time for pure administration
–
Too few members to employ someone with the
sole task of managing members
Renewal rate
•
Not as high as we would like
•
Members for six or more consecutive years: 1295
•
Potential reasons:
–
Prefer season ticket to membership
–
Value of membership not obvious
–
Want a certain benefit that is not available every year
–
People forget to renew
–
Limits in our administration
Main areas of development
•
Promoting the importance of every supporter
being a member and the main purpose of
membership
•
Improve administration and devote more
resources in terms of personnel
•
Improve communication
–
in general
–
of the club’s community work to make members feel
part of it to a larger extent
•
More and better events for members
Explore the details of becoming a member at Malm FF, including membership fee breakdown, current membership statistics, age and geographical distribution, member benefits, communication channels, administrative challenges, and renewal rates. Discover how members contribute to the club's long-term strategy, participate in key club decisions, and engage in various club events and activities.
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Presentation Transcript
Managing membership Malm FF
How do you become a member? You pay the membership fee Standard fee: 400 kronor (about 40 euro) Youth fee: 200 kronor (about 20 euro) Family fee: 600 kronor (about 60 euro) Occasional campaigns Usually people become members of their own initiative
Some numbers Current membership: 6350 Types of membership: Standard: 41 % Youth: 5 % Family: 54 % Gender: Male: 72 % Female: 28 %
More numbers Age distribution: Fairly even among all age groups Slightly more between 30 and 55 Slightly fewer between 19 and 27 Fewer over 75
Even more numbers Geographical distribution: City of Malm : 38 % Malm region: 34 % Province of Sk ne: 11 % Rest of Sweden: 16 % Other countries: 1 %
What do members get? Influence in the long term strategy of the club/right to vote at AGM Membership card and membership pin (Membership scarf) Annual yearbook Newsletter Priority to purchase tickets (after season ticket holders) Invitations to members meetings Invitations to other events
Communicating with members AGM Members meetings Yearbook Newsletters Members part of club website Special e-mail address for members Personal contacts Formal or informal consultations with members Challenge: we want to spread news and information about the club to all supporters
Administration of members Administrative tool: Sportadmin (Swedish system for administrative management of members) Not (yet) integrated with CRM or system for ticket sales Administrative challenge: So many members that it requires significant dedicated time for pure administration Too few members to employ someone with the sole task of managing members
Renewal rate Not as high as we would like Members for six or more consecutive years: 1295 Potential reasons: Prefer season ticket to membership Value of membership not obvious Want a certain benefit that is not available every year People forget to renew Limits in our administration
Main areas of development Promoting the importance of every supporter being a member and the main purpose of membership Improve administration and devote more resources in terms of personnel Improve communication in general of the club s community work to make members feel part of it to a larger extent More and better events for members
