Developing a Peer Recruitment Campaign

There are many approaches to creating peer recruitment campaigns. Here are some ideas for individual member associations on how to structure a campaign in which members provide the leads and the association office handles the logistics. This is a good way for an association that has never conducted a peer recruitment campaign to begin. Before starting, however, be sure that you have, or can obtain on a temporary basis, the staff support necessary to follow up on your members’ leads.

Who should we involve?

Involve as many members as possible. Launch the campaign at the annual conference and do a follow-up mailing to members who were not in attendance.

What is the recruitment process?

Keep it as simple as possible. Here’s the basic protocol:

1. The association provides recruitment “kit” (see below) to all members
2. Member-Sponsors send names and addresses of prospects to the association office.
3. The association sends personalized letter and membership brochure to prospects and thank-you letter to member-sponsor.
4. When prospect joins, the association sends welcome kit to prospect and notifies member sponsor by sending letter and thank-you gift (see below)
5. If prospect doesn’t join within four weeks, member-sponsor is notified and asked to follow up with the prospect.

How long should the campaign last?

It’s very hard to maintain enthusiasm and motivation for a year-long campaign. Consider a concentrated campaign of three to four months. This will keep it fresh for your members, and they won’t feel that you are continually nagging them.

What kind of training do we need to provide members?

It’s not feasible to provide any substantial recruitment training to your entire membership. Consider having a brief (10 minutes) talk at a well-attended meeting by a member who has successfully recruited members in the past. Provide attendees with basic membership information and answers to frequently asked questions (see below), and invite them to call the staff if they have additional questions. Set up a section on your website that includes all materials, as well as tips and resources.

How do we get members to participate?

Launch the program with energy and enthusiasm at the annual conference. I was once at conference where a high school band surprised the attendees by marching into the meeting room and up the center aisle playing enthusiastically. It was very energizing and required a minimal donation to the band program. If possible, insert the recruitment kit into the association members’ registration packets so they can recruit at the conference. If budget allows, give them brightly colored campaign-style buttons with your campaign theme printed on them. Keep the campaign in members’ minds by doing subsequent mailings or emails. These can provide progress reports and tips from successful recruiters. Keep it simple and fun. Be sure to provide ongoing recognition for your sponsors – profiles in Update, introduction at meetings, ribbons or badge stickers.

What is in the recruitment kit?

In designing this kit, keep in mind that you want it to be easy for someone to carry with them at a meeting or conference, perhaps a small, inexpensive folder or heavy-weight envelope to hold the materials. You might use a theme such as “Helping the Association Grow is as Easy as 1-2-3.” Giving them the three steps: (1) Talk to your colleagues about membership and how it has benefited you; (2) Send names and addresses of your prospects to the association office; (3) Follow up to be sure they join. The folder should include:

• A brief overview, telling them why it’s important to participate and why every member benefits from a stronger, more visible association, and explaining how to participate.
• Several copies of a “leave-behind” page that summarizes benefits of membership.
• Several postage-paid business reply cards for submitting names and addresses of prospects.
• A list of frequently asked questions with answers about membership.
• Description of “rewards” for sponsors (if not included in the overview).

What kind of incentives do we need to offer?

You can use these not only to thank sponsors but also to help raise the profile of the association if you choose items for use in the workplace, such as business card holders, coffee mugs, mouse pads, pens, etc. Set several levels of reward – something inexpensive for one member, another for five members, etc. If the association has never done this type of campaign before, you will have to experiment to find the right levels. Perhaps all sponsors could be entered into a drawing for a free conference registration (or some other continuing education program) or a free trip. In subsequent years, you might provide a plaque to those who sponsor 20 members.

What will this cost?

Cost depends on the design of the recruitment kit and the selection of incentives. Preprinted papers and envelopes can be used for the recruitment kits. Incentives should be matched to your membership and should be offered at a variety of levels. Many associations offer a trip as a prize and are able to obtain sponsorship for this. Don’t forget to factor in postage and printing for mailings, as well as signage or materials for your annual meeting.