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Club Membership Building and Retention John Kinsman District 36 Lt. Governor Marketing, 2013-14 jkinsman@eei.org. Why Build Membership?. Clubs should be at 20+ members – “charter strength” – to operate optimally. Allows more people to be available to fill meeting and club officer roles

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Club membership building and retention john kinsman district 36 lt governor marketing 2013 14

Club Membership Building

and Retention

John Kinsman

District 36 Lt. Governor Marketing, 2013-14

jkinsman@eei.org


Why build membership
Why Build Membership?

  • Clubs should be at 20+ members – “charter strength” –to operate optimally.

    • Allows more people to be available to fill meeting and club officer roles

    • No one member is overburdened with responsibilities

    • Meetings are more fun, because more people are involved

    • It’s easier for a club to help members meet their educational needs

  • Balances natural attrition

9


Setting membership goals
Setting Membership Goals

A goal of one new member each month will help keep an influx of new members for a strong, healthy club.

10


Membership building contests
Membership-building Contests

  • Toastmasters Contests

    • Smedley Award

    • Talk Up Toastmasters

    • Beat the Clock!

  • Club Contests

    • Set up a goal/competition for club members

      • For bringing visitors, visitors who join, etc.

    • Track member progress at the meetings, e.g., through a bar chart

    • Reward for members sponsoring new members

    • CL manual credit (see Projects 8 and 10)

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Membership building contests1
Membership-building Contests

  • Smedley Award (August 1 to September 30)

  • Talk Up Toastmasters! (February 1 to March 31)

  • Beat the Clock! (May 1 to June 30)

  • It’s simple—add five new, dual or reinstated members to your roster.

  • Qualifying clubs earn a special discount code for 10-percent off their next club order (and a ribbon for your banner).

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Membership building steps
Membership-building Steps

Step 1: Find Prospective Members.

  • Work with VPPR to publicize meetings/demos.

  • You already know some prospects – invite them.

  • Word-of-mouth is the best advertising.

  • Members should talk with friends, familyand co-workers.

  • On average, 1 in 3 prospects will join.

  • There are resources to help.

12


Club membership building and retention john kinsman district 36 lt governor marketing 2013 14

Step 2: Make Every Meeting Great.

  • Work with VPE to hold a periodic open house or demonstration meeting geared to building membership! :

    • Planned and advertised in advance

    • Food as a lure

    • Guest packet / guest book

    • Hold mini-meeting

      • TMOD explains all roles and why

      • TMOD sells the program

      • Work brief testimonials in

      • Speeches are not by expert / evaluate to motivate

13


Step 3 handling a guest visit
Step 3: Handling a Guest Visit

  • Several club members should say hello and spend a few minutes getting to know the guest.

  • Provide promotional literature (guest packet).

  • Collect their contact information (guest book).

  • Member sits with guest during meeting.

  • TMOD/GE explains roles and purposes during meeting.

  • Table Topics Master offers to let Guest participate.

  • At end of meeting, seek their comment.

  • Answer questions.

  • Invite to join / invite back

  • Close the Sale (next slide)

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Step 4 closing the sale
Step 4: Closing the Sale

  • Explain why the Guest should join?

    • Build confidence

    • Learn from doing and feedback - unique to Toastmasters

    • Structured program - explain CC and CL

    • It's not just speeches

      • impromptu speaking

      • learning to listen / giving feedback

      • leading meetings / the club

    • Great on resume

15


Step 4 closing the sale1
Step 4: Closing the Sale

  • Why the Guest should join? (concluded)

    • Cost is minimal

      • tremendous bargain vs. other options

    • We will not throw you in deep end

      • will have a mentor and start you with easier roles

    • Give personal testimonial

  • Invite guest to join

    • explain terms of membership and application

    • all officers must be well-versed in application

  • Follow up if necessary

    • In person >> telephone >> e-mail (last resort)

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Club membership building and retention john kinsman district 36 lt governor marketing 2013 14

CLUBS WITHIN DISTRICTS

MEMBERSHIP APPLICATION

For faster service, add and pay for your new members online at www.toastmasters.org/members

Club Number: _____________________________ District Number: ___________

Club Name: ________________________________________________________

City: __________________________________________

Membership Type:  New  Reinstated (break in membership)  Renewing (no break in membership)  Dual  Transfer from club number /name _______ /___________________

Member Number (if known) ___________

_____________________________________________________________________________

Last Name / Surname / Family Name First Name / Given Name Middle Initial / Name

etc.

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Club membership building and retention john kinsman district 36 lt governor marketing 2013 14

Step 5: Start New Members Off Right

  • Deliver what has been promised.

  • The how:

    • Coach them to excellence (mentor).

    • Induct them regally.

    • Get them involved.

    • Give positive reinforcement.

  • Use the resources.

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Member retention
Member Retention

  • Orient new members

  • Active mentor-mentee relationship for new (and other if needed) members

  • Follow up with members who miss two meetings in a row

  • Understand member motivations (member surveys)

  • Recognize accomplishments

  • Quality and fun meetings

  • Attend to all members during meetings

18


Maintain member satisfaction
Maintain Member Satisfaction

  • Member Interest Survey (Item 403)

  • New Member Profile Sheet (Item 405)

  • Club Climate Questionnaire (Item 251C)

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