It’s always worth reminding ourselves that National Seniors is a membership organisation and you as a member are at the heart of what we do. That’s why I’m pleased membership has a renewed focus under Sandra Philpott, who was appointed to the new role of General Manager for Membership and Strategic Partnerships in April.
Membership stands at 130,000 and this new role reinforces our ongoing efforts to address the trend of declining numbers. We are not alone as this issue that has impacted all sorts of member organisations from sporting clubs, big and small, to the CWA.
Others who have faced this national and global trend include Rotary, Probus, and Lions. Many of these organisations have been treasured by older generations as a way of staying in touch, socialising, feeling they belong – and giving something back – to their community, and enjoying stimulating activities.
But younger generations often continue in the paid workforce longer or work part-time. The Baby Boomers, for example, are tending to retire later and with more funds, which enables more choice around travel, volunteering, taking on grandparenting duties and other activities.
When they do join organisations, they are not as inclined to attend branch meetings but prefer online contact. They make their selections via the web and word of mouth recommendations.
A review of our data has told us that our current membership offers are more appealing to the over 60s age group and most members are aged between 60-75.
So, we need to make membership for those people more relevant and meaningful and we also need to attract younger members.
To better understand what current and potential members want and value, we’re conducting a member satisfaction survey around October.
We’re building a new engagement process that will explore a new online orientation program and more personal contact from us to ensure you can derive real benefit from being part of National Seniors.
We’re also refreshing our welcome to new members through personal contact and more engaging materials, and our renewal process will change with a focus on loyalty offers for members who have been with us the longest.
Our member benefits program will be reviewed towards the end of the year to make sure we’re offering you the products and services you value and that will encourage people to join or renew their membership.