You’re Not Just Selling the Project. You’re Framing the Future.
When clubs prepare for a capital project, the first instinct is usually tactical:
Renderings. Talking points. A slick PDF. Maybe a town hall or two.
And yes — those things are all important.
But they’re not what moves the vote.
Not really.
What moves the vote is belief.
And belief is built not just on what we’re gaining —
but on what we stand to lose if we don’t move forward.
We like to think people are motivated by vision.
But more often, they’re motivated by what they don’t want to lose:
- Pride in the club experience
- Momentum in membership
- The feeling that their club is keeping up — not falling behind
This isn’t fear-mongering.
It’s clarity.
Because even the best projects — when delayed — come with costs:
Costs in dollars.
Costs in perception.
Costs in member confidence.
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So when it’s time to tell the story, don’t just paint the future.
Anchor it in the present.
Show members what happens if we wait.
Help them see what’s quietly at risk — not to scare, but to ground the opportunity in reality.
Then lift their eyes.
Let them see what’s possible.
Make it personal.
Let them imagine their family, their friends, their future in a better version of the place they already love.
Yes, renderings help. Yes, the financials matter.
But at the end of the day, you’re not asking members to approve a renovation.
You’re asking them to affirm the future of their club.
So don’t just ask,
“Do you like it?”
Also ask,
“Can we afford not to?”
Until next Monday,
