Recruiting Members: Challenges and Solutions Sep 15th, 2012

Jake Schlachter jake@foodcoopinitiative.coop

Welcome!

Jake Schlachter jake@foodcoopinitiative.coop Princeton, NJ

4 Cornerstones in 3 Stages

4 Cornerstones in 3 Stages

Membership growth?

0

100

200

300

400

500

600

Membership (fantasy?)

0

100

200

300

400

500

600

Membership plateau

0

100

200

300

400

500

600

Endowed Relational Capacity

Endowed Relational Capacity

Early exponential growth

0

100

200

300

400

500

600

Adoption curve

… vs. Earned Relational Capacity

In the long run…

0

200

400

600

800

1000

1200

1400

1600

Moving people to take action

Inertia

Apathy

Fear

Isolation

Self Doubt

URGENCY

ANGER

HOPE

SOLIDARITY

YCMD

Inertia

Apathy

Fear

Isolation

Self Doubt

URGENCY

ANGER

HOPE

SOLIDARITY

YCMD

What is Public Narrative?

Action Inaction

Confidence Self-doubt

Isolation

Inertia

Fear

Apathy

Solidarity

Urgency

Hope

Anger

Action Inaction

Confidence Self-doubt

Isolation

Inertia

Fear

Apathy

Solidarity

Urgency

Hope

Anger

Is it worth it? Can I do it?

Confidence

• Am I inspired by this vision?

• Is the leadership credible?

• Do I have these interests?

• Do I think a co-op will solve them?

• Do I think this team and organization will be able to achieve a new co-op?

• Do I trust and respect the speaker?

• Do I know other people who have joined?

• Am I like the people who have joined? Is this for people like me?

• Do I see the need to join before it opens?

• Will I actually shop at the co-op?

• Am I financially able to join for the full amount?

• Is there an installment plan?

• Do I need to get permission from my spouse first?

• Can I pledge to join?

• Will I be able to afford the food at the co-op?

• Can I learn more about the co-op and team at a meeting, or talking with leadership 1:1?

Can I do it? Is it worth it?

Your presentation needs to answer these questions!

Vision Credibility

Staying niche, or becoming mainstream?

Why do people recruit?

Is it worth it? Can I do it?

How much trust do you need to invest $200?

Prospect

Member

Showing up

Ownership Leadership

?

How much trust do you need to

tell your boss to invest $200?

Prospect

Member

Showing up

Ownership Leadership

?!

The name of the game: Grassroots Organizing

1:1s and House meetings

The Iron Law of Organizing

Never do for someone what he or she is capable of doing for him or her self.

The job of the organizer

Identify and recruit the people needed to do the work of starting the co-op, and keep them working together effectively.

Thank you!

Resources:

• Michael Jacoby Brown, Building Powerful Community Organizations

• New Organizing Institute, http://www.neworganizing.com

• My workshop slides, handouts at http://s.coop/LCMTrainingApr21

• My workshop videos at http://s.coop/RecruitmentVideos

• The IAF (Industrial Areas Foundation) – organizers par excellence.

• www.industrialareasfoundation. org

• Blessed Are the Organized (Stout)

Jake Schlachter jake@foodcoopinitiative.coop Princeton, NJ