Growing a chess club

Barnstaple Chess Club itself is not in a bad way at the moment. We have, by my reckoning, fifteen active members, of whom thirteen are signed up for this year's Club Championship. We are not losing money, we have a good club atmosphere, and our internal club events are well attended.

But the long-term trends are not good. We've suffered a slow decline in membership that's been visible during my six years at the club; if we are to survive, we need to do something to counteract this. At the moment, we are engaged in the passive strategy of making the club known to anyone who actively seeks out the information (for example, having it listed in the ECF Yearbook), which is all well and good, and some people occasionally come along on the strength of it.

The question is: is there anything more active we can do? This one is over to you, blog readers. In particular, I'd like you to post your suggestions using the comments option on this post, so we can all discuss them.