St Kilda members have returned the highest satisfaction scores and sentiment ratings in over a decade of annual survey results, an independent 2016 member satisfaction project has revealed.
The satisfaction of Saints’ members sits well above the league average and in the top third of scores when compared with all clubs across the league.
Primarily, the strong result is driven by continuing strength in satisfaction with membership arrangements (the design of packages, benefits and delivery) and personal involvement where the club scores in the top three in the league for both measures.
Administration and home ground also contribute where the club set its highest ever scores in 2016, of the back of consistent increases since 2014.
The impact of increased satisfaction is seen to resonate with important outcomes including loyalty where renewal intent rates in the top three across the league. ‘Loyalty’, ‘passion’ and ‘family’ underpin the St Kilda brand with members recalling these terms most commonly when translating their relationship with the club.
Overall, the result continues the very strong growth in satisfaction levels with membership at the club, with gains in key dimensions over the past two or three years.
That the results come in a time of moderate on-field success suggests foundations of membership have been delivered very well, with potential gains ahead give the positioning of the team and the growth in attitudes towards member servicing seen in 2015-16.
Overall, the club is pleased to recognise that member feedback from the past couple of years has been heard and actioned, which has led to such positive results.
Anecdotally, survey respondents told the club why Saints supporters should sign up as a member in 2017. Responses included:
“All people ultimately want to feel part of something special. St Kilda is a club with great values, it encourages diversity and has a well communicated strategy and direction. The journey is just as important as the destination.”
“Be a part of what it means to be a Saint, even if you can’t make it to the matches. The Saints recognise that the red, white and black army come from far and wide. Join the Saints Army and show the passion, we do!”
“Being a member makes you feel like you are part of something special - being a member makes me feel like l have strength through loyalty.”
“By keeping the faith, standing as one, when the Saints come marching in you will be with us shoulder to shoulder!”
“Members are the heart of the club...signing up gives me a sense that I am part of the teams heart beat!”
“Sainters are stronger when we come together as one, believe, dare to be part of the step up in 2017 and become a member.”
“The Saints can't go marching in unless you buy a membership and go marching in with them.”
More than 7,500 new members joined the Saints during the year – the largest growth of all AFL clubs which resulted in a final membership tally of 38,101.
St Kilda recently launched its ‘31 by 31’ campaign, in which the club has set a target of 31,000 members by 31 December 2016. The current membership tally sits at 25,248.
If you have someone in your life that needs to start believing, or possibly a Saint who has lost their way, now you can be rewarded for showing them the light, and guiding them to a Saints Membership in 2017! (And if you don’t have the right words to do so, try using the ones above from other members just like you!)
https://saintsmembership.com.au/sign-a-saint
31 by 31: Some record are meant to be broken - Become a member in 2017
