Membership Recruitment and Retention

Steve Skodak – Executive Director Optimist International Foundation

Finding the Right FitAn Optimists Guide to

1

2

Our Goals for Today

• Know the value of Optimism• Know your prospective member• Tell your story• Understand meaningful engagement• Use the “Guest” technique• Define your Clubs “Touches”• Lather. Rinse. Repeat.• Stay awake for the next hour

3

op·ti·mism noun \ˈäp-tə-ˌmi-zəm\Definition of OPTIMISM1 : a doctrine that this world is the best possible world2 : an inclination to put the most favorable construction upon actions and events or to anticipate the best possible outcome— op·ti·mist noun— op·ti·mis·tic adjective— op·ti·mis·ti·cal·ly adverb

What is Optimism?

4 Footer Text

Impatient OptimistsOptimist International if the only civic organization with a philosophy for our name. The World needs, wants and embraces Optimism…but they are impatient.

5 Footer Text

Bert and John Jacobs – Life is GoodFounded in 1989“…his (Jake) simple message of optimism was embraced like nothing the brothers had ever seen.”

6 Footer Text

Know your Prospective Member

“Research has shown that a generation can be characterized by a certain set of attitudes and beliefs…even if not all in the group share the majority’s view.”

W. Stanton SmithNext Generation Initiatives

7 Footer Text

Silent Generation1925-1945

Generational Events:

• Great Depression• WWII• New Deal• Korean War• Rise of Corporation• Space Age

8 Footer Text

Silent Generation 1925 – 1945 Characteristics:• Traditional• Conforming• Used to “doing

without”• Team-oriented• Seniority-based

Interests:• Formal public

recognition• Recognition of the

contribution and successes of the team

• Honoring history and tradition

• Recognition for experience

9 Footer Text

Baby Boomers 1946 – 1964

Generational Events:

• Civil Rights• Vietnam War• Sexual Revolution• Cold War• Space Travel• Divorce• American Dream was a

Promise

10 Footer Text

Baby Boomers 1946 – 1964

Characteristics:• Individualistic• “Me”–focused• Workaholic tendencies• Seeking work/family

balance• Optimistic

Interests:• Live for new

experiences• Adventurous• Like to be pampered• Free time• Want to hear that

their ideas matter• Titles and praise

11 Footer Text

Generation X 1965 – 1980

Generational Events:

• Watergate• Energy Crisis• Dual Income• Space Shuttle• Latchkey Kids• Mom Works• End of Cold War• Y2K

12 Footer Text

Generation X 1965 – 1980

Characteristics:• Independent/Self-

directed • Unimpressed with

authority• Pessimistic• Work to live

Interests:• Casual environment• Flexibility• Lone Ranger volunteer• Tech-savvy• Enjoy working with

friends• Expect work to be

purposeful

13 Footer Text

Millennials 1981 – 2000

Generational Events:

• Digital Media • Child-Focused World• School Shootings• AIDS• 9/11 Attacks• Schedules

14 Footer Text

Millennials 1981 – 2000

Characteristics:• Not interested in

“paying their dues”• Prefer to work from

home• Need to be excited

about what they do every day

• Coddled kids

Interests:• Informal, fun

environment• Immediate feedback• Experiential

incentives, geared to what they like to do

• Believe they have a fresh view you need

15 Footer Text

Why some call Millennials Gen Y

16 Footer Text

Generation M 2001 – 2010 Generational Events:

• Multitasking • Texting• WWW• Social Networking• Smartphones• Economic Crash• Globalization

17 Footer Text

Generation M 2001 – 2010

Characteristics:• Technology is

embedded in their environment

• No life before www• Media rules their life• Digital natives• Born after cold war

Interests:• Media• Friends• To be determined

18 Footer Text

U.S. Rates

19 Footer Text

Canadian Rates

20 Footer Text

Footer Text21

“Living a life of Optimism has vastly improved my life ….I support the Foundation through endowment of the scholarship programs and have seen first hand…”

“I was invited by a colleague of mine to an event that provides school children on the lunch program with a backpack of food for the weekend and I was amazed to see…”

• “Twenty two years ago I got invited to attend a lunch and hear the mayor of our city speak on developments and then attended an internet safety program….”

Your StoryTelling your story is the most power tool you have.

Footer Text22

Your Elevator Speech

Answer the question:

What is an Optimist?

What got you involved with the Optimist Club?

What do you do as an Optimist?

Optimist, is that something with eyes?

30-60 seconds

23 Footer Text

The Club Guest

Come looking for “something”• Do you know what it is?• Can you articulate what makes

Optimism special?• You have minutes to convince them they

made the right choice by coming to your Club meeting or event

• Define your “touch” system• Sales 101

Footer Text24

Member Touches

What do you do for guests?Are your members missed when:• They are sick?• Are out of town on business?• Miss an event?• Drop their membership?Establish a plan:• Call – postcard – personal visits• Create meaningful involvement through

listening and asking• Personalize the approach

Are encounters with your Club positive?

25 Footer Text

Invite. Involve. Thank.

26 Footer Text

Call to action!• Know your audience and keep it local• Share how “Promise yourself…” has made

your life better• Prepare your elevator speech• Praise and encourage Club members• Live the Optimist Creed• Questions?

27 Footer Text

“Knowing is not enough; we must apply. Willing is not enough; we must do.”

Johann Wolfgang von Goethe