The Ramblers are moving forward. Good progress is being made. We have a new strategy, a fresh new modern branding, an excellent web-site, and more environmentally friendly (and cost saving) electronic communication. However, there will always be issues to address in order to reach full potential and maximise growth. This report concentrates on:
• offering perception of value for money membership subscriptions,
• transparent membership subscription discounts
• treating all members fairly
• counteracting reducing membership numbers
• cost reduction / alternative revenue streams
all with the aim of substantially increasing membership numbers.
Subscription rates
• Currently individual single members, (who may be having to make ends meet on one income) may appear to subsidise joint members (who may have the benefit of two incomes). Cost savings to the Ramblers of joint membership are not transparent.
• The lower concessionary rates may have stigma attached, (means tested benefit).
• There is no reward for paying by Direct Debit (DD), although this reduces bank charges and other costs, and maximises membership retention.
• Some members just want to donate to the cause; they do not want magazines & other correspondence. Unwanted post is increasingly seen as not being green.
The proposal is to amend subscription rates to give choice (two membership options), and increase transparency of cost savings. Members should be encouraged to donate whatever amount they feel appropriate, but subject to the following minimum payments.
Paper-less membership - (no 'hard copy' correspondence, magazine, handbook, etc.)
Annual minimum subscription £22. Pay by DD and benefit from 10% discount i.e. minimum of £19.80 a year (equivalent to 38p per week).
Postal membership - (hard copies of Walk Magazine & all other literature by post).
Annual minimum subscription £33. Pay by DD and benefit from 10% discount i.e. minimum of £29.70 a year (equivalent to 57p per week).
o Encourage only one postal membership per address. If two members share same address, communications & magazine, have one paper-less and one postal. Combined minimum then £55.00 per year. Pay by DD £49.50 a year (equivalent to 48p each per week). (N.B. Both could choose paper-less membership then if pay by DD total minimum would be £39.60 a year for the two).
o Increase DD discount from 10% to 20% for first year only for new applications who apply online if never previously been a member of the Ramblers.
o Encourage Gift Aid Declaration.
o Scrap concessionary & joint rates.
Membership Benefit - Website
Have a members only area on the website. Members to email membership number via link on website; Ramblers capture email address and issue a password. Need in-force membership number and password to gain access.
In this area have:
1) Electronic version of the Walk Magazine, members handbook, etc.
2) Competitions with prizes funded by organisation who are receiving publicity for the products they are donating as prizes.
3) Easily searchable electronic nation-wide walks 'library' built up of walks provided by Ramblers members. Members can download details, do these walks on their own, or use them to lead their group. Members provide updates if anything changes, they discover additional points of interest, etc.
4) Offers, discounts & deals.
5) On-line shop. Procure a supplier of quality, but value for money, Ramblers branded merchandise, e.g. fleeces, caps, umbrellas, etc. All branded with new Ramblers logo and web address. Supplier to pay commission to Ramblers based on value of sales.
Publicity
• Amend landing page of Website to have a clear message about Hike groups aimed at younger adults with link to page giving more details.
• Send car sticker for rear window with membership card, (like those issued by National Trust), displaying Ramblers logo & website address).
Additional alternative revenue streams / expense reduction
• Sell banner advertising space on web-site.
• Encourage all groups to reduce expenses, (BCWG currently spending less than £1 per member per year in running costs). Achieved by electronic communication, negotiation of free room hire for AGM on basis they make profit from refreshments sold. Also no food supplied at AGM, members supply their own, or partake in optional social meal afterwards where each member attending pays for what they receive.
What do you think about Paul's ideas? Click here to let us know.
