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Managing membership

Learn how to become a member of Malmö FF, the fees involved, and the benefits you'll receive. Discover the club's membership statistics and how they communicate with their members. Explore the challenges they face and their areas of development.

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Managing membership

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  1. Managingmembership Malmö FF

  2. How do youbecome a member? • Youpay the membershipfee • Standard fee: 400 kronor (about 40 euro) • Youthfee: 200 kronor (about 20 euro) • Familyfee: 600 kronor (about 60 euro) • Occasional campaigns • Usuallypeoplebecomemembersoftheirowninitiative

  3. Somenumbers • Currentmembership: 6350 • Typesofmembership: • Standard: 41 % • Youth: 5 % • Family: 54 % • Gender: • Male: 72 % • Female: 28 %

  4. Morenumbers • Age distribution: • Fairlyevenamong all age groups • Slightlymorebetween 30 and 55 • Slightlyfewerbetween 19 and 27 • Fewer over 75

  5. Evenmorenumbers • Geographical distribution: • City of Malmö: 38 % • Malmö region: 34 % • Provinceof Skåne: 11 % • Rest of Sweden: 16 % • Othercountries: 1 %

  6. What do members get? • Influence in the long term strategyof the club/right tovote at AGM • Membershipcard and membership pin • (Membership scarf) • Annualyearbook • Newsletter • Prioritytopurchase tickets (afterseason ticket holders) • Invitations tomembers’ meetings • Invitations toother events

  7. Communicatingwithmembers • AGM • Members’ meetings • Yearbook • Newsletters • Members’ part of club website • Special e-mail address for members • Personal contacts • Formal or informalconsultationswithmembers • Challenge: wewanttospreadnews and information about the club to all supporters

  8. Administration ofmembers • Administrative tool: • Sportadmin (Swedish system for administrative management ofmembers) • Not (yet) integratedwith CRM or system for ticket sales • Administrative challenge: • So manymembersthat it requiressignificantdedicatedtime for pure administration • Toofewmemberstoemploysomeonewith the sole task ofmanagingmembers

  9. Renewal rate • Not as high as wewould like • Members for six or moreconsecutiveyears: 1295 • Potential reasons: • Preferseason ticket tomembership • Valueofmembership not obvious • Want a certain benefit that is not availableeveryyear • Peopleforgettorenew • Limits in our administration

  10. Main areas ofdevelopment • Promoting the importanceofevery supporter being a member and the mainpurposeofmembership • Improve administration and devote moreresources in terms ofpersonnel • Improvecommunication • in general • of the club’scommunityworkto make membersfeel part of it to a largerextent • More and better events for members

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