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© 2010 Ben Johnson
Attracting Young Attracting Young Members and Members and Their FamiliesTheir Families
© 2010 Ben Johnson
The TruthsThe Truths
Truths about successful recruitment• Know your target audience• Compete for their discretionary time and
income by:– Know your competition– Engage in social engineering– Have an active program– Being an option for impromptu planning– Make building a social destination– Don’t block the box
© 2010 Ben Johnson
Target AudienceTarget Audience
• What is our target audience?– Education; Job type; Income level; Marital
status; Children– How do they spend discretionary time?
Money?
© 2010 Ben Johnson
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Planning PowerPlanning Power
© 2010 Ben Johnson
Know your CompetitionKnow your Competition
© 2010 Ben Johnson
CompetitionCompetition
• Youth sports
• Full service churches
• Arts
• Country clubs
• Networking organizations
• Public service
© 2010 Ben Johnson
Country ClubsCountry Clubs
© 2010 Ben Johnson
The CompetitionThe CompetitionFull Service ChurchesFull Service Churches
© 2010 Ben Johnson
The CompetitionThe Competition
© 2010 Ben Johnson
Fantasy SportsFantasy Sports
© 2010 Ben Johnson
• Louisville Uncorked
Networking Networking AssociationsAssociations
© 2010 Ben Johnson
The TruthsThe Truths
Truths about successful recruitment• Know your target audience• Compete for their discretionary time and
income by:– Know your competition– Engage in social engineering– Have an active program– Being an option for impromptu planning– Make building a social destination– Don’t block the box
© 2010 Ben Johnson
List Masonic Cliques
• Clubs
• Committees
• Degree teams
• Officers
• Past Masters Officers
© 2010 Ben Johnson
Clique Building Blocks
• Geography
• Gender
• Interests
• Profession
• Age
• Religion
• Ethnicity• Desire to serve• Fabricated bond
• Officers
• Committee
• Ritual Team
© 2010 Ben Johnson
Do the existing cliques satisfy the interests of
young members?
Does the existing program cover the
interests of their families?
© 2010 Ben Johnson
Target Audience
• Active activities• Social activities• Leadership• Advancement• Family Involvement
© 2010 Ben Johnson
Target Audience
• Active activities– Sports participation
• Golf• Fishing• Hiking• Canoeing • Bicycling
– Motorcycling
• Leadership– Responsibility
• Social activities– Sports viewing– Dining out– Theme parties– Annual picnic– Dinner Dances– Trips
• Advancement– Computers– Networking– Family involvement
© 2010 Ben Johnson
Clique Management
• Evaluate current cliques to make sure they serve the interests of target demographic
© 2010 Ben Johnson
Enrollment
• Orientation– Party stories– Brief history of fraternity– Organization structure (International, local)– Philanthropy – Program of activities (some for family)– Opportunities to lead and to serve
© 2010 Ben Johnson
Orientation series
• Hold over several meetings
• Each meeting covers one topics
• Keep meeting to an hour
• Allow time for socializing
• Invite wives to attend
• Take orientation to them
• Last resort-publish an orientation document
© 2010 Ben Johnson
Outsourcing Discretion
Activities that compete for discretionary time and money of
young adults.
© 2010 Ben Johnson
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© 2010 Ben Johnson
Plan Younger
• Athletic
• Fantasy Sports Leagues
• Sports viewing– Pro sports– NASCAR– Collegiate
• Sports participation – Golf– Basketball– Bowling– Softball– Darts– Poker
© 2010 Ben Johnson
Plan Younger
• Social– Cigar tasting night– Wine or Scotch tasting– Karaoke– Poker– Informal music session (jam session)
© 2010 Ben Johnson
Plan Younger
• Plan Holiday or calendar centered activities– St. Patrick’s Day– April Fools Day– Cinco de Mayo– New Year’s Eve
© 2010 Ben Johnson
Leverage Social Networking
• Keeping the fraternity top of mind– Utilize Facebook, Twitter and other social
networking to reach friends– Easier to send information than to create it or
recite it– Send reminders, short communications and
event announcements– Recruit marketing professionals– Find other appropriate databases for more
general marketing
© 2010 Ben Johnson
Cross Program
• Women’s activities– Let women control calendar– Send calendar information to wives– Send electronic calendar appointments
• Children’s activities– Provide child care during every stated
meeting and special events– At meetings or activities – games, movies– At conventions – 1 activity per day
© 2010 Ben Johnson
Outsourcing Discretion
Activities that compete for discretionary time and money of
young adults.
© 2010 Ben Johnson
Your Facility as a DestinationYour Facility as a Destination
Making our building(s) a social destination to the public
© 2010 Ben Johnson
Facility vs. LodgeFacility vs. Lodge
• Define “facility”
• Where is your Lodge?
© 2010 Ben Johnson
Social Destination for Social Destination for AdultsAdults
• Sports viewing (Daytona 500, Super Bowl, etc.)• Fantasy Sports Leagues• Restaurant/Oasis Club• Garage sales/swap meets• Networking Associations• Financial planning seminar• Small business expo -- Home show• Home improvement
– Lowe’s– Home Depot
© 2010 Ben Johnson
Social Destination for Social Destination for WomenWomen
• Fashion Show• Crafting groups• Home interior design• Pampered Chef• Cake decorating• Party planning• Computer class• Sports viewing
• Money Management Class
• Pet training• Basic auto training• Ladies night out• Cooking classes• Kid-care cooperative
© 2010 Ben Johnson
Social Destination for Social Destination for ChildrenChildren
• Sponsor DeMolay, Rainbow and Job’s Daughters
• Have them meet in your building
• Allow free access or free rental rates for Scouts, Boys Club
• Allow Proms, Graduations, and Installations
• Attract the youth banquets (academic & sports)
© 2010 Ben Johnson
Social Destination for Social Destination for Children Children (cont’d)(cont’d)
• Bike safety rodeo (State Farm)
• Calendar centered activities– Breakfast with Easter Bunny– Easter Egg Hunt– Independence Day Picnic & Fireworks– Halloween Party– Breakfast w/Santa– Christmas Party (picture w/Santa)
© 2010 Ben Johnson
Your Facility as a DestinationYour Facility as a Destination
Making our building(s) a social destination to the public
© 2010 Ben Johnson
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Planning PowerPlanning Power
© 2010 Ben Johnson
Don’t Block the Box
Making Quality of Life Improvements
© 2010 Ben Johnson
Quality of life improvements
• Initiation
• Meetings
• Activities
• Calendar
• Orientation
© 2010 Ben Johnson
Initiation
• Be candidate focused
• Create a synergy between Membership Team and the ceremonial planning team
• Cross Program
• Make joining Masonry a memorable day for the family
© 2010 Ben Johnson
Meetings
• Liven them up!
• Distribute an agenda
• Cross program
• Recognition– Professional achievements– Family milestones– Contributions towards successful activities
• After glow events
© 2010 Ben Johnson
Activities
• Varied program
• Balance traditional functions with compelling activities
• Bundling (Combine dues payment with other activities)
• Consider designated non-smoking and non-alcohol areas
• Officers must help integrate newcomers
• Cross program
© 2010 Ben Johnson
Calendar
• Make it public friendly
• Send electronic appointments and reminders
• Use social networking tools
• Tailor to potential members
• Provide explanation
© 2010 Ben Johnson
Don’t Block the Box
Making Quality of Life Improvements
© 2010 Ben Johnson
55
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35
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2520
0%
25%
50%
75%
100%
Age
Planning PowerPlanning Power
© 2010 Ben Johnson
The TruthsThe Truths
Truths about successful recruitment• Know your target audience• Compete for their discretionary time and
income by:– Know your competition– Engage in social engineering– Have an active program– Being an option for impromptu planning– Make building a social destination– Don’t block the box
© 2010 Ben Johnson
Contact InfoContact Info
Ben Johnson
7600 Beech Spring Court
Louisville, KY 40241
