Half of one league never replied to a membership question

One easy membership question, sent to 85 clubs across seven leagues. Five days later, 19 had said nothing. Two leagues replied to everyone. One managed half.

Membership Communication

Steven Kryger

I sent a simple question to every club in Australia's biggest sporting leagues: A-League, AFL, Big Bash, NBL, NRL, Super Rugby and Super Netball.

85 clubs. One easy question each.

Things like "when do next season's memberships go on sale?" or "do you offer a membership for interstate supporters?"

Then I waited 5 days and counted who replied.

AFL: 100%
Super Netball: 100%
NRL: 88%
Big Bash: 75%
A-League: 62%
Super Rugby: 60%
NBL: 50%

These weren't angry complaints or complex requests. They were questions about membership. Questions that could be answered in under a minute.

Questions that went unanswered in 22% of cases.

19 clubs never responded to my email. Half of an entire league didn't respond.

It's the same gap I find everywhere I look. Huge budgets poured into raising awareness and driving prospective members to their website.

Then they ask a question, never get a reply, and disappear in disappointment.

It's a huge waste, and it's totally avoidable.

I sent a simple question to every club in Australia's biggest sporting leagues: A-League, AFL, Big Bash, NBL, NRL, Super Rugby and Super Netball.

85 clubs. One easy question each.

Things like "when do next season's memberships go on sale?" or "do you offer a membership for interstate supporters?"

Then I waited 5 days and counted who replied.

AFL: 100%
Super Netball: 100%
NRL: 88%
Big Bash: 75%
A-League: 62%
Super Rugby: 60%
NBL: 50%

These weren't angry complaints or complex requests. They were questions about membership. Questions that could be answered in under a minute.

Questions that went unanswered in 22% of cases.

19 clubs never responded to my email. Half of an entire league didn't respond.

It's the same gap I find everywhere I look. Huge budgets poured into raising awareness and driving prospective members to their website.

Then they ask a question, never get a reply, and disappear in disappointment.

It's a huge waste, and it's totally avoidable.

FOR MEMBERSHIP TEAMS

The Lab Report

New research and actionable ideas, once a fortnight.

Read by membership staff at clubs in the AFL, NRL, NBL and Super Rugby.

FOR MEMBERSHIP TEAMS

The Lab Report

New research and actionable ideas,
once a fortnight.

Read by membership staff at clubs in the
AFL, NRL, NBL and Super Rugby.

FOR MEMBERSHIP TEAMS

The Lab Report

New research and actionable ideas, once a fortnight.

Read by membership staff at clubs in the AFL, NRL, NBL and Super Rugby.

Get more members. Keep more members.