Club Membership Building and Retention

John KinsmanDistrict 36 Lt. Governor Marketing, 2013-14

jkinsman@eei.org

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

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Why Build Membership?Why Build Membership?

A goal of one new member each month will help keep an influx of

new members for a strong, healthy club.

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Setting Membership GoalsSetting Membership Goals

Toastmasters Contestso Smedley Awardo Talk Up Toastmasterso Beat the Clock!

Club Contestso Set up a goal/competition for club members

For bringing visitors, visitors who join, etc.

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

o Reward for members sponsoring new memberso CL manual credit (see Projects 8 and 10)

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Membership-building ContestsMembership-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 ContestsMembership-building Contests

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.

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Membership-building StepsMembership-building Steps

Step 1: Find Prospective Members.Step 1: Find Prospective Members.

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

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Step 2: Make Every Meeting Great.Step 2: Make Every Meeting Great.

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 3: Handling a Guest VisitStep 3: Handling a Guest Visit

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

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Step 4: Closing the SaleStep 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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Step 4: Closing the SaleStep 4: Closing the Sale

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. 20

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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Step 5: Start New Members Off RightStep 5: Start New Members Off Right

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

Member RetentionMember Retention

Member Interest Survey (Item 403)

New Member Profile Sheet (Item 405)

Club Climate Questionnaire (Item 251C)

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Maintain Member SatisfactionMaintain Member Satisfaction