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Membership Recruitment, Jake Schlachter, 9.15.12

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Recruiting Members: Challenges and Solutions Sep 15th, 2012 Jake Schlachter jake@foodcoopinitiative.coop
Jake Schlachter jake@foodcoopinitiative.coop Princeton, NJ Welcome!
4 Cornerstones in 3 Stages
4 Cornerstones in 3 Stages
Membership growth? 600 500 400 300 200 100 0
Membership (fantasy?) 600 500 400 300 200 100 0
Membership plateau 600 500 400 300 200 100 0
Endowed Relational Capacity
Endowed Relational Capacity
Early exponential growth 600 500 400 300 200 100 0
Adoption curve
… vs. Earned Relational Capacity
In the long run… 1600 1400 1200 1000 800 600 400 200 0
Moving people to take action
URGENCY Inertia ANGER Apathy Fear HOPE Isolation Self Doubt SOLIDARITY YCMD
URGENCY Inertia ANGER Apathy Fear HOPE Isolation Self Doubt SOLIDARITY YCMD
What is Public Narrative?
Action Inaction Confidence Self-doubt Anger Apathy Hope Fear Urgency Inertia Solidarity Isolation
Action Inaction Confidence Self-doubt Anger Apathy Hope Fear Urgency Inertia Solidarity Isolation
Confidence Is it worth it? Can I do it?
Is it worth it? Can I do it? • Am I inspired by this vision? • Am I financially able to join for the • Is the leadership credible? full amount? • Do I have these interests? • Is there an installment plan? • Do I need to get permission from my • Do I think a co-op will solve them? spouse first? • Do I think this team and • Can I pledge to join? organization will be able to achieve a new co-op? • Will I be able to afford the food at the co-op? • Do I trust and respect the speaker? • Can I learn more about the co-op and • Do I know other people who have team at a meeting, or talking with joined? leadership 1:1? • Am I like the people who have joined? Is this for people like me? Your presentation needs to • Do I see the need to join before it answer these questions! opens? • Will I actually shop at the co-op?
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? Leadership Ownership Showing up Member Prospect ?
How much trust do you need to tell your boss to invest $200? Leadership Ownership Showing up Member Prospect ?!
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.
Jake Schlachter jake@foodcoopinitiative.coop Princeton, NJ 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) Thank you!

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Membership Recruitment, Jake Schlachter, 9.15.12

  • 1. Recruiting Members: Challenges and Solutions Sep 15th, 2012 Jake Schlachter jake@foodcoopinitiative.coop
  • 2. Jake Schlachter jake@foodcoopinitiative.coop Princeton, NJ Welcome!
  • 3. 4 Cornerstones in 3 Stages
  • 4. 4 Cornerstones in 3 Stages
  • 5.
  • 12.
  • 13.
  • 15. … vs. Earned Relational Capacity
  • 16. In the long run… 1600 1400 1200 1000 800 600 400 200 0
  • 17. Moving people to take action
  • 18. URGENCY Inertia ANGER Apathy Fear HOPE Isolation Self Doubt SOLIDARITY YCMD
  • 19. URGENCY Inertia ANGER Apathy Fear HOPE Isolation Self Doubt SOLIDARITY YCMD
  • 20. What is Public Narrative?
  • 21. Action Inaction Confidence Self-doubt Anger Apathy Hope Fear Urgency Inertia Solidarity Isolation
  • 22. Action Inaction Confidence Self-doubt Anger Apathy Hope Fear Urgency Inertia Solidarity Isolation
  • 23. Confidence Is it worth it? Can I do it?
  • 24. Is it worth it? Can I do it? • Am I inspired by this vision? • Am I financially able to join for the • Is the leadership credible? full amount? • Do I have these interests? • Is there an installment plan? • Do I need to get permission from my • Do I think a co-op will solve them? spouse first? • Do I think this team and • Can I pledge to join? organization will be able to achieve a new co-op? • Will I be able to afford the food at the co-op? • Do I trust and respect the speaker? • Can I learn more about the co-op and • Do I know other people who have team at a meeting, or talking with joined? leadership 1:1? • Am I like the people who have joined? Is this for people like me? Your presentation needs to • Do I see the need to join before it answer these questions! opens? • Will I actually shop at the co-op?
  • 25. Vision  Credibility Staying niche, or becoming mainstream?
  • 26. Why do people recruit? Is it worth it? Can I do it?
  • 27. How much trust do you need to invest $200? Leadership Ownership Showing up Member Prospect ?
  • 28. How much trust do you need to tell your boss to invest $200? Leadership Ownership Showing up Member Prospect ?!
  • 29. The name of the game: Grassroots Organizing
  • 30. 1:1s and House meetings
  • 31. The Iron Law of Organizing Never do for someone what he or she is capable of doing for him or her self.
  • 32. 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.
  • 33.
  • 34. Jake Schlachter jake@foodcoopinitiative.coop Princeton, NJ 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) Thank you!