The following is a guest post from Lynda Baldwin at Communication Strategies Group, Inc., an award-winning communications firm based in Chicago, Illinois.
Moose? Who’s heard of Moose? Well, as it turns out, quite a few people have. In fact, 1.1 million men and women are currently members. But like many other membership-based organizations, the Moose often finds itself riding through the peaks and valleys of member recruitment. Generally, its membership drive relies on existing members sticking around year after year and reaching out to recruit their friends to join, too.
While this has proven effective on a grassroots basis, it’s not necessarily the most effective membership-recruitment approach at the macro level.
Enter Heard of Moose? (www.heardofmoose.org) This pilot public education campaign is the first of its kind for the Moose, and it was no small task. It incorporates paid advertising in the Tampa market – encompassing buses, bus shelters, billboards, online and newspapers – public relations; social media AND grassroots marketing. And while there may not be a magic bullet for effective recruitment outreach, we’ve identified a few commonalities that you might want to consider before launching your next campaign. Read the rest of this entry »