Cruising Association Developing?

jimbaerselman

jimbaerselman

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It seems Martin Hull, the new General Manager at the Cruising Association, is stirring things up. He's recruiting:

We are now seeking a new PR and Publicity Officer who can build on previous marketing strategies to help us develop the CA, increase memberships, enhance member benefits and contribute to our full range of membership services.
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http://www.cruising.org.uk/node/21199

Sounds like an interesting post for a writer who's passionate about cruising.
 
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jimbaerselman said:
It seems Martin Hull, the new General Manager at the Cruising Association, is stirring things up. He's recruiting:



http://www.cruising.org.uk/node/21199

Sounds like an interesting post for a writer who's passionate about cruising.
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Increasing membership for the sake of it is not a good idea if it results in people joining who then think they did not get value for their money and leave after a year or so. The CA (I'm a member) is of great value to those who cruise extensively away from their home area; and the support from HLR's and information available from various sources invaluable. The social side, through rallies etc. is good too, but a secondary benefit. Sections, both abroad and in UK add to the offering.

But, I would suggest, if you just sail in your local area, membership of your local yacht club and the class association for your boat (if applicable) might be better value for money.
 
Kurrawong_Kid said:
Increasing membership for the sake of it is not a good idea if it results in people joining who then think they did not get value for their money and leave after a year or so. The CA (I'm a member) is of great value to those who cruise extensively away from their home area; and the support from HLR's and information available from various sources invaluable. The social side, through rallies etc. is good too, but a secondary benefit. Sections, both abroad and in UK add to the offering.

But, I would suggest, if you just sail in your local area, membership of your local yacht club and the class association for your boat (if applicable) might be better value for money.
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I'm probably out of step on this one, but I don't have a problem with people who join and then leave after their first year. The CA (as you rightly said) isn't for everyone but the only way to find out whether it (or any club or society) suits you is to join and see how you get on.
 
Kurrawong_Kid said:
Increasing membership for the sake of it is not a good idea if it results in people joining who then think they did not get value for their money and leave after a year or so.
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If that was the only objective, I'd tend to agree with you.

More to the point were the additional tasks allocated:
to help us develop the CA, <snip>, enhance member benefits and contribute to our full range of membership services.
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That sounds like an investment in improving services to members.

As a matter on interest, a survey conducted among "those who cruise" some 4 or 5 years ago suggested that less than half Cruising folk were aware of the existence of the CA, let alone its services! So raising awareness would be a good objective. The trick, of course, is not to disappoint people by over-egging the benefits. So I'd agree with Tony's point that the "suck it and see" is a valid approach. I'd also agree your point - that if you're not planning to sail further afield, benefits are limited - except perhaps the feelgood factor of helping fund an organisation which helps look after the general interests of cruising yachtsmen.
 
Didn't somebody say that the lady who won six million quid on the lottery did publicity for the CA? So they're advertising her job, after she's very sensibly jacked it in to go sailing :)

Pete
 
prv said:
Didn't somebody say that the lady who won six million quid on the lottery did publicity for the CA? So they're advertising her job, after she's very sensibly jacked it in to go sailing :)

Pete
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No, she is the editor of Cruising magazine. Has only been in the position for a short time but has made a very strong impression. Previously she was the editor of Mainsail, an internet magazine, that unfortunately became defunct when the sponsor pulled out.
 
Tony Cross said:
I'm probably out of step on this one, but I don't have a problem with people who join and then leave after their first year. The CA (as you rightly said) isn't for everyone but the only way to find out whether it (or any club or society) suits you is to join and see how you get on.
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I recently left after being a member for a year. Although there have been major changes recently at this time it is not for me. That is no to say I wouldn't reconsider in the future.

With the discounts I received at various marina's by belonging to the CA it more than paid my yearly membership.

When I joined it was impossible to find out more about the CA unless you actually became a member. I still think this is true to a certain extent.

People have heard of the CA but they still don't know what benefit it would have for them and if you are going to shell out cash you want something in return.

I know Jim and Tony work very hard on behalf of the CA and would probably agree with me that if the CA gave a months free trial of their services people could see the benefits for them and may be more inclined to join.

Personally, and I stress this is purely a personal view I would have been happier if Martin Hull forgot about recruiting and looked at ways to make members feel more part of something and not just a membership number.
 
Tony Cross said:
This is exactly why the CA needs a publicity officer. :confused:
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Totally agree Tony. The only information I ever got about the CA was from you and Jim. You both know how it works and the benefits but I always saw you as being out there fighting for the organisation when the organisation themselves were back in the clubhouse drinking coffee.
 
Nostrodamus said:
Totally agree Tony. The only information I ever got about the CA was from you and Jim. You both know how it works and the benefits but I always saw you as being out there fighting for the organisation when the organisation themselves were back in the clubhouse drinking coffee.
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The CA couldn't exist without the hundreds of unpaid volunteers who make it what it is, there are only a handful of paid employees. JimB is a member of the governing Council of the CA and he really does give a lot of his time and effort - as of course do other Council members, section secretaries, regional editors, and a host of others. I just happen to be a bit gobby which is why you perhaps "see" me more than the others. The members, and particularly the volunteers, are the CA organisation.

The CA is is literally what it's name implies; it's an association of cruising boat-owners. That means it has many facets and different members value it for different reasons, it would probably be difficult to find two members who see it in exactly the same way. For some it's a social club, for others it's an information resource, and for everyone it's a connection with other like-minded people. So each member takes from it what they need and gives back to it what they can. It's not so much a product, it's more of an enabler. It gives members many different opportunities to broaden their enjoyment and knowledge of the cruising life as well as creating an almost instant bunch of friends. And that's all apart from the huge information resource, much of which is accessible from the continually improving website.

I don't think of it as the CA and just accept it for what it is, I think of it as our CA and I'm encouraged to see how hard it really is striving (perhaps largely unseen) to remain a member-centric organisation. One problem with that I suppose is that it's sometimes difficult to see what the CA really is - because it's all of us.
 
Tony Cross said:
The CA couldn't exist without the hundreds of unpaid volunteers who make it what it is, there are only a handful of paid employees. JimB is a member of the governing Council of the CA and he really does give a lot of his time and effort - as of course do other Council members, section secretaries, regional editors, and a host of others. I just happen to be a bit gobby which is why you perhaps "see" me more than the others. The members, and particularly the volunteers, are the CA organisation.

The CA is is literally what it's name implies; it's an association of cruising boat-owners. That means it has many facets and different members value it for different reasons, it would probably be difficult to find two members who see it in exactly the same way. For some it's a social club, for others it's an information resource, and for everyone it's a connection with other like-minded people. So each member takes from it what they need and gives back to it what they can. It's not so much a product, it's more of an enabler. It gives members many different opportunities to broaden their enjoyment and knowledge of the cruising life as well as creating an almost instant bunch of friends. And that's all apart from the huge information resource, much of which is accessible from the continually improving website.

I don't think of it as the CA and just accept it for what it is, I think of it as our CA and I'm encouraged to see how hard it really is striving (perhaps largely unseen) to remain a member-centric organisation. One problem with that I suppose is that it's sometimes difficult to see what the CA really is - because it's all of us.
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Tony, In a few sentences you have summed up what the cruising association is SUPPOSED to be.
There is more information in those few paragraphs than has been put out by the CA in the last year.
Have you thought of applying for the job?
 
Nostrodamus said:
Totally agree Tony. The only information I ever got about the CA was from you and Jim. You both know how it works and the benefits but I always saw you as being out there fighting for the organisation when the organisation themselves were back in the clubhouse drinking coffee.
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Surprised by this. Four editions of Cruising, a 100 or so page full colour magazine, are published every year, each listing member benefits towards the back. The annual member's handbook does the same. As well as general interest stuff, the magazine usually describes the latest lobbying efforts the Cruising Association makes on behalf of all cruisers, not just its members.

There are monthly members' newsletters, sent by email but also downloadable (by members) from the website. They usually run to four or five pages and have links back to the website for more info.

In addition there are 18 sections, some local, some 'sea areas' like Biscay, the Med and the Baltic. Each section sends out newsletters and organises events (on and off the water), frequency determined by the (volunteer) secretary and helpers of the section.

Then there are general purpose and area specific fora on the website where members can and do ask for or offer advice on just about anything imaginable.

Information there is, in spades.

--------

As to the last remark, there is no 'clubhouse', just a headquarters building which houses the four or five paid employees and where various meetings take place for central volunteer groups, almost always in the evening or at weekends (people giving up their free time). One night a month you'll find me there, working for the Association and it won't be coffee, but it may be a pint of bitter. BTW, we buy our own food and drinks, there's no freebies to be had.

Incidentally, the HQ building, because parts of it are sub-let to commercial organisations on weekdays, costs members nothing. It makes money which goes to subsidise membership fees (which haven't increased in five years.)
 
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+1 Twister Ken, hubby played a part for many years before we set off for warmer climates. We've benefitted enormously in various countries from voluntary members, not to mention meeting loads of people flying the CA burgee. 4 boats in the anchorage right now showing CA colours :)
 
Nostrodamus said:
Tony, In a few sentences you have summed up what the cruising association is SUPPOSED to be.
There is more information in those few paragraphs than has been put out by the CA in the last year.
Have you thought of applying for the job?
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Tony is a good writer! But us volunteers who have retired from serious business to go sailing like to do things our own way in our own time. And crumblies like me sometimes drop off the edge before the job's finished anyway. You kindly reminded CA that our internal communications sometimes don't work as well as they should.

So Martin (the full time team boss!) is re-arranging the team to improve key aspects of member services - such as internal and external communications.

Thanks for your inputs!
 
I was one who joined and left after a year. That was 6 years ago.

I have just received the email about a new PR officee. It is adressed "Dear members"
 
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