NAACP JACKSONVILLE
BRANCH
MEMBERSHIP COMMITTEE
2004 FIRST QUARTER ACTION PLAN
GOALS
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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:
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Youth
Adult
Lifetime
Annual Corporate
55
263
378
40
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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.
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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.
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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
ACTION
ASSIGNED TO
COMPLETION DATE
Membership
Committee
10/4
*Develop a system to measure and
analyze membership recruitment
effectiveness
Dennis/Mrs. Smith
2/28
Develop a yearly calendar of events
Dennis/Davis
2/28
*Increase NAACP membership in all
categories and improve membership
satisfaction over the next yr by 50%
Design and order caps & T-Shirts
**Conduct training clinics to instruct
workers in "selling the NAACP" & proper
procedure of filling out membership
receipts, envelopes etc.
Develop a research Team
Partner with Press & Publicity committee
to develop a marketing and
communication plan that will include a
media strategy/website/newsletter &
brochure
Mrs. Smith
Dennis/Mrs. Smith
2/28
Dennis Wade
3/15
Dennis/Mrs. Smith
Done
RESULTS
Ongoing
Done
COST
JANUARY CONT’D
Review & contact expired membership
monthly
Target events for membership
solicitation
Mrs Smith/Flo
Ongoing
Membership Committee
2/28
**Conduct a year-round renewal
campaign
Membership Committee
Ongoing
Develop an awareness program to
market membership benefits
Membership Committee
3/1
Integrate membership recruitment
efforts with all associate related
entities
Pat/Mr. Smith/Pearson
2/28
Hold membership meetings at
churches throughout the city
Dennis/Mr. Smith
3//30
**Solicit new members and secure
renewals
Membership Committee
**Plan & organize the annual
membership campaign
Membership Committee
Ongoing
FEBRUARY
ACTION
ASSIGNED TO
COMPLETION DATE
Identify & recruit 100 cooperate sponsors
& develop perks for corporate
sponsorship (Membership Plus)
Dennis/Mr. Smith/Pat
3/1
Target 100 African American companies
for membership
Dennis/Pat/Mcintosh
2/28
**Recruit workers to carry on the
membership drive in every sector of
the community
Membership Committee
3/1
Develop membership packets
Flo/McIntoch
3/1
Develop window decal for businesses
Mrs. Smith/McIntosh/Flo
2/28
Create prospect membership database
Flo/McIntosh
2/28
RESULTS
COST
FEBRUARY CONT’D
Partner with the Events committee to
target appropriate events for
membership recruitment
Dennis/Mrs. Smith
2/28
**Publicize membership campaign (in
connection with Press & Publicity
Committee)
Membership Committee
3/15
Design & implement a reward system
McIntosh/Mrs. Smith
3/15
Develop corporate membership sales
team
Dennis/Davis
3/30
Develop a Partnering strategy for
interaction with other entities
N/A
3/15
Identify a member(s) to serve as
ambassadors/liaison for corporate,
churches, fraternities, sororities
and professionals
Mrs Smith/Hunte/Dennis
3/15
Raise public awareness regarding types
of memberships
Membership Committee
3/30
Organize Radio-Thon fair membership
drive
Mr. & Mrs. Smith/Flo
6/1
MARCH
ACTION
Develop corporate membership sales
team
Integrate membership recruitment
efforts with other organizations
ASSIGNED TO COMPLETION DATE
Dennis/Davis
Rumlim
3/15
RESULTS
COST
Pat/Smith
3/15
Develop a partnering strategy for
Interaction with other entities
3/15
•NAACP PROPOSED STATEGIC PRIORITIES AND GOALS 2002-2006
** BRANCH STANDING COMMITTEES HANDBOOK