Public Relations - Increase Club Membership & Retention: A Strategic Guide

Be a Genius—Use CRM to Convert Guests to Members Your guest book is a treasure trove of information about past visitors. Every visitor listed could be converted to a member with just a little bit of work. If you think about it, your guest book, while limited in scope, is nothing more than an old-fashioned, manual version of a customer relationship management (CRM system.

Sales professionals have used CRMs for several years to build and maintain strong, loyal relationships with customers and prospects. Last year,Toastmasters International adopted a CRM to capture new club prospects and share them with district leaders. In 2011, I introduced CRM to District 7 to track prospective club activities.

Every division director had record access so they could keep up to date on communications with the prospective clubs in their divisions. We successfully started 13 new clubs using CRM, 18