slowster wrote: ↑29 May 2021, 2:09pm
People who ride bikes do not all share the same priorities and interests, and I suspect the current membership model harms CUK's ability to maximise fundraising for a lot of its campaigning activity.
A lot of ordinary people who ride bikes would probably be supportive of CUK's campaigning activity, but they cannot afford - or do not want to pay - the relatively high annual membership fee. They probably also don't want the various membership 'benefits' (or at least they don't consider them sufficiently worthwhile to justify the membership fee).
It's possible to donate without joining CUK, but I suspect that the existence of the membership category discourages donations ('Why donate to a club of which you are not a member?'). This is the other side of the coin of CJ's question: if you are not a keen cycletourist, what is CUK doing for you to justify giving them your money?
This is what marketing people would call a 'confused offer'. Many people who want to support CUK's campaigning will not want any of their donations to be diverted to activities which they are not interested in, and which they consider to be more for the benefit of members. Similarly many members want an organisation that is focussed on their priorities. The danger is that both groups see CUK as being 'not for them', and CUK loses support and money from
both sides.
Put another way, CUK's current 'offer' will appeal far more to those cyclists who belong to both groups, but that overlap on the Venn diagram is relatively small, especially when set against the size of the group of ordinary people who ride bikes and would be supportive of CUK's campaigning activity.
My suggestion would be to have different membership options, e.g. something like the following:
- Base membership with a very low annual fee, e.g. £10, which would all go towards CUK's campaigning/charitable activities. No membership benefits as such, but regular emails sent out providing reports and updates on those activities.
- Base membership plus legal assistance (possibly no liability insurance on the grounds that is usually provided with home contents insurance anyway, but include it if it doesn't significantly increase the membership fee).
- Base membership plus everything that the current membership (or affiliated membership) scheme provides.
Advantages of the above:
1. Low cost base membership with no direct membership benefits is likely to have very wide appeal. Even people who don't even ride a bike but believe that better cycling facilities are important for reasons like climate change may join/pay if the fee/donation is small enough. It would be similar to paying to join a political party or an organisation like Amnesty International or Greenpeace.
2. For many ordinary people who ride a bike simply to get to work or to the shops, the legal assistance is likely to be the biggest attraction of membership.
3. It's likely to be much easier to increase annual CUK revenue by attracting 100,000 new base members paying £10, than getting 20,833 new members at the current fee of £48.
4. CUK could be transparent about where the money from the higher membership fee paid by current members goes, e.g. the magazine, technical assistance etc. There are obviously overlaps (room for 8 or 10 bikes on a train is arguably a benefit for everyone, as well as something that many touring cyclists would particularly appreciate), but if CUK knows that is has received £X from people paying the highest £48 fee, it should help to maintain focus on ensuring that much of that part of its revenue funds activities and campaigning that are particularly valued by that part of its membership.
I think that an important part of such different categories of membership is that everyone should still consider themself a full member, and the base membership should not be seen as second or third class membership. Instead people would simply choose what benefits they wanted with their membership.