Cash members stay longer as DD members
It’s all too easy to sign up a new member with cash… but what’s easy on day soon turns into hassle and chasing when it comes to getting regular membership payments from those cash members. AND ‘cash weekly/monthly’ is the most short-term contract possible, so easy to cancel!
So, it makes sense to try to convert as many of them as possible to Direct Debit – a DD is obvious retention glue for you, but it’s also less hassle for your members. No boring reminders and chasings for membership fees each month and no need for them to remember to bring in cash at particular visits to your club.
As a collection company, it’s obviously in Ashbourne’s interests to help you to migrate customers from cash to Direct Debit. We have a number of tools to help you to minimise the number of cash members in the first place and to identify and move people across to DD.
- When joining, a key reason in the past to take cash was to allow someone to JOIN STRAIGHTAWAY, without needing to wait for a DD to be set up etc. We’ve overcome that delay by allowing the first month’s payment to be made immediately by card so that by the second month the DD is all nicely set up and running. Who even carries much cash on them at any one time to make a transaction like joining a gym??
- Then it’s easy to see the number of people on each type of membership with our ‘at a glance’ pie chart on our dashboard+, showing you cash and types of DD customers quickly and easily.
- How is each type of customer performing? When looking at your cashflow and the health of your club, you need to be aware of the TOTAL picture – this is why we now have a report available that shows you the nett position (new members versus lost members) for your DD members AND for your cash members. It’s all too easy to see lots of new members being signed up by your team and think everything is great… but there is a hole in the membership bucket at every gym, with current members falling through it all the time as they choose, for whatever reason, not to renew when their membership period expires. See this blog post for more detail about our ‘gains and losses’ charts
- A NEW feature now available from our dashboard system is the ability to identify and pull up easily a list of all your cash members and send them an email or a text direct from the system suggesting that they move to Direct Debit.
Of course, from our point of view, we reckon that having 100% of your members on DD makes total sense – think of the simplicity of having ONE category of member in terms of payment type.
And going cashless in terms of membership payment, it’s more secure, easier to handle and great for retention… let us help you get there…