When Stephanie Donovan first joined Willoughby Golf Club in 2016, she was a communications manager filling in during her boss’s maternity leave. That temporary assignment turned into a career-defining moment. “I kind of got the bug,” Donovan says. “This is definitely what I want to do.”
After a short detour into real estate, Donovan returned to Willoughby in 2021 as Director of Membership and Marketing. Today, she leads efforts to keep the club’s 283 golf memberships full, manage a growing waiting list, and shape experiences that feel both personal and modern.
Her approach is refreshingly straightforward. Donovan doesn’t consider herself a salesperson. Instead, she lets the club speak for itself. “Willoughby is a hidden gem,” she says. “When people come here, they fall in love with it. My role is to share the story, follow up, and make it easy for them to picture themselves as part of the community.”
That authenticity has fueled growth, especially as Willoughby invested in course renovations and welcomed new leadership across the operation. With a new GM, a new chef, and fresh energy in golf, tennis, and catering, Donovan sees an opportunity to shape the next chapter of the club’s brand. She’s refreshing the website, exploring new branding strategies, and leaning on word-of-mouth from a strong base of legacy families.
Internally, Donovan is just as focused on connection. She’s launching an ambassador program to pair newcomers with seasoned members, hosting new member cocktail parties, and encouraging participation in everything from trivia nights to the kayak club. Even a new “fitness buddy program” is on her list, designed to keep members accountable while sparking friendships.
“I’ve never begged anyone to join,” she says. “It’s about creating the kind of experiences that make members proud to share the club with their friends.”
This October, Donovan will join Addison Reserve’s Denise Saari (See Inside Addison Reserve CC’s Membership and Marketing Strategy) on stage at the CRB Engagement Summit, where they will discuss the strategies that are currently working for their clubs. For Donovan, it’s also a chance to connect with peers. “Our goal is simple: keep momentum strong and make the member experience even better. I’m looking forward to connecting with others who are working toward the same thing.”
