Keys To Recruiting New Members

New members are the lifeblood of any association. Without new members, revenues and membership roles will stagnate and eventually decline. That is why associations should remember that the first impression a prospective member forms will be key to their decision of whether or not to join. As with a customer walking into a business for the first time, the overall impression from the moment they first contact your organization will in large part determine whether the prospective member makes the financial and time investment that joining requires.

Here are a few suggestions to help turn prospects into new members:

Make a lasting first impression. Treat prospective members like they've already made the decision to join and welcome them to attend one of your meetings. Be sure the prospective member is introduced to a couple of other members (preferably ones who are willing to act as hosts). Current members who project a "we're glad you're here" attitude or who could be good networking contacts for new members should be sought out to act as prospective-member hosts.

Create a dialogue.  The prospective member has reasons for being interested in your association. It is crucial to understand what brought them to you. The ultimate question in the prospect's mind is, "Will this be a good investment of time and money?" Listen to their needs and explain the benefits from a member's point of view.

Seek Feedback. Ask prospective members for feedback on their experience of dealing with your organization. Find out what their first impression of your group was and invite their suggestions. If the prospect wants to join, have an application ready and help them complete it. If they aren't prepared to join, let them know about other opportunities to learn more about the association (including upcoming meetings which may be of value to them).

Show appreciation and follow up.  Send a hand written thank-you note to thank the prospect for their interest in your association. It will send the message that your organization cares about them.

Someone on staff should make a follow-up call to prospective members who have not yet joined. Listen closely to their concerns and review the benefits of your association. If they haven't decided to join, be ready to offer another opportunity for them to experience the benefits of membership.

Send a reminder.  A simple call to let prospects know about your next function or to tell them about a speaker or topic that might be of interest to them will be a strong indication that you are still thinking of them. That type of call sends a clear message that your association is unique and service oriented.

Keep in touch.  If, after all this attention, the prospect still hasn't decided to join, there is still more you can do: add the prospect to your fax and e-mail list or send them your newsletter for a period of time. Let them know that you are still thinking of them.

Lastly, be sure to get current members involved in new member recruitment. Not only can they provide low or no-cost support, they'll also get excited about helping your group grow.