YMCA, JCC, and Community Center Industry Trends for November
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Now, more than ever, your team needs access to a trusted source of industry data and insight into how the Movement is recovering. Powered by Performance Analytics, this report shares membership, revenue, check-ins, and registration trends for November. We encourage you to leverage this data as you begin to reimagine what membership looks like for your organization.
After a month of stabilization across most categories in October, November followed with a trend of slight decrease. Revenue saw the greatest decline due to COVID-19 spikes and subsequent facility closures. Check-ins and membership both decreased slightly but were largely in line with seasonal trends from 2019. Childcare registration is still up across the board, but with a slight down turn that mimics traditional seasonal trends. With COVID-19 cases increasing and a second wave of closures looming, numbers in November promisingly indicate thatYMCAs, JCCS, and community centers won’t be affected as negatively as they were earlier this year.
Revenue takes a hit in November as the country faces another round of re-closures.
Total revenue decreased 14% from October to November with program and membership revenue taking the biggest hit. Despite the month-over- month decrease, the trend line for total revenue mimics the trajectory it took in 2019. This similarity tells the story that while the pandemic has impacted revenue, some month-to-month decreases are due to seasonality.
YMCAs, JCCs, and community centers with $20M+ in revenue saw the greatest hit in over all revenue. This is likely due to the fact that their largest revenue source in November was membership, which suffered a 40% month-over-month decrease.Interestingly, organizations with $0-3M have a similar composition of membership revenue but are at 91% back to normal compared to last year for total revenue. Membership revenue for this group only decreased 12% from October to November. This disparity strongly indicates that the pandemic is likely impacting metro areas more severely in regard to membership revenue.
Member check-ins remain stable in November with an increase in virtual check-ins.
Total check-ins saw a slight decrease of 6% from October to November—a best case scenario considering the expected dip in check-ins caused by the surge in COVID-19 cases. We have virtual check-ins to thank for keeping check-in decline to a minimum. From October to November there was an 11% increase in month-over-month virtual check-ins, proving that organizations are continuing to provide effective community engagement from afar.
The outlier in check-ins for November was organizations with $9-20M in revenue. While other trend lines remained consistent with around a 7-8% dip in November, this group saw only a 1% decrease in total check-ins. Interestingly, this revenue group is also the only group that did not see an increase in virtual check-ins for November, meaning they are seeing the highest number of in-person foot traffic. Organizations with $0-3M in revenue saw a 310% increase in virtual check-ins and those with $20M+ saw a 23% increase in virtual check-ins.
Active memberships saw another dip with a 3% decrease in November compared to October.
While active memberships didn’t have a huge month-over-month decrease, the percent back to normal for active memberships in November saw a slight decline. For the last few months, this number has been holding steady around 78%. For November, that number fell to 74%of what it was in 2019. November 2019 saw an increase in active memberships with the approach of the new year. This trend wasn’t duplicated in 2020 due to the pandemic.
Membership holds have been, and will continue to be, a big player in membership trends through the end of the pandemic. However, there was a 2% decrease in holds in November meaning other key performance indicators are influencing the active member trends this month. New joins and renewals were the most impacted with a 30% decrease for new joins and a 24% decrease for renewals in November. While new memberships are being impacted, terminations did decrease 38% month-over-month.
Childcare and program registrations decreased in November, but childcare still serves as a key piece of recovery for 2020.
Childcare registration decreased 49% and program registration decreased 24% in November compared to October. However, the trend line for 2019 compared to 2020 inNovember is very similar, indicating that the decrease is caused by seasonality. Childcare rates remain significantly higher than 2019 numbers with 137% compared to normal as organizations continue to serve communities with expanded childcare support.
Organizations with $20M+ revenue are seeing the biggest hit in program registrations in November with only 59% back to normal, but they’re also seeing the highest growth in childcare registrations with 188% back to normal. Organizations with $0-3M are seeing the opposite impact with the strongest program recovery at 90% back to normal and childcare recovery at 109% back to normal. These differences further paint the picture that varying needs and comfort levels based on community, population, and location have a large influence on membership, registration, and check-ins.