Amazon is making a killing with their membership program – who doesn't want an indoor putting green, a dozen golf balls and a 100-count variety snack pack signed, sealed and delivered to their doorstep within two days?!
 
This year especially, the key value proposition in Amazon's membership has been convenience. And not only has Amazon been able to grow their Prime membership, including 12-month membership options and 2-Day Prime Delivery, but other companies have realized they can successfully do the same. 
 
So what does this have to do with your golf club?
 
Simply put, you can steal a page from Amazon’s playbook – while their membership model is nothing new, the way your golf club approaches your membership experience constantly needs to be kept top of mind. It really is all about the member experience. 
 
Amazon and other membership giants, such as Netflix, Spotify and Costco, all have one thing in common. Woven into the member experience is value. As a membership-based golf club, you need to remember your value proposition and must deliver on it. Try not to get too wrapped up in dues payments alone. Instead, focus on conveying the value your golf club offers your members: camaraderie, tournaments and events, health and wellness benefits, networking opportunities, NCGA membership, USGA Handicap Index, exclusive golf and travel discounts and more.
 
Convenience is also key. Your golf club may provide value to their members and put on the biggest and best golf tournaments, but are you easy to find? And most importantly, is it easy to join and renew membership in your club? Amazon and Netflix have seen sustained success not only because of their innovation, but because their services are easy and fast to utilize. Customers know the exact benefits of being a member, and it’s easy to access those benefits and manage their own accounts online at a time when it’s most convenient for them. Do you have a club website? If so, are your member benefits clearly stated? Can a member chose when and where to join or renew with your club?
 
The bottom line is, if you want your golf club to experience longevity, embrace your role in providing value that goes beyond membership. The NCGA is proud to offer our member management solution, memberplanet, FREE of charge to our member clubs, allowing them to create a website, collect online payment, and communicate with their members all in a manner that increase both visibility and value for your club and members. 
 
Learn more at ncgasuccess.memberplanet.com. 
 
Want to speak to an NCGA representative about how your club can better utilize the tools available to you in memberplanet? Please contact clubservices@ncga.org.