Making the Difference in Membership Recruitment

• How does the national office recruit members?
  
• How can local units recruit members?
• What do we do once we have obtained names?
• How do we contact prospective members?
  
• How do we enlist help in recruiting members?
• What about recruiting student members?
  
• What other recruitment tips work?

SAF's national office disseminates membership applications and brochures; implements direct mail campaigns to prospective members, and provides tools and guidance to local units.

The more members we have, the more resources are available to implement programs and provide professional support. So we must reach prospective members and encourage them to join.

How does the national office recruit members?
The national office conducts campaigns to prospective members which include names from registered, certified, or licensed forester lists; alumni lists; mailing lists from other professional societies; and past members.

How can local units recruit members?
Local units have an advantage over the national office because direct access to prospects is vital to any successful membership campaign. However one challenge is identifying qualified individuals who may want to join. Here are some ideas for gathering prospect names at the local level.

• Ask your state extension forester for a list of consulting foresters, lumber companies, and other groups that may include prospective members.
• Ask an SAF member who is employed by your local state forestry agency for a list of other professionals in the agency.
• Ask SAF members employed by the USDA Forest Service and other federal agencies, forest industries, consulting firms, and others employers to identify prospects.
• Obtain a list of registered, certified, or licensed foresters in your state.
• Obtain membership lists from other professional societies, for example, range management or wildlife organizations.

Build a database of prospective members. Check the names against your current membership list to avoid including current members in your campaign. Get the basics-name, address, telephone number, fax number, and email. It is extremely helpful to record additional information such as employer, position, and natural resources specialty. The more you know about a prospective member, the better able you are to appeal to his or her specific interests.

The national office also maintains a master prospect list. You can request a copy of the portion of the list covering your state. People often need more than one solicitation before they join, so this is a great way to achieve positive results!

What do we do once we have obtained names?
Ask them to join! Don't wait until your list is complete to start. Always remember the following when asking people to join SAF:

• Some people will join simply because they are asked, and many have never been asked before.
• Some will have to be convinced to join.
• Some will not join at all.
• All will act according to their perception of SAF membership.

How do we contact prospective members?
Direct, personal contact is always the most effective strategy. The second most effective method is a telephone call, and third is a personal letter or email. A combination of these methods is the most effective strategy!

Personal contact. If you contact someone in person, have an application form handy and encourage them to fill it out on the spot. Remember these simple things when meeting with prospective members:

• Be enthusiastic, involved, and passionate.
• Know your association so you can answer questions
• Show SAF resources and publications
• Encourage coworkers or associates to join

When a colleague fills out a membership application, mail it to SAF. If you leave the application with someone to fill out later or to think it over, leave a return envelope too. If someone is undecided about whether to join, always make a second or even a third follow-up contact.

Phone calls. Before making phone calls to prospective members, prepare yourself by using the following tips:

• Be enthusiastic and positive
• Have all literature, applications, and a pen
• Use a script as a guideline
• Monitor your rate of speech and tone of voice.
• Be friendly, natural, and full of confidence and enthusiasm
• Be a good listener
• Know the objections and how to respond
• Don't be in a hurry to hang up
• Keep a call record
• Follow up

Once you have prepared yourself with the previous tips, follow these steps for successful telephone recruitment:

• Identify yourself
• Establish rapport, purpose of call
• Learn about the prospect
• Get the prospect to talk!
• Target your message
• Ask the prospect to join TODAY
• Handle objections
• Get a Yes!
• Close the conversation.

Personal letters. In sending personal letters, keep the following tips in mind:

• Ask the prospective member to join SAF
• Personalize the letters
• The letter should be signed by the current unit's chair, or membership chair
• Enclose a membership application
• Send letters via first-class mail.
• Follow up with a call 5 to 8 business days after sending

Make your recruitment letter positive. Here are a few words to avoid:

• Do not start a sentence with the word "no" or any other negative. Be positive and create a mood that is conducive to selling. Example: Change "No matter what you do, you'll profit from this offer" to "You'll profit from this offer."
• Avoid the word "interesting" as it is vague and shows no substance or creativity. Instead, focus on membership benefits and on what SAF's product or services will do.
• The words "you should" are condescending; rather that telling a prospective member what to do, your good letter will give the her or him reasons to respond.
• Words like "best," "most," and "greatest" are not believable.

How do we enlist help in recruiting members?
Start a membership committee in your SAF unit. The importance of an active, enthusiastic membership committee cannot be overstated. Divide your prospective membership list and distribute it to committee members and also ask other SAF volunteers to help make contacts.

Remember to thank those volunteers who help recruit new members. Recognize the top member recruiters at your next banquet. Give them a certificate of appreciation (available from the national office) or a prize from the SAF Store.

What about recruiting student members?
Every forestry school has a designated SAF faculty representative. Keep in contact with your faculty representatives throughout the year. Local units should become involved with the activities and meetings of student chapters. Attend their first chapter meeting in the fall and offer refreshments. The meeting topic should be about what SAF can provide student members and the variety of opportunities available for students.

What other recruitment tips work?

• Invite prospective members to your state society, division, or chapter meetings. Have a host bring them and make them feel welcome.
• Have a Networking meeting with no formal speaker so prospective members can meet other members.
• Make SAF brochures and application forms available at agency or company offices where a number of forestry professionals are employed.
• Include the membership brochure and application in packets or at the registration desk of a joint meeting with another professional association.
• Encourage employers to provide opportunities for their employees to join and participate in SAF.
• Use your annual meeting as a focal point for recruitment efforts. Include applications in your registration packet and mail to prospective members.
• Use testimonials from other members in letters especially if they match to the market segment you are trying to recruit. Don't over-edit or write the testimonials yourself; they are most believable in your members' own words.