Activities

MEMBERSHIP RECRUITMENT - ACTIVITIES

Once prospects are identified, it is time to execute the strategies outlined in the Chapter's marketing plan. Following are a number of promotional options:

1. Word of Mouth — To this day, word of mouth can still be considered one of the most effective ways to gain enthused and thoughtful new members. Ensure that your members and fellow leaders are equipped with knowledge about the benefits of ACC membership. There's nothing more convincing than firsthand accounts of a positive experience and the real-time demonstration of value in a person's life.
    
2. Direct Mail — Direct mail may appear to be an outdated option for marketing. However, in an age with constant electronic access, people are beginning to pay more attention to the tangible. Direct mail is still one of the the most common forms of membership promotion and includes letters, brochures, or any form of printed material designed to recruit members. It can also be the most efficient and effective option, if done properly. Here are some important facts to keep in mind:
   • The most important element in any direct mail campaign is the list. It should be targeted (made up of viable prospective members who are the right audience for your message) and clean (current addresses and titles).
   • The copy should always answer the question, "What's in it for me?" The copy should stress the benefits a member receives from ACC and how those benefits make joining critical. It should be readable and easy to understand. A conversational tone is often quite effective, and testimonials (statements by satisfied members affirming the worth of membership) can strengthen the message. A personalized message ("Dear Steve" in a letter's salutation, for example) can add to the impact and increase the response. Also, remember when you are writing to a colleague, tell them why ACC is important to you as a corporate counsel.
   • "Packaging" (how the piece looks) can affect response. Whether you are sending a traditional direct mail package with an outside envelope, personalized letter, and brochure, or a simple postcard or flyer, careful consideration should be given to the overall look. Quality paper stock, good design, and a professional printing job can all improve the rate of response. Your chapter logo should be incorporated into your publications to ensure a consistent look and identification with your Chapter.
   • Timing of the mailing can be critical. If your promotion lands on the prospect's desk along with holiday greetings or tax payments, it may not even be noticed.
3. Telemarketing — Telemarketing can be a very important part of your marketing effort, especially when used with former members. It is more personal than direct mail, and because of its interactive nature, often provides valuable insight into members' needs and wants. It offers the added advantage of providing more immediate response to members' questions and concerns.

   A telemarketing program can be easily conducted by simply appointing a small committee and assigning to them the task of making five to ten phone calls a month.

   Just as in direct mail, the lists from which the telemarketers will be making the calls must be up-to-date.

   To get the most from the telemarketing campaign, the people making the calls should be very knowledgeable about the Association and particularly the Chapter, so that they will be able to answer questions. Provide them with talking points and a simple, printed form to record comments and follow up actions resulting from their conversation.

   Telemarketing is an excellent way to make a colleague-to-colleague connection; and the more "connections" members have with ACC, the more networking value they will see in their membership.
    

4. Print and Electronic Broadcast Advertising — This option can be cheaper per person than direct mail or personal calls, but it is often less effective because it is not as targeted, can be difficult to track, and usually generates fewer responses. Often local bar publications will provide space to Chapters to promote meetings or Chapter news.
    
5. Member-Get-a-Member Program This can be a very effective recruitment activity for associations. Yet, because of its complicated nature, please contact the ACC Headquarters before undertaking such a program. The program typically consists of all or some of the following:
   • Challenging each member to bring in at least one new member.
   • Placing ads in Chapter newsletters.
   • Providing incentives -- offering prizes/awards (free or discounted products or conference registration, free six-month or one-year membership).
   • Holding a contest in which sponsor-members are entered each time they sponsor a member.
   • Announcing the program at Chapter meetings/conferences -- having posters and applications available.
   • Putting a line on the membership letter asking who referred them, and sending a thank-you letter.
   • Recognizing sponsor-members -- listing names in newsletter and including the number of members recruited.
   • Developing a "buddy system" for recruiting more members from companies that are already members of ACC.
   • Having members who know a company's general counsel very well discuss expanding the number of members.
   • Organizing groups to approach companies with no ACC members.
   • When members are happy and well-informed, it is usually easy to get them to spread the word. And offering prizes for the member who brings in the most new members can be effective.
6. Piggy-Back Marketing — Including the Chapter's recruitment message in existing mailings or at scheduled events is cost-effective as well as productive. Here are some examples:
   • A Chapter marketing piece can be included in every mailing to Board or committee members, asking their help in recruiting. It is useful to include applications as well as tips on how to recruit effectively.
   • New members may be recruited at Chapter meetings by giving membership applications to non-ACC attendees and discussing how important ACC membership is to corporate counsel.
   • Chapter meetings provide opportunities to display ACC literature.
   • Upcoming events — and upcoming Chapter meetings — can be announced at every meeting.
7. Public Relations — Getting involved with the community and getting the word out to local media about Chapter activities increases exposure for the profession as well as Chapter projects, increases attendance at Chapter events, and can assist in both recruitment and retention. This can be done by:
   • Sending press releases and program announcements to local newspapers, bar and business publications, radio, and TV.
   • Getting Chapter programs and events listed in newspaper and magazine calendar sections.
   • Making sure pro bono work is identified as a Chapter activity.
   • Adopting a community project to gain visibility and make a positive contribution. Some possible activities include tutoring at local schools and volunteering at local food banks or shelters. See the chapter communications resources for more information.
8. Social Media — Reaching prospects through varying social media platforms is a great way to encourage membership to individuals in large groups as well as more intimate one-on-one online settings. Share images that demonstrate positive, fun, and professional experiences in ACC branded groups. LinkedIn is a professional site often utilized by ACC Headquarters to engage with prospective members in the online social arena. Learn more about lead generation and how to appropriately market on LinkedIn here: https://business.linkedin.com/marketing-solutions/success/lead-generation. 
    
9. Track and Analyze — To determine what types of recruitment techniques and materials work best for your Chapter, the results should be tracked and analyzed. This can be as simple as keeping count of the number of responses generated from different promotional activities, as well as recording and analyzing comments from those who did and did not join. Failures, as well as successes, can be important learning experiences. ACC will provide Chapter codes on applications to help track applications distributed through Chapter activities.

   Also, following is a quick checklist of activities your chapter can perform to help in the recruitment of prospective members:

   • Send recruitment letters highlighting the benefits of ACC to their job; include testimonials from other members; offer an incentive for them to join (e.g., invite them to an upcoming luncheon for free)
   • After two months, if they do not joined (look at your monthly membership lists or call ACC Headquarters to verify who has joined), send a follow up letter reiterating benefits of membership in their professional development.
   • Ask your membership to organize a membership drive and devote that event to calling prospective members and ask them to join. If you do not have a membership committee, identify an enthusiastic member to spearhead this event. ACC Headquarters can assist in developing scripts and tips on organizing this event. Set it up as a fun event, give away prizes to the volunteers and report on your volunteers efforts in the newsletter and other chapter events. (This is also very effective as a member retention tool (for lapsed members!)
   • Ask all board members to bring one nonmember to an upcoming chapter event. Ask the board member to follow up with the prospect after the meeting and then send him/her an application for membership.
   • Scan the local legal news for announcements of new in-house counsel and send them a letter congratulating them on their new position and inviting them to a chapter event.
   • If there are potential large law companies the in your area invite them to your next event. The chapter relations team can help you with this project.
   • Make sure your web page is current and includes practical information. This includes Board of Directors, contact, upcoming educational and social activities, special initiatives, related links and highlights of members, and other items of interest to your members. Remember your chapter's web site is one of the most efficient means of promoting membership.
   • Enhance your in-house prospect list by encouraging members to send in names of likely candidates. Be sure to send these lists to ACC Headquarters in the appropriate format. 
   • Revitalize your current lists by sending communications to prospects who have been on your mailing list for over two years to find out why they haven't joined.