Capital projects are some of the most exciting moments in a club’s history. They signal growth, reinvestment, and a commitment to the member experience. But they can also be the most stressful. A multi-million-dollar investment, months of disruption, and the reality of increased dues or assessments naturally create pressure for members. And when there is pressure, there is gossip.
If you don’t control the narrative, your members will. In the absence of information, people curate their own stories, often the worst-case scenario. Rumors spread faster than fact sheets, and before long, skepticism overshadows excitement.
Strong communication changes that story. Done well, it keeps members informed, confident, and engaged. It eliminates guesswork, reduces gossip, and ensures the right story is the one being told. The most effective strategies are built around the Three C’s: Connection, Confidence, and Community.
Connection
Every communication should connect the project back to the member experience. It is not enough to share the what, you need to share the why. Just like all marketing and communication efforts, starting with the why builds understanding, trust, and buy-in. It shifts the conversation from “Why are we spending this money?” to “I see how this investment will directly improve my experience at the club.”
Strategies to Build Connection:
- Translate features into benefits: Don’t just say “new irrigation system,” explain how it means better playing conditions year-round.
- Use visuals: Renderings, fly-through videos, or simple side-by-side comparisons of “before and after” make it real.
- Personalize: Feature member testimonials (“As a parent, I can’t wait for the new family locker rooms…”) to show how projects improve daily life.
Confidence
Confidence comes from transparency. When communication feels vague or delayed, members fill the silence with rumors. When it feels steady and honest, members trust the process. Strong communication acknowledges both the excitement and the sacrifice that come with capital projects. Members want to know not just what is happening but also why decisions were made, how money is being spent, and what the timeline looks like. Even if every answer is not perfect, candor builds credibility.
Confidence also comes from consistency. A regular cadence of updates through emails, town halls, newsletters, or quick video messages reassures members that leadership is in control. Silence, on the other hand, breeds doubt.
The takeaway is simple: members can accept inconvenience and even setbacks if they trust the information they are receiving. They cannot accept uncertainty.
Strategies to Build Confidence:
- Create a project communication calendar: Share updates at set intervals (weekly, monthly) so members know when to expect news.
- Provide FAQs: Answer tough questions upfront so you control the narrative.
- Show progress: Short video updates from leadership/committees or construction walk-throughs show the project is on track.
Be candid: if something slips, acknowledge it early and explain how you’re addressing it.
Community
Capital projects should bring members together, not divide them. The best communication invites members into the journey. That means creating opportunities for members to feel included, informed, and engaged. Host Q&A sessions where leadership listens as much as it speaks. Offer hard hat tours so members can see progress with their own eyes. Share behind-the-scenes photos and updates that make them feel part of the story.
Community also grows when milestones are celebrated. A topping-off ceremony, a ribbon cutting, or even a small gathering to mark the completion of a phase helps members take pride in the process. The more touchpoints you create, the more members feel like this is their project, not just the board’s. When members feel ownership of the journey, they become champions of the project rather than critics on the sidelines.
Strategies to Build Community:
- Create project ambassadors: Recruit a small group of respected members to serve as liaisons.
- Build interactive displays in the clubhouse: A progress board, renderings, or even a live-feed slideshow of construction photos can keep the project visible and tangible.
- Host mini pop-up events in unfinished spaces: A wine tasting in the framed-out dining room, or a casual meet-up on the new patio before it opens, can turn construction into an experience.
Capital projects are about people and culture, not just buildings. Clubs that lead with Connection, Confidence, and Community find that the vote passes more smoothly, the work progresses with less friction, and the membership emerges stronger, prouder, and more united than before.
