So you’re ready to develop a local strategy.
Here are seven steps to local success.
1. Be specific. To be successful, everyone needs to know who’s in charge of the membership program—both at the Association and building levels. Pick the best people for the job.
2. Organize a local campaign. Your membership chairperson and Association Representatives (ARs) must get together, establish a timetable, develop strategies, and select materials. The strategy might include approaching the potential members first to establish a record of early successes.
3. Analyze each potential member. List areas of interests, strengths, and possible objections to membership. Write a two-line summary on each individual and recommend the best ways to deal with each.
4. Plan the strategy for each potential member. Present the right materials, arguments, and programs that satisfy his or her interests. This only can be done if you listen to what the potential member cares about. Provide for follow-up activities so that all unresolved questions can be answered. Plan three or four visits with each potential member. Keep accurate records.
4. Assign specific recruiters to each potential member. If the right person makes the approach to the potential member, there is a stronger chance of success. A friend can easily overcome objections or concerns that a stranger might encounter.
6. Let the recruiter know that there are many ways to recruit the potential member. For example, the recruiter may not feel adequate to “close the sale” but may feel quite comfortable bringing the potential member to a social event. Ideally, the recruiter should be able to enroll the potential member, but that is not always possible. There is nothing wrong in asking for help.
7. Get closure. Get the potential member to sign the enrollment form on which the Association recruiter has completed all of the pertinent data. Thank the new member, and send a follow-up welcome letter from your president.