We talk about creating a sense of urgency, personalizing your approach and more. Happy hunting!
If you prefer to read this content, the video transcript is below.
Associations are always on the hunt for new members. It’s a long process, but proactive recruitment can support your success.
Here are three ways that you can achieve more success and value from your recruitment efforts.
My first tip is to narrow your focus. Member marketing is very personal. Whether you use a lead qualifying service or do the prospecting on your own, your list should be highly targeted and well researched. Then start with 10 to 20 specific prospects for your strategy.
Next, develop a personalized approach to your communication. Potential members want to feel important. Your association should feel VIP to them.
For this strategy, don’t send a generic postcard or email to everyone at once. Instead, a handwritten note or a personal invitation to an event is much more successful.
And finally, once you have made contact, don’t wait more than a week or two to follow up. Create urgency for their response with a follow-up email that communicates your desire to have them as part of the association and how it will benefit them.
You can even leave a quick voicemail to make sure they received your personal invitation.
This is only the beginning of proactive recruitment. Then comes the hard part, getting them to join!
This can require several check-ins, little tokens of appreciation and ready-to-send resources. Set up these touches on your calendar so you don’t forget. Remember people like to be wooed. It’s just like dating.
One more tip. Don’t be afraid to opt out if the lead isn’t going anywhere. You will know within a few months if it’s an opportunity or not. If not, add a fresh prospect to your list and move on.
In other words, don’t wait for potential members to come to you. Get out there and show them how much your association can help them.