A COMPREHENSIVE new survey of St Kilda members has revealed people are feeling a greater connection to, and level of engagement with, the club compared to 2014.
The survey, which was conducted by Deakin University lecturer Dr Adam Karg, has revealed an average membership satisfaction score of 8.3/10, up from an average of 7.1.
In an AFL first, the Saints have trialled a progressive membership survey to give the club relevant feedback early in the season on areas such as membership delivery and services, club communications and sponsorship recall.
St Kilda CEO Matt Finnis said he was encouraged by the results that pointed to a significant increase in fan-club engagement.
“St Kilda is a customer facing organisation that exists for our members. We have placed a much greater emphasis on membership engagement this year through a number of initiatives,” Finnis told SAINTS.com.au.
“The club has increased its dialogue with members over the past year through a number of means including the successful 25 by 25 push to have 25,000 members sign on before Christmas, the Saints Future Fest in which 19 young players re-signed, the push to tap into the unique St Kilda spirit under the How I Want To Be umbrella and the announcement of Dare Iced Coffee as a principal partner down at St Kilda beach.
“The member recall levels of 90 per cent that Dare Iced Coffee is our principal partner were amazing considering how new this partnership is and I believe the way we have introduced our new partners – which also includes Seek and the Susan Day Group – has been significant.
“The club has made a concerted effort to be as inclusive as possible with our members - including having far more two-way conversations on social media - and it’s extremely rewarding to see that our members are embracing that engagement.
“But we are constantly trying to improve every part of our business and will continue to strive to engage with our members as best as we can.”
Become a member. Click HERE or call 1300 GO SAINTS.
Dr Karg said the 1.2 increase in member satisfaction to 8.3/10 was a significant increase in such a short period of time while the general survey gave a strong indication about the positive direction of the club.
“These results are positive, with some solid increases particularly in member arrangements – this is supported by qualitative or open comments for this area,” Dr Karg said.
“The overall measures are up on the end of 2014 results, so current sentiment of members appears good.”
The survey found that 52 per cent of members said their main reason for signing on is because it makes them feel like a true supporter of the club. More than 45 per cent of members have embraced the direct debit system as the and most convenient and efficient form of member renewal.
Members have also warmed to the new members choice arrangement that allows them to choose between receiving a scarf, cap or encyclopedia listing every St Kilda player to have played at VFL/AFL level as part of their membership package.
The club has acknowledged areas that have been continually reviewed such as opposition supporters sitting in premium member seating areas due to gaps in prime seating locations.
