The issue everyone seems to miss in this type of discussion is "what is
being sold?". The SSA (or any other activity based national
organization) is selling us something for our money. What are they
selling? Why would I want to buy it?

For instance, why did I become a SSA member? Simple, the club I fly
with has SSA membership as a condition of club membership. I wanted to
fly at that location and, later, with that group of folks. When I
purchased my first glider I found a second reason, the SSA insurance
program made it possible to get affordable insurance. But that didn't
influence my original decision to join. If, instead, I had walked into
another soaring venue that didn't require SSA membership it is unlikely
I would have joined the SSA.

While I can identify several programs I want to continue to support,
none of them were known to me when I initially joined. Further they
weren't important to me then. So I grew into my support of the SSA over
a number of years.

If the SSA is going to grow they (we) are going to have to do a better
job of identifying their (our) target market and what the product or
service is that they (we) are selling. On top of that they (we) have to
create a desire or need for that product.

I know why I renew each year. What I don't know is why someone new
joins in the first place. What are they buying that makes them want to
take the money out of their pocket and give it to the SSA?

Dave

wrote:
No doubt about it, individual marketing yields the best results. But it
is extemely expensive when compared with "broadcast" marketing. (How
valuable is your time?) Of the several friends I've brought to the
sport over the years, NONE remain. They gave it a try. One went so far
as to get his private pilot license. I think he was a member of the SSA
for several years, even after he stopped flying.

....

Speaking of a mailing, a 0.5% response rate (as opposed to
adoption/sale) is typical. And that's only with a reasonably accurate
prospect list (people who have already been exposed to your brand) and
a well designed marketing instrument with a compelling call to action.
Given a good list and the right message, if the society was expecting
more than 50 responses for their 10,000 peices, they were expecting far
too much. Without a good list and a tailored message, it's simply
wasted effort. And that's the crux of the matter. Marketing is a
science. And with all the competition for bandwidth, nothing much sells
itself anymore. If you want to sell, you need to practice intelligent
marketing, and that requires trained, properly motivated people to
create and implement a plan. (PADI sends me at least 5 mail pieces per
year. I still haven't joined, even though I dive actively, albeit
infrequently. Difference is, I am aware they are sending me material,
and this may translate into a response and possibly a sale. It will
probably take another dozen pieces, though.)

....
Soaring is a real challenge. Especially for soaring pilots.