La captación de nuevos socios ¿Por qué los clubes ahora deben ir a buscarlos?
Para su búsqueda se suelen realizar acciones concretas, como un anuncio en una revista para aumentar la difusión o nuevas promociones, entre otras.
Uno de los desafíos de toda institución deportiva, de sus dirigentes y empleados, es captar nuevos socios. Sin embargo, cuando pensamos en una acción para aumentar la cantidad de socios, se debe entender que una acción aislada no puede garantizar el éxito de una campaña, debemos contextualizar esa acción. Es decir, tenemos que conocer la propia Institución y su entorno. La conocida herramienta FODA es útil para analizar fortalezas y debilidades de la entidad; y oportunidades y amenazas del entorno.
Antes de realizar una acción concreta o una campaña de socios, es fundamental comprender un cambio de paradigma: las personas ya no se asocian para pertenecer a una entidad. El socio en nuestro país mutó. En Argentina, el “socio-socio” se convirtió en “socio-usuario”.
Este cambio de paradigma sugiere que cada vez menos socios lo son por el simple hecho de pertenecer a la Institución. La gran mayoría pagan por un servicio y esperan más que sentirse parte de un Club. Como dice Juan Carlos Fresco, en su libro Administración de Entidades Deportivas: “El socio de hoy es verdaderamente un cliente que espera ser tratado con afecto y diligencia, buscando conseguir más de lo que paga, por lo que asiste al club más cercano que pueda, dentro de su tiempo disponible.” (Fresco, 2011: 32). Así, se convirtieron en “socios-usuarios”.
Sumado a este cambio de paradigma, cabe destacar que antes eran las personas quienes se acercaban al club para asociarse y hoy el club debe acercarse a la comunidad para generar nuevos socios.
Comprendido este nuevo concepto de socio, las estrategias que se pueden aplicar para captarlos son infinitas. Es fundamental el conocimiento de la propia Institución y de los potenciales asociados para poder elegir las acciones más acertadas que debe realizar cada entidad deportiva. Pero todavía quedan otros pasos previos. Debemos tener claro: ¿Cuál es la razón de ser del Club? ¿Cómo queremos ser, como Club, en un futuro? ¿Cuáles son los valores de la Institución?
Estas preguntas hacen referencia a la misión, la visión y los valores. Las respuestas deben funcionar como guía para ser coherentes en las acciones que realicemos con el fin de acercarnos a la comunidad en busca de nuevos socios.
En un mercado competitivo donde los clubes necesitan generar recursos económicos constantemente para sobrevivir y/o desarrollarse, los ingresos por cuotas sociales suelen ser los más importantes para la mayoría de las Instituciones Deportivas del país. No hay dudas, los clubes deben trabajar para que sus socios se encuentren satisfechos y aumentar la masa societaria. El asociado mutó pero sigue siendo el patrimonio más importante para las instituciones, como lo fue siempre y como seguramente, lo seguirá siendo. Son parte de la cultura, reflejo de la identidad y motor de la economía.
Saber cuáles son los horarios de mayor y menor ocupación de las instalaciones es elemental para la generación de nuevas actividades que permitan aumentar la cantidad de socios. Al realizar este análisis, podemos encontrar que hay momentos de gran ocupación (generalmente a partir de la tarde) y momentos de poco o nulo tráfico (generalmente por la mañana).
Dentro de los socios potenciales, están las personas de la tercera edad o adultos mayores, quienes suelen tener tiempo disponible por la mañana, en los momentos en que la ocupación de las instalaciones es escasa o nula. Recordando el rol social de los clubes y los horarios de menor demanda, existe una oportunidad para ofrecer servicios deportivos y culturales, ajustados para las personas de la tercera edad. Los clubes deben seguir siendo un lugar para la inclusión.
Considerando este nuevo “socio-usuario” que espera ser tratado con afecto y diligencia, es fundamental alcanzar un nivel óptimo de atención al público y disminuir las barreras de ingreso: generar un proceso simple de asociación.
Además de pensar en la captación de socios, debemos trabajar para retenerlos. Por su importancia para la economía, garantizar la continuidad de esos socios en plazos prolongados puede favorecer la planificación económica.
Como nombramos anteriormente, las acciones para captar nuevos socios pueden ser infinitas, pero deben estar pensadas para cada Institución considerando sus particularidades. Algunas podrían ser:
Promociones: Por Ejemplo grupo familiar o por traer a un amigo.
Convenios con escuelas o centros de estudios de la zona.
Convenios con inmobiliarias: Captación de nuevos vecinos del barrio.
Realizar eventos fuera del club para difundir actividades: Competencias en la plaza del barrio.
En caso de tener personalidades como socios, pedir su apoyo para realizar campañas.
Realización de eventos deportivos abiertos a la comunidad en el propio club.
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