Tim, might try that Bayern approach for the coach mate. Loads of members doesn't equate to a full bus, same as seasoncard holders I suppose.
Long story short, people have different requirements. I can't say to prospective members you must go to x amount of games to be a member of our club, would be nice, but it can't be done.
I take their money in the hope that they will be interested enough to A) go to games and B) go on the coach. If they don't go to A or B then I have to accept their membership and grudgingly accept that they wont go to any more than 2 or 3 games a season and that's being optimistic for some.
Different strokes for different folks.