Most grassroots clubs are great at communicating when they need to. A match is called off, subs are due, or a fundraiser is launching. But outside of those moments, updates can be sporadic. Weeks go by without a post, an email, or a website update.
That’s completely understandable. Clubs are run by volunteers, time is limited, and content can feel like “another job”.
The good news? You don’t need more content. You just need a simple, repeatable plan that keeps members engaged without adding pressure.
This guide outlines a realistic digital content and communication plan that works for busy clubs, and actually makes life easier.
One of the biggest misconceptions is that clubs need to post a lot to stay relevant. In reality, consistency matters far more than frequency.
Members don’t expect daily updates. They just want to know:
A light plan helps you:
Think habits, not campaigns.
Your club website should be the home for everything important. Once information is published there, it can be shared everywhere else, saving time and avoiding confusion.
A simple website rhythm could look like this:
Weekly
Match previews or results
Any changes to fixtures or training
Monthly
A short club update from the committee
Key dates coming up (events, deadlines, socials)
Seasonal
Registrations and renewals
Trials or open days
AGMs, awards nights, end-of-season summaries
When members know the website is always up to date, they stop asking the same questions, and volunteers spend less time repeating themselves.
Many clubs avoid sending emails or notifications because they worry about overwhelming members. The result is often the opposite: silence, followed by urgent last-minute messages.
A simple approach works best:
When members know roughly when updates arrive, they’re more likely to read them. And volunteers don’t feel awkward about sending messages, because there’s a clear structure.
Social media doesn’t need to be polished or perfect. In fact, simple and authentic posts usually perform better for community clubs.
Easy, repeatable post ideas include:
The key is removing the pressure to “announce something big”. A photo and one sentence is often enough.
If someone is already updating the website, social posts can simply point back to it. Again, no duplication of effort.
A content plan doesn’t have to sit with one person.
You can:
When expectations are clear, helping out feels manageable and no one burns out trying to do everything.
Consistent communication isn’t just about keeping people informed. It has real knock-on benefits:
Clubs that communicate well tend to feel more organised, even if they’re run by the same number of volunteers.
The most important thing is that your plan fits your club, not someone else’s idea of perfection.
A realistic content plan:
If your website, emails, and updates all live in one place, managing this becomes far easier, especially during busy periods of the season.
Start small, stay consistent, and build from there. That’s how clubs maintain engagement without adding pressure, and create the foundations for long-term growth.