THE GOAL:Prepare and distribute a Member-to-Member Networking Directory as a value-added benefit for members of the Thornblade Club.THE PLAN: Create a rough template of how the book would look, then send it to members, with an accompanying ad form, to introduce them to the idea.
THE PAYOFF: Members were very excited about the book from the beginning; it has extended their circle and given them a forum for both business and social networking. The directory was distributed to all members in late 2008 after its first printing; the club ensures that each new member receives a copy. Revenues from ad sales are put towards developing additional networking opportunities for members. The directory is also proving to be an enticement for prospective members. |
In the fast-moving digital economy, networks matter more than ever. Here’s how one club turned itself into a networking nerve center, to help members maintain an edge in their businesses and keep their social calendars full.
Several years ago, the Thornblade Club, in Greer, S.C., formed an ad hoc Communications Subcommittee to evaluate all forms of current and potential communications within the club and the community. This committee developed the basic concept for what would become the enormously popular Member-to-Member Networking Directory.
“Our Membership Marketing department developed the communication and creative pieces,” says Patricia Calder, Thornblade’s General Manager. After only a few months of planning, the first edition was published. It lists current members alphabetically, as well as by industry.
There is no cost for members to obtain a copy of the directory; Calder views it as a value-added benefit of membership.
“There was a cost associated with placing an ad in the directory,” she notes, adding that proceeds from the ad sales go toward developing additional networking opportunities like cocktail parties and golf outings for Thornblade Club members.
“We hoped it would serve as an excellent resource for our members to learn which industries their fellow members represent and how they might serve each other in business,” Calder says. “We believe that by updating and publishing the directory annually, all members will have the opportunity to be included and to benefit from each other’s services. And in addition to being a value-added benefit for our members, we see it as a great tool for attracting prospective members.”
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