Recruiting Members:Challenges and SolutionsNov 2nd, 2012

Jake Schlachterjake@foodcoopinitiative.coop

Welcome!

Jake Schlachterjake@foodcoopinitiative.coop

Princeton, NJ

4 Cornerstones in 3 Stages

4 Cornerstones in 3 Stages

Membership growth?

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Membership (fantasy?)

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Membership plateau

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Endowed Relational Capacity

Endowed Relational Capacity

Early exponential growth

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Adoption curve

… vs. Earned Relational Capacity

In the long run…

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Moving people to take action

STA

GN

AT

ION

MO

TIV

AT

ION

Inertia

Apathy

Fear

Isolation

Self Doubt

URGENCY

ANGER

HOPE

SOLIDARITY

YCMD

STA

GN

AT

ION

STA

GN

AT

ION

MO

TIV

AT

ION

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

OwnershipLeadership

?

How much trust do you need to

tell your boss to invest $200?

Prospect

Member

Showing up

OwnershipLeadership

?!

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 Schlachterjake@foodcoopinitiative.coop

Princeton, NJ