Thanks to FatCanyoner for sending this link to me for comment. Here goes!
I'm a member of Sydney Bush Walkers Club and am the person responsible for essentially, 'turning the ship around'. I won't take all the credit, as there's been much time put in by many, but it all started somewhere... For what it's worth, here's the download. (HEY TOM, I GUESS THAT MAKES ME THE INSIDER!)
(I presented to the NSW Confederation of Bushwalking Clubs special President's meeting last year, to share our experiences and help other clubs see that there can be a bright future for the clubs they love.)
I joined SBW just over 10 years ago, when I was around 28, and at the time was probably the youngest person there. I wasn't put off by the quirks and quaintness of club life (which to a 20 something appeared completely alien at times) and threw myself into it, joining Committee the following year and trying to contribute and address some of the balance issues. Even then, they were talking about how to attract younger members, although not seriously. I jumped in, boots and all and developed a deep loyalty to my club. In many ways, SBW changed my life and for that I'm very grateful. If I loved it so much, it would be such a shame to see it die a slow death through no new and younger members. Surely others could fall in love with it too??
A home for everyone has been one of my guiding motto's when looking at the future for the club. The challenge is: How do you attract younger members, whilst not alienating the older members?
One of the questions that I asked the President's meeting was: Do you REALLY want younger members? Do you REALLY know what this could mean to your club? How will this CHANGE your club? Are you PREPARED for change? How will you react? How will you make a Gen Y-er feel at home (as you are) when they turn up to a walk in all the new gear and follow the walk on their iPhone, tweeting about the trip on the way? Will you be 'GOM' (Grumpy Old Men/Women) and say, 'that's not how we do things here', 'no technology on walks' or 'you don't need to spend all that money on new gear when your old volleys are fine and foamies are fine for sleeping on - luxury compared to bracken fern.'
Sometimes you need to be careful what you wish for.
If clubs really want this, then I think that they can do things to help reverse the trend.
In my professional life, I work within the Communications/Marketing/Advertising industry, so for us as a Club, I was able to draw on what seems common sense to me in my everday life. It was about building a strategy, sharing the dream and getting the club onside and then implementing it.
It's communications 101 - but if you want to speak with a particular demographic of society, you need to speak through their channels and in their language. Don't expect that what attracted you to the club will attract them. Don't assume that everyone wants the same thing from a club that you did when you first joined. A club can mean many things to many people.
I wanted to speak with people in their 20s and 30s, so the best way to do this is via the internet. So in 2008, I proposed to the SBW Committee that we needed a new website. It's quite difficult for some people to grasp, but having a website these days isn't necessarily enough. A lot of clubs have websites - mostly done by volunteers and people with programming/coding backgrounds, not necessarily DESIGN backgrounds. Without realising it, some club websites may be doing you a disservice. If 20 somethings spend all day on the internet going from one site to another, you need to make sure your site doesn't turn them off - rather than ON to the wonder that club life and the great outdoors brings.
I believe that the 4 key elements of a website are DESIGN, CONTENT, USABILITY/NAV and SEO. All very different skills. Think of them as Architect/Interior Designer, Furniture Retailer, Engineer and Real Estate Agent.
So step one was to get a good looking site that not only speaks to Gen Y/Xers, but doesn't alienate the older members of the club. The other thing, was that I realised this was going to cost money and take a lot of time. Most clubs can't afford a commercial site - so go looking for 'sponsors' in your club to pay for it. Find a handful of people willing and able to contribute to the costs of getting it done.... and then, LET YOUR PROJECT MGR DO IT. Too many cooks, too many committees can be the bane of club life.
Things didn't necessarily happen overnight, but from 2008 (when the club was starting to decline) to now, we now have just over 200 people in their 20s and 30s and over 800 members (up from 500ish).
Also, we have experimented a few different ways with Facebook - with our exisiting page (instead of our initial 'group') being here:
http://www.facebook.com/SydneyBushWalkersYou can check out our website
http://www.sbw.org.au/ here. This site is now 4 years old and we are in the process of moving to Phase 2, which aims to reduce the hours of our volunteer admin/membership duties and dbase management.
I know, it almost sounds too simplistic. But essentially, all that we did was change our website (Plus put in hours and hours and hours of volunteer hours (and sponsor dollars) to make it happen and keep it happening to this day)... worked hard and patiently waited for the tipping point.
I hope that's helpful to someone... my advice is, if you love your club - don't sit back and watch it die.
Cheers
Lotsa