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Membership Recruitment and Retention
Steve Skodak – Executive Director Optimist International Foundation
Finding the Right FitAn Optimists Guide to
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Our Goals for Today
• Know the value of Optimism• Know your prospective member• Tell your story• Understand meaningful engagement• Use the “Guest” technique• Define your Clubs “Touches”• Lather. Rinse. Repeat.• Stay awake for the next hour
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op·ti·mism noun \ˈäp-tə-ˌmi-zəm\Definition of OPTIMISM1 : a doctrine that this world is the best possible world2 : an inclination to put the most favorable construction upon actions and events or to anticipate the best possible outcome— op·ti·mist noun— op·ti·mis·tic adjective— op·ti·mis·ti·cal·ly adverb
What is Optimism?
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Impatient OptimistsOptimist International if the only civic organization with a philosophy for our name. The World needs, wants and embraces Optimism…but they are impatient.
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Bert and John Jacobs – Life is GoodFounded in 1989“…his (Jake) simple message of optimism was embraced like nothing the brothers had ever seen.”
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Know your Prospective Member
“Research has shown that a generation can be characterized by a certain set of attitudes and beliefs…even if not all in the group share the majority’s view.”
W. Stanton SmithNext Generation Initiatives
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Silent Generation1925-1945
Generational Events:
• Great Depression• WWII• New Deal• Korean War• Rise of Corporation• Space Age
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Silent Generation 1925 – 1945 Characteristics:• Traditional• Conforming• Used to “doing
without”• Team-oriented• Seniority-based
Interests:• Formal public
recognition• Recognition of the
contribution and successes of the team
• Honoring history and tradition
• Recognition for experience
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Baby Boomers 1946 – 1964
Generational Events:
• Civil Rights• Vietnam War• Sexual Revolution• Cold War• Space Travel• Divorce• American Dream was a
Promise
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Baby Boomers 1946 – 1964
Characteristics:• Individualistic• “Me”–focused• Workaholic tendencies• Seeking work/family
balance• Optimistic
Interests:• Live for new
experiences• Adventurous• Like to be pampered• Free time• Want to hear that
their ideas matter• Titles and praise
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Generation X 1965 – 1980
Generational Events:
• Watergate• Energy Crisis• Dual Income• Space Shuttle• Latchkey Kids• Mom Works• End of Cold War• Y2K
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Generation X 1965 – 1980
Characteristics:• Independent/Self-
directed • Unimpressed with
authority• Pessimistic• Work to live
Interests:• Casual environment• Flexibility• Lone Ranger volunteer• Tech-savvy• Enjoy working with
friends• Expect work to be
purposeful
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Millennials 1981 – 2000
Generational Events:
• Digital Media • Child-Focused World• School Shootings• AIDS• 9/11 Attacks• Schedules
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Millennials 1981 – 2000
Characteristics:• Not interested in
“paying their dues”• Prefer to work from
home• Need to be excited
about what they do every day
• Coddled kids
Interests:• Informal, fun
environment• Immediate feedback• Experiential
incentives, geared to what they like to do
• Believe they have a fresh view you need
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Why some call Millennials Gen Y
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Generation M 2001 – 2010 Generational Events:
• Multitasking • Texting• WWW• Social Networking• Smartphones• Economic Crash• Globalization
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Generation M 2001 – 2010
Characteristics:• Technology is
embedded in their environment
• No life before www• Media rules their life• Digital natives• Born after cold war
Interests:• Media• Friends• To be determined
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U.S. Rates
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Canadian Rates
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“Living a life of Optimism has vastly improved my life ….I support the Foundation through endowment of the scholarship programs and have seen first hand…”
“I was invited by a colleague of mine to an event that provides school children on the lunch program with a backpack of food for the weekend and I was amazed to see…”
• “Twenty two years ago I got invited to attend a lunch and hear the mayor of our city speak on developments and then attended an internet safety program….”
Your StoryTelling your story is the most power tool you have.
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Your Elevator Speech
Answer the question:
What is an Optimist?
What got you involved with the Optimist Club?
What do you do as an Optimist?
Optimist, is that something with eyes?
30-60 seconds
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The Club Guest
Come looking for “something”• Do you know what it is?• Can you articulate what makes
Optimism special?• You have minutes to convince them they
made the right choice by coming to your Club meeting or event
• Define your “touch” system• Sales 101
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Member Touches
What do you do for guests?Are your members missed when:• They are sick?• Are out of town on business?• Miss an event?• Drop their membership?Establish a plan:• Call – postcard – personal visits• Create meaningful involvement through
listening and asking• Personalize the approach
Are encounters with your Club positive?
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Invite. Involve. Thank.
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Call to action!• Know your audience and keep it local• Share how “Promise yourself…” has made
your life better• Prepare your elevator speech• Praise and encourage Club members• Live the Optimist Creed• Questions?
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“Knowing is not enough; we must apply. Willing is not enough; we must do.”
Johann Wolfgang von Goethe