The first step in the member recruiting process is to make a list of specific companies that you want as members. It’s not “rocket science” but this step gets overlooked often. Sure, every Association has a giant list of “non-member” contractors and sub-contractors or a drop list or some other document listing a whole variety of companies that should join the Association. My guess is that every once in a while someone peruses the list, gets overwhelmed and then nothing happens.
Take the time to look at your “lists” and create a TOP 100 “Dream Members” or a TOP 100 “Most Wanted” list and then create a specific plan to recruit them that includes your “spikes” ambassadors, board members, committee members and staff. Decide which “tools” you will use (phone, fax, email, personal visit, member affinity) that will be the most effective when trying to recruit a “TOP 100 Member”. It’s important to note that a recruiting tactic or strategy that works on one individual or company may be totally ineffective on another potential member company.
HOT TIP: Post the name and phone number of your TOP 100 list on a “BIG SHEET” of paper and put it in a highly visible location where staff, board members, committee members and visitors can’t miss it. In many cases, just making it easy to identify who should or could be recruited will result in some kind of a personal contact. If you are really daring, publish the list in your newsletter (printed and email) and “accidentally” send it out to not only your members but everyone on the TOP 100 “Dream Member” list.
Note – Be sure to set up some type of criteria for your TOP 100 list that may include things like community influence, industry excellence, leadership potential, non-dues revenue potential and “spike” potential. This list really should be a specific TOP 100 list and not just a general list of non-members.