The Saints Membership Draft

We work with businesses we like. We also work with people we like. So, when St Kilda FC’s Membership Manager approached us in need of support for the team’s membership drive, it was a partnership dream come true.

Challenge: St Kilda FC had a large online fan base of over 100,000, but only a fraction, 22,000, were paying members. The club needed to convert online engagement into tangible membership growth.

Solution: Milkman developed a social media campaign designed to activate Facebook followers and transform them into recruitment ambassadors. This campaign incentivized fans to recruit new members, leveraging their existing passion for the club.

Results:

• 497 new club memberships were secured.
• The St. Kilda FC Facebook page gained 10,000 new fans.
• 3,000 new user profiles were added to the club’s CRM database.