5 Ways To Build A Sense Of Belonging In Your Club Or Association

Humans have evolved over a very long time to be social creatures. From our distant ape ancestors banding together to survive the dangers of the wilds to generation after generation of humans living the vast majority of their lives in small tribes or villages, it is only very recently that we have started to move away from this much more tight-knit tribal way of living.   

We, as modern humans, now live in an interconnected world where it is commonplace to live hours away from friends and family and not know any of your neighbours. To compensate for this, we have invented new tribalist lines to fall behind. Countries, religions, sports teams, political parties, cults, social movements, and fan groups are all ways for us to arbitrarily divide the world back up into our little black-and-white, us versus them mentality. 

 

 

See the police keeping the two sets of fans separate at an Old Firm derby. 

Don't get me wrong, I'm not judging; I 100% do this too. I have screamed my lungs out watching a sports team I'll never personally play, and I have cried when famous people I never knew died. It is just human nature to want to find a little safe tribe to call your own and belong to. 

I realise that is a fairly philosophical way to start what is extensively a tech article. Still, if we are going to effectively discuss how to build a sense of belonging in your club or associations, we will need to dip our toes into the waters of psychology and philosophy. Though I solemnly swear this won't be some dense, pretentious article, we will keep it light, breezy, and easy to understand.         

Why It Is Crucial That Your Members Feel A Sense Of Belonging To Your Club Or Association 

The health of a club can be determined by many factors. Two key factors are membership growth rate and membership renewal rate. Essentially, these factors determine how many new members join the club each year and what percentage of existing members renew their membership annually. The more members join, and the more members stick around and renew their membership, the healthier a club or association is. 

When your members feel a strong sense of belonging to the club, they are more likely to remain loyal and proud members and, hence, are more likely to renew their membership and even try to recruit new members. 

The stronger the sense of belonging and community you can create among your members, the better your membership renewal rates and member growth rates will be.

For this reason, trying to build a strong sense of community and belonging in your club is absolutely worth it. Now that we know why belonging is important let’s talk about how to achieve it. 

This article will cover the following subjects: 

1. Foster An Inclusive & Welcoming Community At Your Club
2. Using Branding To Build A Sense Of Belonging In Your Club
3. Club Merchandise To Spread Brand Awareness
4. Leverage Technology To Help Build A Sense Of Community For Your Club
5. Build A Rivalry To Build A Sense Of Belonging In Your Club

1. Foster An Inclusive & Welcoming Community At Your Club

Creating an inclusive and welcoming environment is foundational for building a sense of belonging. It might seem like common sense, but it's worth emphasising: nothing will drive people away faster than feeling like outsiders or being subjected to any form of bullying or exclusion.

Your goal should be to establish a space where everyone feels immediately welcomed and accepted. Avoid any "old blood versus new blood" mentality, and instead, foster a sense of equality and teamwork among all members.

Welcoming Newcomers: A Crucial First Step

One of the biggest challenges for newcomers to any club is the feeling of being lost in the shuffle. They may be unfamiliar with the club's culture, routines, and expectations. This is where a well-structured onboarding process can make all the difference.

Providing a comprehensive welcome pack is a great starting point. Include essential information like event dates, details on how and when to register for events, contact information for key committee members, and practicalities like when club meetings are and how renewals will work. Answering their questions before they even have to ask them demonstrates your commitment to their smooth integration into the club.

Furthermore, consider inviting new members to AGMs or other club meetings. This gives them a chance to have a voice, understand the club's inner workings, and feel like an active participant from the get-go. Regular updates on upcoming events and club news also help to keep them engaged and informed.

Remember, those first few interactions are crucial for establishing a sense of belonging. By making newcomers feel valued and informed from the start, you'll set the stage for a positive and long-lasting relationship.

Feedback: The Key to Continuous Improvement

At the end of each year, take the time to gather feedback from your members. Ask them about their experiences, what worked well, what could be improved, and what the club could have done better to make them feel welcome and supported. This valuable feedback loop will help you identify areas for growth and ensure that both new and existing members always feel valued and included in your club's community.

By proactively addressing the needs of newcomers and actively seeking feedback from all members, you'll create a club culture that fosters a strong sense of belonging, encouraging members to stay engaged and actively participate in your community for years to come.

Encourage Meaningful Connections

Another great way to build a sense of community and belonging in your club is to organise events or programs that encourage meaningful connections between members. 

This could take a wide variety of forms, which will mainly depend on your club or association, but some ideas include the following: 

• Workshops
• Skill-sharing workshops between members 
• Mentorship programs
• Group activities 
• Outings for your volunteers
• Award ceremonies 

The truth is it doesn’t really matter what the events are as long as they assist your members in building professional and personal relationships within your organisation. Remember, the goal is to create an atmosphere where members feel like they belong, not just to a club, but to a supportive and inspiring community. By fostering meaningful connections, you'll cultivate loyalty, engagement, and a sense of shared purpose that keeps your club thriving.

2. Using Branding To Build A Sense Of Belonging In Your Club

The key to building a sense of belonging in your club or association is having a strong brand to unite people behind. A strong brand should have one or two colours, a memorable logo and a slogan. Think of something that would be instantly recognisable to your members or even to members of the public. 

Beyond the Visuals: Your Brand's Meaning 

While colours, logos, and slogans are the face of your brand, they are just the beginning. A truly compelling brand has a story behind it - a narrative that resonates with your members and embodies the values and mission of your club or association. This story should weave through all your communications, fostering a deeper connection and a sense of shared purpose. 

A great example of this is the official and unofficial slogans used by the South African Rugby team, the Springboks, over recent years: "Stronger Together" and "No DNA, Just RSA". Both slogans carry a powerful message of unity, transcending race, religion, and beliefs to unite people behind the Boks and South Africa. This is a really important message, as the divisions and prejudices of apartheid really aren't that far behind us. My family only gained the right to vote in the country they were born in exactly one year before I was born.

 

 

It's a prime example of a brand with heart, a message that fosters a sense of belonging and rallies a community around its team. Now, your club probably doesn't need a slogan or underlying message with the same gravity as this example, but that doesn't mean you can't have a unique and meaningful message for your club.

A great example is the Australian Hand Therapy Association, which aims to improve the recognition of hand therapy in Australia and enhance patient outcomes. It's a good cause that unites its members to support industry professionals and their patients, which in turn creates belonging and loyalty. 

Another great example is the Street Machine Association of Australia, whose slogan is "All Makes, All Eras, All Welcome,". As a club, SMASA has gone out of its way to make sure that anyone with any type of car who is looking to get involved in a car club is welcome. It doesn't matter if you have the rarest, most expensive Bugatti Type 41 or a slammed 2005 Corolla; you'd be welcome in their club. This is just one of the reasons why they have seen so much growth over recent years. 

 

 

Fun fact, the Bugatti Type 41 was 6.4 metres long, had an enormous 12.7-litre engine, and featured walnut and whalebone on the dash. 

Your Club’s Story

A brand story is part of the meaning section, but I thought I’d separate it for simplicity’s sake. Your club or association’s story is the mythos you create around your brand and why it is still around today. While not crucial, it can be another great bit of club branding to unite your members. 

Think of the Italian tractor manufacturer who was so furious that Enzo Ferrai called him a bad driver that he hired away a bunch of Ferrai’s mechanics and started making his own high-end sports cars to compete with Ferrai’s business. Which he named after himself, Ferruccio Lamborghini.

Seriously, starting a whole company out of spite is truly inspirational. A man after my own heart.

 

Consistency is Key: Living Your Brand 

Once you've defined your brand, it's essential to maintain consistency. Every interaction should reinforce your brand identity, from your website and social media to your membership cards and event information. This consistency creates a sense of familiarity and trust, further solidifying the feeling of belonging among your members.

Empower Your Members: Brand Ambassadors 

Your members are the heart of your club or association, and they can be your most powerful brand advocates. Encourage them to wear branded apparel, share their experiences online, and participate in club events. When your members proudly represent your brand, it strengthens their sense of belonging and attracts new members who share the same values and passions.

3. Club Merchandise To Spread Brand Awareness

Having an amazing, cohesive, and meaningful brand means absolutely nothing if people can't see it. You need to find a way to get your brand out there and in front of people. One brilliant way to do this is through merchandise. Getting your club logo, colours, and/or slogan onto hats, t-shirts, and stickers and then giving them to members is an easy way to spread awareness. 

Branded club merchandise acts as a powerful tool for building a sense of belonging within a club. When members wear or use items bearing the club's logo, colours, or slogan, they become walking billboards for the club's identity, fostering a strong connection and sense of community. 

Seeing other members sporting the same gear further reinforces this camaraderie, reminding everyone they belong to a larger group with shared interests and values. Owning and using these items instils a sense of pride and ownership, allowing members to tangibly express their commitment and involvement. For new members, receiving club merchandise can feel like a warm welcome and a symbol of their official inclusion.

When members wear their club gear, it can be a great conversation starter and an opportunity to introduce the club to potential new members.

Beyond its visual appeal, well-designed merchandise can incorporate elements of the club's story, mission, and values. It serves as a constant, tangible reminder of what the club stands for and the shared goals that unite its members. This creates an emotional connection, linking positive experiences within the club to the merchandise itself, further reinforcing the feeling of belonging and commitment.

A great example of this is the Austin Independent Business Alliance, which in the early 2000s adopted the slogan "Keep Austin Weird," which they printed on shirts and other merchandise. The idea was to spread awareness and promote the unique little independent businesses in Austin, Texas. 

 

 

This is a memorable, conversation-starting way to spread your message and unite people behind your club and cause. 

4. Leverage Technology To Help Build A Sense Of Community For Your Club

Technology isn't just about making things easier for you as a club administrator; it's also an opportunity to create a more engaging and user-friendly experience for your members. A centralised digital hub like Member Jungle seamlessly integrates your club's operations, from handling membership renewals to simplifying event sign-ups. 

This reduces administrative hassle for you and provides a smoother and more enjoyable experience for your members. Online registration and payment systems for events and memberships offer convenience and make your events more accessible to a wider audience. Automated reminders minimise no-shows and ensure attendees are well-informed and excited to participate.

In the digital age, effective communication is paramount. It's about ensuring everyone in your club feels connected, informed, and in the loop. No one should miss out on an exciting event or a crucial opportunity simply because they didn't know it was happening. As a club, it's your responsibility to bridge that gap and ensure information flows seamlessly.

Technology is the key to achieving this goal. Think of it as your communication lifeline, connecting you with members wherever they are. Emails, social media, push notifications, and a well-maintained website are your tools for broadcasting essential information and keeping everyone on the same page.

Imagine a scenario where a member excitedly asks about an event only to find out they missed it. This is a breakdown in communication and a missed opportunity for connection and engagement, reflecting poorly on the club's communication efforts.

You can eliminate these frustrating situations by harnessing the power of technology and adopting a proactive approach to communication. Keep your website updated with the latest news and events, use social media to share engaging content and generate buzz, and leverage tools like email campaigns and push notifications to deliver timely reminders and announcements directly to members' phones.

Remember, it's not just about broadcasting information; it's about creating an open dialogue and fostering a sense of community. Encourage members to interact online, provide feedback, and share their experiences. By prioritising transparent and consistent communication, you'll cultivate an engaged and informed membership base that feels genuinely connected to your club.

Remember, technology is a tool, not a replacement for genuine connection. You should use it to enhance your club and its unique tone of voice, not replace it. Use it to streamline your operations, enhance communication, and create a more vibrant and accessible community for your members, but make sure to keep that special je ne sais quoi that made your club or association special in the first place.

Okay, so I realise dipping into French for a second doesn’t necessarily keep to my original promise of keeping this simple and unpretentious. But it’s not my fault that we don't have a phrase for it in English. I refuse to be held accountable for my actions.  

 

5. Build A Rivalry To Build A Sense Of Belonging In Your Club 

One key part of building a sense of belonging is having an us versus them mentality. For the Australians reading this, think of the State of Origin. NSW supporters support the Blues as much as they root against QLD. For Americans, think New York Yankees vs. Boston Red Sox, and for those from the UK, think of the example I mentioned at the start of this article, Celtics vs. Rangers. 

These rivalries are as much about rooting against the opposition as they are supporting your team. Building a friendly rivalry between yourself and another club or association can be an amazing way to rapidly build a real sense of community and belonging. 

Let me clarify. Imagine you run the QLD chapter of a Mustang club; you could set up a friendly rivalry between yourself and another state's Mustang club. Where the two of you compete to see who can get the highest percentage of member turnout at events or who can plan and go on the longest cruise. 

Imagine how motivated your members would be to turn up for events if they knew that they’d be helping your club beat NSW Mustangs by attending events. You could even get a cheap trophy that gets posted to the winner at the end of each year. It would be a free way to boost member engagement and belonging for you and your “rival” club. 

 

 

I made that in about five minutes; imagine what you could do with a little planning and time. 

This technique of setting up a friendly rivalry could work for associations, too. Most associations have different state bodies, or similar sister associations with whom setting up a friendly rivalry could be mutually beneficial. I’m not saying this will work in every setting, but it is absolutely worth some consideration. 

Here are just some ideas of how you could compete against different associations or clubs: 

• Highest percentage of event turnout
• Charity drives, who can raise the most money
• Photo or video contest showcasing club spirit
• Trivia nights
• Most volunteer hours logged
• Highest number of new members recruited

Remember, the goal is to create friendly competition that fosters engagement and a sense of shared purpose, not to create animosity or hostility. Make sure to celebrate the efforts of both clubs or associations, regardless of the outcome, and emphasise the positive impact of working together towards a common goal.

Setting up a friendly rivalry can be a significant contributor to fostering a positive us versus them mentality in your club about also about each member being able to contribute to the team effort of winning something. This will go a long way toward making your members feel like they belong and unite behind your club or association.

How To Keep Your Members Engaged In Your Club Or Association

Well, those are five ways you can help improve your members' sense of belonging with your club and boost member engagement. 

Check out How Do I Keep My Members Engaged? For more information on the subject. 

Get your peepers on How To Measure Members' Engagement With Member Jungle for a rundown on how you can use the system to track member engagement.