Part III – Chapter 7

Recruiting, Engaging and Retaining Members


I. New Member Welcome and Engagement

Welcoming, engaging and reaching out to new members is a continuous activity to which local League time and resources should be devoted. Retention practices begin as soon as a new member is recruited and never stops. Members who are actively involved in LWV are more likely to retain their membership and encourage others to join.

Welcome New Members

When welcoming a new member personal contact is of the utmost importance. Reach out and follow-up within a week of receiving a lead, this is the best opportunity to make a positive first impression! Connecting personally, in person or by phone call, provides an opportunity to:

  • Engage new members and create a personal connection 

  • Encourage members to be active and participate in an upcoming orientation or event

  • Promote inclusion by involving members at the first point of contact

Create a Welcome Packet

Each new member of your League should receive a welcome packet, consider including:

  • Welcome letter from the leadership team

  • Recent newsletter

  • Calendar of local and state events

  • Membership directory

  • Several membership brochures to share with acquaintances

  • LWV pin or momento


Ii. New Member Orientation 

New members should be given the opportunity to learn more about the League’s purpose and program and to think about the role they might play in the organization. Determining the best time for an orientation varies with local League membership, geographical size, time and space availability, consider one of the following options:

  • Scheduled orientations two to four times a year. Pre-Scheduling provides an opportunity to plan in advance and create a more structured program. Consider a variety of days, time slots and locations to accommodate busy schedules. 

  • Small group orientation session as new members join. Small group orientations are a more casual way to familiarize new members with League processes, programs, lingo and activities. The member experiences a connection not only with the convener of the meeting, but also with others who are new to League. 

  • One-on-one orientation session as new members join. Offering a one-on-one session provides a more personal approach to meet new members and understand their motivation for joining. This is often an excellent format for members who are eager to get involved, have an interest in a leadership position or have a difficult schedule. 

Conduct a New Member Orientation

Leagues are encouraged to have trained individuals from the membership committee to effectively and consistently communicate League mission, principles and the value of membership.

Create an agenda that covers League Basics utilizing the following elements: 

  • Introductions and Ice Breaker

  • Present New Member Handbook content:

    • Brief history of League

    • Core mission, principles and policies

    • Activities and opportunities for engagement

    • League lingo

  • Explain and discuss:

    • Non-Partisanship Policy

    • Member Code of Conduct

  • Encourage completion of the New Member Information form to help your League:

    • Determine the most convenient times for members to meet and participate in League activities and meetings.

    • Understand a member’s motivation for joining League and assist in the development of activities in which they will find of interest and participate in.

    • Explore the various “Intended Level of Involvement” options to recognize how members will most comfortably interact with League activities. 

    • Realize what members hope to accomplish and suggest activities and/or committees that appropriately reflect the members’ desired level of involvement and commitment. 

    • Recognize individual talents and properly vett members in appropriate roles to retain membership and foster leadership.

    • Celebrate and embrace new ideas members bring forward to develop your League in unique and diverse ways. 

  • Questions and Answer session

  • Thank you and follow up with all attendees

Develop a New Member Mentor/Ambassador Committee

Mentoring new League members is the first step in retaining your members. If you don’t get new members involved from the very beginning, they will not see the benefit to belonging in the future. Mentoring League members is about:

  • Getting new members to feel a part of League from the moment they join 

  • Helping new members become familiar with League procedures and processes

  • Guiding new members to participate in League activities and events

  • Molding future leaders

Mentor/Ambassador Committee Responsibilities

Acting as a mentor is a positive and inspiring role for experienced League members. Mentors can give new members first-hand insight and advice about League practices and actions and provide them with valuable history, responsibilities include:

  • Welcoming new members  

  • Sending a Welcome Packet

  • Inviting new members to League meetings and activities

  • Interviewing and publishing a short bio in your League bulletin

  • Introducing to fellow League members

  • Answering questions


Iii. Member Renewal and Retention

Create a Membership Renewal Plan 

Be proactive by incorporating your renewal plan into the yearly board or membership calendar. 

  • Draft a series of renewal emails touting the value and contributions that members make to the success and accomplishments of your local league. (see sample below)

  • Notify members of their upcoming renewal date 60 and 30 days prior to expiration.

  • Make it easy for members to renew by providing guidance and a link for payment.

  • Acknowledge dues payment and thank members for their support.

Develop a Follow-Up Action Plan 

Often members do not respond to a membership renewal request due to a wide variety of reasons.  However, your League should not be passive when members decide not to renew. Reach out to ensure you have done everything possible to keep that person as a member. 

Personal Ask

Assign someone to reach out to the member. The personal ask always has tremendous power in recruitment and retention.

  • Send out a personalized email reminding them that they have not renewed. Be sure to let them know that the League values their membership and wants them to continue to grow with League.

  • If renewal by email is unsuccessful, call the member and have a conversation about the value and impact members have on the success of League. 

  • Include a brief survey asking members why they chose not to renew.

  • Listen to feedback and concerns from the member and be sure to relay their thoughts to the Board.

Follow Up

Whether a member does or does not rejoin after asking, make sure someone is responsible for following up with either a "Thank you" or a "We'll miss you" note or email. Again, making the member feel wanted and valued (whether they renew or not) is crucial to future interactions. Sincere follow-up leaves the member with a good impression of the League, and the former member will be more likely to reconnect with the League at a later date or perhaps support the organization in some other way. 

Reconnect with and Leverage Inactive Members 

Revisit your old member lists and reconnect with members who have dropped in the past five years. Send them "We miss you" postcards or emails, an invitation to an event, or a discounted membership rate if they reestablish their membership. Former members know the importance of the League and are more likely to rejoin the League than those not familiar with the organization. All dues-paying members support the League in many ways:

  • In the political arena, numbers talk, and every member - active or inactive - contributes to our “League clout” with elected officials.

  • Inactive members may not attend meetings or join committees, but they do receive League correspondence and they can carry the League philosophy with them wherever they go, widening the circle of exposure and influence.

  • An “inactive member” may occasionally be available to share advice or lend their special expertise to a particular project of interest.

  • Members’ needs and time commitments can change, and eventually an inactive member may turn into a very active one.

  • Every League has certain fixed costs that are part of the budget. Spreading those costs over as many members as possible makes sense! If local Leagues could do this in sufficiently great numbers, it could ultimately lead to a decrease in the amount of local dues.

  • Structuring dues to address the costs of encouraging inactive members to remain in League is a smart move. Establish a “guilt-free” category for those members at a rate which covers the full cost of keeping them on the rolls, i.e. sustaining membership category.

Engage Inactive Members

Once your board understands the value of inactive members and devises a supportive financial strategy, turn your attention to servicing these members so they will want to stay in League.

  • Keep them current on local activities.

  • At least once a year, call these members for a friendly chat and provide the opportunity to reconnect with League.

  • Leverage their knowledge and interest of League by soliciting their support for an annual fundraising drive. A monetary contribution allows them an opportunity to acknowledge and support League work.

For more Leadership and Membership Engagement Ideas check out the LWVUS
Membership Leadership Development (MLD) Handbook: 
https://www.lwv.org/league-management/recruitment-engagement/membership-leadership-development-mld-handbook

 

Page last updated: July 27, 2021