For decades, private clubs have relied on tradition, exclusivity, and the quiet strength of reputation to attract new members. And while splashy marketing campaigns once had their place, more and more clubs are choosing to avoid that road, and rightfully so. They are not chasing gimmicks or quick wins; they are safeguarding legacy. That makes Referral Culture the natural next step.
If your club isn’t cultivating its next generation of members, you risk relying too heavily on yesterday’s pipelines. The same members who built your roster 20 years ago won’t sustain it today. That’s where the concept of Referral Culture comes in.
Clubs often test referral incentives like dining credits, discounts, on anything but dues, or small gifts. The problem? Incentives fade. They rarely create lasting behavior. In fact, they often do the opposite by creating a seasonal mindset where members think, I’ll just wait until the next promotion to refer someone. The implications of that mindset are significant: referrals become transactional instead of relational, momentum stalls between campaigns, and your prospective pipeline starts to look like a stop-and-go traffic jam. Rather than building steady, sustainable growth, you end up training members to wait for deals rather than take pride in shaping the future of the club. Instead, what needs to happen is much bigger: embedding referrals into the very culture of your club, just as you would employee culture, service culture, or governance culture.
A true referral culture is about creating a sense of pride and ownership among your members. It’s not “What do I get if I bring in a new member?” but instead “Why wouldn’t I want to bring my friends into this incredible experience?”
Here Are Three Ways to Start Building Referral Culture
Celebrate Ambassadors
Shine a light on the members who do bring in new candidates. A quiet hand-written thank-you note is always nice, but public recognition, whether at an annual meeting, in a newsletter, or at a member appreciation event, reinforces the behavior you want to see repeated.
Educate Your Membership
Many members don’t even know how to refer someone. Demystify the process. Make it as easy as humanly possible. If you think it is easy, look again. How many clicks does it actually take for them to take action? Is it digital, print, or both? Do they know who to contact? Do they need a sponsor form or a letter of recommendation? Can they do it on their phone in two minutes, or do they have to log in, download, and print? Is there a clear place on your website or member app that says Refer a Member, or do they have to hunt for it? Make the process seamless, so the barrier to action is removed.
Create Moments of Excitement
Referrals thrive on momentum. Think about milestone opportunities, like members turning a certain age and finally becoming eligible to propose candidates. Make that a rite of passage, a moment of excitement that renews the club’s generational pipeline.
The future of private clubs depends on sustainability. And sustainability doesn’t come from short-term campaigns; it comes from ingrained behaviors. A referral culture ties directly into a club’s legacy, while simultaneously shaping its future. It ensures that your next members are brought in through the most authentic, trusted, and effective channel you have: your current membership.
I’ve watched countless clubs struggle with the tension between tradition and growth. Referral culture bridges that gap. It respects heritage while driving momentum. If we can train our employees to embrace culture, why not our members? The clubs that embrace this shift will not only grow their rosters but also strengthen their communities. And that’s the kind of culture every club should want to sustain.
