Probably the number one challenge that most, if not, all bowling clubs face is getting new members.

Sure.  Getting funding for the club can be difficult too.  But if your club’s got the money, it doesn’t necessarily mean that it can get the members.  But if you’ve got the members, it almost certainly means that the money will take care of itself.

It’s no longer the heyday of bowls as it was 60+ years ago… when bowling clubs had waiting lists which the great and the good had to climb to gain access to a privileged green.

There’s no waiting lists now.  There are no roll-up ballots (or very few).  And there are a million and one pastimes which compete with bowls.

That said, there are a number of proven ways which bowling clubs use to get members.

First, and foremost, It’s up to club members … the best and easiest (or least hard!) way of getting new members is for the members themselves to twist the arms of their mates to come along.  That goes without saying … as it does universally in all marketing … referrals are the way to go.

The second-most popular and successful strategy in the bowls community has been the widespread adoption of Twilight Bowls.

“The primary aim is to get people playing bowls,” says Chief Executive of Bowls New Zealand, Mark Cameron.  “Whether they’re members or not.  If they have fun, more than likely they’ll end up becoming a member of the club anyway.”

Clubs have been running ‘Twilight Bowls’ on a weekday evening (from typically 5;00pm) for 6 to 6 weeks before Christmas … and/or 6 to 8 weeks into the New Year.  It’s an opportunity for local business houses, or a group of mates (or a member and two non-bowling mates) to enter a comp where the emphasis is on having fun.

It’s quick ‘T20 bowls’ rather than ‘test cricket bowls’ … teams play a game of bowls (usually triples) for no more than an hour to an hour-and-a-half, enjoy a beer and a sausage and a bit of fellowship, and can be home by seven.

It’s proved to be a shorter step to getting many on board as members.

Another strategy which many other clubs have adopted is to take advantage of the many ‘festival’ occasions which occur throughout the year.

Those occasions can draw in members and others to enjoy a bit of fun … whether it be bowls themed on St Patricks Day (dressing up in green and breaking out the Guinness) … or Melbourne Cup Day … or Matariki.  Or a simple concept like competing as ‘State of Origin’ teams.  Or playing with only old brown and black bowls.

And of course there’s huge opportunity to make the club available for informal bowls occasions .. whether it be corporate Christmas functions, birthdays, retirement village games, sports club challenges and more.

The Alexandra Bowling Club, located at Molyneux Park in Alexandra in Central Otago, recently tried a different membership initiative.

“We launched a ‘Have A Go Day’” explains Club Committee Member Tiri Connell. “The idea was to get locals along to the club to ‘have a go’ at bowls … or any of the other sports we host at the club: pétanque, pool and darts.”

“We chose a Sunday between 3:00pm and 6:00pm … thinking that that would be the best time and day for people to come along.  We ended up ‘signing in’ 57 people through the door … with 24 of them specifically signing up for bowls. We had members there to help teach people what to do and we played some mini competitions.  As well as some festive-type bowls like spider and bulls-eye.”

“We also offered a six-month free social membership of the club.  Which meant they could not only participate in the bowls and other sports at the club, but take advantage of the club’s hospitality offerings.”

“It was a great success … and we hope it leads toward more permanent membership.  We understand the importance of keeping our new members engaged and are sending follow up emails, invites to social activities etc. We’re also going to hold another ‘Have-A-Go Day’ in October.”

One of the secrets to Alexandra’s success was the pre-publicity.

“We tried our best to make sure that everyone in Alexandra knew about the day … with flyers distributed on community noticeboards, to local businesses, as well as posts on our socials and community socials.  We made sure that the members were letting everyone know about the day.”

“It was a lot of work, but worth it.”

Tiri’s comments probably sum it up.  It takes work to get members … they’re not just going to come into the club just because we hope they will!.

But a bit of work can pay huge dividends for the club.