Welcome To Ocean City

1. Welcome To Ocean City

2. MD-DC-DE State AssociationFall Conference 2014Membership PresentationBob Baxendell / State Membership Chair

3. Fall 2014 Conference • Who Am I ? Bob Baxendell; PER #2354 A 3rd generation Elk Grew Up visiting Elks Lodges with Father Membership Chair at #2354 several years NE Regional Chair for 2 years and Now State Chair

4. Fall 2014 Conference • What Do I hope to accomplish today? Impress upon everyone that Effective Membership recruitment retention is an emergency and needs treated as such.

5. Fall 2014 Conference • What Do I want you to leave here with? Leave here today knowing that the solution to your Membership challenge is within the four walls of your own Lodge.

6. Fall 2014 Conference Let’s look at a little history:

7. A look at the history: Our last increase in membership was in 1980, approximately 34 years ago. The combination of the drastic decline (by 50%) in initiated members along with the enormous 65,000 average of annual non-pays is creating an annual average loss of 25,000. When we were growing in the late 1970’s through 1980, we initiated more than 100,000 new members every year. Our annual non-pays average was 75,000. While we were growing membership, the enormous average of annual non-pays was less of a concern than today. Reducing non-pays is our top priority.

8. And When all this going on: Fall 2014 Conference

9. Current State – National Level • We initiate or reinstate approximately 60,000 new members a year. • However, with 60,000 annual non-pays, 9,000 annual absolute dimits, and 16,000 annual deaths, we lose more than 85,000 members each year. • We have an annual deficit of approximately 25,000 each year. • Simply, we need to increase our annual new member initiated and reinstatement totals to above 70,000. • We need to reduce non-pays and absolute dimits to fewer than 50,000 annually. • These are realistic and attainable goals. • This requires a promotional plan which will help us increase our new initiated members with a focus on adding quality more than quantity. We want to add “active Elks”, not just short-term card carrying members.

10. Fall 2014 Conference “Our” History • Not quite as bad lasting into the 90’s before paralleling the national trend • Last year we Initiated 1,412 or 7.08% of beginning total • We LOST 2,039 Members for a net loss of 627 or 3.14% of total membership

11. “Our” History So Far This year: Per CLMS reporting as of 9/15: We have initiated 548 Members And have reported losses of 223 Pretty Good???? Fall 2014 Conference

12. “Our” History So Far This year: WELL – Not really! These numbers include all the delinquents we’re all still carrying on our rolls! Fall 2014 Conference

13. Our Current Lapsation: 2,058 / 10.2% At this rate; there will be no Lodges left in 10 years. Fall Conference 2014

14. # 1 Challenge: Lapsation Fall Conference 2014

15. Fall Conference 2014 • So Where are they going? Does anybody think - • That many died? • That many are in Poor health? • That many transferred to Florida? • That many are a result of Economy / Cannot afford dues? • Or did they decide the Elks no longer met their needs? • Before We talk about how to get them back’ Let’s look at why they left.

16. Fall Conference 2014 • In order to understand why people leave; let’s look at why the joined us in the first place. • Social Contact? • Fraternal Contact? • Family Tradition? • Free Time / Retired? • Desire to help others? • Because they saw the things we do and chose to be part of it?

17. Fall Conference 2014 • Given that criteria; What happened? • Social Contact: Did something happen with social situations? • Fraternal Contact: Was it not what they thought it was? • Family Tradition: Did they only join because “DAD” did? • Free Time / Retired: Have they found other interests? • Desire to help others: Not their “bag”? • Because they saw the things we do and chose to be part of it? - - and we didn’t let them? • Most Likely - - All of the above!

18. We have assembled notes on lodges that were successful in terms of growing membership for ten consecutive years, each bucking the national membership trends. • They displayed many consistencies.  Most notably embraced modern communication strategies and a strong presence in their communities. • They are all passionate recruiters and provide a family friendly environment.   • Allwere active Elks Lodges with a bar….not active bars with an Elks Lodge. • All displayed a good understanding of the Order’s programs/opportunities and how that translates back to the community they serve.

19. Objectives: • Reduce non-pays and absolute dimits through an internal & external Public Relations campaign that prevents lapsation Increase new initiated members through an effective recruiting campaign. • Drive enthusiasm and results with a low-cost, highly visible recognition program. • Focus on adding quality more than quantity. We want to add active ‘Elks”, not just short-term card carrying members. • Focus on payment solutions and creative collection campaigns.

20. # 1 Challenge: Lapsation Recovery Fall Conference 2014

21. # 1 Challenge: Step #1 in Lapsation Recovery is Lapsation Prevention. Fall Conference 2014

22. Historic Long Term Members (65 yrs. +) Big on tradition Resistant to Change The “Way We Were” “Customers” Friday & Saturday Elks New Guard Members (25-50 yrs old) Social Environment Safe Place to go “Waltz” thru orientation The Awakening The Commitment Contrasting Groups Affecting Membership and Fueling Lapsation

23. “Our role as leaders is to keep these two groups happy” “As officers; we can never NOT lead” Fall Conference 2014

24. Internal & External Public Relations “Image” What do we think we are? What do we think members and potential members think we are? What do members and potential members really think we are?

25. This requires a promotional plan which will help us increase our new initiated members with a focus on adding quality more than quantity. We want to add “active Elks”, not just short-term card carrying members. “This year’s Bad Recruit is a number in next year’s Lapsation Count” Fall Conference 2014

26. It’s important that Members and potential Members understand what we are. Take a look at this - - - - - - - - - Fall Conference 2014

27. Fall Conference 2014

28. Bad Recruiting Fueling Lapsation Maslow’s Hierarchy of Needs Where do Elks fit in?

29. What we stand for: Veterans People in Need ENF Community Projects State Projects Grand Lodge Obligations Income to support our causes: Bar Operations Food Operations Managed Events to Produce Income ENF Orientation Investments to Produce Income Public Relations Bad Recruiting Fueling Lapsation

30. Internal & External Public Relations Fueling Lapsation How are WE doing? Communication:Address all groups both internal & external “Selling vs. Telling”:People elected you and support you. Your Role is to help them realize they agree with you. Maintain Respect:For tradition while evolving the reality of change Expect Resistance: Be prepared to deal with it through adaptation or revision. Understand: Your “customers”; both old and new

31. Internal Public RElations • Communication • Communicate factual change electronically, through printed materials, and personally, through Officers Actions.

32. Internal Public Relations • Communication • Communicate cultural change more slowly through traditional means and through Officers Actions.

33. External Public Relations Communication: Never miss an opportunity to inform your members and the Public of ongoing activities & events that fulfill our primary missions.

34. External Public Relations Communication Market the good to create more. Talk about the fun in doing it.

35. Internal Public Relations – Understanding their role Communication Will anyone who agreed to become a committee chair not do what they are asked? Who will go beyond that?

36. Internal Public Relations Communication Does your Membership know what you did at Grand Lodge?

37. Internal Public Relations ENF Fund raising Make it part of the culture

38. Internal Public Relations • Communication • Human nature to avoid confrontation • Confront Problems quickly and head on • Follow up with prompt communication

39. Internal Public Relations • Communication • Never allow members to lose sight of what we are really about • Sandwich examples of long respected cultures into evolution required for long term growth

40. Understanding “What we are” Volunteering Obligation has reward Recognition gives satisfaction Ongoing recognition creates more volunteers

41. Internal Public Relations - Recognition • Communication • Make recognition of achievement part of the communication • Turn recognition into examples that are actually “selling” change • Elk of the Month • Volunteering • Recruiting Members • Running an event • Never missing a meeting • Starting New Initiatives • Revitalizing Old Initiatives

42. Legacy Recruitment Drive Contest to recruit Members’ spouses, children, grandchildren, etc. Web/Recognition: • Members initiating or reinstating one family member into the Order will receive mention on the new “Share the Pride” page on the Elks website (similar to the ENF donation recognition). • Members initiating or reinstating two or more family members into the Order will receive mention and photo recognition (post initiation) on the new “Share the Pride” page on the Elks website (similar to the ENF donation recognition).

43. GER PIN AND WATCH Recognition: • Members initiating or reinstating three members into the Order will receive the prestigious GER pin award. • Members initiating or reinstating eleven or more members into the Order will receive the prestigious and attractive Elks watch (male or female sizes available.)

44. # 1 Challenge: Lapsation Recovery – Go Get ‘em! Fall Conference 2014

45. # 1 Challenge: The unpaid dues notice: “The Root of All Evil” Fall Conference 2014

46. We have a Collection Problem! • We all know getting members to pay dues in a timely manner can be a gruesome task. • In fact, nearly 40% of our membership does not pay their dues by the first week in April. • More than 30% of our members will be more than 90 days past due. • More than 15% of our members will be more than 180 days past due. • We know that more than 6% of our membership will not pay at all. • We dropped more than 60,000 Elks on March 31, 2014 for non-payment of dues. • Nationally we lost more than $4.5 million dollars in uncollected dues revenue. • Yes we have a BIG collection problem

47. Top Tips to make ‘em pay! • Let your members pay – in any way possible and as quickly as possible. Online, mobile, snail mail, or in person. At the end of the day, you need to provide your members with a quick and easy way to pay you in a method they prefer. Let the member click one link to pay you online via credit card. Don’t make paying a chore. Period. • If it doesn’t lookprofessional, you’re not a professional. Make the dues invoice look nice and branded to your lodge. While still remembering its primary purpose. • Everybody could use a reminder. Make sure all dues invoices are on a healthy 30 day cycle. Bill every month starting on May 1st.

48. Top Tips to make ‘em pay! • Watch your tone with collection letters and calls. Don’t get all “official” just because this is a late invoice and you’re talking about money. Remember that you have formed a fraternal and social relationship that’s supposed to be mutually beneficial. Be personable, humble and friendly. • It’s time to get over it find a solution in your collection letters and calls that takes the edge off things like understanding that times are hard, or understanding that many (not just seniors) are on fixed incomes. The sluggish economy has made an impact. • It’s my Life (membership) this should be reviewed annually by the Lodge Secretary to see who is eligible well before the close of the fraternal year. In general people are living much longer…well into their 80’s. However many are not financially prepared to maintain their membership.

49. The “Gas Bill”

50. An Elk “Gas Bill”