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Membership Recruitment, Jake Schlachter, 9.15.12
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Transcript of Membership Recruitment, Jake Schlachter, 9.15.12
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
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 [email protected] Princeton, NJ
