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AI-Driven Lead Management Boosts Membership for Snohomish YMCA
Applicable Functions
- Sales & Marketing
Services
- Training
The Challenge
Snohomish YMCA, a part of the larger Y franchise, was facing a significant challenge in re-engaging former and inactive members. In the fitness industry, clubs typically lose 50% of their memberships annually. For Snohomish YMCA, this translated to a loss of 10,000 members per year. Additionally, the club had over 12,000 untouched leads from various programs such as camp, child care, personal training, youth sports, and other a la carte programs. The club's small staff of two was unable to effectively follow up on these leads, resulting in a large pool of potential members that remained untapped.
About The Customer
Snohomish YMCA is a cause-driven organization that is part of the larger Y franchise. Each Y operates independently, but Snohomish YMCA stands out for its use of AI technologies for lead management. The organization is focused on youth development, healthy living, and social responsibility. It offers a variety of programs including camp, child care, personal training, youth sports, and other a la carte programs. Despite its small staff, Snohomish YMCA is committed to engaging its members and potential members effectively and efficiently.
The Solution
To address this challenge, Snohomish YMCA implemented the Conversica solution, supplementing its small sales team with an AI assistant. This AI assistant was tasked with engaging the over 12,000 leads that had previously been untouched. Conversica's AI Assistant engaged these former members and identified 808 hot leads for follow up. The sales team was then able to convert 33% of these hot leads into paying members. By leveraging Conversica, the YMCA was able to engage each lead an average of 14 times, achieving a conversion rate that was previously unattainable. The AI assistant was used to engage and upsell existing inactive members and target former members to re-join the club.
Operational Impact
Quantitative Benefit
