Final Reflections

Golf clubs have large memberships. This represents a significant resource and activating the skills, experiences and enthusiasm of members has enormous benefits. Our research suggests that improving member participation can energise golf clubs.

At the same time, we recognise that golf is a leisure-time activity and that members’ primary interest is usually playing golf and socialising, and not necessarily volunteering. For this reason, volunteering must be engaging and enjoyable.

Importantly, our research has emphasised how social interactions with other members are a key feature of the golf club experience. The development of relationships and connecting with other members is essential to member retention and participation. Cultivating an environment that supports positive social interactions and relationships among members seems to us a necessary feature of a successful golf club.

Beware quick easy fixes though. Building social bonds does not simply mean organising social events such as a club dinner or a BBQ. Golf clubs need to develop everyday practices and club culture that fundamentally support positive social interactions.

• Treat internal member communication as a strategically important function Communicate regularly with members and share information. Use a variety of media (e.g. newsletters, social media, noticeboards) to ensure that members access information.

• Try to be open and transparent in the provision of information. It helps others to see what you are doing and why you are doing it and creates trust.

• Don’t leave member engagement to the AGM and other general meetings. At general meetings, members tend to vote according to preconceived ideas. Voting also tends to establish ‘majority rule’ by those most able to participate. Over-reliance on voting to make formal decisions risks discouraging and driving out dissenters.

• Emphasise the value of well-reasoned, creative and innovative thinking rather than historical precedence.

• Promote contributions made by nontraditional members and volunteers

• Develop and promote a set of club values as they help shape club culture. Consult with members to develop these values. Once agreed, regularly promote the values and make them visible.

• Recognise the contribution of volunteers through club communications. Encourage members to thank volunteers for their efforts.