Marketing Affiliates

1
Marketing Affiliates Recruiting Members

• A Collaboration of
• Texas Affiliates
• TESOL 2006
• March 14, 2006

2
Factors leading to recruitment/marketing

• Age of organization
• Age of members
• Professional resources
• Financial resources
• Shift in income resources
• Competition with other organizations
• Shift of state/government priorities

3
Potential benefits of recruiting/marketing

• Boost/maintain membership
• Increase financial vitality
• Increase professional vitality
• Increase political clout
• Promote development of regional professionals
• Address shifts in income resources

4
Potential risks of recruiting/marketing

• Financial drain
• Burnout/increased workload
• Inconsistency of efforts

5
Benefits of collaborative recruitment/marketing

• Strength in numbers
• Shared expertise
• Shared effort
• Shared financial resources
• More fluent/efficient working relationships among
  affiliates
• More renewal incentives

6
Marketing Affiliates

• Knowing your affiliate(s)
• Knowing your market
• Choosing appropriate promotional tools

7
Promotional Tips

• Mailings
• Tax-exempt status application
• Mailing lists
• Emails/Personal calls
• Web sites
• TESOL Affiliate Profile
• Brochures
• Membership info in publications
• Public service announcements
• Directories
• Organizations of interest

8
Membership Recruitment

• Creating database for personal contact
• Cultivating relationships w/ decision makers
• Running membership drives
• Creating a sense of belonging/ ownership
• Introducing new members incrementally
• Advocating for (potential) members
• Providing services

9
Membership Recruitment

• Publishing journals/conference proceedings
• Announcing conferences through TESOL
• Using TESOL/Affiliate Assembly resources
• Collaborating with other organizations
• Working w/ affiliates Council of Presidents

10
Membership Recruitment

• Establishing formal agreement through TESOL
• Designating (collaborative) membership
  coordinator
• Establishing chapters in remote areas
• Keeping members once you have them!

11
Recruitment/Marketing Plan

• Market Analysis
• Target audience, Competition, Market environment
• Service Analysis
• Description Comparison
• Marketing Strategies
• Mission, Image, Marketing goals, Reality check
  projection, Advertising/Promotion
• Expenses Implementation
• http//inventors.about.com/library/bl/toc/
• blmarket.htm

12
References and Resources

• Ballenger,Bruce (1981). Membership Recruiting
  Manual, Northern Rockies Action Group (9 Placer
  St., Helena, MT 59601)
• Ellis, Susan (2002). The Volunteer Recruitment
  (and Membership Development) Book. Philadelphia,
  PA Energize, Inc.
• Lee, Jarene Frances Julia Catagnus (1999). What
  We Learned (the Hard Way) about Supervising
  Volunteers An Action Guide for Making Your Job
  Easier (Collective Wisdom Series). Philadelphia,
  PA Energize, Inc.
• Levin, Mark (1995). Membership Development 101
  Ways to Get and Keep Your Members. BAI, Inc.
  (www.baileadership.com)
• Little, Helen (1999) Volunteers How to Get Them,
  How to Keep Them. Naperville, IL Panacea Press.
• McBee, Shar (2002) To Lead Is To Serve How to
  Attract Volunteers Keep Them. South Fallsburg,
  NY Shar McBee.
• Rossel, Tony Whelan, Rick (2004). Membership
  Retention Key to Association Growth. Executive
  Update Magazine. (http//www.gwsae.org/executiveup
  date/2004/May/retention.htm retrieved 02/20/2006)
• Rusin, Jo Bryan (1999). Volunteers Wanted.
  Mobile, AL Magnolia Mansions Press.
  (www.magnoliamansionspress.com)
• TESOL (1998) Affiliate Leadership Handbook.
  Alexandria, VA Teachers of English to Speakers
  of Other Languages, Inc. (This document is no
  longer published in hardcopy but can be found at
  www.tesol.org gt Membership gt TESOL Affiliates gt
  Affiliate Leadership Area.)

13

• Bockmann, David (for the City of Seattle
  Department of Neighborhoods). The Secrets of
  Membership Recruitment. cityofseattle.net/neighbor
  hoods/pubs/secrets.pdf .
• NSNA. NSNA The Skys the Limit Membership
  Recruitment Guidelines 2005/2006.
• www.nsna.org/pubs/guidelines/guidemember_rec
  ruit.pdf
• Recruitment/Marketing
• Marketing Plan. Business Resource Software, Inc.
  http//www.businessplans.org/Market.html
• What Are the Five Biggest Problems Facing
  Non-profit Associations, Sporting Clubs and
  Community Groups Today? Membership Growth,
  http//www.membershipgrowth.com.au
• Weblogs (Blogs)
• http//www.ojr.org/ojr/images/blog_software_compar
  ison.cfm (Blog Software Comparison Chart)
• http//writing.berkeley.edu/tesl-ej/ej35/m1.html
  (A comparative review by Aaron Campbell, 2005)
• http//esl.osu.edu/staff/bloch/weblog/index.htm
  (TESOL Electronic Village Mini-Workshop on
  Blogging)
• http//tappedin.org (A blog for educational
  professionals, Tapped In)
• Wikis
• http//en.wikibooks.org/wiki/Wiki_ScienceHow_to_s
  tart_a_Wiki (How to Start a Wiki)
• http//www.wikidating.net/index.php?titleHow_to_W
  iki (How to Wiki)
• http//en.wikipedia.org/wiki/Comparison_of_wiki_so
  ftware (Wiki software comparison)
• http//en.wikipedia.org/wiki/HelpEditingBasic_te
  xt_formatting (Editing, Wikitext examples)