As we look at the membership cycle, let’s dive deeper and explore recruitment.
One way to think about your recruitment initiatives is to break it down into three areas:
List: Think about who to target in your recruitment campaign: former members, new members, students, early career, mid-career, etc. Break this down in a way that works for your division.
Message: Explore what is unique about your division. Why should someone join? Why did you join? Think about a benefit and ask yourself “Why does it matter?” For example: “We offer webinars” becomes “Year-round CE credit opportunities through our webinar series.”
Offer: Why should someone join now? Add a sense of urgency to your message. Example: “New members that join by x date receive a free registration to ____.”
As you create your recruitment strategy, consider how you will deliver the message and the logistics of your effort. The Division Engagement Office can help you think through logistics to see what is possible. The most important thing to remember is that recruitment is not a one-and-done effort. A winning strategy requires multiple touch points. Ask and ask again. Work in recruitment strategies for all your activities. If you do a webinar, include a slide about how to join, ask speakers to promote your division, have recruitment materials at events, etc.
If you have thoughts to share, strategies that have worked well for you, or any questions, please contact me via email.