Membership Matters
Our member engagement journey has made good progress during this most diffi cult of years. Our fi rst virtual AGM provided the perfect opportunity to present the ‘RYA Member and Stakeholder Engagement Strategy’ and demonstrate improvements in the way we listen to and engage with our members. Work has begun to refresh our member communications to demonstrate our commitment towards greater inclusivity and sustainability.
The pandemic had a dramatic impact on the volume of certifi cates administered by our Certifi cation Department. We saw a reduction of 40% in certifi cates processed and sales into recognised training centres reduced by 45%. As anticipated, it also impacted our membership numbers and far fewer members joined through our training related channels. However, we are already seeing the green shoots of recovery as restrictions ease and we are grateful to all those members who renewed their membership and those that joined us during the last, diffi cult year.
We are already seeing the green shoots of recovery as restrictions ease
Our digital engagement with members increased during the COVID-19 crisis, with social media interactions increasing, and more members reading the online version of RYA Magazine. May 2020 saw the highest numer of monthly subscribers ever for our YouTube Channel (RYA1875), which was due largely to the success of the #SailFromHome programme. We have introduced a members’ poll feature to the monthly InBrief e-newsletter and will continue to look at ways of engaging with as many members as possible.
As detailed in last year’s report, we have invested in the development of a new website and email platform. This digital transformation will help us reach a gold standard of engagement and the personalisation of contact with our members and offer better engagement with our community. We will monitor the online experiences of our members and visitors closely to further enhance the website.
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RYA ANNUAL REPORT AND ACCOUNTS 2021
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