What Is the Perceived Value of a Recruiting Program?

Value is fascinating for the fact that it’s different for everyone. Something worth nothing to you is priceless to another. So how can you be sure that your valuation of a recruiting program is consistent with that of families?

The best way is to ask them.

Each year, we survey families in order to gain insight into what they want. We find that this is a powerful way to let the facts tell the story. This year, the results revealed something pressing. Families are investing heavily in clubs, but failing to perceive a return of equal value.

In the past twelve months, 60% of families spent between $1000 and $6000 on athletics. 87% of families spent between $1000 and $6000 on club dues alone.

This means that for many families, the most important athletic investment is joining a club. The survey results favor club dues over travel, lodging, and gear, among other expenses.

Let’s consider another fact. Financial investment tends to correlate with emotional investment. The higher value the purchase, the higher the emotional stakes. In other words, the more you pay, the greater your expectations for return on investment.

With emotions involved, dissatisfaction in a purchase is intensified. A disgruntled consumer will likely take his business elsewhere. In the club context, dissatisfaction can put a huge dent in player retention.

With families forking out this much on club dues, it is clear they must have definite expectations for what a club should deliver.

When asked about the overall satisfaction they felt with their clubs, only 45% of families answered with complete satisfaction. This leaves 55% of families cognizant of the fact that their clubs fall short on value.

Inspired by this discrepancy, we set out to discover the value most clubs fail to deliver.

Value Worth Delivering

We asked families to share their priorities for club improvement. The single biggest feature that families would like to see their club improve is its recruiting program.

The second most sought after improvement? Better players.

Consider the fact that student-athletes serious about playing their sport in college base club selection on the merit of its recruiting program. The best program will attract the best players.

What does this mean for a club intent on playing at a higher level? A better program precedes better players.

Ultimately, the quality of players at a club goes hand in hand with the quality of its recruiting program.

We asked families to share their priorities for club improvement. The single biggest feature that families would like to see their club improve is its recruiting program.

But what are families willing to give in order to get what they want? How do they perceive the value of an optimized recruiting program?

Families are willing to spend an average increase of $251 in club dues to improve the club’s recruiting program.