You'll be able to increase your Club Level by earning Club XP, which is the reward your Club will receive for placing in the top 10,000 Clubs in any Club Collection Event. Increasing your Club level will allow you to collect more Daily Club Bonus Cherries each day, and will also increase the total number of members available to your Club. The more Club members you have, the more Collection Points can be earned, and the better you'll do on Club Leaderboards!