We interviewed Jessica C. Isle, the marketing manager for Club One, on charitable giving. Isle is in charge of community outreach and local club activation for Club One, and is behind much of their corporate giving and social responsibility programs.
Q: How can charitable giving and community involvement affect clubs?
A: Supporting local causes and events helps to build visibility and brand awareness, attract new members and strengthen loyalties with existing members, develop strategic partnerships for cross-promotion, and position your club as a key community player.
Q: How has Club One become involved in its community?
A: Club One is the official health club sponsor of more than 10 annual fundraising events in our communities, benefiting multiple nonprofits and attracting thousands of participants. We take full advantage of our sponsorships by having an active presence at these events and in the months leading up to them.
Our charitable campaigns have included “Have a Heart,” when a portion of registration fees were donated to the American Heart Association; a Holiday Shoe Drive that resulted in more than 5,000 pairs of donated athletic shoes; and “Give with Your Like,” which allowed our Facebook fans to direct sponsor dollars to their favorite nonprofits.
Knowing that every region is unique, we also encourage our club teams to work with nonprofits in their communities and make sponsorship decisions on a local level.
Q: Is charitable giving important to Club One?
A: Yes, we see charitable giving as a way to further the Club One mission beyond our walls. We know that we have a responsibility to help build healthier communities. While we seek to improve the lives of our members through health and wellness, in-kind and monetary donations empower our nonprofit partners to improve the communities we serve.
Q: How can clubs easily get involved in their communities?
A: There are countless ways to get involved with fundraising events and causes, even with a limited budget. Some ideas include:
Host a holiday member donation drive for groceries, school supplies or toys. No need to reinvent the wheel. Partner with your neighborhood fire stations, schools or businesses to serve as an additional drop-off site for their donation drives.
Show the community that fitness can be fun(draising)! Have your team lead the warm-up at an athletic event fundraiser, or better yet, host a group fitness fundraiser at your club. Donations can be collected at the door and given to the nonprofit of your choice, all while showcasing your club.
Think outside the box. Donate in-kind services and prizes to nonprofit silent auctions, guest passes for volunteer or board member thank you gifts, or gently-used equipment to local school gyms and clubs. Look for natural opportunities that you can support others with resources available.
Q: Does community involvement help clubs with retention?
A: Yes, staying visible in the community can help strengthen loyalty and your relationships with existing members. When members see you passing out water at a charitable run or listed as a prize donor at their child’s school fundraiser, it reinforces a powerful message that they belong to a community club. They’ll appreciate that you care about their favorite causes — which are also supported by likely joiners!
Q: Does it help with sales?
A: Prospective members are much more likely to enter your club if they’ve already had a position interaction with you at a community event. Connecting to prospects on a values and beliefs level can often be the deciding factor to join your club versus the competition down the street. Staying involved in the community will keep your name top of mind — even when fitness isn’t — so that they know where to find you when they’re ready to join.
Q: What type of marketing techniques does Club One use to spread the word about its community events?
A: Sponsorship is a wonderful opportunity for cross-promotion with nonprofits and supporting businesses. We work with like-minded partners to create co-branded prizes or offers that drive traffic to each others’ event booths, websites and social media venues. We like to pair tried and true grassroots outreach with new media marketing initiatives — like asking our advocate members to share exclusive invites virally to their networks or offering race or spinathon registrations if an action is taken via social media (wall posts or contest voting). We also pro-actively highlight our support and involvement through member promotions, e-newsletters, press releases and social media channels.
Q: Is there anything else you’d like to add about charitable giving and community involvement?
A: With limited resources, it’s sometimes tempting to look at charitable giving as “discretionary” spending, but it should remain a key part of your overall marketing and branding strategy. Seek partnerships with credible nonprofits whose mission aligns with your own, and think creatively about how you can best support them while building opportunities for member evangelism, enthusiasm and engagement. Become a leader in the community, and you’ll be ready to welcome the community into your club!
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
