Why your club management should embrace this season's attitude of gratitude

By Srishti Singh

This time of year we all think a bit more about gratitude. Maybe it is stopping to reflect on what we have. Maybe it is recognizing an opportunity that has arisen. Or, simply appreciating a thank you offered.

It is undeniable that there is something about the holidays.

This is important for clubs to recognize. And to amplify. According to Robert Emmons, professor of psychology at UC Davis and one of the world's foremost experts on the subject, gratitude is "a relationship-strengthening emotion." Building and celebrating relationships are big reasons why members join. Taking time to tap into the power of gratitude can help make members feel appreciated and strengthen their sense of belongingness at your club.

Most interestingly, gratitude sparks a fascinating phenomenon.

When someone expresses gratitude toward us, it does so much more than just make us feel good. It actually increases the likelihood that we will want to express our thanks. This creates a cycle of gratitude. It's why this time of year people talk about the spirit of the season. Or characterized it as a season of sharing.

Here are a few ideas for bringing this attitude of gratitude into your club.

Create a gratitude campaign

You have some great tools at your disposal. Let's use them to help promote a spirit of gratitude during this season. Start by creating a theme for your effort. Then bring it to life with your email. You can send out a weekly gratitude-themed message. It could be as simple as featuring a quote about gratitude.

"At the age of 18, I made up my mind to never have another bad day in my life. I dove into an endless sea of gratitude from which I've never emerged."

Don't forget your messaging capabilities in the club app as well. Send those messages out to all members each week. And feature them in the app's feed. Everyone likes a little bit of inspiration and feeling like they are appreciated.

Use your website, too. Create banners with your gratitude campaign theme. Feature some of the quotes you use in the emails.

If you want to take it to the next level, consider highlighting club members. Ask what gratitude means to her or him. Then, feature the quote and even a picture.

Take it to your social channels

Your social channels are the perfect place for your gratitude message. Here are a few ideas:

• Use the gratitude theme you developed and as the quotes you are emailing and featuring on website banners.
• If you're featuring members in your campaign, use their gratitude quotes here as well.
• Post regularly - consider Thursdays and add the hashtag #ThankfulThursday.
• Create a virtual gratitude tree, asking your followers to post what they are most grateful for.
• Create little virtual gifts delivered through your social posts - like a recipe from the executive chef or a golf tip (complete with video) from the club pro.

App-reciation

This is a great idea for creating gratitude-themed surprise and delight, and promoting the use of your club app. When someone makes a reservation through the app, send them a thank you with an offer. Half off a spa visit or a free dessert can be a great way to express the club's gratitude during the season. For the member, it feels great to be appreciated and rewarded.

Using your club management software for data-driven recognition and appreciation

If you have the advantage of an integrated club software system, make an extra push with the staff to use the insight the system delivers about each member. His or her preferences. Either stated or demonstrated. It can be as simple as the staff thanking the member for coming in today and asking if she or he would like the usual (something your staff would know from the system). This simple gesture can have a profound effect. Because it can make the member feel understood and appreciated.

Showing gratitude to your staff

No group deserves recognition and appreciation more than your staff. Including them in your efforts this season can help bolster the spirit of gratitude at your club.

Use your system's analytics insights to identify top performers at the club. Feature these staff members in special social media posts, banners on the website, emails, and more.

Another idea is to ask your staff to contribute tips and advice about using different features of the club that members may not be aware of. You can then feature these tips in your efforts and thank the staff member who provided it.

Becoming thank-full

Gratitude is an often underappreciated factor for creating a special atmosphere at your club. This holiday season offers an opportunity for you to experience its bountiful rewards by bringing an attitude of gratitude to your club, members, and staff. Now is the time to make your club thank-full.

To learn more about the tools for implementing a gratitude-oriented approach at your club, request a demo of the Northstar Technologies system.