1 Spring 2016 CAMBRIDGESHIRE FORUM

2 Agenda How to recruit volunteers How to grow and retain membershipUpdate from 2015 Resources 2016 Main Topic Items How to recruit volunteers How to grow and retain membership County Update Summary of Call to Actions Q&A

3 Progress - Participation Strategy 16-18Create strong pockets of tennis in clubs and parks through local delivery partnerships Improve facilities and related technology to ensure year round play Make tennis an option through creating relevant and innovative products for every need Break down misconceptions of tennis amongst local communities and non club players Delivering an engaged and motivated tennis workforce

4 Key Resources for ClubsAre you making the most of the benefits and support associated with your LTA Venue Registration? (https://www.lta.org.uk/venue-management/venue-registration/) Need financial help in developing your facilities? Check out the LTA Facility Funding Guide (https://www.lta.org.uk/venue-management/facilities-advice/)

5 BTM Update

6 British Tennis Membership – Status UpdateYou may have heard that British Tennis Membership is under review. We want to use this opportunity to provide you with a quick status update Firstly, no decisions have been made. We have just concluded county consultation and have began to consult clubs, starting with focus groups. The club feedback will help shape the membership proposition All clubs will have an opportunity to have a say, as post focus groups we will commission a club survey Quantitative Research Q4 2015 County & Club Consultation 2016 Q1-Q2 Finalise Junior & Family Package Q2-Q3 Test final proposition 2016 Q3 Seek Approval 2016 Q4 Potential Launch Q2 2017

7 Spring 2016 Resources Available 2016

8 Great British Tennis WeekendMay 14th & 15th July 16th & 17th …or anytime! Key Priorities - Quality Participant Experience - Membership & Programme Conversion - Check In App / Data Collection * Action: Go to ClubSpark and publish your 2016 GBTW event(s) now!

9 Benenden Tennis FestivalsFollowing 2015’s US Open and Davis Cup Packs, we are delighted to have a sponsor to support our Tennis Festivals – Benenden A series of fun themed competitions for players of all ages run by their local venue Four themed tennis competition festivals are planned for 2016 with some exciting packs to help support our venues The festivals are a great way to encourage families to lead healthy lifestyles through tennis and be part of a health and wellbeing community that Benenden are at the heart of

10 Benenden Tennis FestivalsThe four festivals in the calendar for 2016 are: Davis Cup – March Grass Court Season – June/July American Hard Court Season – August/September Halloween – October/November Sign up around 6 weeks before each festival and you’ll receive a pack. Action: Sign up online at

11 Fast 4 Competition FormatsFAST4 Tennis provides a simple, exciting way of speeding up a conventional tennis match. Time – Life is busy and many players can no longer commit a whole day. The matches rarely take more than an hour (usually 45 minutes or less) so align to standard court booking slots. Additional revenue opportunities - you can run draws up to 16 players on one day and as matches are quicker your court fees will be reduced. New and exciting – to encourage both current and new players. FAST4 has been endorsed and has been played by some greats of the game. Overview video of Fast4 https://www.lta.org.uk/play/types-of-tennis/fast4-tennis/

12 ClubSpark Update CLUBSPARK COMMUNITY OPEN DAYS COMPETITIONSAVAILABLE OPEN DAYS PILOT COMPETITIONS IN DEVELOPMENT COURT BOOKINGS On site technology CLUBSPARK MEMBER MANAGEMENT APPS CONTACTS COACHING CAMPAIGN WEBSITES WEBSITE MANAGER

13 ClubSpark Competition ModuleAn easy way to run local recreational competitions and tournaments from your smartphone 6 different formats – Matchplay, Results Manager, Compass, Elimination, Elimination with Consolation, Round Robin Download players from your venue’s British Tennis Membership list Option to submit for LTA ratings IOS and Android APP version available for the start of the summer season If you need help or more information – contact your regional office

14 Calendar of Training OpportunitiesGB Sport Workshops: Marketing for Clubs Social Media for Clubs Dates: 19th / 20th April Venues: Herts/Cambs Sign up – Expression of interest ClubSpark – Expression of interest

15 How to attract more volunteers

16 Online support: www.lta.org.uk/tennisvolunteer

17 The four steps that can make a difference1 2 1. Appoint a volunteer co-ordinator 2. Be prepared 3 4 4. Reach out into your local community 3. Look at your members Advice is broken down into four core areas

18 The four steps that can make a difference2 1. Appoint a volunteer co-ordinator 3 4

19 1. Appoint a volunteer co-ordinatorWhat is it? A figurehead for your volunteers Takes responsibility for bringing in new people Provides support and advice Says thank you

20 Volunteer co-ordinatorWho is it? It could be an existing person – chair or secretary A regular committee member It could be a member who hasn’t got involved before Action: Put this item on the agenda at your next meeting – with some ideas on who could do this.

21 Volunteer co-ordinatorWhat skills do they have? Good listener Good communicator Well-organised Reliable What values do they have? Passion Teamwork Integrity Excellence You may have someone in mind who would work well

22 The four steps that can make a difference1 2. Be prepared 3 4

23 2. Be prepared What roles are you missing?Do any of your current volunteers need extra help? What skills are you looking for? What’s the time commitment? Action: Spend some time with your committee mapping out your ‘must-have’ and ‘would-like-to-have’ lists.

24 Download template role descriptionsAdministrator Ballot administrator Chairperson Club main contact Committee member Competition organiser Grants & funding officer Juniors captain/contact Marketing/communications officer Match secretary Membership secretary Mini Tennis contact Performance programme manager Schools co-ordinator Secretary Seniors captain/contact Social media co-ordinator Social secretary Tennismark lead Treasurer Volunteer co-ordinator Website editor Welfare officer Action: Visit the website: to download and use

25 Volunteering is essential to clubs and can be rewarding, but we need to ensure safe recruitment is embedded in the process.

26 Safe and inclusive recruitment tipsAdvertise all roles, even informally Have an informal chat, set the scene Talk about why creating a safe and inclusive tennis environment is vital Consider the appropriate role for the volunteer Do they need a DBS check? Enroll them on an LTA Safeguarding and Protection in Tennis course Think about any other training they might need? Action: Find out more at and in the LTA ‘What’s the Score?’ toolkit (pages 54-55)

27 The four steps that can make a difference1 2 4 3. Look at your members

28 3. How well do you know your members?First – undertake a skills audit Add a ‘job title/description’ to all new and annual membership forms Send a form out to all members – hand out at club nights or Download an audit form from Second – match their skills to the role Work out which people have the skills/jobs most suited to the roles you have identified that you need. Third – ensure they are right for your venue Action: Download the form at: and send out to all your members.

29 Caroline Ratcliffe, Club Secretary“We found electricians, tree surgeons, carpenters, solicitors and actually now ask if people would be willing to help in anyway on the membership form. They are often busy people but if everyone can just do a small amount it really makes a difference.” Caroline Ratcliffe, Club Secretary

30 Make a personal approachTarget people face-to-face! A personal approach always works best. The worst they can do is say no and you can just thank them for listening to you. Ask your committee to help Do they know any members within the club who they could ask to help? Have a discussion about the role Be clear on what the role requires and discuss the motivations for why they would get involved. Be open if they will need to have a DBS check.

31 Carolyn Rothwell, Tennis Director“If you don’t ask people you won’t get any help – people are very unlikely to offer. I’m eyeing up parents of children joining our junior coaching programme – finding out what their skills are and asking if they could do a little bit to help out.” Carolyn Rothwell, Tennis Director

32 Tell them you need help Recruitment posters will shortly be available at ‘mytennistoolkit.com’ to advertise the roles you need. You can personalise them with your club name, volunteer co-ordinator contact details and roles needed. Put this up in your clubhouse, kitchen, the back of toilet doors! Why not hand out with a welcome pack/membership forms to every parent? Action: Personalise posters at: and order printed versions or print locally

33 It’s not about doing everything. It’s about doing something.

34 Introducing a volunteer through a one-off event can be less daunting…Ask your coach to speak to parents after a Mini Tennis coaching session. Could they give up an hour while their child plays at the event? GBTW or open day event Be clear on the role Pair them up with a friend What’s expected of them on the day? Agree a time – maybe a two-hour or half-day commitment? Meet them, brief them, thank them Ask if they are willing to help out again THANK THEM AGAIN!

35 How are other clubs doing it?“I managed to get a gang of members down to help the GBTW events including a very good junior. “I find it’s important to actually go to members directly to ask for help – it’s their job to help the club as well. We ask people to just give an hour to help. Often they are not willing to give a whole day but just an hour is manageable. “We went to the parents of our junior members to ask them to come down with their children to talk to other people about what their children get out of it. They were great ambassadors for the club.” Anne Miller, Secretary

36 Anne’s top five tips Give each committee member a role and tasksAsk members to donate one hour of help Ask existing parents to speak to newcomers Encourage former committee members to support Get good juniors along to help

37 You have 15 minutes… We are going to work on your venue’s plan to:Appoint a Volunteer Co-ordinator Have a read through the role description What skills and personality traits will you be looking for? Do you have someone on your committee who could do the role? Will you advertise? What three key tasks will you give them? If you already have a volunteer co-ordinator, what are their priorities this year?

38 The four steps that can make a difference1 2 3 4. Reach out into your local community

39 4. Reach out to your local community!Who’s living down the road? Retired accountants, administrators, school teachers, nurses – potential treasurers, secretaries and welfare officers! Local volunteer databases? Do-it Trust website County Sport Partnership Local Authorities Volunteer Bureaus Rotary Club/WI Advertise locally Posters Flyers They won’t come to you, so you need to go to them and tell them how/why/ what your venue needs help with. ***

40 Young people in your communityYoung people have a lot to offer and are great role models to encourage other young people to play. Consider their motivations (skills development, work experience) and also support their involvement. Secondary Schools – Duke of Edinburgh placements. Colleges & Universities – undertake volunteering as part of their course Cadet forces – undertake volunteering as part of their training Scouts/Guides Tennis leaders – free resources for your coaches to run a course Action: Consider which roles are suitable for young people and ask your Welfare Officer to support them.

41 Robby Sukhedo, Community Park Manager“We have brought through over 100 kids in volunteer roles at our park and many have gone on to have a job through tennis coaching, or just learning skills for further education and other jobs. This is why we always have a string of volunteers coming through.” Robby Sukhedo, Community Park Manager

42 What next… Three actions you’ll take away?Consider what you’ll do when you get back to your club. E.g. Consider your current roles and identify any gaps Have an agenda item at the next committee meeting Map where you might need additional volunteers Visit the website – Check out your safe recruitment process (with your welfare officer?) Identify training needs of potential volunteers Etc

43 Summary The four steps that we’ve covered:Appoint a volunteer co-ordinator Be prepared Look at your members Reach out into your local community

44 Further support: www.lta.org.uk/tennisvolunteer

45 Growing & Retaining Membership & Participation Venue Forums – Spring 2016

46 What we hope to achieve Outline the principles that are known to grow and retain participation Look at local examples and share good practice Improved understanding of your audience and have some new ideas to take back to your club

47 Growing & Retaining Participation & MembershipIn the LTAs Venue Survey in 2015 “the biggest challenge clubs say they face is attracting new members & retaining current members”.

48 Principles of Growing & Retaining4 key elements to consider Quality of Environment Understanding your Audience Marketing & Communication Suitable Product / Offer

49 Principles of Growing & RetainingIt is important to recognise that different groups of members will be seeking different things from their club membership! Traditional club members Transactional members

50 Principles of Growing & Retaining1. Quality of Environment: Facilities Playing, coaching & competitions Social activities & atmosphere Personal communication to members Appropriate membership packages Accessibility of the facilities at the time the member needs them

51 Principles of Growing & Retaining2. Suitable Product / Offer: Who are you trying to attract? What are their motivations & interests ? Is it tempting & appealing? How can you reach & communicate with this audience? Can you meet the expectations you promised? Can you keep them afterwards?

52 Principles of Growing & Retaining3. Marketing & Communication: When delivering projects aimed at growing participation consider: The audience Consider the customer journey What is the ‘call to action’ for someone that see’s your marketing materials. The suitability & relevance of the marketing materials What networks / partnerships / communication channels can you access Effective communication in helping to retain participants is maybe less familiar. How do you make your members feel part of a warm & welcoming club? How do you create a positive atmosphere where all feel connected to the club?

53 Group Discussion In groups discuss the situation that the club in the scenario that you are given faces. What steps would you recommend the club should take? Consider: 1) Quality of Environment 2) Suitable Product / Offer 3) Marketing & Communication

54 Understanding Your AudienceWe will break this information into the following broad segments: Juniors (U16s) Adults 21 – 40 yrs old Young Families

55 Attracting family members - ExningRan GBTW event – aimed at families (38 Adults/58 Children attended) - 17 new members recruited Environment: Off court – Welcoming environment, child friendly, supportive/helpful club volunteers On Court - fun, family friendly activities – Mini Tennis Suitable Product Offer: Target market identified (families) Delivered appropriate offer of junior and adult activities (Mini Tennis easy/fun) Communicated via right channels – primary Schools/households/local shop Delivered what they advertised – a fun session for the whole family Had an attractive offer to keep participants (50% membership discount), Follow-on coaching and buddy system to support integration of new members Marketing and communication: Knew their audience (parents and children) Clear call to action on marketing materials – sign up to GBTW on ClubSpark Marketing materials aimed at appealing to families (GBTW resources) Reached out into the community through social media, web site, posters Communicated with and received buy-in from exiting members, follow up e mail to attendees 55 55

56 Growing Membership - RiversideIncreased membership from 160 to 549 over in 7 years Environment: Initial focus on improving facilities – Successful LTA funding application (air hall over 3 cts) Converted 3 grass to hard, renovated macadam (3 with carpet). Improved clubhouse – welcoming reception area Increased social activities / improved club atmosphere – café and evening bar Shop + front of house services supported by part-time admin staff Suitable Product Offer: Appointed director of Tennis – improved tennis offer/programme Expanded coaching, competition and social tennis programme Online Booking system introduced – ClubSpark Established links with Bedford Borough Council to run adult tennis courses (RE-ACTIVE8) Marketing and communication: Raised awareness of the club through local advertising and Open Days Redesigned web site, set up and regular use of Social Media (Facebook and Twitter) Improved member engagement – Valuing members (club survey), newsletter, member benefits Database of all members/users established and regular/ongoing communication 56 56

57 Juniors – Who are they? Juniors Majority play in schools or parksLed by parents Play lots of sports Want fun Teenagers want to be Choosing their favourite sport Spontaneous Make their own decisions Want variety & prefer to do things in social groups. They want to play sport on their terms 2/3 communicate through smart phones

58 Juniors Reach into community to maintain relationshipsConsider the parent when organising and planning Involve social aspects to creating teenage offer – eg Junior/Teenage club nights

59 Adults (21 – 40yrs old) LTA research indicates that there is significant interest in this age group to play more tennis if the ‘offer’ was right. They need their leisure activities to fit around them, otherwise they will choose an alternative This age group often see parks as more attractive They have challenging perceptions about clubs – not good enough, for serious people, stuffy Seasonality is crucial

60 Adults (21 – 40yrs old) Be flexible in terms of your offersMake players feel welcome Short term offers Consider external communications which promote the club as a vibrant place Simply offering what the club always offers in many cases won’t be enough. Eg Can Fast4 (an new fast competition format) be a beneficial and fun format for this age group who want to compete but have not got the time to play league matches due to time limitations?

61 Families There are few sports that both children and parents can play together Children of parents who play tennis are more likely to remain playing tennis through childhood Parents factor family time into weekends Cost is an important consideration

62 Group Task Select the scenario/challenge that is most appropriate to your venue: 1) Growing Junior participation/membership 2) Retaining Junior participation 3) Growing adult participation/membership 4) Retaining adult participation 5) Attracting families 6) Retaining families. In groups of no more than 4, have a go at completing an action plan to address your challenge. More than one group may have the same scenario Don’t forget to think about the 4 key principles: Quality of Environment Understanding your Audience Marketing & Communication Suitable Product / Offer

63 Summary Consider the four key participation principles:Understanding your Audience Quality of Environment Suitable Product / Offer Marketing & Communications Retaining participants is far easier than attracting new ones. But growth is possible as long as the club is prepared to be innovative & try new approaches: doing what you have always done is not likely to be successful.

64 What can you action tomorrow?Look at your current club membership and what you want to achieve Look at the specific target audience(s) you want to attract. Create an offer Review its success

65 Spring 2016 Summary of Call to Actions this Summer… Register your GBTW events Benenden Tennis Festival Packs Fast 4 competition ClubSpark – Modules and Training Marketing and Social Media Workshops Volunteer action plan Club Marketing Plan

66 Spring 2016 Summary of Call to Actions this Summer… Register your GBTW events Benenden Tennis Festival Packs Fast 4 competition ClubSpark – Modules and Training Marketing and Social Media Workshops Volunteer action plan Club Marketing Plan Meet back at old library. Finish 9.15pm Ask for any questions – we will need a statement should any questions come up RE BTM