GET THOSE NEW MEMBERS!
external marketing ideas for all size chapters
by Verna Griffin, PP, PLS & Patricia Infanti, PP, PLS

Each One Bring One.
Each member brings a friend or coworker to a general membership meeting where a short presentation is made regarding the various benefits of membership. Each member who brings someone receives a ticket for a special drawing at the end of the meeting.

Charitable Event.
If you sponsor a charitable event or fundraiser, make sure the charity includes the association in any PR materials and press releases. Many members are interested in charitable or pro bono work. Remember, however, that time is the most precious commodity to people these days, so try not to have a charitable event which takes up a lot of members’ time.

Co-Sponsor Event with the Bar Association.
Co-sponsor an Ethics for the Non-Lawyer seminar featuring attorney’s responsibilities to monitor and instruct employees and NALS Code of Ethics. Include a speaker on risk management. Market the event to attorneys, human resource managers/directors and legal secretaries throughout your county.

Personal Calls and/or Lunch Meetings with Prospective Members.
LMC’s and/or other membership committee members should either call prospective members or have lunch with them. The personal aspect usually wins the prospective member over and shows our professionalism.

Follow-Up Calls or Meetings with Prospective Members.
If LMC has sent out membership information and has not received the completed application, call the prospective member to find out why - and also update the prospective member on upcoming events.

Personally Invite the Prospective Member to the Next Event.
This speaks for itself. Try to include the prospective member as already a part of the association by telling them that they are exactly the type of person the association is built upon. Tell the prospective member how much you would like to meet them at the next chapter event.

Legal Professionals Night Out!
Have a vendor sponsor a cocktail and hors d’oeuvres event at no cost to the chapter. Not only should the chapter market the free event, but the vendor should market the event to its customers.

Educational Topics That Attract a Broader, More Diverse Group.
Some educational topics seem to draw more attendance than others, such as “Dealing with Difficult People” or “Organizing Yourself, Your Time, and Your Boss.” Or spend an evening with the local court clerk and other court personnel to answer questions and teach the inner workings of that court.

Have All Chapter Events Listed in Local Legal Newspaper/Newsletter.
Without a doubt, one of the best marketing tools is having your events listed in the local legal newspaper and/or having press releases of an upcoming event and speaker. Legal secretaries, paralegals, and HR personnel will catch this information since they are usually combing the paper for important notices.

Establish a Speakers Bureau.
Establish a committee of members who present themselves well and can speak well. Prepare a 15-20 minute prepared (scripted) presentation with posters visualizing the benefits of membership. Contact HR directors and request a lunch hour to make the presentation to their support staff. If the HR director or managing attorney is a “friend” of the chapter, ask them to suggest other HR people to contact, using the “friend’s” name as a recommendation in a letter introducing the association. Make sure to follow up by phone on all prospects.

Follow Up with Postcards.
Postcards are an inexpensive way to follow up with non-members who attended an event and provide them with your name and phone number again.

Conduct the Legal Training Course.
Conduct the LTC at the Bar Association and make sure the Bar Association realizes a profit from sponsoring it. This can provide the Chapter with a profit and skilled entry-level legal professionals for new members. The Chapter organizes, helps to find teachers (lawyers, paralegals, PLSs, etc.). In other words, the Chapter does the work and receives profit and tons of PR.

Education Always Draws Nonmembers.
Have a “Super Saturday” - dedicated to three intensive workshops being given simultaneously or consecutively. Make sure to publish in the local legal newspaper.

Membership Drive Incentives.
Conduct a membership drive within your State or Chapter and offer a monetary incentive for the member who recruits the most new members.