A Framework of Strategic Approaches to Membership Growth in Nonprofit Community Sport

in Journal of Sport Management
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  • 1 Factor-Inwentash Faculty of Social Work, University of Toronto, Toronto, ON, Canada
  • | 2 University of Waterloo, Waterloo, ON, Canada
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Engaging in strategic planning may help leaders of community sport organizations (CSOs) to develop strategic thinking as well as build capacity to sustain and expand their programs despite environmental uncertainty. This study proposes a framework for understanding how the membership growth strategies of CSOs are shaped based on their environment. Semi-structured interviews with presidents of CSOs, alongside analysis of strategic plan documents, were used to identify strategic imperatives that CSO leaders considered when formulating their organizational strategies. These imperatives were grouped into two dimensions: organizational readiness for growth and environmental dynamism. These dimensions were then juxtaposed to create a matrix of four strategic approaches: Trailblazers, Enhancers, Maintainers, and Carers. Each approach is described in detail and implications for strategic management in community sport are discussed.

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