Pay It Forward and Increase Membership Now

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Membership

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Did you see the movie “Pay It Forward” with that cute Haley kid?

He had a pretty simple idea about doing something nice for someone and asking that
person to simply “pay it forward” by doing something nice for just two other people and
asking them to ‘pay it forward” too. After that, the laws of math would take over and
literally thousands of people would benefit.

Stay with me for a minute while I kind of “set you up” for the steps you can take to
make this powerful process work for your Association.

Do you know the number one reason a company doesn’t join your Association?
They never get asked. Why? Even though you work on your “Spikes -Ambassadors”, and bring it up at
every committee and board meeting getting your members and staff to “sell”
memberships is tough. Often it’s a lack of time and energy but there is one other big
reason.

Fear. Nobody wants to admit it, but for a lot of people the thought of calling someone
(friend or not) and asking them to join the Association is not real comfortable so it gets
put off or never happens at all.

There are plenty of companies willing and eager to join your Association if someone
would invite them.

Here’s an extreme example.

A few years ago we worked with a Home Builder Association in Helena, Montana on one
of our “DIRECTDrive” membership drives. They had about 250 members at the start of
the Drive and 48 hours later they ADDED 261 new paid members. That’s over a 100%
increase in two days. Again, I’m not telling you this so you think I’m great or anything. I’m
telling you this so you know that there are still lot’s of companies (thousands and
thousands) that will join your Association if they are asked. Some will say “no” but the
secret to increasing membership is in increasing the “asks” exponentially.

So here are the steps to a “Pay It Forward” membership process that will increase
the number of “asks” dramatically.

1. Write or have written a strong “sales letter” for your Association. The key words
here are “sales letter”.  Don’t expect all of your members to be experts at convincing
people to join the Association. A good sales letter will have a powerful headline, create
an emotional bond with the reader and offer several examples of how they can improve
their business and lifestyle by joining as soon as possible. Always include testimonials.
Finally the “sales letter” will always have an offer, an enhancement and a reason to
respond easily and quickly. Do not confuse a sales letter with a “plea for support”.

2. Decide on a two to four day timeframe to conduct your “Pay It Forward”
campaign. Don’t stretch it out any longer or it will lose it’s excitement.

3. Send an email or letter to your members about the new “Pay It Forward”
membership campaign and dates and let them know you will be sending them more
information soon.

4. About two days prior to the Campaign, email or mail a copy of the sales letter (if
by email include a link to your online payment system if you have one. If you don’t, email
me and I’ll tell you how we do it.)

In your email or letter ask your members to simply write a short personal email
and attach the sales letter you provided and “forward” it to their own “sphere of
influence” using their email contact manager (like “Outlook”) or any other method they
have to reach their business contacts. Remember, it’s not spam if they only use their
sphere of influence.

Payables lists work really well! Make sure the personal email or note includes
something like “please forward this letter to anyone else you know that benefits from a
“healthy building industry and would like access to some of the “most powerful,
influential and successful business people in the area”.
 
5. Provide some sort of recognition for all that participate.

Here’s is why this process works. It takes away the fear by using email and mail only. No
cold calls. Equally, if not more important the “sales letter” you provide does most of the
“heavy lifting”. All the participants have to do is add a little note and pass it on to their
“list”.

These are the basic steps to a “Pay It Forward” membership campaign. I would
have to make this letter many more pages to go into every detail, but I hope you
get the idea.
 
We have used this process successfully and you can too.

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Do Your Headlines Drive Readers to Your Message or Away From It?

Categories:

Retention

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One of the most important parts of a successful article, press release, sales letter or other type of communication is the headline.  Your headline is the advertisement for your content with only one job: to force the reader to keep reading.  If the headline fails, so does your article or message.

This isn’t to say that you should allow a headline get in the way of your article. Many people get so stuck on their headline that they give up on the article. This is even worse than a bad headline!

So what do you do?  Below are two types of headlines to consider. Remember to always look closely at your Market and Message when choosing an appropriate headline. Just because you use a specific headline technique for one type of article or message doesn’t mean it’ll be appropriate for your next one.

The Question Headline:

“Would You Like to Meet One-Hundred Potential Clients for Dinner Next Week?”     – Invitation to a Membership Meeting

The question headline creates an immediate bond between you and your target audience. You may already know the answer and that they should attend. By asking a question, you make your readers identify with you, and you get them involved by forcing them to answer the question in their head. (“Of course, I’d like to meet 100 potential clients or customers for dinner?”) This is a very important marketing strategy – identify with your audience: Point out their pain and rub some salt in it or point out their desire and enhance it.  Then unveil your solution.  A question headline will cause your reader to read the whole article, message or offer just to identify the solution.

Tip: Don’t use the question to point out the obvious.  Also, using the question headline to talk about you is not effective. (“Want to Hear about Our New Classes?”) The audience doesn’t care about your “new service”, they care about how you can solve their problem(s). Make it all about them.

You and your staff probably spend a lot of time sending all kinds of communications to your members. Be it an email, a fax, a sales letter, or a request for sponsorship, one of the most important parts of successful communication is the headline.

We said in the last issue that the headline is the advertisement for your content with only one job: to force the reader to keep reading.

The How-To Headline:

“How to Remodel Green in just 7 Steps”  – Article in the Newsletter

“How to Meet Six New Business Leads in just 2 Hours” – Invitation to a General Membership Meeting

“How to Get You Company Name, Products and Services in front of the most Influential Decision Makers in the Area – Fax for Golf Sponsorship Opportunity

Note the self-help/do-it-yourself section in your local book store.  Now note how many titles begin with “How-to”.  The reason: people like to feel smart and they like to do it all on their own.  Your message will provide your readers with the tools they need to take matters into their own hands, to solve their problem themselves: “How to Get 97 clients in 97 minutes”. Identify their need and tell them “How-to” fix it.

Tip: Take a look at your Association and at the event, benefit or opportunity you are trying to communicate. What is the end result? What is the true benefit of the opportunity?  Once you define that, you can create a “How-to” headline and give your reader the power to reach the solution themselves.

Remember: Always look closely at your Market (members) and Message when choosing the appropriate headline. Just because you used the Question headline successfully in one type of message doesn’t mean it is appropriate for the next one.

 

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When it Comes to Sales…Tips from the wise

Categories:

Non-Dues Revenue

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When someone says “no” you say “next” – they are not rejecting you, just your offer

There are usually only two answers and one of them is a good one – those odds ain’t bad

When someone says “yes” you shut up – get the check or signature and get out

If you don’t ask, you don’t “get” – the only impossible sale is the one you never ask for

“Would you if I could”? – get them to commit first

People buy 90% on emotion and 10% on logic – are you selling what they are buying?

The goal in getting a sale is to get a member – not the opposite (remember lifetime value)

You don’t have to be really good – just really consistent and persistent

Nothing happens until you take action

When’s the best time to get a sale? – right after you get a sale

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The Importance of a Good Message

Categories:

Non-Dues Revenue, Retention

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I talk about the importance of a good message a lot. Why bother taking the time and making the effort to communicate with your members if a) the message isn’t being read, b) you don’t have anything of importance to say and c) the end result is will not be realized.  Let’s talk about retention.

Association’s are in a tough place right now – we hear all about it every day. No budget, no staff, retention is dropping, non-dues revenue events are plummeting and members are selling assets to feed their families.  You need to make sure that your members know the value of belonging to the association and the importance of maintaining their network.  You have to make renewal a no-brainer.  That is not accomplished by being vague, or using the same verbiage that the EO from 28 years ago used.

Be specific about the benefits. Don’t say “access to over 20 networking events” – list them.  When dealing with sponsorships, don’t just say “hundreds of people will see your name” – list all the places where their name and company logo will be displayed.  Long lists make impressions.

We’re producing a Business Expo here in the Wenatchee Valley and the list of exhibitors is getting pretty long. We have a section on the website and even created a flyer that showcases who is in the show – we update and reformat it daily. Why? Because a long list is impressive and, in this case, it has tipped some “prospects” over to exhibitors.

Keep track of phone calls to your Association looking for referrals (by industry). In your membership database, start a column that indicates how many times you referred a certain company.  Provide statistics and search results from your website when applicable. Capture activity on your website for your members if you can.  ACE Insurance may be impressed to know that they had 40 hits in the last three months!  That’s relevant and important information. If you have these stats available when renewal time rolls around, you’re armed with powerful proven information of the benefits of Association membership.

Hot Tip: Give non-members a one month “trial” membership, track their web stats or action and provide the results at the end of their trial period.

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Don’t Stop Believing

Categories:

Non-Dues Revenue

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We’ve been contacting some of the Association’s around the country about some of the tools that we offer to help increase membership, retention and non-dues revenue. It’s a pretty interesting environment out there as you might guess. We have had limited success, but that’s really not the point here. The real point is that in challenging times there is a reflex to just kind of “freeze” everything and “wait it out”.

We hear things like:

“It doesn’t really matter what we do, no one is going to join right now”.

Someone forgot to tell that to the Springfield, Illinois HBA – they increased their membership by 10% in two days.

“No one is sponsoring anything right now”.

I personally generated about $15,000 dollars for a first time business event our company is producing in the giant metropolis of Wenatchee, WA (population about 30,000 including the surrounding areas).

“It’s really hard to get people to part with money right now”.

We just helped a Humane Society in a very small and depressed area of Washington State generates about $24,000 in a three-day period.

I know that the business climate is a real challenge right now, but there are millions of business people that get up every day and look forward to getting more customers, keeping more customers and generating more revenue per customer. These motivated business people actually “believe” they can succeed.

I heard someone say at a National Home Builders Association event that “non-profit” is a tax classification – not a goal.”

In business, if the times get tough and the solution becomes just to “wait it out” the consequences can be dire. Smart businesses look at their processes and systems, products and services, performance and productivity and then look for ways to become more efficient, innovative and productive while watching the income and expenses like a hawk. They take control of their destiny and don’t commiserate about the lack of business and just “hole up” for the winter.

If your Association were a “for profit” business would you act differently?

If you are reading this article you have already set yourself apart as someone that is not going to just sit around and wait for something to happen, so I know that I am sort of “preaching to the choir”. You have already decided to take action and continue to learn, implement and execute the plans and strategies that are necessary to “compete and win” in the world Association’s.

There are thousands of resources on the web that you can access to get new ideas, tools and strategies. Type “member retention” or “non-dues revenue” or “increase membership” in a search engine and you will be amazed at what you can find. Get about four or five pages deep in the search and you will see retention plans for health clubs, Lions Clubs, Rotary Clubs, churches and more. I recommend that you take some time and do a little “surfing” and stretch your mind even a little bit more.

And most importantly, continue to do SOMETHING! Don’t fall into the “wait and see” trap.

Think like a business and implement like a business…and “don’t stop believing”

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“Your Members are a Media!”

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Non-Dues Revenue, Retention

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Your Members are Your Best (and least expensive) Form of Media  

Promoting and marketing Trade Shows, Parades and other “open to the public” events can get really expensive. By the time you pay for newspaper, radio, TV and direct mail advertising your event marketing budget can go through the roof.

One of the least utilized forms of media tends to be your own members and their huge sphere of influence.

Kate and I have produced all kinds of Association events including Business EXPO’s Home Shows, Tours (Parades), Golf Events and Membership Drives. Typically, there wasn’t a pile of cash just waiting to be spent on event advertising and marketing so we had to put on our “Renegade Direct Marketing Hats” and find inexpensive ways to get the word out about the events.

The number one tool that has been the most effective and inexpensive is using the association members as a media. The real key to the success of this type of marketing is to make it very easy for your members to help. Most of your members will be happy to participate in the marketing of your event if you just give them the tools they need and tell them what to do.

Here are just a couple ways we were able to take advantage of the vast network of connections the members have access to:  

1.) All of your members send out some type of mail every day. This mail includes invoices, statements, vendor payments, sales letters and the list goes on and on. They are already paying for postage so there is no additional cost to add a “statement stuffer” (a small 1/3 of a page flyer about your event) or “Dollar Off admission coupon” to their existing mail. All you have to do is make it easy for them.   At the membership meeting or committee meeting prior to your big event just create bundles of flyers or coupons and ask your members to take as many as they need and add them to their own mail when appropriate. Guess what? They will be happy to help and the reality is in many cases that your member’s sphere of influence is exactly the target market you are looking for. We have used and tested the response using this process and the results are amazing.

2.) Nearly all of your members have huge email contact lists that they will happily send promotional information about your event to – if you make it easy. Remember, you can’t just email to their lists for them – that’s spam. But, if they send the information for you to their friends and business associates it’s perfectly appropriate.

For your next event create a simple promotional letter in “Word” with the key points about your event. Do not make it a PDF. Send the “Word” document along with a sample note your members can send with your promotional letter to their contact list.

It might look something like this:

“The Association that I belong to is hosting their 25th Annual Trade Show on October 15th an 16th. It’s a great event and they have asked me to invite everyone I know. The information below will give you all the details. I hope you can attend”.

Pretty simple, I know. Send the sample “note” and the “Word” document and ask them to “cut and paste” the text from it into their email and send it to their list (attachments tend to get stuck in spam filters).  It’s that simple.

If you ask your members to help and give them the tools they need, most are more than willing to promote your event for you for free. Imagine if just 10% of your members promoted your event to their “lists” for you. The numbers really can be staggering!

Just give it a try!

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There’s “Riches in Niches”

Categories:

Membership, Non-Dues Revenue, Retention

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Every Association has a wide variety of member companies.  

One of the most powerful things you can do to “tap” into these different groups is to “slice and dice” them into as many specific “niches” as possible. Once you have done this you can create programs and non-dues revenue projects designed to have a high value to these specific niches.

Let’s use the financial services group as an example. This group can be easily segmented into several specific niches. Under the umbrella of financial services you will find banks, mortgage companies, leasing companies, credit unions, insurance companies, accounting and bookkeeping services and more.

Each of these sub-categories is a niche. Each niche can and should be looked at as unique with its own set of needs. The companies inside these niches also will feel compelled to respond when you recognize them as a special group and give them special attention.

Here is a really simple way to generate non-dues revenue and provide a valuable benefit to one of your financial niches.

Give your next general membership meeting the theme “Banking on a Healthy Building Industry” or something similar. Create a “package” for “banks only” that includes the following (as applicable):  

Special seating at the meeting or function (remember the “secret of the blue tablecloth” from “Renegade Retention Secrets” Vol. 1?)

The ability to bring and hang a company banner at the event

Two tickets to the event

Half price tickets for their management and staff

Recognition from the podium

Three minutes at the podium to address the guests

One handout or flyer at each place setting

Their company logo in a “shared” thank you ad in the newsletter before or after the meeting

A database of the attendees to use as a follow up tool

The opportunity to provide a drawing prize and any other tools you can offer

Call the package “Passbook to the Most Powerful, Successful and Influential Business People in the Community”. People like packages -they are easy to understand and place a value on.

Do not call this a “sponsorship”. Companies tend to believe that when they “sponsor” something they are doing it out of support and it is a favor to the Association. That is often true and isn’t a bad thing. In this case though – you have the “carrot”. This is a great opportunity for BANKS to get exposure, develop relationships and ultimately get new customers and clients!

Now, none of the “benefits” above are unique and most have been offered before in some way, shape or form. But, here is the critical difference – THIS IS FOR BANKS ONLY! No insurance companies, accountants, credit unions or mortgage companies can have this package at this meeting or function.

This is an exclusive offer to an exclusive niche. When offered it has to be clear that this package was created to showcase the “BANKS ONLY” niche. When presented as a special marketing tool for a specific niche the perceived value of the “package” will increase to a very high level.

When you make this type of offer to a niche a few things happen.

First, the niche is made to feel special because you are highlighting them and only them.

Second, knowing that you are highlighting their niche they won’t want to be left out.

Third, by making the same offer to all of the banks (and alerting each bank of this) two powerful emotions come into play – fear and greed. If you are highlighting banks at your event and one bank chooses not to participate they may allow all the other banks to get exposure to your members that they will miss out on – that’s fear. On the greed side, just knowing that if they can impress one or two member companies or develop one new relationship they can get a return on their investment several times over will be appealing.

Finally, recognition is one of the most powerful motivators of all. When the bank management knows that they will get specific recognition by participating in your event the odds of them participating and perceiving a high value will go up.

Using the “niche approach” provides a real benefit to the participants. This is a huge marketing opportunity. Where else can they get this kind of exposure and face-to- face access to a specific set of business people (your members) in a relaxed, yet business atmosphere and be the focus of attention?

This is not a donation! They are not “supporting” the Association by participating. This is a direct marketing opportunity that can be compared in value to any other forms of marketing this niche uses.  

The value that you put on the investment is up to you – but here is a recommendation – each business person attending your event is a specific opportunity for the participating banks. Take the average attendance of this type of function or event and multiply it by at least five dollars.

If you have an average of 75 attendees charge at least $375 for each participant. Get five banks and generate $1875. If you have 200 attendees charge $1000 for each participant. Get five banks and generate $5000.

I used banks as an example because it’s really easy to provide value to this niche.

The next meeting or function may feature insurance companies only. Call it “Insuring a Healthy Business Environment” and offer the same package.

Look at all your “niches” and create opportunities for each.

Have a section in your newsletter for “plumbers” and call it “Pipeline to a Healthy Building Industry” and create a special size ad with a special price for “plumbers only”.

Designate one hole at your next golf event the “Money Hole” and let all of your accounting members have their logo on one sign. The possibilities are endless when you break your membership into exclusive niches and brainstorm ways to give them real value.

Steps to Success  

1.) Make a list of all of your niches breaking them into as many specific categories as possible.

2.) Make a list of all of your events, publications, meetings and programs.

3.) Decide which niches go best with each of them.

4.) Have your events or membership committee brainstorm “packages” for each niche.

If possible, assign a niche to each committee person to contact about the package or require a committee person to go with a staff person when they share the opportunity. This is a great way to get staff and committees to work together and also creates “courage” to actually get it done.

In closing, remember there is no “arm twisting” to get niches to participate. You have the “carrot”. When you market to a niche it is your responsibility to make sure all members of the niche have a chance to participate. You are simply giving them information so they can make a good decision for there business.

In our office when someone says no, we just say “NEXT”.

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“Monetize your Member Benefits and Increase Membership and Retention”

Categories:

Membership, Non-Dues Revenue, Retention

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Can you put a true dollar value on membership in your Association?

If you are asked how you came up with the dues price or “membership investment” could you explain it?

The “value vs. price” equation is a tool that a lot of businesses use to justify the price of their goods and services. Consider creating a “tangible” value for your membership dues that is easily understood and creates a compelling reason to “buy” (join) and continue to “buy” (renew).

Here is just a quick example that you can tailor to fit your Association.

Remember that many member benefits are nearly impossible for a member to calculate so the dollar value that you put on them will in most cases be perceived as correct.

Benefits and Value:

Company name and contact information listed in newsletter as a new or renewing member and sent to over 300 subscribing member companies – Value: $155.00

Company name and contact information listed on Association website for twelve months at a minimum value of $22.00 per month – Annual Value: $264.00

Company name and contact information listed in the annual Membership Directory that is a buying resource direct mailed to 300 member companies representing nearly 3000 co-workers, employees and family members – Annual Value: at just $1.25 per member company, $375.00

Committee Participation: Participating on a committee is one of the most powerful direct marketing tools the Association offers. At the committee level you will have direct face-to-face access to some of the most powerful, successful and influential business people in the community. Building just one or two new business relationships in this networking environment can significantly increase your bottom line – Annual Value: $225.00

Membership Business Meetings: Over 100 business decision makers attend these events 10 times per year. The networking value and exposure for member companies to this powerful and valuable audience has facilitated thousands of new business relationships and transactions over the years. Marketing value per meeting – $75.00 Member investment $25.00 – Annual Net Value: $500.00

Total membership value so far: $1,519.00

Total membership dues price: $575.00

…and the list goes on and on and on!  

Make a list of all of your member benefits, marketing tools and opportunities. Put a dollar value on each. You’ll find that the total benefits can easily be valued at several thousand dollars. Using the value vs. price equation gives you the tool you need to increase membership and increase retention.

NOTE – The same process can be used for sponsorships, newsletter ads, event participation and any other revenue producing item in your association.

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Let a “Sales Letter” do the Heavy Lifting

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Membership

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A strong sales letter can be one the best tools that you use to increase your non-dues revenue. Whenever I try to explain the value of a good sales letter, inevitably I get asked how to write one or if I can provide a sample. The sample below is a sales letter used to increase advertising in an Association Newsletter. The goal in this sales letter is to find something that most Association members (businesses) are frustrated about, make them even more frustrated, then offer a viable and valuable solution. This is just one example of a sales letter that actually “sells not tells”. This is called a “long” sales letter and designed to give the reader all of the information they need to make a good decision. Remember, not everyone will read the entire letter, but the ones that really want to increase the results from their marketing investment and are frustrated with their current results will! You only need a few responses to make sending it worthwhile. I know that your sales letter will be different than this one depending on the offer and who you are presenting it to. One of my goals in having you read this letter is to remind you just how valuable membership in your Association is. Feel free to email me your comments and suggestions.

Here is a sales letter in it’s entirety:

“I know that half of the money I spend on advertising and marketing is wasted…I just wish I knew which half!” 

Attention Association Members:

Here is a Three Step Process you can use to help make Smart and Valuable Advertising and Marketing Decisions.

Ever had that thought? You aren’t alone. Read this letter if you want to have an easy three – step test for all of your advertising and marketing. It’s pretty simple but amazingly important!

Here is quite possibly one of the best ways to increase your bottom line by getting more results from your marketing and not wasting money on ineffective methods or media!

If you are tired and frustrated by trying to decide how to get your products and services in front of the right people at the right time you are not alone. Every day hundreds of local business owners try to figure out if the money they are spending on advertising is working for them. Three of the biggest challenges they face are deciding on a message, finding the right market and choosing the media to use to reach that market.

1.) First let’s talk about the message – The message you use in your marketing needs to be your USP (Unique Selling Proposition).

What is the one thing that sets your business apart from your competition? Is it your experience, special pricing, huge selection, 24 hour service…think about it.

 If you and three of your competitors were sitting across the table from a potential customer or client and they asked why they should choose your company instead of your competitors how would you answer?

Your USP should be clear, easy to understand and included in every marketing or advertising tool you use. If you don’t know what your USP is and have trouble figuring it out just call a few of your best customers or clients and ask why they choose you…you’ll be surprised at their answers, but there is usually one thing that stands out…it could just be your USP!

2.) The next thing that has to be considered is who is the right market for your message. You could have the perfect message but if you get it to the wrong market you will have wasted your money, time and energy.

You can have the best, cheapest, most unique product or service but if you continually present it to the wrong market your results will be dismal.

Who is most likely to buy what you sell? Who influences other peoples buying decisions and could send potential customers to you. Most businesses spend 100’s or 1,000’s of dollars every month sending the perfect message to the wrong market or sending the completely wrong message to the perfect market. If you don’t figure this out you will waste huge amounts of money over the years and never get the results you could.

Figure out your message and identify the right market…and one more thing!

3.) If you have the right message, have identified the right market there is one more thing you need to really pay attention to…the tool (media) you use to reach them. Media could be newspaper, radio, television, direct mail, posters, billboards, fax, email or literally any of hundreds of other choices.

One of the biggest ways to waste your money is to have a great message, a perfect audience and choose completely the wrong media to get the word out.

How many times a day are you exposed to meaningless messages, clearly meant for some one else so you completely ignore them? Find out what your target market reads, where they live, who they spend time with, what they watch, what they listen to and then choose a media that reaches them…it’s not rocket science but most businesses rarely take the time to do the homework to make good, informed decisions when it comes to choosing the right media to get their message to the perfect market!

MESSAGE! MARKET! MEDIA!

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Your Newsletter is a Powerful Recruiting Tool

Categories:

Membership, Non-Dues Revenue, Retention

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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”.

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/01/your-newsletter-is-a-powerful-recruiting-tool/

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