Targeting Your Audience

1. Targeting Your Audience National Grange Leadership/Membership Development Dept.

2. We Have An Audience? • Joiners • 2% want to join • 22% are willing to join • Non-joiners • Attend fund-raisers • Support relevant programs & activities • Help to create public perception (+ or -)

3. We Have An Audience? Look in the mirror • Current membership • Age • Active • Inactive • Attitude • Action • What are we doing?

4. We Have An Audience? Look in the mirror • Current activities (Service, Educational, Legislative, Fund-raising) • Fills needs of members? • Fills needs of community? • Relevant to those we want to have join?

5. Choosing Your Audience • Define characteristics of desired members • Age • Principles and Values • Interests and Hobbies • Income level • Attitude toward children, young adults • ?

6. Choosing Your Audience • Compare • Desired characteristics • Current membership & Activities • Age • Attitude • Activities Current vs Desired

7. Choosing Your Audience Evaluate • The similarities • The differences • What your members are willing to change to create similarities

8. Choosing Your Audience • Compare • Evaluate • Reality Check • Big changes may take time • Small goals can get you there in steps • Membership must believe it is possible • Small successes lead to large achievement

9. Targeting Your Audience • Compare • Evaluate • Reality Check • Change • Grange decides to change needed things • Members make commitment to support change • Act, Implement, Just Do It! • Brag about changes

10. Targeting Your Audience • Find the Right People First • Look for connectors • Knows everybody • Everybody knows them • Social glue

11. Targeting Your Audience • Find the Right People First • Look for connectors • Look for Mavens • Collects knowledge • Wants to share • Social Data bank

12. Targeting Your Audience • Find the Right People First • Look for Connectors • Look for Mavens • Look for Salesman • Persuasive, optimistic, happy • Forms relationship bonds, influences others

13. Targeting Your Audience • Look at your Grange today • Define your desired characteristics • Change to attract • Look for Connectors, Mavens, and Salesmen • Stay focused and persevere

14. Suggested Reading • The Tipping Point • By Malcolm Gladwell • Four Steps of Successful Recruitment of New Members Brochure • By National Grange

15. Targeting Your Audience National Grange Leadership/Membership Development Dept.