Targeting Your Audience National Grange Leadership/Membership Development Dept.

We Have An Audience? Joiners Joiners 2% want to join 2% want to join 22% are willing to join 22% are willing to join Non-joiners Non-joiners Attend fund-raisers Attend fund-raisers Support relevant programs & activities Support relevant programs & activities Help to create public perception (+ or -) Help to create public perception (+ or -)

We Have An Audience? Look in the mirror Current membership Current membership Age Age Active Active Inactive Inactive Attitude Attitude Action Action What are we doing? What are we doing?

We Have An Audience? Look in the mirror Current activities (Service, Educational, Legislative, Fund- raising) Current activities (Service, Educational, Legislative, Fund- raising) Fills needs of members? Fills needs of members? Fills needs of community? Fills needs of community? Relevant to those we want to have join? Relevant to those we want to have join?

Choosing Your Audience Define characteristics of desired members Define characteristics of desired members Age Age Principles and Values Principles and Values Interests and Hobbies Interests and Hobbies Income level Income level Attitude toward children, young adults Attitude toward children, young adults ?

Choosing Your Audience Compare Compare Desired characteristics Desired characteristics Current membership & Activities Current membership & Activities Age Age Attitude Attitude Activities Activities

Choosing Your Audience Evaluate The similarities The similarities The differences The differences What your members are willing to change to create similarities What your members are willing to change to create similarities

Choosing Your Audience Compare Compare Evaluate Evaluate Reality Check Reality Check Big changes may take time Big changes may take time Small goals can get you there in steps Small goals can get you there in steps Membership must believe it is possible Membership must believe it is possible Small successes lead to large achievement Small successes lead to large achievement

Targeting Your Audience Compare Compare Evaluate Evaluate Reality Check Reality Check Change Change Grange decides to change needed things Grange decides to change needed things Members make commitment to support change Members make commitment to support change Act, Implement, Just Do It! Act, Implement, Just Do It! Brag about changes Brag about changes

Targeting Your Audience Find the Right People First Find the Right People First Look for connectors Look for connectors Knows everybody Knows everybody Everybody knows them Everybody knows them Social glue Social glue

Targeting Your Audience Find the Right People First Find the Right People First Look for connectors Look for connectors Look for Mavens Look for Mavens Collects knowledge Collects knowledge Wants to share Wants to share Social Data bank Social Data bank

Targeting Your Audience Find the Right People First Find the Right People First Look for Connectors Look for Connectors Look for Mavens Look for Mavens Look for Salesman Look for Salesman Persuasive, optimistic, happy Persuasive, optimistic, happy Forms relationship bonds, influences others Forms relationship bonds, influences others

Targeting Your Audience 1. Look at your Grange today 2. Define your desired characteristics 3. Change to attract 4. Look for Connectors, Mavens, and Salesmen 5. Stay focused and persevere

Suggested Reading The Tipping Point The Tipping Point By Malcolm Gladwell By Malcolm Gladwell Four Steps of Successful Recruitment of New Members Brochure Four Steps of Successful Recruitment of New Members Brochure By National Grange By National Grange

Targeting Your Audience National Grange Leadership/Membership Development Dept.