National Representative2012 – 2013

Membership Recruitment & Outreach: Building a Plan

I want to join!

By the end of this workshop you will know :

• the definition of recruitment, membership outreach, and membership recruitment responsibilities

• the characteristics of a strong membership team• how to build a membership recruitment plan

Recruitment vs. Outreach

Is there a difference?

RecruitmentDefinition

Recruitment is the process of adding new individuals to a population or subpopulation by growth, reproduction, immigration, and stocking.

Merriam-Webster Dictionary

Membership OutreachDefinition

Outreach is an effort by individuals in an organization or group to connect its ideas or practices to the efforts of other organizations, groups, specific audiences or the general public.

Wikipedia – The Free Encyclopedia

Membership OutreachDefinition

Outreach is an effort by individuals in an organization or group to connect its ideas or practices to the efforts of other organizations, groups, specific audiences or the general public.

Establishing a Membership Recruitment Team Individual Characteristics

Motivated!

Knowledgeable of PTA values, mission & vision!

Ready to share!

Ready to ask for membership or support!

Strategic!

Organized!

Membership Recruitment Team Responsibilities

Setting the Bar

1. Assess your efforts

2. Develop a membership recruitment plan

3. Identify target audiences

4. Remain relevant to the community

vs.

Assess Your Efforts - SWOTNumber of members, expertise of members, etc.

Dissent, lack of resources, lack of interest

Barriers or obstacles: general climate, competing groups, etc.

Name your external allies: community groups, school, media support, etc.

Assess Your Efforts Conduct the Power of Partnerships Family Survey

1. Welcoming all families into the school community.

2. Communicating effectively.

3. Supporting student success.

4. Speaking up for every child.

5. Sharing power.

6. Collaborating with the community.

Visit http://www.pta.org/Power_Of_Partnerships-survey.pdf

PTA Case StudiesAssessment Activity

PTA Case Study #1Conducting a SWOT Analysis

A local PTA unit has set a goal to reach out to a large population of Hispanic parents in their school who do not speak English. Although everyone in this unit wants to achieve the goal, no one in the unit speaks Spanish.

What are this unit’s potential strengths and weaknesses?

PTA Case Study #2Conducting a SWOT Analysis

A suburban PTA unit wants to encourage more parents in their community to join PTA. However, most of their parents in the area work downtown and would miss meetings due to the long commutes back to their neighborhoods. A member in the unit works for a company that supports employee volunteerism. They have a downtown office and allow employees to use their space to host volunteer meetings after work hours.

What is this unit’s external opportunity and threat?

Develop a Membership Recruitment Plan

1. Set clear membership goals.

2. Develop your message.

3. Deliver your message.

4. Evaluate your campaign.

5. Repeat the cycle.

Set Clear Membership GoalsBe SMART!

Determine the amount of increase or decrease.

State the goal clearly. Answer: Who? What? Where? When? Why?

Set the length of time to complete the goal.

Set goals that match ability and skills.

Set goals that are worthwhile.

Develop Your MessageRemember!

1. State the PTA mission.

2. Describe recent accomplishments of your PTA.

3. Describe your current goals and expected outcomes.

4. Highlight the benefits of PTA membership.

5. Message that volunteering is easy and flexible!

6. Ask people to join or support!

Deliver Your MessageThe Advertising Mix

1. Print Media - newspaper, fliers, direct mail

2. Broadcast – TV ads, radio ads, cable TV

3. Internet – web sites, e-mail campaigns, blogs, social media

4. Out of Home – billboards, human boards, car wraps, trade shows, t-shirts, card racks in stores

Evaluate Your CampaignMeasure Effectiveness

1. S - Did you achieve your goal?

2. M – Did you achieve your amount of increase or decrease?

3. A - Was there difficulty in attaining your goal?

4. R - Was your goal relevant? Worthwhile?

5. T – Did you finish your goal on time?

Repeat the Cycle!

Potential Target AudiencesAchieving Relevancy

1. Single-parent families

2. Grandparents raising grandchildren

3. Military parents (PTA MAPP)*

4. Male engagement (PTA M.O.R.E. Alliance)*

5. Special needs families (SEPTAs)*

*Visit PTA.org for more information

PTA Case StudiesBuilding a Membership Campaign

No matter what your role is, you can recruit!

Questions?

(800) 307-4PTA (4782)info@pta.org

PTA.org

For a copy of this presentation, visithttp://pta.org/1949.htm