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Value of the Membership Director Position from a General Manager’s Perspective

Posted By PCMA Admin, Monday, March 30, 2020

contributed by
Marc Ray
General Manager
The Ford Plantation

Marianne Schofield
Director of First Impressions
The Ford Plantation


Part II in Series

The value of the Membership Director is not that of the keeper-of-the-records, or as the first point of contact for new members/potential members, or even the unofficial keeper of anecdotal member storytelling. And while I would not diminish the value of all these functions, as they are a requirement of the position, they are not the most important.

The most important function of an extraordinary membership director in a club is one of “keeper of the club culture.” All of the specific job duties and tasks noted above are designed for this one function. The “task” work is the baseline expectation for the job, but really good membership directors understand the bigger picture.

The single greatest asset of any club is its culture. If you think of great clubs, the ones that pop into your head don’t necessarily have the best golf course, the best food, the highest dues (or lowest dues). What they have is a “feel” that is unique to that club, and this is what makes it so special.

Good membership directors, in all of their interactions with both members and prospects, are able to project and share this culture. It is an amalgamation of the club’s mission, vision, values, and goals. It is the club norms and expectations. It is the culture and feel of the club.

For the member, it is the reaffirmation that they have made the right choice in their club because of the same shared value system. This is even more important for prospects. Interactions with the membership director are where potential members start to self-select that this is the club for them, or more importantly, this is not the club for them because the culture doesn’t “fit.”

The value for the GM in a membership director is not in their ability to efficiently accomplish tasks. The value is in making sure the integrity of the culture is nurtured, maintained, and consistently shared with members and prospects.

Part I: How Did We Get From Membership Secretary to Membership Director?

Tags:  Membership Directors  Membership Professionals  Professional Development 

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