Club Insider

Five Steps to Boost Non-Dues Revenue in 2018

Part I

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Karen Woodard-ChavezKaren Woodard-Chavez

Let's close out the 4th quarter with this 2-part article that will enhance something we all know is the foundation of our business: Clubs that have a higher % of Non-Dues Revenue (NDR) enjoy a higher level of member retention. We know that members who engage in NDR services:

  1. 1. Use the club more often;
  2. 2. Get better results;
  3. 3. Continue to spend more in the club; and
  4. 4. Remain as members longer than those who don't engage in NDR services.

However, what we know and what we do aren't always the same thing. This is true for many reasons, which can include not having the staff to provide services, not having the creativity to create programs or not having systems in place to make it happen.

With this in mind, let's do a quick 5-point assessment for you. This is the same assessment that I do with my clients. If you can answer, "yes," to all of the five questions, KUDOS to you! That does not mean you should not continue reading this article. We can always learn at least one new approach or way to improve what we already do well by reading/listening/researching. If you cannot answer, "yes," to any of these five questions, then there is a silver lining in your dark cloud right now. The silver lining is that, by implementing the five points in this article, you will increase what I refer to as the RRR - Results, Retention and Revenue, which will lead you to much better financial performance in 2018. Here we go:

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