FRCMem/Mem Analysis

Analysis of Barriers and Opportunities for member Recruitment
For "hot" groups - ie volunteers, past vols & members, service users (readers, library, workshops), friends of members & volunteers,

Q. Why don't more _____ become members? What were motivating factors in
 * becoming a member
 * not being a member

Volunteers
Barriers
 * not a priority issue, already give to "many"
 * perception that education doesn't count as "really doing something"
 * procrastination (sense of obligation to becoming member)
 * unaware that it is an expectation (not asked) / peer pressure
 * financial limitation
 * already give time, feel that this is enough
 * don't see a reason to do it beyond what they get as a volunteer
 * no clear distinction between membership and volunteers
 * not committed to "the cause"

We need to describe the importance and benefits of becoming members more effectively, extensively and powerfully as distinct from time commitments

To get volunteers to join as members we need to describe the importance and benefits of financial support more powerfully and effectively as distinct from contributing time. We need to specifically ask in way that results in direct action, addresses perceived financial limitations and encourages commitment to the broader issues and PERC's work and impact on them.

Opportunities
 * believed in what the PERC is doing (the cause)
 * affirm commitment
 * maintaining self image as a supporter
 * sense of obligation
 * library use
 * volunteer & membership linked
 * support local work
 * able to see results (investment in action)
 * perception that able to support financially
 * perception that PERC was run frugally
 * comparisons of relative value of support to PERC vs other purchases
 * want to express increased commitment to PERC in other ways
 * peer pressure

Summary Vol become members to support the PERC's work and impact on the broader issues, see their investment in action, express relative value of support to PERC vs other purchases, and act on their perception of appropriate behaviour.

impressed by PERCs work not "doing something" ie education/communication/networking not perceived as "doing it"

PERC Service Consumers
Barriers
 * service is "free" to them
 * don't know PERC's role in providing services
 * primary allegiance is elsewhere PERC
 * don't see PERC's role in supporting their particular isssue/group
 * we don't directly ask for membership
 * not a priority issue, already give to "many" groups issues
 * procrastination (sense of obligation to becoming member)
 * unaware that it is an expectation (not asked) / peer pressure
 * financial limitation
 * perception that education doesn't count as "really doing something"
 * fear of "membership" in any organization
 * not sufficiently committed to broader issues
 * we don't ask for investment in our success
 * don't personally identify with our services/og?n
 * perception of mandate
 * don't know our need for their money
 * don't co-operate with learning about PERC, PERC activities and offerings, and its *needs as currently presented
 * perception that they already support us with their taxes

Opportunities
 * get PEN in the mail
 * support the PERC etc
 * get the Suppl?
 * to continue the services
 * affirm their own commitment to the broader issues
 * maintaining self image as a supporter of to the broader issues
 * sense of obligation (appropriate behaviour)
 * library use
 * income tax receipt
 * support local work
 * able to see results (investment in action)
 * have confidence in staff or volunteers
 * perception that they are able to support financially
 * perception that PERC was/is run frugally
 * comparisons of relative value of support to PERC vs other purchases
 * see and believe in our uniqueness of our holistic mandate

Friends of Members/Vols
Barriers
 * unaware of the PERC
 * perception of organizational mandate (media stereotype of group)
 * unaware that member friend is a member/volunteer
 * don't care about issues
 * unaware that it is an opportunity/expectation (not asked) / peer pressure
 * perception that education doesn't count as "really doing something"
 * procrastination (sense of obligation to becoming member)
 * financial limitation
 * 09/11/97- service is "free" to them
 * don't know PERC's role in providing services
 * primary allegiance is elsewhere PERC
 * don't see PERC's role in supporting their particular isssue/group
 * we don't directly ask for membership
 * not a priority issue, already give to "many" groups issues
 * fear of "membership" in any organization
 * not sufficiently committed to broader issues
 * fear of evangelism
 * PERC has little knowledge of target group eg "profile or list"
 * our assumptions
 * member's assumptions and perception of friend's (values, finances, commitments)
 * perception that they already support us with their taxes
 * don't know our need for their money
 * PM not connected to Ottawa (different place - past present future)

Opportunities for the Potential Member
 * member asks them
 * PM has personal source of information in M
 * what PM hears reflect their values (eg to support local work)
 * support to M to overcomes fear of approaching PM
 * to please or show support for or to M and or their endeavours
 * PERC is more credible to PM
 * PM learns more about PERC

Not sure what to do with this point, but we sure talked about it a lot we have access through the member

NEXT GROUP: Members of Local Gps
Barriers
 * don't know about PERC and/or it's services
 * primary allegiance elsewhere
 * perception the membership involves having to something
 * don't know PERC's real or potential/role in supporting/promoting their particular issue or group
 * don't know or believe PERC services could be of benefit to them
 * PERC mandate too broad (ie don't agree with "the other" part of the mandate)
 * PM perception of mandate and activity
 * perceived value of donation and financial limitations
 * feel PERC has enough money already
 * don't know about the concept of membership in PERC

Opportunities
 * PERC's real or potential/role in supporting/promoting their particular issue or group
 * benefits of PERC sevices to them
 * validate and affirm their self-image as an activist
 * we are a registered charity
 * see and believe in our uniqueness of our holistic mandate
 * supporting the broader activist/grass roots community
 * want to support local grasssroots grps
 * value for money - frugal and effective

NEXT GROUPS
Barriers
 * geographically disconnected from PERC
 * procrastination
 * perceived value for results (successes/acheivements)
 * disenchanted based on some experience
 * don't feel their issue is adequately serviced/addressed
 * perception that "just education" is not the most pressing need
 * primary allegiance has become elsewhere

Opportunities
 * relieve their guilt / sense of obligation
 * want to reconnect to local scene
 * keep in touch with old friends
 * personally asked
 * reaffirm commitment PERC/issues/values
 * values of their M made clear
 * learning more about the PERC (achievements activities)
 * to regain benefits of membership

Summary Statement PERC Service Users - Barriers

To solicit memberships from P.S.U. we need to establish the importance of our work and mandate and our links to other groups /issues. We need to ask for memberships in PERC now making clear what membership entails and demonstrating this to be good effective value and how their direct $$ support provides the services they want. We need to arouse their interest in learning about the PERC and show that PERC is the organization providing the services.

Summary Statement PERC Service Users - Opportunities

PSU become members to receive PEN and supplement by mail, use the library and to get a tax receipt They want to affirm self image re: commitment and obligation to support broader issues by supporting PERC, it's local work amd unique holtistic mandate. They are committed to the relative financial value of supporting PERC and are confident that the staff and volunteers run PERC frugally while producing visible results.

Summary Statement Friends of Members - Barriers

To solicit membership from PMs we need to directly ask and demonstrate need for their immediate $$$ support We need to create awareness of PERC it's unique mandate and services, and it's role in supporting broader issues/groups. We need to elicit support of M involvement in campaign, addressing fears of evangelism and assumptions bout PMs values, finances and commitment. We need to get info on PM target group and use it to connect M with PERC in positive way, demonstrating shared values.

Summary Statement Friends of Members - Opportunities

PMMs become PERC members because they are directly asked by someone they know, like and respect. This increases knowledge of PERC/mandate/services while increasing PERCs credibility and demonstrating computability with the PMs values, $, or commitments and their desire to support Ms endeavours

Members of Local Groups Barriers

To solicit membership from LGMs we need to make them aware of PERC/mandate/services and our roles in supporting and promoting their particular gp/issues. We need to directly ask them to become members, demonstrating the benefits and what membership involves. This must include demonstrating value of PERCs services to them and relative $$$ value of supporting PERC?s frugal operations and succesful activities. Inter-relationships b/w P.E. and S.J. must be emphasized and their role in LGMs gps successes.

Members of Local Groups opportunites

LGM's become PERC members because they're asked to support a frugally run, effective reg'd charity which benefits them by providing unique services and supporting/promoting their gp/issues. They want to affirm their self-image as activists and supporters of local grassroots gps through our unique and holistic mandate.

Former Members and Vols

To solicit memberships from former members/vols we need to ask them to $$ support the PERC now peomoting the PERC as a positive way to stay connected with the Ottawa grassroots community and demonstrate the uniqueness and holism of our mandate  with excellent value and impact from membership on their issue/gp.

FMAV (once again) become members to regain membership benefits of memberships, reaffirm their commitment to PERC (and our UHM) and reconnect to local community and activist friends. They were personally asked in a way which raised awareness of PERC's achievements and activities, made the value of their membership clear and relieved any sense of guilt/obligation.

MANDATE CHECK

Membership Strategy Check Develop a strategy that results in acquiring new PERC members from identified groups of hot prospects (PERC service users, volunteers, friends/neworks of members, members of local pesj groups and former PERC members/vols)

Objectives 1) # of new members PERC service users			20 PEN		15 PERCshops	1 Earth Embassy	0 Library		? Web Site	4

volunteers				5 friends of vols/members		17 members	5	22 local gp members				6 former PERC members			30 = 83

friends of vols/members Campaign Ideas (gift memberships, evangelist pamphlet, house PERCerware party, ).

Objectives


 * 1)to recruit 83 new members by March 31st in the following manners

One BoD house party					7 Two talks to groups					6 Campaign for volunteers to "bring/recruit a Friend"		10 One "phone athon" for of past members			30 Rework member outreach on WEB site			4 Rework member member outreach in PEN			15 Do Pitch In PERCshop					1 Campaign current vols to join				5 Sell 5 gift membership					5 Total								83


 * 2) Involve BoD and Mvols in implementing strategy
 * 3) Maintain level of sanity  for FRC
 * 4) Have awareness of membership campaign by rest of vols (eg promotion in PVN, C'ttee Meetings)
 * 5) Integrate follow up of new members (eg plans for retention and upgrading)
 * 6) Demonstrate successful use of planning cycle to other PERC committees.
 * 7) Well documented for later use and reference
 * 8) Ongoing evaluations
 * 9) Thank you's