Marketing Affiliates &
Recruiting Members
A Collaboration of
Texas Affiliates
TESOL 2006
March 14, 2006
Factors leading to
recruitment/marketing
Age of organization
Age of members
Professional resources
Financial resources
Shift in income resources
Competition with other
organizations
Shift of state/government
priorities
Potential benefits of
recruiting/marketing
Boost/maintain membership
Increase financial vitality
Increase professional vitality
Increase political clout
Promote development of
regional professionals
Address shifts in income
resources
Potential risks of
recruiting/marketing
Financial drain
Burnout/increased workload
Inconsistency of efforts
Benefits of collaborative
recruitment/marketing
Strength in numbers
Shared expertise
Shared effort
Shared financial resources
More fluent/efficient working
relationships among affiliates
More renewal incentives
Marketing Affiliates
Knowing your affiliate(s)
Knowing your market
Choosing appropriate
promotional tools
Promotional Tips
• Mailings
• Tax-exempt status application
• Mailing lists
• Emails/Personal calls
• Web sites
• TESOL Affiliate Profile
• Brochures
• Membership info in publications
• Public service announcements
• Directories
• Organizations of interest
Membership
Recruitment
Creating database for personal
contact
Cultivating relationships w/
decision makers
Running membership drives
Creating a “sense of belonging/
ownership”
• Introducing new members
incrementally
• Advocating for (potential)
members
• Providing services
Membership
Recruitment
Publishing journals/conference
proceedings
Announcing conferences
through TESOL
Using TESOL/Affiliate Assembly
resources
Collaborating with other
organizations
Working w/ affiliates’ Council of
Presidents
Membership
Recruitment
Establishing formal agreement
through TESOL
Designating (collaborative)
membership coordinator
Establishing chapters in
remote areas
Keeping members once you
have them!
Recruitment/Marketing
Plan
• Market Analysis
Target audience, Competition,
Market environment
• Service Analysis
Description & Comparison
• Marketing Strategies
Mission, Image, Marketing goals,
Reality check & projection,
Advertising/Promotion
• Expenses & Implementation
http://inventors.about.com/library/bl/toc/
blmarket.htm
References and Resources
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•
Ballenger,Bruce (1981). Membership Recruiting
Manual, Northern Rockies Action Group (9 Placer St.,
Helena, MT 59601)
Ellis, Susan (2002). The Volunteer Recruitment (and
Membership Development) Book. Philadelphia, PA:
Energize, Inc.
Lee, Jarene Frances & Julia Catagnus (1999). What
We Learned (the Hard Way) about Supervising
Volunteers : An Action Guide for Making Your Job
Easier (Collective Wisdom Series). Philadelphia, PA:
Energize, Inc.
Levin, Mark (1995). Membership Development: 101
Ways to Get and Keep Your Members. BAI, Inc.
(www.baileadership.com)
Little, Helen (1999) Volunteers: How to Get Them, How
to Keep Them. Naperville, IL: Panacea Press.
McBee, Shar (2002) To Lead Is To Serve: How to
Attract Volunteers & Keep Them. South Fallsburg, NY:
Shar McBee.
Rossel, Tony & Whelan, Rick (2004). Membership
Retention: Key to Association Growth. Executive
Update Magazine.
(http://www.gwsae.org/executiveupdate/2004/May/reten
tion.htm retrieved 02/20/2006)
Rusin, Jo Bryan (1999). Volunteers Wanted. Mobile,
AL: Magnolia Mansions Press.
(www.magnoliamansionspress.com)
TESOL (1998) Affiliate Leadership Handbook.
Alexandria, VA: Teachers of English to Speakers of
Other Languages, Inc. (This document is no longer
published in hardcopy but can be found at
www.tesol.org > Membership > TESOL Affiliates >
Affiliate Leadership Area.)
•
Bockmann, David (for the City of Seattle Department of
Neighborhoods). The Secrets of Membership
Recruitment.
cityofseattle.net/neighborhoods/pubs/secrets.pdf .
• NSNA. NSNA: The Sky’s the Limit: Membership
Recruitment Guidelines 2005/2006.
www.nsna.org/pubs/guidelines/guidemember_recruit.pdf
Recruitment/Marketing:
• Marketing Plan. Business Resource Software, Inc.
http://www.businessplans.org/Market.html
• What Are the Five Biggest Problems Facing Non-profit
Associations, Sporting Clubs and Community Groups
Today? Membership Growth,
http://www.membershipgrowth.com.au
Weblogs (Blogs):
• http://www.ojr.org/ojr/images/blog_software_comparison.c
fm (Blog Software Comparison Chart)
• http://writing.berkeley.edu/tesl-ej/ej35/m1.html (A
comparative review by Aaron Campbell, 2005)
• http://esl.osu.edu/staff/bloch/weblog/index.htm (TESOL
Electronic Village Mini-Workshop on Blogging)
• http://tappedin.org (A blog for educational professionals,
Tapped In)
Wikis:
• http://en.wikibooks.org/wiki/Wiki_Science:How_to_start_a
_Wiki (How to Start a Wiki)
• http://www.wikidating.net/index.php?title=How_to_Wiki
(How to Wiki)
• http://en.wikipedia.org/wiki/Comparison_of_wiki_software
(Wiki software comparison)
• http://en.wikipedia.org/wiki/Help:Editing#Basic_text_forma
tting (Editing, Wikitext examples)