National Representative
2012 – 2013
Membership Recruitment & Outreach: Building a Plan
I want to join!
By the end of this workshop you will know :
• the definition of recruitment, membership
outreach, and membership recruitment
responsibilities
• the characteristics of a strong membership team
• how to build a membership recruitment plan
Recruitment vs. Outreach
Is there a difference?
Recruitment
Definition
Recruitment is the process of adding
new individuals to a population or
subpopulation by growth, reproduction,
immigration, and stocking.
Merriam-Webster Dictionary
Membership Outreach
Definition
Outreach is an effort by individuals in
an organization or group to connect
its ideas or practices to the efforts of
other organizations, groups, specific
audiences or the general public.
Wikipedia – The Free Encyclopedia
Membership Outreach
Definition
Outreach is an effort by individuals
in an organization or group to connect its
ideas or practices to the efforts of other
organizations, groups, specific audiences
or the general public.
Establishing a Membership Recruitment Team
Individual Characteristics
Motivated!
Knowledgeable of PTA
values, mission & vision!
Ready to share!
Ready to ask for
membership or support!
Strategic!
Organized!
Membership Recruitment Team Responsibilities
Setting the Bar
1. Assess your efforts
2. Develop a membership recruitment plan
3. Identify target audiences
4. Remain relevant to the community
vs.
Number of
members,
expertise of
members, etc.
Assess Your Efforts - SWOT
Name your
external allies:
community
groups, school,
media support,
etc.
Dissent, lack
of resources,
lack of
interest
Barriers or
obstacles:
general
climate,
competing
groups, etc.
Assess Your Efforts
Conduct the Power of Partnerships Family Survey
1. Welcoming all families into the school community.
2. Communicating effectively.
3. Supporting student success.
4. Speaking up for every child.
5. Sharing power.
6. Collaborating with the community.
Visit http://www.pta.org/Power_Of_Partnerships-survey.pdf
PTA Case Studies
Assessment Activity
PTA Case Study #1
Conducting a SWOT Analysis
A local PTA unit has set a goal to reach out to a large
population of Hispanic parents in their school who do not
speak English. Although everyone in this unit wants to
achieve the goal, no one in the unit speaks Spanish.
What are this unit’s potential strengths and
weaknesses?
PTA Case Study #2
Conducting a SWOT Analysis
A suburban PTA unit wants to encourage more parents in
their community to join PTA. However, most of their
parents in the area work downtown and would miss
meetings due to the long commutes back to their
neighborhoods. A member in the unit works for a company
that supports employee volunteerism.
They have a
downtown office and allow employees to use their space to
host volunteer meetings after work hours.
What is this unit’s external opportunity and threat?
Develop a Membership Recruitment Plan
1.
Set clear membership goals.
2.
Develop your message.
3.
Deliver your message.
4.
Evaluate your campaign.
5.
Repeat the cycle.
Set Clear Membership Goals
Be SMART!
State the goal
clearly. Answer:
Who? What?
Where? When?
Why?
Set goals
that match
ability and
skills.
Set goals that
are worthwhile.
Determine
the amount
of increase
or decrease.
Set the
length of
time to
complete
the goal.
Develop Your Message
Remember!
1.
State the PTA mission.
2.
Describe recent accomplishments of your PTA.
3.
Describe your current goals and expected outcomes.
4.
Highlight the benefits of PTA membership.
5.
Message that volunteering is easy and flexible!
6.
Ask people to join or support!
Deliver Your Message
The Advertising Mix
1. Print Media - newspaper, fliers, direct mail
2. Broadcast – TV ads, radio ads, cable TV
3. Internet – web sites, e-mail campaigns, blogs, social
media
4. Out of Home – billboards, human boards, car wraps,
trade shows, t-shirts, card racks in stores
Evaluate Your Campaign
Measure Effectiveness
1.
S - Did you achieve your goal?
2.
M – Did you achieve your amount of increase or
decrease?
3.
A-
Was there difficulty in attaining your goal?
4.
R-
Was your goal relevant? Worthwhile?
5.
T – Did you finish your goal on time?
Repeat the
Cycle!
Potential Target Audiences
Achieving Relevancy
1. Single-parent families
2. Grandparents raising grandchildren
3. Military parents (PTA MAPP)*
4. Male engagement (PTA M.O.R.E. Alliance)*
5. Special needs families (SEPTAs)*
*Visit PTA.org for more information
PTA Case Studies
Building a Membership Campaign
No matter what your role is,
you can recruit!
Questions?
(800) 307-4PTA (4782)
info@pta.org
PTA.org
For a copy of this presentation, visit
http://pta.org/1949.htm