Build During Disruption: Communication Strategies that Drive Membership Growth

Private club leaders face a common challenge during capital improvement projects: membership inquiries slow as prospects adopt a "wait and see" approach.

However, with thoughtful strategic communication, this challenge becomes an opportunity. The most successful clubs not only maintain interest during construction but can increase membership throughout the renovation process.

The Foundation: Pre-Project Messaging

As most club leaders know, effective renovation campaigns begin long before architectural renderings appear. The real work happens in pre-vote member communication. Members who feel involved from day one transform from potential skeptics into passionate advocates.

First, clubs should frame renovations as a vision for the future rather than facility shortcomings. We all respond better to aspirational messaging focusing on possibilities and lifestyle enhancements rather than repairs or problems needing fixing.

Next, clubs should create a compelling narrative emphasizing the "why" behind each project aspect.

For example, clubs could present increased dining capacity as members never worry about reservations again. They could highlight enhanced facilities as new opportunities to host friends and family. They could use architectural renderings to help members visualize these enhanced experiences in tangible ways.

Ultimately, members vote with their hearts first, then justify with their heads. Clubs should focus primarily on enhanced lifestyle benefits rather than construction details to build genuine enthusiasm for project approval.

Maintaining Momentum During Construction

After renovation approval, the challenge shifts to keeping members engaged during disruption. Transparency becomes the foundation of successful projects.

The period between vote approval and completion is where most clubs falter. Without ongoing updates, members create their own narratives, leading to complaints and negativity. Clubs must control the narrative through consistent communication.

Start with detailed transition plans that outline how member experiences will continue despite construction. Rather than apologizing for disruptions, create excitement around temporary alternatives. Throughout the process, highlight available facilities to shift focus to what can still be enjoyed. Share construction photos and celebrate milestones to maintain enthusiasm.

Communicate across multiple channels—email, social media, signage and staff talking points—so members stay informed about the process.

Turning Construction into a Membership Sales Asset

Forward-thinking clubs transform what could be a liability into a membership recruitment advantage by crafting messages that make joining during renovation financially advantageous.

Emphasize future value at this stage. Communications should clearly state that membership rates will likely increase post-renovation, creating an incentive to join immediately. Clubs could also offer special recognition to those who join during construction, creating a sense of exclusivity rather than disadvantage.

Make sure to balance present and future benefits in all communications materials. Create a complete picture by highlighting immediately available amenities while building excitement about coming enhancements. Rather than downplaying or apologizing for construction, provide specific timelines with milestones that prospects can follow to make them feel part of the transformation journey.

According to Jackie Singleton, in an episode of the Crushing Club Marketing podcast, clubs implementing these strategies have reported increased membership inquiries by as much as 25 percent during construction. By being transparent about process and value, they create FOMO—fear of missing out—among prospects who realize they can secure membership at advantageous rates before inevitable increases.

Key Recommendations for Club Leaders

Club leaders navigating renovation projects should consider these approaches:

• Frame renovations around enhanced experiences rather than facility repairs
• Involve members early through surveys and feedback sessions to build ownership
• Position joining during construction as financially advantageous
• Develop creative alternatives to maintain member satisfaction during disruption
• Utilize multiple communication channels to reinforce messages consistently.

Clubs struggling with capital campaigns aren't necessarily those undertaking the most significant projects; they’re the ones that fail to communicate effectively. Strategic communication makes success possible, even during considerable disruption.

Kathleen Palmer Heil is Partner, StoryTeller Club Marketing and can be reached at (612) 747.6902 or via email kathy@clubmarketing.com.