Accompanying this handout is a Membership Questionnaire (word document) that a chorus can use to evaluate its membership retention by polling current and/or former members.
Remember, change is good!
Naturally, the key is that once you have answers to these questions, then your leadership group needs to do something to change what people don't like and expand in the areas that help people stay. The board or leadership team and your director are really key in this process. You need to be able to buy into the idea that change is good and often necessary for the survival of the chorus.You’ll also want to take a look at the way your membership has changed in the last couple of years, and the reasons people are joining now versus why they may have joined in the past. Move away from "remember when we did it this way" and get to "how can we facilitate this change".
What to do with the results
Give the completed questionnaires to your most analytical member and have her take a look at the data and present it to the board or leadership team. It's not important to know who made a specific comment, but rather what the group as a whole is telling you. Focus on those items that were consistently answered the same way by several members.The chorus may want to have a brainstorming session to come up with ideas to resolve issues or build on the positives. Brainstorming sessions can be a fun way to toss around ideas and do team building within the group. All you need is a large board or lots of paper. Set a time limit and appoint a person to write down all ideas, no matter how crazy. At the end of the time limit, start to prioritize. Usually you will quickly eliminate certain ideas and end up with a few that are workable. Appoint small work groups to build on the ideas and develop an action plan. Doing this helps involve everyone in the chorus and builds your team spirit.
If cost is a concern…
Cost can be an issue in retaining members. Depending on the financial health of the chorus, they may or may not be able to help members with this. If they decide to do so, there needs to be established criteria for when the chorus would help out a member. For instance, if a member's husband has become unemployed and the family finances are dwindling, the chorus may decide to help out that member on a temporary basis with monthly dues to help the member stay in the chorus.However, the best way for the chorus to help members when it comes to money is to be proactive in keeping costs to a minimum. Fundraising is very important in doing this. If the chorus has a big money maker each year, take those funds and use them to pay for hotel fees at competition or registration fees at a regional meeting or costume expenses. Even paying a small portion of these fees will help. Members need to feel as though their chorus fundraising efforts will benefit them.
Help make your members feel wanted & special
Work with your director to schedule time for people to share what is going on their lives. Use your chorus newsletter or have an open announcement time during rehearsal for such things.
Use your newsletter to recognize the work or special efforts of members.
Schedule sectionals as often as possible. This allows members to learn the music with their peers and develop relationships on a smaller, safer level.
Do something special to promote social relationships within the group like an annual Christmas party, dressing in costume on Halloween or other Holidays.
Recognize the special occasions in members lives such as birthdays and anniversaries.
Above all, membership retention is everyone's responsibility all of the time. Keep the doors for communication open. Avoid cliques in the chorus that tend to isolate certain people or smaller groups of people. The sound of your chorus isn't created by a select group of members. Each member's voice contributes to the overall sound of the chorus, therefore each member is important.
