Recruitment…when prospects choose to try you
Carefully crafted and laser-focused, successful recruitment is dependent on several factors that all can add or detract from the desired result.
Understanding Target Prospects—who, what, where, when, and how they are reached. This is the most important component in member prospecting.
The Message to be used evolves from research-based knowledge of an organization’s indispensability—the one thing it does better than anybody else—with copy that is benefit, not feature oriented.
Creative Design is intended to drive interest and promote receptivity to the message. It is the most fickle ingredient in membership acquisition and relies particularly on testing to get it right.
The Offer seeks to strike a balance between what prospects will give up (dues) and what they will receive in exchange (benefits) by becoming a member. It’s often the final and most critical hurdle in a prospect’s decision process.