I’m lucky enough to be asked to do eight or 10 speeches or seminars at local superintendent, owner and club manager chapters throughout the country every year. I love doing them because I usually learn more from chatting with attendees than they ever learn from my presentations on the industry.
The other thing I’ve learned from doing these is the vast majority of chapters are struggling with the same issues:
- Members don’t have time to attend meetings anymore;
- Arbitrary budget cuts are eliminating dues and education fees from many government, mom-and-pop and corporate golf budgets;
- Manufacturer and distributor financial support is flat or down, and it’s more difficult to find sponsors;
- Finding volunteer leaders – particularly younger folks – is a daunting task;
- Chapters are competing with private entities – companies and even for-profit education suppliers – to provide seminars;
- They’re having a difficult time making the transition from traditional member communication (newsletters, snail-mail, etc.) to electronic communications (Web sites, e-newsletters and e-mail blasts).
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So, most local associations seem to be in the same boat. The old model of chapter operations just doesn’t fit very well given today’s culture and economic trends. Yet, a few chapters are breaking the mold and doing pretty well despite the challenges. From what I’ve seen, and in my humble opinion, there are some general things that local associations can do to be more successful:
- Schedule better education. Yet another update from the local plant pathologist just isn’t that sexy. Focus on nonagronomic topics members likely can’t get elsewhere.
- Communicate the value of membership to owners. Has your chapter ever done a mailing, a joint meeting or anything to demonstrate the ROI of participation?
- Embrace participation from suppliers. They have a lot of smart people working for them who can help. There are too many chapters that have maintained an arm’s-length relationship with manufacturers until they need money for something. Then, suddenly, arm’s-length becomes hands-out.
- Formalize opportunities for assistants and young people. About a dozen chapters have assistant superintendent committees and activities that energize participation for these often overlooked folks.
- Instead of competing with private entities for education dollars, form partnerships with them. Duh!
- Suck it up and pay some money to get outside, professional help for online communications. It’s just not that expensive these days.
But, those are just my observations. I want to hear from you. What is you local association doing to buck the trend? Share your ideas now by clicking through to our GCI discussion board or send them directly to me at psjhawk@cox.net.
Pat Jones is president of Flagstick LLC.