Simon Bawden, Secretary/Manager Churston Golf Club, was seeking for a better means of communication with the members. He already had a website but this was infrequently visited for it was not providing the information that the members required. Furthermore, members now expected this information to be delivered to them, so a radical approach was needed.

A chance meeting with a friend of one of his members, Torquay businessman John Reynolds, provided the answer as John had developed a system for the Devon and Cornwall Constabulary that allowed police officers to contact whole communities by text message and email. Simon and John therefore tailor-made the existing system to suit the requirements of golf clubs, initially adding full colour online newsletters, the ability to run surveys of members and group messaging by text and email. Mindful of giving members value-added services and allowing them control of the information they receive and when, a daily report was born; one where members are able to choose the topics in the report and the days on which to receive it. One where it is even possible to pull report topics like tee reservations, current course weather, trolley restrictions etc, direct to their mobile phone.

To enable Simon to be sure that the information being offered was what the members required, he sought a number of answers from the members. The most common theme to the answers received was that better communication was needed, and not simply for general Club information. Members wanted daily information about course conditions, tee reservations, the weather at the course and more; a wish list of all that would add up to a better golfing experience. These answers were used to find a solution that has been a stunning success for both the Secretary/Manager and the members.

The standard solution for most Secretary/Managers would be to put this information on a website. However, members had mentioned the Club website was a place infrequently visited so a far more skilful handling of this situation was considered that would be to deliver the information to members’ desktops and to mobile phones if and when required. Today, people increasingly rely on text messages and email. This resulted in a simple, time saving, cost-effective system that is able to reach everyone who signs up, it is called ‘Club Messenger’.

* Current weather

* Road and access problems

* Course conditions

* Temporary tees and greens

* Tee reservations

* Trolley restrictions

* Hole closures

* Club news

* Offers and discounts

The system enables the Club to run in-house surveys and send out full colour online newsletters. It can text messages to individuals or groups of members, whilst giving members the option to request information on course conditions to be sent direct to their mobile phone. Furthermore, members are able to set their own preferences to receive such information that interests them. They can select the days they wish to receive it and can even create personal reminders to be delivered by email or text message

Simon Bawden said, "The idea was to treat members as customers and provide value-added services. We have just launched a new service that allows Club partners like the golf pro and selected businesses to have an updateable mini website of their own. As and when they have an offer for their customers, i.e. our members, it is automatically added to the daily report. In return, the golf pro encourages members to join as it is in his, or her, interest to do so. In addition we have started to explore the possibility of getting the daily report sponsored. Unlike traditional forms of advertising we KNOW the sponsor’s message is actually getting to the target audience! I see this system becoming the most valuable communication tool I have, and it seems to be out-performing our expectations."

John Reynolds commented, "Making it simple for a Secretary/Manager to use was paramount. The daily report takes 30 seconds to do, for example, and is really appreciated by members. It’s a cost-effective online solution to the problem because there is no hardware or software to buy or maintain and all a Club needs to do is add a link to their existing website. Delivering information that members actually want to receive also drives traffic to the Club’s existing website. I think what has surprised me the most, though, is just how badly members want to feel ‘in the know’ and part of the Club. I believe this system ticks that box."

After the system was up and running, in order to be sure that they were on the right lines the Club carried out a sixty second survey which generated very positive replies. However, it is proposed to publish an update on the system in use at Churston in six months time. In the meantime, the ability to generate new revenue streams for Golf Clubs using Club Messenger is being investigated.