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Recruiting Association Members

By Richard G. Ensman, Jr.
Posted: June 21, 2006, from the July 2006 issue of Skin Inc. magazine.

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      The need. Ask prospective members what they’re looking for in terms of industry support, training, education and networking. Chances are good that your association can fulfill their requirements.

      The newspaper. Keep your eyes peeled for news about other professionals in your industry. When you read about them, compare their names against your membership directory. If they’re not a part of your association, it’s time to extend an invitation.

      The sound-out. Do you want to recruit some people you don’t know very well? Stage a sound-out session that consists of a one-on-one meeting with a prospect, marked by informal conversation about your association. Or, it might involve a small group round-table with opportunities available for asking questions and sharing information.

      The party. Many people don’t join associations because they feel out of place. Because of this, it is important to involve your prospective members in something informal and fun, such as a golf outing or a reception.

      The pride. If you’re like most members, your association is a source of pride for you. The next time it receives an award or is publicly recognized, drop a news clipping or a note to potential members, and invite them to share your sense of honor by joining the group.