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Community & Membership Growth

Helping clubs grow, modernise and bring their members with them

Many clubs and member-based organisations know they need to change, but do not always know where to start. Membership may be ageing, events may feel inconsistent, communication may not be landing, and committees may be unsure how to modernise without losing the heart of the club.

I help clubs, associations and community venues take a clear, practical look at where they are now, what their members need, and how to build momentum for the future.

Book a Club Growth Conversation Start With a Club Revival Audit
Community engagement
My approach

Practical strategy for real club life

Strong clubs do not grow by accident. They need clear strategy, relevant events, strong communication, confident leadership and a member experience that gives people a reason to belong.

I understand clubs from the inside and the outside: the operational pressures, legacy culture, committee dynamics, changing member expectations and the need to balance commercial results with community purpose.

My work combines research, strategy and practical implementation support to help clubs become more relevant, more sustainable and more valued by their members and communities.

Who this is for

This work is designed for clubs, associations and community venues that are:

How I help

How I Help Clubs and Member Organisations

Membership Growth Strategy

Clear strategy to help your club attract, retain and engage the right members while staying true to its purpose and community.

Research & Insight

Member surveys, interviews, lapsed member feedback, non-member research and staff insight to understand what people really think, need and value.

Marketing & Communications

Practical plans for social media, email, in-venue communication, campaigns and member updates that keep people informed and engaged.

Events & Programming

Event calendars and activation strategies that attract the right mix of members, support revenue and build a stronger sense of community.

Change & Renovation Communication

Support for clubs going through renovation, rebranding, repositioning or major change, with clear communication that brings members with the journey.

Board, Committee & Management Support

Workshops and advisory sessions to align leadership around vision, priorities, decisions and practical next steps.

The process

How it works

01
Discovery

We review the club's current position, challenges, goals and opportunities.

02
Research & Insight

We look at members, lapsed members, non-members, staff, committee, events, communication and community perception.

03
Strategy & Roadmap

We create clear priorities, quick wins and a practical action plan.

04
Implementation Support

I can support campaigns, communication, events, membership drives and internal messaging.

05
Momentum & Measurement

We track what is working, adjust where needed and keep the plan moving forward.

Where to start

Start With a Club Revival Audit

The Club Revival Audit is a practical starting point for clubs and community venues that know things need to change but are not sure where to begin.

It gives your club a clear outside view of what is working, what is not, where the opportunities are and what practical steps could create momentum.

What The Audit Reviews

  • Current marketing and communication
  • Membership position and growth opportunities
  • Event and entertainment programme
  • Venue use and customer journey
  • Member experience
  • Online presence and social media
  • Committee and staff alignment
  • Community perception
  • Quick wins and longer-term opportunities

What Your Club Receives

  • Pre-audit questionnaire
  • Review of current marketing, events and membership activity
  • One-day site visit or structured review
  • Leadership or committee session
  • Practical findings
  • 10 quick wins
  • 90-day action plan
  • Optional implementation proposal

The Club Revival Audit is designed to provide direction and priorities. It does not include ongoing social media management, unlimited design work or event-by-event marketing unless agreed as part of a separate implementation package.

Start With a Club Revival Audit
Case Study

New Plymouth Club — from decline to demand

3,500 to 13,000+ Members
No.1 Largest club by membership in New Zealand
80% to 25% Over-70s share — a transformed demographic mix

When I started working with New Plymouth Club, membership sat at around 3,500 and the club had been losing roughly 2,000 members a year. Closing the doors was a very real future scenario. The executive gave me a clear brief: reverse the decline, grow membership and bring in more younger members while keeping existing loyal members engaged.

The strategic work began with a substantial research project. I spoke with more than a thousand people — current members, lapsed members, non-members, the general public, and staff — to understand how people actually wanted to socialise, what they valued, and what was turning them off.

This research surfaced consistent themes around atmosphere, relevance, value, and perceptions of clubs, and from it we defined six clear strategic pillars that needed to be developed and delivered.

Over the following two years, the club committed to these six pillars and embedded them into decision-making, operations, marketing, events, and member experience. Demographics shifted dramatically — from around 80% of members being over 70 to approximately 25% over 70, 50% aged 40–70 and 25% under 50. New Plymouth Club moved from a “past its best” perception to being seen as a must-join venue and one of the key places to socialise in the region.

The result was not just membership growth. It was a shift in perception, confidence, events, communication and community relevance.

Case Study
Clubs Napier

Insight-led transformation

Donna supported Clubs Napier with research, strategic thinking and communication around future planning, rebrand and renovation concepts. The work helped create a clearer direction for the club and supported the process of bringing members into the conversation about change.

  • Member and non-member research
  • Younger demographic and family insight
  • Future positioning
  • Renovation and change communication
  • Brand and interior recommendations
  • Event, food and beverage direction
  • Practical staged roadmap
Common challenges

Common Challenges I Help With

“Our members are ageing and we do not know how to attract younger people.”
“People think they know what our club is, but their perception is outdated.”
“Our events are inconsistent and do not have a clear strategy.”
“We need to renovate or change, but we are worried about member resistance.”
“Our committee knows something needs to happen, but we are not aligned.”
“We are doing lots of marketing, but it feels random.”
“We need someone practical who understands clubs and can help us move forward.”
Speaking & workshops

Speaking & Workshops for Clubs

Donna also delivers practical workshops and presentations for clubs, committees, leadership teams and sector events. Sessions are designed to be useful, energising and grounded in the real challenges clubs face.

Enquire About a Workshop
Growing Membership Without Losing the Heart of the Club
Attracting Younger Members
Event Strategy That Builds Community and Revenue
Communicating Change to Members
The Future-Ready Club
Committee Alignment and Strategic Planning
Turning Your Club Into a Community Hub
Marketing That Actually Works for Clubs
Next Steps

Ready to strengthen your club or community organisation?

Whether your club needs a strategic reset, stronger membership, clearer communication, better events or a practical plan for change, I'd love to hear what you're working on.

Book a Club Growth Conversation