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The Three Rs of Membership: Revitalization, Retention, Recruitment AAUW Wisconsin State Convention April 25, 2010 Ann Gustafson, Chair, AAUW Membership Committee, agus_mbrshp@yahoo.comagus_mbrshp@yahoo.com
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GOALS FOR TODAY’S DISCUSSION Revitalizing your branch – looking for that ‘spark’ in your branch Retention – how do you keep members longer than one, two or three years Recruitment – what resources are available to help recruit new members; how do you access those resources
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REVITALIZATION How would you describe the current climate of your branch? Most members are excited about the mission and the branch’s programming Only a few of the members are excited; others appear to be going along for the ride Ho-hum – difficult to get people to get involved or interested in what we are doing
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REVITALIZATION Good leadership is key to branch revitalization Branch President Branch Board Create an environment that supports the mission, sets standards of excellence, and encourages “outside-the-box” thinking
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REVITALIZATION – cont. Branch self-assessment Do current members make AAUW a priority? Is it relevant to their lives? Programming – Mission driven Meets the needs of your community Do members feel needed? How do you get them involved and to make a commitment?
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RETENTION Membership retention makes your branch a sustainable part of the organization Characteristics of a sustainable organization Competent, sympathetic leaders Has universally agreed upon annual goals Has strong organizational systems to accomplish goals
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RETENTION – cont. Has the proper resources and information technology Has a compelling reason for its existence and is continuously guided by its mission Becomes an organic extension of the community in which it exists
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RETENTION – cont. What can you do as a branch to help retain members? At the time that they join Throughout the first year? The second year? What can you do personally to make members want to continue to be part of your branch?
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RECRUITMENT
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Let’s go fishing – You need to believe that there a lot of “catchable” fish in your pond Don’t make finding potential member harder than it needs to be
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RECRUITMENT – cont. Five Rules of Fishing – 1. Fish where the fish are 2. If you don’t bait your hook, you’re not going to catch any fish 3. Use the right bait for the right fish 4. Throw back bad fish 5. Know that fish know other fish
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RECRUITMENT - cont. Fish where the fish are Who are your fish Where do they hang out Don’t go fishing alone
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RECRUITMENT - cont. Bait your hook Develop a strong PR team Encourage members to “tell their AAUW story” Pull them in with irresistible, compelling meetings
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RECRUITMENT - cont. Use the right bait for the right fish What kind of fish are you looking for What will attract them What works for you
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RECRUITMENT - cont Throw back ‘bad fish’ Don’t be desperate when fishing Focus on those that will work for you
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RECRUITMENT - cont. Know that fish know other fish Ask them to invite their friends Make it exciting to bring friends
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RECRUITMENT – cont. AAUW Outreach to new populations in new ways: Blogs – http://blog-AAUW.org AAUW Experience – AAUW’s on-line community Social media! Facebook – www.facebook.comwww.facebook.com Twitter - @AAUW, @NCCWSL, @ClaudiaAAUW, @christytj Second life
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REVITALIZATION, RETENTION, RECRUITMENT “Rather than keeping up with the changes in your organization, the challenge is keeping up with the changes in the lives of your members. To put it simply, it is not about you. It’s not about the organization. It’s about the members. Mark Levin, CAE
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