Retention is the key for clubs as returning members will assist in maintaining your participation figures and assist in
Retention & Recruitment Guide
CONTENTS Title
Page
Overview Of The Guide
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Research
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Key Insights
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Retention Strategies
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Recruitment Strategies
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OVERVIEW OF THE GUIDE Football Queensland has created this document to assist Queensland clubs with suggestions to primarily retain their current players, and also present recruitment strategies that can assist clubs in the new season. The document addresses the key findings from the National Member Growth Program conducted by FFA targeting players in sport and the significant issues that are deterring them from participating again the following season.
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RESEARCH • 56% of participants decided to stop playing in the middle to end of the previous season, indicating negative experiences during the season
42% 5 – 9 year olds stop playing football after just one year
• 67% of all players were not contacted by anybody from their most recent club. This increases to 80% for 5–14 year-olds. • Only 33% of clubs attempted to contact lapsed players to find the reasons why they left
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KEY INSIGHTS Main reasons for leaving football: • Negative experience
• Quality of competition (grading)
• Poor quality coaching
• Too competitive
• Poor club culture/environment
• Risk and seriousness of injuries
• Value for money (lack of)
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RETENTION
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RETENTION The retention process starts when the first member joins the club, whether it be a player, coach, official or a volunteer. We encourage clubs to have a proactive and positive approach towards their members. Retention is the key for clubs as returning members will assist in maintaining your participation figures and assist in creating a club culture.
At the same time as retaining members, it is very important to ensure recruitment efforts are in place to continue increasing participation and growing clubs. Issues have been highlighted as to why people are leaving the sport. The following pages capture some of these issues and how clubs can avoid and/or solve the issues to achieve higher member retention.
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POOR COACHING QUALITY • It is recommended that clubs appoint a Club Coach Coordinator (CCC) or Technical Director (TD) to oversee all club coaches and coaching philosophy • Ensure the “CCC” or “TD” of the club is clearly identified to club members • It is the director’s job to ensure all coaches are suitably qualified for the team and the age group they are coaching, as well as conduct reviews of performance and be open to deal with any coaching related issues reported by a member. • Welcome and support members who have a coaching related issue
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POOR CLUB CULTURE/ENVIRONMENT • Ensure your club has a sense of community • Plan social activities throughout the season and off season, such as a sausage sizzle after training and/or games where parents and players can mingle • Organise senior and junior bonding activities or training sessions run by seniors to mentor and encourage juniors • Connect club members through social media, by posting highlights and publicly recognising members
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COMMUNICATION • Contact past players who are yet to register or return to pre-season training, to encourage them to play again this season or at least find out why they are not returning
67% of all lapsed players were not contacted by their most recent club
• Provide each new member with an introductory letter, welcoming them and provide information on the club • Introductory Handbook. This can be one step further than a letter and provide history on the club, sponsors, the key people involved and any other information that may be deemed relevant • Provide effective and frequent communication with members. This can be done through several formats (e-mail, newsletters, regular meetings, etc.), it is important that members are kept up to date with club activities • Utilise social media platforms, especially Facebook to keep your members engaged throughout the season
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RECOGNITION • When members feel valued and respected, they’re more likely to have positive feelings towards the club, thus more likely to stay • Provide opportunities for members to get more involved in the club (provide volunteer & coaching opportunities, be a part of the committee or create leadership groups) • Provide opportunities to recognise the achievements of members, whether this is through a bulletin board or frequent communication (as previously mentioned) or providing trophies/awards for various categories
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VALUE FOR MONEY (Perceived lack of) • Any information regarding cost needs to be clear and concise. Give people reasons for the prices set and include a cost break down • Create an environment where people feel welcome and appreciated, thus creating a value for money experience
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TOO COMPETITIVE • Emphasise “fun and participation” rather than winning or the result. Constantly deliver this message to members, especially kids and parents. • Ensure all young players have a chance to participate and play in the position they want to • Offer different experiences to the traditional set-up, as some (women and young girls, according to research) would much rather play in a social league or only train once per week 13
INJURIES: specifically those aged 18+ • Get to know your player’s needs and requirements, and adjust their training and game time to suit their needs
• Provide your teams with first aid professionals to attend to or prevent injuries • At the beginning of the season provide your players with information on how to maintain and prevent injuries
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SURVEY & EVALUATION At the end of each season, clubs should survey their members. There are numerous reasons as to why clubs should conduct a survey: • Identify the total growth/loss of participation numbers/churn • Identify how many members were lost/re-joined/new members each year • Provide an opportunity to contact all members of your club and to gain their feedback • Identify the needs of your members, what issues they faced this year and begin to put practices in place to improve the club
56% of lapsed participants stopped playing during the middle to end of the previous season, indicating negative experience
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RECRUITMENT
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RECRUITMENT
Below is a list of ideas/programs to assist in the recruitment process:
• Existing players & word of mouth • Schools • Summer recruitment program
• Pre-season club GALA day/come and Try days
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EXISTING PLAYERS & WORD OF MOUTH • Encourage current players to bring their friends and family to the club and offer incentives • Host ‘bring a friend’ training days/events to encourage new participants to try football with friends • Offer incentives if a player is recommended by an existing player, such as discount fees or kit • Offer incentives for families (if more than one or two family members sign up)
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SCHOOLS • Create new & ongoing positive relationships with schools near your club
• Offer to run coaching sessions at the schools • Provide schools with equipment & coaches • Place flyers and/or posters around the school • Click Here to find local schools near your club, using the Queensland Government’s Sport Planning Tool
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SUMMER RECRUITMENT PROGRAM • Offer opportunities for new people to experience the sport and your club in a social environment during the summer • Hosting a summer social program also keeps current players engaged in the club, who may also bring along their friends or family to participate • Clubs can run the Summer6s social program during the off-season, Click Here for more information
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PRE-SEASON CLUB GALA DAY/COME & TRY DAYS • Host a fun, family-friendly day or event, where people from the community can come to your club to experience your clubs atmosphere before signing up
• It is encouraged that clubs host MiniRoos Kick-off Come&Try days to allow parents and children to experience football without paying fees, before they commit • Utilise this as a time to create a bond between players, parents, coaches and club administrators.
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For more information or assistance, please contact Football Queensland at
[email protected]
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