Basepath recently hosted a webinar on optimizing collective memberships with Membership Consultant Carlie Tarbell. Tarbell has consulted with Basepath powered collectives like The Grove (Ole Miss) and 502 Circle (Louisville).
The Grove- 5:00
Carlie’s prior experience emphasized the importance of community engagement and event participation to enhance brand value. Upon Walker Jones’ arrival at Ole Miss to establish The Grove, Carlie played a pivotal role in laying the groundwork for membership structures, event planning, and community leveraging. Her insights into fundamental strategies for collective growth led her to collaborate with Basepath, where she continues to explore avenues for expanding memberships and fostering community connections.
Community Building- 8:20
Carlie underscored the significance of community-building within NIL, emphasizing the importance of creating a space that people are eager to join. Central to this concept is the creation of a community where individuals can connect with the collective message and feel compelled to participate. Ultimately, success lies in building a community that people genuinely want to be a part of, driven by a common vision and shared values.
Grassroots Funding- 9:39
Collectives are increasingly relying on grassroots funding and community paywalls, with around 40-60% of their revenue stemming from membership platforms, complemented by gifts and fundraising efforts. To find more inspiration, Carlie encouraged collectives to draw inspiration from influencers. Influencers create a community but offer access to their lives while collectives are offering access to athletes. This strategy not only fosters a sense of community but also provides fans with access to their favorite athletes. By embracing a community and membership model, collectives are able to provide additional avenues for engagement and interaction.
Recurring Revenue- 13:30
Carlie also recommended that collectives focus on memberships. Memberships should take priority over one-time donations on websites due to their recurring nature. However, achieving significant subscription growth requires a concerted effort, typically involving 16-20 different touchpoints to persuade individuals to become a member. To maintain momentum, constant interaction is key, often facilitated through athletes and their social channels. Collaborating and engaging with athletes not only strengthens the connection between the collective and its audience but also enhances the overall membership experience. Collectives should also look beyond their own sphere, drawing inspiration from how brands activate their communities, to refine their approaches and maximize membership engagement.
Collaborative Content- 17:30
Collaboration with athletes, athletic departments, or team accounts plays a pivotal role in amplifying content reach and fostering unity within collectives. Whether it’s regular content or major campaigns, involving athletes in spreading the word enhances engagement and authenticity. However, securing support from the athletic department is crucial for leveraging resources and maximizing impact. While some departments may express concerns about fundraising versus NIL initiatives, Carlie noted that aligning with athletes can be an effective workaround. In cases where athletic departments are hesitant, gaining the endorsement of coaches can be instrumental. Coaches, who understand the impact NIL has on the transfer portal, can drive the narrative both internally and externally, emphasizing the significance of NIL initiatives and fostering a collaborative atmosphere within the collective.
Integration- 22:00
After the point of purchase, collectives can integrate into athletic initiatives by offering pop-up displays or activations after season ticket purchases. By strategically positioning collectives alongside athletic campaigns, they can reinforce their presence and relevance to fans. Carlie noted it’s essential to emphasize the positive aspects of NIL, particularly focusing on community engagement and fan interaction. Encouraging fans and members to contribute content and participate in message boards fosters a sense of belonging and strengthens the collective’s connection with its audience. Additionally, showcasing examples of successful NIL initiatives at other schools can demonstrate the potential benefits and encourage buy-in from the athletic department. Consistency in messaging and engagement is key to maintaining momentum and attracting fans’ attention in the long term.
Urgency and Campaigns- 28:00
Creating urgency and leveraging key moments with campaigns are essential strategies for driving engagement and attracting sign-ups. To incentivize potential members, offering exclusive perks such as access to apparel, events, and other unique experiences can make the membership proposition more enticing. Additionally, incorporating urgency tactics, such as limited-time offers or exclusive deals, can prompt fans to take action and sign up sooner rather than later. Utilizing gifts obtained through fundraising efforts as promotional incentives further encourages grassroots support and engagement. Athletes play a crucial role as ambassadors for the collective, leveraging their influence to attract fans and promote the value of membership. By curating experiences that evoke an exclusive feeling and making people wish they were part of the community, collectives can effectively drive interest and participation. Increasing content creation and hosting regular events not only enhances the overall membership experience but also provides more opportunities for conversion. Offering various membership options, including monthly, annual, and corporate packages, ensures flexibility and caters to the needs of both collectives and fans alike.
The Good Side of NIL- 33:50
Carlie underscored the importance of shedding light on the positive aspects of NIL, emphasizing its broader impact beyond individual athletes. She stressed the significance of conveying a message that encourages everyone to participate in NIL initiatives to achieve collective success. By showcasing why athletes merit support and recognition as pillars of the community, Carlie highlighted the role they play in driving revenue and fostering community spirit. Leveraging assets like Learfield further amplifies the reach and effectiveness of NIL endeavors. Moreover, Carlie emphasized the necessity of tracking data analytics to ensure that promotional efforts yield a tangible return on investment. Through Carlie’s insights, it became evident that sharing the good side of NIL is essential for rallying support and realizing its full potential.
Upcoming Webinars
All Basepath webinars are on Thursdays at 1 pm ET.
- May 2 – “Empowering your Athletes in the NIL Age” with Athletes.org CEO and Former NFL Player Brandon Copeland.
- May 8- “Webinar: The Biggest Issues in College Athletics” with NIL Expert Morgan Belvedere
- May 23- “Enhancing the Collective and University Relationship” with Dinkytown and Minnesota Admins