Greater Midland Community Centers
Competitive scan, demographic analysis, marketing personas, engagement and recruitment strategies
What did Greater Midland Community Centers need?
The Greater Midland Community Center (Midland, Michigan) builds healthier lives by creating unforgettable wellness, recreation, and social experiences that are accessible to everyone. Its employees are nationally recognized “solutionaries,” transforming lives for a vibrant future.
The organization lost 40% of its membership over the course of the pandemic and is slowly recovering. Its leadership team is working on revamping the membership structure and planning on opening a new facility in late 2024 (replacing a 65-year-old facility). Their goal is to get back to pre-COVID numbers and double the membership count when it moves into a new building.
The organization needed help developing strategies to bring in new members and improve its current membership program, increase engagement of existing members, and support its fundraising and community-building goals.
What did Eagle Creek Partners provide?
Eagle Creek Partners conducted research resulting in a set of marketing personas for use by staff, as well as strategies and tactics for re-enrolling lapsed members, re-engaging inactive members, and attracting new members from various demographics and target market segments.
“A professional organization that seeks to understand before providing input and suggestions. Our team worked with Mike Ulmer and he exceeded our expectations. He provided us with concrete examples of ways to increase our membership and retain current members.
He was easy to work with and provided great insights into ways we can grow our membership base. He listened to what we were looking for and delivered a comprehensive report with ideas and suggestions.”
- Kevin H., Executive Director
Additional Resources
Is your organization struggling with member retention, engagement, and growth?
You can’t expect to attract and retain members without a good understanding of their “why”. Do they feel connected to the organization, and each other? Are the resources you provide top-of-mind when they are facing day-to-day challenges? What do you offer that they can’t get anywhere else?
Member needs change over time, and many would say the pace of that change has seen even greater acceleration over the past couple of years.
The good news: you probably already have much of what you need to identify shifts in member needs, but are you putting that data to good use? What’s missing that would really help give you insight into how your organization could anticipate and prepare to help its members address the challenges that lie ahead?
Need help getting started on this journey or any step along the way? We can help – let’s talk!
