Presentation on theme: "NAACP JACKSONVILLE BRANCH MEMBERSHIP COMMITTEE 2004 FIRST QUARTER ACTION PLAN."— Presentation transcript:
NAACP JACKSONVILLE BRANCH MEMBERSHIP COMMITTEE 2004 FIRST QUARTER ACTION PLAN
GOALS INCREASE MEMBERSHIP BY 50% - 2004 PACKAGE AND COMMUNICATE MEMBERSHIP MARKETING PLAN RETAIN AND RECAPTURE MEMBERSHIP ESTABLISH COMMUNITY PARTNERSHIPS
SITUATION ANALYSIS As of October 1, 2003 there are 898 members of the Jacksonville NAACP branch. The type and number of the membership are as follows: Youth55 Adult263 Lifetime378 Annual Corporate 40 The national NAACP membership goals for the next five years are: 10% the first year, 20% the second year, 20% the third year, 20% the fourth year and 10% the fifth year. According to the US Census Bureau‘s 2000 Census there are 213,514 African Americans living in the Jacksonville area. Of that number currently there are 736 members of the NAACP Jacksonville Branch or.003% of the African American population. Regular membership, lifetime, youth as well as corporate membership remains the central focus of the membership committee. However, the area of retention we are losing members at just about the same rate as we sign on new members. The Jacksonville branch of the NAACP has done a great job over the years, however, we have tremendous room for growth. A perception, by some in the community, has been created that the NAACP is not doing enough and is no longer relevant. This perception has caused many in the community to view the NAACP as an organization that they see no value in joining or volunteering their time and or services. Hence, packaging and communicating our message is the membership committee’s biggest and most important challenge.
STRATEGY Because the NAACP is a membership driven association; the membership committee has developed the following strategy to address the current membership status. The membership committee will review the current level of membership in all categories and set goals to increase total membership by 50% the first year, starting October 1, 2003. We will ascertain if our branch is successfully recruiting and retaining members on a level that is par with the national average. The committee will establish recruitment and retention methods to increase and maintain members. We will also create and design-measuring tools that will allow us to periodically evaluate and adjust our strategy and action plan. Because membership is renewed on the member’s anniversary date the committee will obtain a monthly list of members who did not renew their membership for opportunities to reclaim members. The committee will be trained in membership development and retention. The committee will develop a research team to review membership strategies, recruitment methods, benefits and services of the national NAACP office as well as other successful NAACP branch offices. The committee will partner with the Press and Publicity committee to 1.) Develop a media strategy that will tell our success stories and encourage potential members to join. 2.)Assist the Press & Publicity committee increasing informative collateral that will reintroduce the Jacksonville community to the NAACP’s vision and mission. 3.) Develop a sales team to identify and solicit the top 100 African American companies for corporate membership. 4.)Partner with the Events Committee to take full advantage of NAACP events as well as other local events that are appropriate for NAACP membership solicitation. Retention of members has been an ongoing challenge but is not unique to the Jacksonville branch. The committee will establish an expired membership data base that will be reviewed on a monthly basis. We will develop a plan for reclaiming past members and retaining current ones.
January ACTIONASSIGNED TOCOMPLETION DATERESULTSCOST *Increase NAACP membership in all categories and improve membership satisfaction over the next yr by 50% Membership Committee10/4Ongoing *Develop a system to measure and analyze membership recruitment effectivenessDennis/Mrs. Smith2/28 Develop a yearly calendar of eventsDennis/Davis2/28 Done Design and order caps & T-ShirtsMrs. Smith **Conduct training clinics to instruct workers in "selling the NAACP" & proper procedure of filling out membership receipts, envelopes etc.Dennis/Mrs. Smith2/28 Develop a research TeamDennis Wade3/15 Partner with Press & Publicity committee to develop a marketing and communication plan that will include a media strategy/website/newsletter & brochureDennis/Mrs. SmithDone
JANUARY CONT’D Review & contact expired membership monthlyMrs Smith/FloOngoing Target events for membership solicitationMembership Committee2/28 **Conduct a year-round renewal campaignMembership CommitteeOngoing Develop an awareness program to market membership benefitsMembership Committee3/1 Integrate membership recruitment efforts with all associate related entitiesPat/Mr. Smith/Pearson2/28 Hold membership meetings at churches throughout the cityDennis/Mr. Smith3//30 **Solicit new members and secure renewalsMembership CommitteeOngoing **Plan & organize the annual membership campaignMembership Committee
FEBRUARY ACTIONASSIGNED TOCOMPLETION DATERESULTSCOST Identify & recruit 100 cooperate sponsors & develop perks for corporate sponsorship (Membership Plus)Dennis/Mr. Smith/Pat3/1 Target 100 African American companies for membershipDennis/Pat/Mcintosh2/28 **Recruit workers to carry on the membership drive in every sector of the communityMembership Committee3/1 Develop membership packetsFlo/McIntoch3/1 Develop window decal for businessesMrs. Smith/McIntosh/Flo2/28 Create prospect membership databaseFlo/McIntosh2/28
FEBRUARY CONT’D Partner with the Events committee to target appropriate events for membership recruitmentDennis/Mrs. Smith2/28 **Publicize membership campaign (in connection with Press & Publicity Committee)Membership Committee3/15 Design & implement a reward systemMcIntosh/Mrs. Smith3/15 Develop corporate membership sales teamDennis/Davis3/30 Develop a Partnering strategy for interaction with other entitiesN/A3/15 Identify a member(s) to serve as ambassadors/liaison for corporate, churches, fraternities, sororities and professionalsMrs Smith/Hunte/Dennis3/15 Raise public awareness regarding types of membershipsMembership Committee3/30 Organize Radio-Thon fair membership driveMr. & Mrs. Smith/Flo6/1
MARCH NAACP PROPOSED STATEGIC PRIORITIES AND GOALS 2002-2006 ** BRANCH STANDING COMMITTEES HANDBOOK ACTIONASSIGNED TOCOMPLETION DATERESULTS COST Develop corporate membership sales Dennis/Davis team Rumlim 3/15 Integrate membership recruitment efforts with other organizations Pat/Smith 3/15 Develop a partnering strategy for Interaction with other entities 3/15