Recruitment & Retention:
Lifeline of ZontaAREA 1 & 2 WORKSHOP
APRIL 11, 2015PATRICIA LATONA
AREA 1 DIRECTOR
Zonta International A Membership
Organization▪ People join because they believe in Zonta’s mission: they want to
contribute their time and talents to fulfil these.
▪ A vibrant growing membership is critical to securing Zonta’s ideals.
▪ With your support and commitment, Zonta will continue as an organization that is relevant & attracts/retains members committed to realizing our mission
▪ What is Required? Clubs to think strategically to secure new members by: ▪ Approaching people who will be interested and are willing to support the goals
of Zonta▪ Informing them about Zonta▪ Inviting them to join.
▪ A club’s membership strategy should cover Retention and Recruitment and be clear on the benefits of membership of Zonta.
Define Short & Long-term
GoalsHandout
Sample Membership Plan
Develop A Plan 1. Recruit New
Members2. Retain Current
Members
Design Strategies To
Identify Prospects. Then
Sell Membership
Develop “Elevator” SpeechSell Benefits /WIIFMSolicit, Entice, InviteFollow-upEngage
Identify A Mentor For Each New
Member • Jointly develop a
program for new member’s involvement in club activities.
Evaluate committee’s
progress at least once a year.
Have the goals been achieved? What
worked? What needs to be changed?
An Overall Plan Authors: Membership
Committee Recruitment, Rejuvenation, Revitalization, Retention
RECRUITMENT/RETENTIONSteps to Success
EXPLAIN “What is Zonta?” - briefly, in simple language.
How to “SELL” the benefits of Zonta membership.
Where to FIND potential members & then interest them in membership.
Following up with qualified prospects & invite them to join their Zonta club.
How to ENGAGE new members – ensures retention - helps the club grow its membership.
First Step: Explaining Zonta Simply
Who we are! What is our purpose?!
Remember our Mission
“Zonta International is a leading global organization of professionals empowering women worldwide through service and advocacy”
Write down Key words
Remember our Vision
“Zonta International envisions a world in which women's rights are recognized as human rights and every woman is able to achieve her full potential.
In such a world, women have access to all resources…..are represented in decision making positions on an equal basis with men…..In such a world, no woman lives in fear of violence”
Write down Key words
From Your Key Words: What 3 Things Should People Know About Zonta? Elevator Speech!!
Second Step:PREPARE to Sell Benefits
Mission touches our heart. Empathy drives
us to give back & make a difference.
Proactive way of doing something to make the world
a better place
Chance to expand our horizons & celebrate other
cultures & people
Personal growth
Increase knowledge about
an issue
Develop or strengthen skills
Presented with unique & exciting
opportunities
Connect with others who share our passion which then expands “our circle of friends”.
Networking
Understand What Motivates, Inspires People to Join an Organization
Attract New Members
Make a difference
Quality service projects
Effective advocacy
Empowering women worldwidePassion for Zonta
Mission
Being asked/Feeling welcome
Diverse members
Working with others
Learning about women’s issues;
Leadership skills & development
Networking Connectedness
Personal Growth
Second Step:PREPARE to Sell Benefits
Align What Motivates, Inspires People to Join with Becoming a Member
Prevention/Elimination of Violence Against
Women
Improving Women’s Health & Maternal
Health
Second Step:Selling Benefits
How We Make a Difference Globally
Gender Equality
Human Rights
For full Description of International Projects go to http://www.zonta.org/WhatWeDo/InternationalPrograms.aspx
Source: GirlsNotBrides.org
Second Step:Selling Benefits
How We Make a Difference Globally
Economic Equity
Employment Options
Delay of Early Marriage
Education
Job Skills
Second Step:Selling Benefits
How We Make a Difference Locally
▪ Young Women In Public Affairs Award
▪ Jane Klausman Business Scholarship
▪ College Scholarships
▪ Domestic Violence Shelters
▪ Rallies
▪ Mentor Women In Prison
▪ Kits For Homeless Women & Children
▪ Education Programs e.g. Trafficking, Domestic Violence
▪ Birthing Kits
▪ RAVE Walk
▪ Habitat for Humanity
▪ Local Soup Kitchen
▪ Meet with Legislators
▪ Support of Anti-trafficking & Violence Against Women Legislation
▪ A Day at the State Capital
▪ Zonta Says No to Violence Against Women - 16 Days of Activism
Personal Contacts Names:
From Our Club Members
Other Club Members
Their Families, Friends, Colleagues And Their Friends And Families
Newspapers
Local press (e.g. promotion
announcements, press releases)
Networks ( e.g. RN knows health care workers, financial planner knows financial
associates, etc.)
Chamber of
Commerce
Community Leaders
Third Step:LOOK & YE SHALL FIND
Third Step:“LOOK & YE SHALL FIND”
Funders
Attendees from Club events
Business networks
Organizations
Professional Associations
Places of Worship
Retirement communities
Local Colleges
Country clubs
Others?
Zonta Club
of …
Third Step:LOOK & YE SHALL FIND
Third Step:“Continue to Tell your Story”
Elaborate on your “Elevator” speech
Tell people the heartwarming ways Zonta affects you & other Zontians
Brag about your club’s projects
Make it personal - share what you have gained through Zonta The ways it has influenced your life.
Remember to touch on what motivates/inspires: Mission, Making a difference, Personal growth, Expand circle of friends,
Exciting opportunities,
Skills required? Compassion, an Open Mind, a Willingness to do whatever is needed, a Positive Attitude.
LISTEN
Ask Them About Their Interests & Really Listen To Them
Gives you a better sense of who they are
Allows you to tell them about aspects of your club that most interest them.
PERSONALIZE
Important To Make A Real, Personal Connection.
If they feel you are interested in them & they get to know you the more comfortable they will feel being a part of your club.
Gear your conversation/story to the individual.
Convey why their participation is important; what they can contribute that might be special or unique; what they will gain.
Tell them that you need them & really need their skills. IT’S OK, PEOPLE LIKE TO BE NEEDED!
“NNOW – Let Them Tell Their Story
INVITE prospect to club meeting, club event, project, program. • Don't wait for them to take the initiative • Don't assume they are too busy or won't be interested
SUPPLY THEM WITH INFORMATION – Always have membership material at every event, meeting
• Include – Contact Information, Club Brochure, History of Zonta, Club Calendar, Newsletter
Fourth Step: “One Way to Close the Deal”
Invite to Meeting/Event
Meetings/Events: ARE YOU PREPARED? Ask Yourself… Are guests greeted warmly; introduced to officers & members? Does your club keep a guest book; provide visitors with name tags? Are guests invited to introduce themselves to the group? Are guests invited to join?
Choose a Theme
Honor Professional Day
Information Banquet for Groups/People
Club Supports
Information Reception for
Younger People
Homecoming/ Bring Them Back
Meeting
OTHER?
Planning is Key
Membership chair/committee
Develop a Plan with Goals Allocate Funds Announce &
Promote
“Roll Out The Red Carpet” with a Membership Drive
At Regular Meeting or Special Recruitment Event (see D3 Membership Handbook for details)
“Another Way to Close the Deal” Membership Drive
Fourth Step: “The Devil is in the Detail”
• At the membership drive; At the meeting/event
Every Prospect Should Receive A Membership Application:
• Fill out the application prior to event
Want to give the prospect a feeling of being wanted?
• Offer a Hearty Welcome!!
They Join
• Next Day: send welcome letter/email from secretary or president
First step in Retention
They Didn’t join? FOLLOW UP FOLLOW UP – Email, Phone call
Dear Ms. _______________:
We enjoyed having you as a guest at the Zonta club of ______ meeting on Wednesday,
November 5, and the opportunity to better acquaint you with our club and with Zonta.
Perhaps by this time you have reviewed the handout material and would like additional
information. If so, please feel free to contact any of the club members or call our Membership
chair, __________________ at (___) ___ ____.
Our next meeting will be held December 5 at __________________ from 6:30 pm 8:30 pm.
Please join us to learn more about Zonta’s mission and the new and exciting opportunities membership can offer you.
Again, it was a pleasure to have you at our Zonta meeting. We look forward to seeing you again.
Sincerely,
President
Follow Up Letter
The organization’s meetings are long and boring
Members do little other than to listen to leaders talk.
They feel useless or frustrated
A small clique has all power; they don’t encourage others to get involved
Members are not valued, never thanked or praised for the work they do
Club has few projects or are not relevant to Zonta’s mission
Members feel that they are getting nothing out of the club
RetentionOops! Why we Lose As fast as
we Recruit
Challenged & Growth Make A Difference Meet New & Exciting People
Avoid Burn-Out: offer members a series of slowly increasing responsibilities.
• Don’t ask to do too much too quickly
Avoid Cool Out: Opposite of asking to do too much to fast… NOT asking them to do anything at all.
• Don't hesitate to ask people to do things...They joined to make a difference & feel useful! • Team them up with experienced members
Don’t Shun: Important that newcomers feel included/part of the team
• Veterans gravitate towards one another. Mix it up – “old” & “new”• Begin meetings with discussions that include new & old members. • Incorporate a social component into your meetings. • !!!Leaders –get to know your members
RetentionMinimize our Loses
Does your club hold an installation ceremony soon after member joins?
Do you present membership pin and welcome packet?
Does your club assign a mentor for each new member?
Are new member’s skills/experiences assessed?
Do you have introductory workshop or orientation for all new members so that they understand the organization and its work
Is the new member given the opportunity to get involved in all aspects of the club’s activities?
Are enjoyable (FUN is good!) and educational meetings planned?
Do your members participate in area, district and international events?
Are inter-club events encouraged and planned?
Is your club’s newsletter issued on a regular basis and your website kept updated?
Maximize Our Gains “How are you doing”?
*Are all projects based on the mission of Zonta?*
Do meetings begin and end on time? Use Parliamentary Procedure?
Are club meetings varied & exciting? Speakers, Themes?
Do you use committees to do the work, not general membership meeting?
Are award applications submitted to Zonta International?
▪
Maximize Our Gains “How are you doing”?
RetentionMore Ideas
Provide Opportunities to Grow
Volunteer work should be interesting; offer variety; a chance for personal growth.Is there boring work? Sometimes: Try to distribute it evenly; mix in some fun
Show Appreciation
Members enjoy, need & deserve it. Otherwise lose faith in value of what they're doing.
Show respect for their opinions & work: return phone calls, answer emails, provide relevant information. Call if missed several meetings.
Give Recognition
Recognize members: for bringing in members, birthday, anniversaries, for any reason
Feature a member(s) in monthly club newsletter
Recognize your club's performance at the end of an event.
Final Thoughts
• Then work on ideas that might make the club more satisfying
Evaluate - Periodically have your members appraise their experiences; if their expectations being met
• Know what skills needed for leadership roles• Help members develop those skills over time.• New leaders = New ideas = Change
o Remember: tensions can arise as new people challenge the way the club functions
o But also Remember………
Encourage Leadership - Will keep your new and old members active & growing for a long time
Growth & Change Should be Synonymous to Keep Zonta Healthy & Alive
DISTRICT 3 “THE WININGEST TEAM”
▪ http://www.zonta.org/MemberResources/Manuals.aspx
▪ http://www.zontadistrictthree.org/resources.htm
▪ http://zontadistrict12.org/resources/club-tools
▪
American College of Emergency Physicianshttp://www.acep.org/content.aspx?id=22868
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