WAC Magazine

August 2013

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Membership By Michelle Pinson, Vice President Membership & Marketing Growing our membership As our community grows so do our opportunities E arly summer always marks the completion of our budget and operating plan process. In a sense, it kicks off our new fiscal year in advance of August. As Chief Financial Officer Paul Lowber mentions in his financial update (see pages 20–21), despite a restrained economic recovery the WAC has much to be excited about in the new fiscal year. Significant milestones in membership, coupled with increased utilization of technology, offer even more opportunities for member engagement and value. Here are a few highlights. Membership To date, the Club is in a very favorable position to achieve the goal of net-zero membership on schedule (by the end of fiscal 2013–2014). In fact, at press time we were close to our goal Reach Vice President one year ahead of plan. Our fiscal 2013–2014 Membership & Marketing Michelle budget and plan is designed to continue the Pinson at 206.464.3092 momentum toward net-positive membership or mpinson@wac.net. growth within the coming years. New memberships continue to rebound nicely from the recession, with conversion rates on tours that continue to be extremely favorable. Members referring new members, and our ability to articulate the total value of the Club, have never been more influential to the member acquisition process and will continue to be a key focus in fiscal 2013–2014. The Club is also experiencing its lowest attrition in more than a decade. Member usage is high, and increased efforts to make sure new members feel warmly welcomed and immediately engaged in the Club are paying off. connect team members with the experiences WAC members have each and every day. WAC members will be able to immediately access a quick and simple online survey after each engagement with a WAC service or product. The feedback members provide will be captured and presented to each department daily for review and action. § Lobby screens: You may have noticed some exciting new content appearing on our interactive digital screens in our newly remodeled lobby. These screens will be instrumental in connecting members in real time to the latest WAC happenings. The screens are strategically positioned and planned to provide directional and daily event information, access to the latest news via live TV and WAC announcements, and a special membership screen that houses loads of opportunity to share and socialize with other members and guests. § Online membership forms: Debuting this month, WAC members will be able to complete membership action forms electronically, including auto pay sign-up, change of address, category transfers, and account additions and removals. Member prospects will have the option of completing membership paperwork electronically as well, making the process much easier. Service The institution of Service the WAC Way, supported by some key technology installations, increases our ability to reach and serve members with greater accuracy and efficiency. In the coming months, we're excited to launch the following: § WAC Listens: This month marks the official launch of our new survey and feedback platform—called WAC Listens—to better 18 | Washington Athletic Club Magazine | AUGUST 2013 The WAC Listens survey will allow even better—and faster—member feedback.

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