Richmond is on the verge of breaking its all-time membership record.
As of close of business yesterday (Tuesday, May 3), the Tigers had 45,530 members, and were closing in fast on their record total of 46,202, which was set in 2009.
This is a significant achievement by the Club on the path to its long-term membership target of 75,000 by 2014.
“We are in the second year of our five-year plan and achievement of our membership record in 2011 is a critical stepping stone in that plan”, said Richmond’s CEO Brendon Gale.
The Tigers’ bold “Operation 10,000” campaign has played a significant role in the record membership numbers. Operation 10,000’s ambitious goal was to sign 10,000 new Tiger members in 2011. To put that in perspective, 10,000 new members represented a staggering 250% growth in new members from 2010 to 2011.
“We realised that to achieve our goal of 46,202 members in 2011, we had to aggressively market to supporters of the Club, who were not members in 2010,” said Richmond’s General Manager of Membership & Consumer Strategy, Cain Liddle.
“We also realised that these supporters who we were chasing, were more than likely a friend or family member of at least one of our existing members.
“With that in mind, we launched a major on-line recruitment campaign, which provided our members with the chance to share in $25,000 worth of cash and prizes.”
To this point, almost 9750 new members have joined in 2011, with just over eight weeks remaining until the June 30 membership cut-off point for the year.
“The response to Operation 10,000 has been amazing. We have one member who is closing in on referring 100 members himself. He will be rewarded with the first prize of $10,000 cash to be presented at the Jack Dyer Medal night,” Liddle said.
For those Richmond supporters still to sign as members for 2011, the 3-game membership offers excellent value at just $79. It’s also the opportunity for, as yet unsigned members, to play their part in what looks certain to be a record membership year at Tigerland.
“We recognise that some people can’t get to as many games as they would like to and, for that reason, the 3-game membership provides flexibility in a cost effective manner,” Gale said.
Richmond 3-game members will have access to seven more games in Melbourne for the 2011 season, including this Saturday’s game against Fremantle, the “Dreamtime at the G” clash with Essendon (Round 9), the return encounter with Carlton (Round 15), two games against Melbourne (Round 14 and Round 22), as well as matches against Sydney (Round 21) and North Melbourne (Round 24).
Memberships can be purchased by following this link http://membership.richmondfc.com.au, or by calling the Club on 1300 742 466.
