The Three Rs of Membership: Revitalization, Retention, Recruitment AAUW Wisconsin State Convention April 25, 2010 Ann Gustafson, Chair, AAUW Membership Committee,

GOALS FOR TODAY’S DISCUSSION Revitalizing your branch – looking for that ‘spark’ in your branch Retention – how do you keep members longer than one, two or three years Recruitment – what resources are available to help recruit new members; how do you access those resources

REVITALIZATION How would you describe the current climate of your branch?  Most members are excited about the mission and the branch’s programming  Only a few of the members are excited; others appear to be going along for the ride  Ho-hum – difficult to get people to get involved or interested in what we are doing

REVITALIZATION Good leadership is key to branch revitalization  Branch President  Branch Board Create an environment that supports the mission, sets standards of excellence, and encourages “outside-the-box” thinking

REVITALIZATION – cont. Branch self-assessment  Do current members make AAUW a priority?  Is it relevant to their lives? Programming –  Mission driven  Meets the needs of your community Do members feel needed?  How do you get them involved and to make a commitment?

RETENTION Membership retention makes your branch a sustainable part of the organization Characteristics of a sustainable organization  Competent, sympathetic leaders  Has universally agreed upon annual goals  Has strong organizational systems to accomplish goals

RETENTION – cont.  Has the proper resources and information technology  Has a compelling reason for its existence and is continuously guided by its mission  Becomes an organic extension of the community in which it exists

RETENTION – cont. What can you do as a branch to help retain members?  At the time that they join  Throughout the first year? The second year? What can you do personally to make members want to continue to be part of your branch?

RECRUITMENT

Let’s go fishing –  You need to believe that there a lot of “catchable” fish in your pond  Don’t make finding potential member harder than it needs to be

RECRUITMENT – cont. Five Rules of Fishing – 1. Fish where the fish are 2. If you don’t bait your hook, you’re not going to catch any fish 3. Use the right bait for the right fish 4. Throw back bad fish 5. Know that fish know other fish

RECRUITMENT - cont. Fish where the fish are  Who are your fish  Where do they hang out  Don’t go fishing alone

RECRUITMENT - cont. Bait your hook  Develop a strong PR team  Encourage members to “tell their AAUW story”  Pull them in with irresistible, compelling meetings

RECRUITMENT - cont. Use the right bait for the right fish  What kind of fish are you looking for  What will attract them  What works for you

RECRUITMENT - cont Throw back ‘bad fish’  Don’t be desperate when fishing  Focus on those that will work for you

RECRUITMENT - cont. Know that fish know other fish  Ask them to invite their friends  Make it exciting to bring friends

RECRUITMENT – cont. AAUW Outreach to new populations in new ways: Blogs – AAUW Experience – AAUW’s on-line community Social media!  Facebook –   Second life

REVITALIZATION, RETENTION, RECRUITMENT “Rather than keeping up with the changes in your organization, the challenge is keeping up with the changes in the lives of your members. To put it simply, it is not about you. It’s not about the organization. It’s about the members. Mark Levin, CAE