Conducting An Effective Membership Drive

Set Realistic Goals

A significant part of any plan is establishing specific goals.
Goals fall into two categories:

• Goals to improve services. In many ways, NALS is a consumer service. In order to increase our membership, we must find ways to serve our members and potential members in the ways they need and want to be served.
• Goals to improve membership. These goals are specifically geared toward recruiting and retaining members.

Make the goals realistic but challenging. If you set your sights too high, you court disaster. If your goal is too low, there is no incentive.

Choose a Theme

A theme or slogan can focus your efforts. The theme should reflect what you are trying to accomplish. Avoid cutesy names, but use a theme which is recognizable, easy to say, and to remember. Use the goals you have established as a guide. Plan your theme around the NALS membership incentive plan, which is a two-year campaign designed to re-ignite member enthusiasm and assist chapters and states in carrying the NALS message to the legal community, reward members for their active participation in recruiting new members, and reward states and regions for retaining members.

How to Set Up Your Campaign

• Determine the timing of your membership drive. Early Fall or after the 1st of the year have proven to be the best times for chapters/states as they are “natural” times or seasons of beginning and potential members are naturally inclined to consider their careers.
• Explain what your goals are and the tools you will use.
• Outline your membership campaign. Include a one-year calendar or planning chart.
• Plan ways to reach members and non-members.
• Use more than one way to reach people. Try educational events, direct mail, phone solicitations, field sales, telemarketing, staged recruitment events, pro bono or community activities, special brochures, mass e-mailings, etc. Your options are limited only by budget and volunteer help.

Budget

To achieve its full potential in membership promotion, your chapter must budget for membership work. At the beginning of each fiscal year, submit a proposed membership budget to the board. Budget for all membership expenses based upon your membership committee’s goals. Look for an outside sponsor or vendor to help financially during the membership promotion for the exclusive right to advertise throughout the campaign.

Involve Your Members

The following people will help you conduct a successful membership campaign:

• Membership Chair -- responsible for the campaign strategy.
• Membership Committee -- responsible for implementing the membership campaign. The duties may be divided, such as:
  • Person responsible for identifying possible mailing lists and mailing activities;
  • Person responsible for setting up special events;
  • Person responsible for telemarketing team; membership workers or recruiters responsible for personal one-on-one calls and activities;
  • Persons responsible for the three “Rs” (recruitment, recognition, and renewal).

The best marketers for your chapter are your current members. The use of members is vital to the success of the campaign. Try to include all members in the campaign. Key in on those with these specific characteristics:

• Enthusiasm about NALS
• Knowledgeable about NALS
• Comfortable speaking before a group

Do not overlook young or new members. Their enthusiasm and eagerness can ignite others to participate in the campaign.

Make it convenient and easy for members to be involved.

Hold a training session for your marketers to help:

• Inspire all members to participate
• Provide a sense of completion
• Encourage members to work together toward a common goal
• Reinforce knowledge of benefits and services
• Make sure everyone has the same information

Make sure your recruiters have the tools they need, such as current brochures and applications.

Four Rules for Membership “Sales”

1. It normally takes an average of seven contacts to make a membership “sale.”

2. Persuading individuals to join is the easy part; keeping them as members is the more difficult task.

3. Retention begins the day a new member joins and continues for as long as he/she remains a member.

4. Members are normally not salespersons; yet they are the most effective tool an association has for obtaining and retaining new members.