Arkansas ForestryArkansas ForestryMembership Recruitment StrategyMembership Recruitment Strategy

AFA Spring Board MeetingAFA Spring Board Meeting

May 11, 2012May 11, 2012

The GoalThe GoalThe Arkansas Forestry Association will create a culture The Arkansas Forestry Association will create a culture that incorporates membership recruitment into all possible that incorporates membership recruitment into all possible association meetings, communication vehicles, association association meetings, communication vehicles, association activities and public outreach efforts. The culture will allow activities and public outreach efforts. The culture will allow AFA members to take an active role in growing the AFA members to take an active role in growing the membership on an ongoing basis.membership on an ongoing basis.

Priority Membership TargetsPriority Membership Targets• Current AFA MembersCurrent AFA Members• Large landowner, manufacturing and corporate membersLarge landowner, manufacturing and corporate members• Individual Private LandownersIndividual Private Landowners• Related IndustriesRelated Industries• Tree Farm membersTree Farm members• Young landowners, foresters, member employeesYoung landowners, foresters, member employees• Environmental EducatorsEnvironmental Educators

Tools and StrategiesTools and StrategiesCurrent MembershipCurrent Membership

Strategy – Utilize frequent, consistent communication to educate, encourage and Strategy – Utilize frequent, consistent communication to educate, encourage and equip current members to make membership recruitment part of their commitment equip current members to make membership recruitment part of their commitment to AFAto AFA•Incorporate membership into all AFA meetings and activitiesIncorporate membership into all AFA meetings and activities•Reform an active AFA Membership CommitteeReform an active AFA Membership Committee•Utilize targeted – heavy communication, followed by on-going communications efforts to Utilize targeted – heavy communication, followed by on-going communications efforts to share the plan with current membersshare the plan with current members•Create a Tag Line for membership focus/recruitmentCreate a Tag Line for membership focus/recruitment•Conduct a membership survey to understand needs, interests and servicesConduct a membership survey to understand needs, interests and services•Conduct 2-3 regional membership meetings annually – members bring non-memberConduct 2-3 regional membership meetings annually – members bring non-member

Tools and StrategiesTools and StrategiesLarge Landowner, Manufacturing, Corporate MembersLarge Landowner, Manufacturing, Corporate Members

Strategy - Capitalize on relationships to identify high priority Strategy - Capitalize on relationships to identify high priority membership targetsmembership targets•Ask member companies to identify and/or contact key vendors, suppliers and Ask member companies to identify and/or contact key vendors, suppliers and customerscustomers•Acquire and utilize landowner lists from private vendors, tax records, federal cost Acquire and utilize landowner lists from private vendors, tax records, federal cost share programs, stewardship programsshare programs, stewardship programs•Consider using a dedicated membership recruiter to identify and contact potential Consider using a dedicated membership recruiter to identify and contact potential members (needs further discussion)members (needs further discussion)

Tools and StrategiesTools and StrategiesIndividual LandownersIndividual Landowners

Strategy – Demonstrate the value of membership and use landowner databases Strategy – Demonstrate the value of membership and use landowner databases to identify potential membersto identify potential members•Acquire and utilize various landowner databases/lists to identify potential membersAcquire and utilize various landowner databases/lists to identify potential members•Grow the landowner public outreach and education program with emphasis on adding Grow the landowner public outreach and education program with emphasis on adding quality workshops – incorporate membership into all AFA-sponsored workshopsquality workshops – incorporate membership into all AFA-sponsored workshops•Use regional meetings as a venue to attract non-member landownersUse regional meetings as a venue to attract non-member landowners•Consider new membership options and continue current timber deed discountConsider new membership options and continue current timber deed discount•Develop a landowner recognition program to reward a high level of involvement in AFA or Develop a landowner recognition program to reward a high level of involvement in AFA or related natural resource organizations (NFD)related natural resource organizations (NFD)•Consider the formation of county or regional landowner organizations (NFD)Consider the formation of county or regional landowner organizations (NFD)

Tools and StrategiesTools and StrategiesTree Farm MembersTree Farm Members

Strategy - Utilize the spring audit to reach out to TF members using a variety of Strategy - Utilize the spring audit to reach out to TF members using a variety of tools. Work directly with AFF to understand their future direction for the program.tools. Work directly with AFF to understand their future direction for the program.•Use the Tree Farm participant list and audit to target membersUse the Tree Farm participant list and audit to target members•Request AFA membership for all Tree Farm Inspectors/Committee membersRequest AFA membership for all Tree Farm Inspectors/Committee members•Provide incentives where appropriate for inspectors to sign up AFA membersProvide incentives where appropriate for inspectors to sign up AFA members•Explore requiring AFA membership in order to complete Tree Farm inspections (Needs Explore requiring AFA membership in order to complete Tree Farm inspections (Needs further discussion and clarification from AFF)further discussion and clarification from AFF)•Sponsor annual Tree Farm meeting or activity to draw both members and non-members to Sponsor annual Tree Farm meeting or activity to draw both members and non-members to a venue (NFD)a venue (NFD)

Tools and StrategiesTools and StrategiesRelated BusinessesRelated Businesses

Strategy – Identify and capitalize on relationships that exist within our community Strategy – Identify and capitalize on relationships that exist within our community to target related businesses and organizations that would benefit from AFA to target related businesses and organizations that would benefit from AFA membershipmembership•Ask members to utilize tools such as bill stuffers or make direct contacts with their related Ask members to utilize tools such as bill stuffers or make direct contacts with their related business partnersbusiness partners•Use AFA committees (Membership) to create a contact list of as many related businesses Use AFA committees (Membership) to create a contact list of as many related businesses as possibleas possible•Utilize AFA staff, member company representatives, and CEO contacts to reach related Utilize AFA staff, member company representatives, and CEO contacts to reach related businessesbusinesses•Utilize the Manufacturers Directory to identify potential membersUtilize the Manufacturers Directory to identify potential members

Tools and StrategiesTools and StrategiesEnvironmental EducatorsEnvironmental Educators

Strategy – Capitalize on the relationships and database already established to Strategy – Capitalize on the relationships and database already established to encourage educators to join AFA. Continue to develop tools that they can use in encourage educators to join AFA. Continue to develop tools that they can use in the classroom to provide value.the classroom to provide value.•Create/Offer a discounted Environmental Educator membershipCreate/Offer a discounted Environmental Educator membership•Use the Environmental Educator database to make contactsUse the Environmental Educator database to make contacts•Provide membership opportunities at all PLT workshopsProvide membership opportunities at all PLT workshops•Capture the specific tools available to educators and continue to develop additional Capture the specific tools available to educators and continue to develop additional resources for themresources for them

Tools and StrategiesTools and StrategiesYoung landowners, foresters & member company employeesYoung landowners, foresters & member company employees

Strategy – Create new tools, programs, activities and strategies that appeal to a Strategy – Create new tools, programs, activities and strategies that appeal to a younger demographicyounger demographic•Develop a young member leadership programDevelop a young member leadership program•Create a young member category at a reduced or introductory dues rateCreate a young member category at a reduced or introductory dues rate•Encourage corporate landowner & manufacturing members to promote (target and pay) Encourage corporate landowner & manufacturing members to promote (target and pay) AFA membership for its young leadersAFA membership for its young leaders•Develop more web-based resources for young membersDevelop more web-based resources for young members•Continue to enhance AFA’s social media toolsContinue to enhance AFA’s social media tools•Create special events that target the blogging communityCreate special events that target the blogging community

Challenges to membership growthChallenges to membership growth• Not everyone believes AFA membership is importantNot everyone believes AFA membership is important• Members have other business priorities that take precedence over AFAMembers have other business priorities that take precedence over AFA• No broad marketing plan exists to promote the associationNo broad marketing plan exists to promote the association• Landowners hard to contact/entice – not all landowners have e-mail or are willing to provideLandowners hard to contact/entice – not all landowners have e-mail or are willing to provide• Young people not as involved in the associationYoung people not as involved in the association• The timber and forest products community is large, diverse and difficult to mobilize (unless there is The timber and forest products community is large, diverse and difficult to mobilize (unless there is

a crisis)a crisis)• Companies are less inclined to pay memberships and “encourage” joiningCompanies are less inclined to pay memberships and “encourage” joining• Tool Kit – difficult to identify and implement tools that will really workTool Kit – difficult to identify and implement tools that will really work• No one person is specifically focused on membership recruitment within AFANo one person is specifically focused on membership recruitment within AFA• Need to survey members and those attending meetings/workshops to determine their value Need to survey members and those attending meetings/workshops to determine their value

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