How to recruit more club members (without Lord Kitchener)

YOUR CLUB NEEDS YOU!

A man with a mighty moustache, wearing a military hat stares out. His gloved right hand points sternly right at you.

Look familiar?

It’s the ‘Your Country Needs You’ poster depicting Lord Kitchener from 1914, urging volunteers to join the British Expeditionary Force.

This graphic crops up on social media from cricket clubs every year.

Well, not this exact one, I’ve adapted it for my own subtle message.

(For a bit of variety, sometimes clubs will use James Montgomery Flagg’s ‘Enlist Now!’ US Army poster from 1940.)

According to the British Library, the poster came out after the patriotic surge in numbers enlisting for national service. But powerful design can often wrap itself in myth and become symbolic.

Ironically, a war poster for a club cricket recruitment drive,
ultimately does not serve you.

Not least because the comparison between signing up to fight for your country overseas and playing cricket is way off the mark.

Look, I’m not criticising club volunteers who are trying to whip up a graphic in their spare time – though Canva is a free and quick alternative to create something better.

Ok, how DO we encourage new players and members to join our club?

Believe it or not, that’s easy. Or, at least the messaging is.

Instead of ‘our club needs you’ which might be true but, if we’re being brutally honest, no-one cares about…

You flip it. Why you need our club…(don’t say it quite that bluntly, but that’s the theme).

Cue up all of the fantastic reasons someone might get value from joining your cricket club.

Cricket clubs do often list the benefits – free pint at the bar, discounted curry at your local sponsor…which is a great start.

But don’t forget to write emotionally too. Get fitter, socialise, try a new sport, these are all essentially saying ‘Join our club’ but with slants that someone might resonate with.

Brainstorm and come up with 30 reasons why someone would join. Then, pick your most compelling ones and drip-feed these out with an offer, incentive or piece of content.

Here’s a very quick, Cricket Yorkshire call-to action, knocked up in Canva.

Needs to be a victoria sponge, none of your fruit loaf….

Ultimately though, you have to do something very difficult.

And that’s to catch the attention of someone. Then make them care enough to stop what they’re doing and read, listen or watch what you have to say.

I’m afraid Lord Kitchener won’t cut it.

Leave the war recruitment behind – because joining a cricket club is meant to be a positive, life-affirming decision.

Not done out of a sense of duty.

Ok… so, what’s next?

How I can help?

I don’t just write about the grassroots game. I also show cricket clubs how to find new members, fundraise, win grants and sign those sponsorship deals.

I’ve helped to run clubs, raise funds and have 25+ years in all aspects of club cricket to call upon.

The Membership Module of my e-course (short, bite-sized videos for busy volunteers) is perfect pre-season advice to help cricket clubs of all shapes and sizes.

If you want new members, fresh ideas and some momentum before the new season, give this a go. It will pay for itself with one new sponsor, member or other income-generating idea.

It costs £67 and includes: 4 x video lessons and 4 x worksheets to do a membership audit, think about new benefits, use rewards and make the most of renewals.

You’re very welcome to email me if you have any questions.

Either way, good luck with your cricket club’s membership drive. I firmly believe every single club can increase its membership with the right approach & messaging and that’s what I’ll show you.

Visit https://bit.ly/new-cricket-club-members for all the details of the Membership Module.