Gaining Members through Out-of-the-Box Marketing

One of the difficulties faced by our organization is that as many members age and retire, they are removed from immediate knowledge of women who would be outstanding member prospects. Chapter presidents bemoan the “I don’t know any teachers anymore” responses they get when encouraging members to nominate new members. Old recruitment strategies of word-of-mouth and relationships with work colleagues don’t work as well anymore.

In today’s environment chapters need to market DKG in new ways, using out-of-the-box strategies to familiarize active educators with the organization and to appeal to younger and diverse educators. DKG International has hired the advertising firm Avenue M to evaluate our Society’s marketing and membership program. The results of their research will no doubt engage us in active debate for some time to come. But as we await those results, there is much that chapters and state organizations can do to promote membership growth. Below are listed a few that are being tried and found successful.

• Displaying a state recruitment poster in schools and public places. (One chapter got results by placing them in women’s bathrooms.)
• Develop a partnership with a University teacher training program; provide speakers on topics such as planning for substitutes, classroom management, using volunteers, parent-teacher partnerships.
• Host practice interview sessions for college seniors to gear them up for job hunting experiences.
• Provide training seminars (for continuing education credit) on topics related to diverse and special needs populations and STEM open to all educators.
• Host a recognition of outstanding teachers (male and female) in the county, nominated by students, parents and colleagues to increase visibility in the schools and the community.
• Have a display booth with scholarship information, chapter brochures, treats and opportunity to win a basket of supplies at new teacher orientation.
• Host new teachers for dinner and DKG orientation.
• Sip ‘n’ snack sessions communicate caring while giving opportunity to tell educators about DKG.
  Locate them at a coffee house, or a wine and chocolate tasting event.
• Put a QR code linked to the chapter web site on business cards, brochures and affirmation materials given to educators.
• Place a window display in the public library sharing chapter services and member information.
• Don’t forget to seek out educators in non-school settings: extension agents, nurse educators, museum staff, etc. And para-educators.

These are but a few ways your chapter can find prospects even though many of your members are not currently in school buildings. Let’s put our heads together and come up with an even bigger list of possibilities!