Effective membership programs have shifted from brands simply driving revenue to a value model where they invest in benefitting their communities – such as access, knowledge, information, experience, and belonging. Over the years, Atlanta Track Club has proven to be one of the most forward-thinking, innovative organizations that puts its members’ needs at the center of what they do. However, with member expectations continuously increasing, their team recognized the need to upgrade their participant platform to provide a more modern and personalized experience for their community.
To provide this enhanced membership experience, they turned to haku to come up with innovative solutions. Their dedicated haku Customer Experience team worked with Atlanta Track Club to truly understand their unique membership management structure, data reporting, engagement, customer support, and more. Together, they created custom solutions that fulfilled Atlanta Track Club’s needs and helped them reach their short-term goals while establishing the baseline for long-term success.
“The ease of use of the platform was really exciting for us,” said Meaghan Leon, Manager of Memberships for Atlanta Track Club. “Even the flow of the registration form makes it simple for people to go online and sign up.”
With this new innovative technology in place, coupled with haku’s support and expertise, Atlanta Track Club leveraged many exciting benefits and opportunities to elevate their memberships program. Before partnering with haku, member renewals were done manually by the participant where they had to re-register each year. With thousands of members, this was a significant, time-consuming task with the risk of human error. By utilizing haku’s auto-renewal feature, they will maintain continuous revenue with no manual work needed, while giving their participants peace of mind.
“The auto-renew functionality is expected to be a big game-changer,” said Leon.
One of the major benefits of the memberships solution is the ability to upsell. For example, participants received guaranteed entry into the Atlanta Journal-Constitution Peachtree Road Race, Atlanta Track Club’s biggest event of the year, when signing up to be a member. This is a major revenue driver and also rewards members with a unique incentive for signing up. Atlanta Track Club registered an incredible 4,995 new members during the open registration timeframe.
haku’s customizable, user-friendly membership solutions have also allowed Atlanta Track Club to grow their community and expand their reach through various avenues – seamless referrals, easier registration process to add on family members, and the ability to send guest passes straight from their membership account.
To further optimize the membership experience, haku's platform provided a centralized place for all of Atlanta Track Club’s actionable data and insights to help them better understand their community. Their team can use this data to send unique targeted messages to groups in their community, creating a more personalized member experience. With haku, Atlanta Track Club can now access a 360-degree view of their members, showing details such as every event they’ve participated in, products purchased, money donated, and more – highlighting the true lifetime value of their members.
Atlanta Track Club is also using haku’s one-of-a-kind in-house Participant Services team to offer quality customer support across live chat, email, and phone. The haku team uses their extensive knowledge of Atlanta Track Club’s policies and procedures to ensure a positive and seamless experience for every member who needs support. Previously, Atlanta Track Club had been handling all of their customer service in-house, but integrating haku’s chat and support features have provided extra help, largely related to race day or membership questions.
Through their powerful partnership, Atlanta Track Club and haku are driving revenue, saving time, raising awareness to engage prospective members, providing a superior participant experience, and lifting up the local community. This is only the beginning as both partners are committed to continually investing in innovative solutions and bringing an exciting new meaning to membership.
Visit https://www.atlantatrackclub.org/join-now to learn more about Atlanta Track Club memberships or to join today!
haku is an unparalleled technology partner that forward-thinking organizations are working with to create the most powerful events and surpass their goals. Through a robust all-in-one platform and modern peer-to-peer fundraising suite, world-class organizations can better plan and promote events, track progress, engage their participants, and move their events and businesses forward – all with haku’s state-of-the-art technology ecosystem and unmatched partnership. haku is trusted by organizations such as the Bank of America Chicago Marathon, Team In Training (LLS), Marine Corps Marathon Organization, J&A Racing, Houston Marathon, Atlanta Track Club, Philadelphia Eagles, Mercedes Benz Corporate Run, and many more.
To learn more about haku, please visit www.hakusports.com
About Atlanta Track Club:
Atlanta Track Club is a nonprofit committed to creating an active and healthy Atlanta. Through running and walking, Atlanta Track Club motivates, inspires and engages the community to enjoy a healthier lifestyle.
With more than 30,000 members, Atlanta Track Club is the second largest running organization in the United States. In addition to the Atlanta Journal-Constitution Peachtree Road Race (peachtreeroadrace.org) – the largest 10K running event in the world, the Publix Atlanta Marathon, PNC Atlanta 10 Miler and Invesco QQQ Thanksgiving Day Half Marathon, Atlanta Track Club directs more than 30 events per year. Through the support of its members and volunteers, Atlanta Track Club also maintains a number of community initiatives including organizing and promoting the Kilometer Kids youth running program to metro Atlanta youth, honoring high school cross country and track and field athletes through Atlanta Track Club’s All-Metro Banquets and supporting the Grady Bicycle EMT program. For more information on Atlanta Track Club, visit atlantatrackclub.org.