Light a Fire! Membership Campaign Planning for Food Co-ops
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Transcript of Light a Fire! Membership Campaign Planning for Food Co-ops
![Page 1: Light a Fire! Membership Campaign Planning for Food Co-ops](https://reader035.fdocuments.in/reader035/viewer/2022070304/54c26b034a79597a368b45a8/html5/thumbnails/1.jpg)
Light a Fire! Under Your Membership Campaign
Suzi Carter Food Co-op Initiative
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“The grocery cart is the most powerful tool for social change.” - Andy Warhol
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What are we trying to accomplish?
1. Framework to think about your campaign
2. Structured way to plan
3. Use it with your team
So that recruitment gets easier and better over time!
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What are we going to cover?
1. Introductions & Norms
2. Key elements of successful campaigns
3. Re-conceptualizing the membership drive
4. PYOC Activity
5. Take it home
6. Evaluations
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70 new co-ops. 120 currently organizing.
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We want to know you!
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What do effective campaigns have in common?
1. Clear, compelling message that resonates
2. Broadcast and target simultaneously
3. Clarity of goals
4. Elicit before they solicit
5. Meet people where they are
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What do effective campaigns have in common?
6. Use parallel strategies to grow participation
7. Upbeat, positive culture
8. Relationships and numbers
9. Interpret – listen with many ears, speak with many voices
10. Momentum!
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So how do we get there?
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From this…
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…to this!
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Understanding membership growth through the 3 Stages
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What are the differences in each stage?
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Understanding membership growth through the 3 Stages
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Promoting the campaign in levels
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Membership growth?
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Membership Drive?
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Membership (fantasy?)
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Membership (fantasy?)
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Membership plateau
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Membership plateau
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In the long run…
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In the long run…
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Campaign planning graphRe
sour
ces
+ In
tens
ity
Time
Campaign Planning Graph
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Pre-level
Level 1
Level 2
Level 2 PLAN
Level 3
Get ready for opening!
Shifting to Operations
Building a Membership Campaign
Level 3 PLAN
Level 1 PLAN
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Pre-level
Level 1
Level 2
Level 2 PLAN
Level 3
Get ready for opening!
Shifting to Operations
Planning vs. Implementation
Level 3 PLAN
Level 1 PLAN
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• Goals
• Strategy
• Targets
• Tactics (or activities)
Ingredients of a Campaign
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You already
know
strategy!
Fun!
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Congrats!
Now let’s debrief.
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Wait, what exactly is a campaign?
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• Motivated• Intentional• Creative• A verb
What is strategy?
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1.What’s the motivating goal?
2.What’s the outcome?
3.Which tactics will you use? Why these and not others?
4.When will you use them?
Four Strategic Questions
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Time to build
your own
campaign!
Fun!
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Congrats on
your new co-
op!
Fun!
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Campaign planning graph What yours might look like…
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Campaign planning graph Color Guide
PINK Membership Goals
BLUE Strategies
YELLOW Tactics / Activities
ORANGE Tools to make the activities happen
WHITE The people you’ll need
PURPLE How you’ll measure
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One next
step!
Go us!
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Membership Toolkit rolling out…
1. Campaign Handbook
2. Team Planning Activity
3. Resource Toolbox
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FoodCoopInitiative.coop
More guides, webinars, toolkits, grants, and more available at:
Suzi CarterFood Co-op [email protected] (COOP)
Thank you!