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Membership Marketing—3 Recruitment Tips
1. Create professional recruitment packages. A professional recruitment package is often the first thing a prospective member reads about your association. It’s important that it not be a hodgepodge of materials that look like they’re from different organizations. If you’re a chapter or affiliate, ensure that your materials are similar in design and presentation as those from the “head office.” If the information the larger organization provides isn’t up to speed, advocate for improvements. Consistency, credibility and professionalism are crucial.
Include a cover letter from the membership chair or president. Make it warm, inviting and less formal than a business letter. When you mail a package, make sure that the letter is personalized and doesn’t say, “Dear Prospective Member.” Try to focus on what’s in it for the member.
2. Set Up a Welcome Table and/or Greeters at Events Be welcoming to guests and members. This is your first touchpoint and it’s so important that people feel like they were glad they came. Have recruitment packages at the door. Don’t let them sit there passively; have someone distribute them when guests arrive. Take their business cards or organize a draw for prizes to capture new leads. Then follow up with a personal phone call whenever you can. Outeach is the key.
3. Hold Periodic Membership Information Sessions. For 15-20 minutes after a meeting, invite guests and prospects to a membership information session. It’s an excellent forum for a brief dog-and-pony show, as well as a Q & A.
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