Nearly every Association produces a monthly or at least quarterly Association Newsletter. I have copies from at least 300 associations that we have actually worked with. In many cases we have been to their offices and met the staff and some of the members. The interesting thing about the newsletters that we get is they really do reflect the values, enthusiasm, excitement and commitment of the staff and the membership. When we get a newsletter from an Association that we haven’t built a relationship with yet or have not visited their office, we can get a pretty good idea of the “culture” of the local by reading the newsletter.
How many potential members do you send your newsletter to? If you are already using your newsletter as a recruitment tool – congratulations! If you are not you should consider it. Your newsletter contains nearly all of the things you want a potential member to know. Your newsletter tells a potential member what projects and issues you are currently working on. It also contains names and in most cases, photos of current active members that a potential member may recognize. Typically, there is a list of upcoming classes and educational opportunities that you are offering. There is always a list of new members and renewals. Some of these are either business associates or competitors of your potential member. But, most importantly your newsletter lets a potential member get a real “taste” of what your association represents and the value you add to your member companies.
Here’s a sample “plan of attack” to put your newsletter to work recruiting for you.
Step One: Make a “hit list” of five, ten, fifty or even one-hundred companies that your association can add value to that are not current members. Brainstorm with staff, committee members and board members to make the list.
Step Two: Print the extra copies you need and bring them to a membership committee meeting or board meeting. During the meeting have each member present “autograph” the newsletter with a signature and even a short note.
Step Three: Create an “abbreviated” application form and include it in a hand- addressed, 9 X 12 envelope using real stamps.
Step Four: Do the same thing every month for three months and mail your newsletter to the same “hit list”. Always get the autographs and always include the application. Do not short cut the process as you will also lower the response.
Step Five: Make a follow-up call and send a “sales letter” after you have sent at least three autographed newsletters in the special hand-addressed envelopes with real stamps. Include a special “enhancement” if they make a decision by a specific date. (See Get them off the Fence with “Direct Marketing 101” for more information)
Step Six: Continue sending the potential member your newsletter for three more months and repeat Step Five. If they join, you win. If they choose not to join, at least they know about your Association and may support you on important issues in the future.
Step Seven: Add new potential members to the “system” as you remove others.
Note: The key to success using this system is consistency and persistency. In most sales situations the highest level of success usually happens after at least five contacts. Don’t give up to fast and make sure to get those “autographs”.