Transcript Department of Michigan Veterans of Foreign Wars

WHY DO MEMBERS WALK OUT
THE BACK DOOR ?
Reasons For Members Leaving
Our Organization
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Disorganized Post Leadership
Inadequate Orientation (Mentoring)
Social Cliques, Lack of Friends
Lack of Recognition
Lack of Growth / Development
Lack of Important Programs
Not Listening to or supporting what
(Younger) Members Want
Members Will Remain In
the Post if:
It is well organized
It is financially stable
It has a direction and purpose
It is dedicated to important projects
It promotes a sense of trust among all members
It keeps members involved
It considers the input of all members in the Post
decisions
 It provides recognition for members efforts
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Planning
Your
Membership
Campaign
Part 1
No recruitment drive will be successful
without careful planning and clear
objectives. Here are the steps to success:
1.
Selecting a Membership Committee
2.
Develop a recruiting plan
3.
Set Realistic Goals
4.
Plan Activities
Selecting a Membership Committee
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Appoint a capable Chairman.
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Qualities you should look for:
Popularity
 Organizational ability
 Good speaking skills
 Knowledge of the VFW
 Dedication
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Committee Members
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Should be interested, active, knowledgeable and
above all, who can be counted on to do the job!
Two key members of the committee will be the
post Quartermaster and Adjutant
Developing a Recruiting Plan
Current situation ~
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Where you are now in terms of:
Membership
Eligible veterans in the community
Recruiting efforts
Other Posts recruiting efforts
Goals
Action Plan ~ How you plan to achieve your goals?
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3.
These are Specific Actions:
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Territory and time management
Personnel management and manpower planning
Recruiting meetings and techniques
Implementation
Tracking
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5.
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Create a chart to measure results, Good and Bad
Your Current Situation
Put it in writing
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Helps you take a fresh look.
Helps you organize your information so you can see
your opportunities more clearly.
Helps you clarify where you what to go and how to
get there.
Helps you initiate the actions that are required,
because you know what steps you need to take.
Gives you a record to check against to make sure
you are accomplishing what you set out to do.
Setting Realistic Goals
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Set weekly and/or monthly quotas.
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These quotas should include new and reinstated
members.
Deadline dates.
Set your main goal slightly higher than your
quota. This annual goal should be a percentage
above your past years membership.
When setting your goals try to incorporate the
National, Department, District & County Councils
recruiting awards.
Developing a Recruiting Plan…
S.M.A.R.T. Objectives
Objectives are guidelines for your goals…
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Smart recruiters use the “S.M.A.R.T.” system of objectives to help them
know how to reach their quota and goals – “where you want to go.”
Specific
 Measurable
 Attainable/Ambitious
 Results-oriented
 Timed
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Example of a S.M.A.R.T. goal:
The Post Membership Committee/Team
will increase the Post’s membership by 10
percent within the next six months by
conducting membership drives at the
county fair, a shotgun mailing campaign.
Planning
Your
Membership
Campaign
Part II
Planning Recruitment Activities
Membership recruiting is a continuous
process. For membership growth, you
need to: Remember the 3 R’S
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Retain Continuous Members
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Reinstate Former Members
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Recruit New Members
Successful Recruiting Campaigns
Telephone Campaign
 By using your post membership roster
 Personal Contact / go to their home
 Membership Booth
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Developing a Recruiting Plan…
Sample Recruiting Action Plan
Goal
Telephone
Numbers
Personal
Contact
1st Visit
Personal
Contact
2nd Visit
Evaluate
Goal:
To increase VFW membership by 5% in our post by reinstating former
members. This will be done from January 1st to January 30th of this year.
Step 1:
January 1-7: Roger, Jack and Jill will telephone a list of 25 former members
asking them to be reinstated and pay past dues.
Step 2;
January 8-14: The recruiters will follow-up the phone calls with a door-to-door
Campaign. They will meet on the 7th at 11:30 a.m. with detailed maps from
Map Quest and prospects names and addresses. The recruiters will split into
two man teams to make house calls from noon until 4:00 p.m.
Step 3:
January 15-21: The recruiter will meet again from 3:00p.m. To 6:00p.m. to
call on veterans who were not available during the first set of visits.
Step 4:
January 22-30: Record and evaluate results, i.e., number of reinstated
members, amount of dues collected.
Review Your Action Plan For Effectiveness
Ask The following questions about your plan:
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Do the steps follow logically from your analysis of the
current situation and recruiting goal?
Are the steps clearly stated, so each person knows what
they need to do to achieve the desired result?
Will the steps lead you to achieve your goal?
Are your goals realistic?
If you answer “NO” to any of the above statements, consider
going back and making adjusting your action plan.
Benefits
of
VFW
Membership
VFW Benefits
National
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No Cost $1000/$1500 Personal Accident
Protection Plan
Life & Accident Plans
Medicare Supplement Plans
Cancer Plans
Long Term Care
Annuity Plans
Wellness Plans
Vehicle Insurance
Pet Insurance
Post Accidental Death & Dismemberment
Funeral and Cremation Plans
VFW Personal & Business Credit Card Plans
VFW Car Rental Discounts from Hertz,
Alamo, & Avis
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VFW Hotel/Motel Discount Program
Pentagon Federal Credit Union
VFW Online (Internet Access)
A Subscription to the VFW Magazine
Access to the VFW Honor Roll
Lifelong Memories Program
The VFW National Home
A Nationwide Network of fully trained and
Certified Veterans Service Officers
Legislative Services
Community Activities
Youth Development Programs
VFW Supply Catalog
Ladies Auxiliary
VFW Benefits
Post Level
Being a part of a post that supports the VFW
motto: “Honoring the dead by helping the
living” through:
 Veterans Service
 Community Service
 Legislative Action
 Youth Development
Let’s Talk About
Benefit Recruiting
How To Describe Benefits
When you recruit by explaining the VFW’s
benefits, emphasize what the benefit means to
the veteran – the personal benefit is what
counts…
Benefit recruiting revolves around the person
you are trying to recruit. That is, you show each
person how specific benefits of the VFW will
meet his/her needs. It is up to you to show how
those benefits will personally benefit the
individual.
How it Works…
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Tell the veteran about a benefit, such as the VFW
Magazine.
Tell Him/Her about the personal benefit he/she will
receive and how it can be used. For Example, The
VFW Magazine provides information 11 times per year
on topics relevant to veterans.
Use a proof statement to convince him/her of the
value of the benefit. In this case, “ The VFW Magazine
will keep you knowledgeable about your status as a
veteran and the ways you can protect your rights.”
Another example:
Benefit:
VFW Insurance Program
Personal Benefit:
VFW insurance provides healthcare protection
for the member and loved ones at a minimal
cost.
Proof Statement:
In this case, it’s the money saved on insurance
and medical costs and the security of knowing
that loved ones will be protected in case of
accident or death.
Proof of eligibility
What is it?
Eligibility can be
in a form of
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Performance reports, medals report, returning
orders, letters from officers you served with,
pictures on battle zones, letters from a war zone
(Free Postage).
Realize a DD214 is not the only document that
can be used as proof of eligibility.
BUT DON’T FORGET THAT
WE HAVE A RESPONSIBILITY TO PROTECT THE
VFW FROM WANNABEE’S
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Handling
Objections
Responding To Negative Comments
Undoubtedly, you will talk to a veteran that has an
objection, a reason for not wanting to join. The first
thing to remember is to remain positive and be polite.
Talk about the benefits of VFW membership, and what
those benefits can mean to him/her, how they will
personally benefit and how it my improve his situation
and family.
If there is an objection that involves a personal
reference to the Post itself, try to avoid speaking on
those terms. Remove any reference to personalities, or
the operation of a particular Post.
Techniques To Deal With Objections
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Restate objections with questions, then give answers to
correspond with the prospect’s basic needs.
Provide more
information
to
clear
up
any
misconceptions.
Use member testimonials (if available)
Restate benefits, both national and local.
Re-emphasize the personal benefits of being a VFW
member.
Provide a proof statement to help erase doubts. A proof
statement contains information or evidence that backs
up what you have been saying. It helps the veteran
believe in your statements.
Restating the Objection as a Question
By restating the objection in the form of a
question you:
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Clarify what the objection is.
Let the veteran know you understand what he/she said.
They know you have been listening.
Lessen the impact of the objection by moving it from an
objection to a question.
Gain time to organize your reply.
Sample Objections & Replies
Prospect: “I’m to busy. I don’t have time to be a member.”
Recruiter: “ I know what you mean, I’m busy myself. But
did you know that the VFW feels every member who
pays their dues is active and makes a contribution to the
organization? Just your name on the membership role
lends support to all of our programs. And you can enjoy
most VFW benefits without having to attend meetings.
Without busy people like you, we would not be able to
carry on the programs that benefit not only veterans but
the citizens in our community as well.
Sample Objections & Replies
Prospect: “I’m not sure I qualify.”
Recruiter: “Were you in the military? Were
you ever overseas ? Were you honorably
discharged? Did you receive any campaign
medals or ribbons? Did you receive hostile
fire or imminent danger pay? If so you
probably qualify.”
Sample Objections & Replies
Prospect: “I am not interested.”
Recruiter: “Are you interested in no-cost
insurance, fringe benefits, and your rights
as a veteran? If you are interested in any
of these, you are interested in the VFW.”
Sample Objections & Replies
Prospect: “I can’t afford it.”
Recruiter: “The cost averages about $35.00 a
year, which is about $2.91 a month. And you will
receive many financial rewards with your
membership, like no-cost accident insurance,
discounts on many items, and access to our
credit union. If you cannot afford to pay now, I
can fill out an application, and then when you
are able to pay, I can come back.”
Sample Objections & Replies
Prospect: “I belong to the American Legion.” (or
some other veteran’s organization)
Recruiter: “Great! Did you know that of 27 million
veterans in the United States, only about 10
million belong to any veterans organization?
Since Congress doesn’t cross check our rosters,
you can increase the numbers by belonging to
the VFW as well.”
Sample Objections & Replies
Prospect: “I don’t drink/smoke.”
Recruiter: “Did you know that out of 8,278 Posts
across the nation, less than one-quarter of them
have canteens/club rooms? The emphasis is on
helping veterans and their communities, not on
drinking. The fact that you don’t drink would not
matter. You would be a welcome addition to our
Post.”
Completing
Recruitment
Recognizing Readiness To Join
Realize when you have said enough…
And complete the deal.
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Physical Signs
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Veteran nods his/her head (agreement)
Veteran rubs his chin…or other action that shows he’s
considering joining.
Recognizing Readiness To Join
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Verbal Signs
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Veteran makes positive statements:
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Veteran ask you to repeat something you have
already made clear. In doing this, he is reassuring
himself.
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“So in other words, you could…”
‘So, what you are saying is that I can…”
Veteran asks about cost:
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“That sounds good.”
“That makes sense.”
“How much are the dues?”
Veteran stops talking:
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He/she has found out all he wants to know. No more
objections…no more questions. He/She is just waiting for you
to ask him/her to join.
Recognizing Readiness To Join
Five basic steps to successfully complete an interview:
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Restate the veteran's needs or problems as you
understand them.
Comment again on benefits, emphasizing those that
meet his/her specific needs and wants.
Sign up the veteran by asking him to join the VFW, and
then present the necessary forms.
Fill out the application form for the veteran.
Collect his/her dues (get the money).
Prospecting
Obtaining Lists of Prospective Members
There are several ways of obtaining lists for your
campaign, such as by using MIP, DAL, P3, relocated
lists. Some may work better than others for different
posts, depending on needs. Some may work better
for one specific type of recruiting, however, all are
recommended as a way to get as many prospects as
possible from your Post’s area.
Here are some proven ways to obtain names:
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Past and present membership files or members who have
not paid their dues.
Newcomer or Welcome Wagon Lists.
Referral names submitted by present members or other
contacts.
Chamber of Commerce
A member who belonged to a post in a community were a
Post was terminated.
Department or District Service Officer Program.
Recorded Service Discharge, available at the county
courthouses.
Newspapers, radio, and TV stations.
Association Rosters
Direct mail solicitation (Shotgun mailers) and silent
Recruiter Boxes.
Telephone Directory
Recording Prospect Activities
It is very important for your Post to keep track of
who was contacted, when, by what means, and
the result of the contact, plus any other important
information.
Create a single form to record this information,
leaving room for follow-up activity. By keeping a
record of all prospecting activities on one form,
your Post will be able to record activities with
relative ease and your records will all be in on
convenient file.
Signing up Active Military
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Pay close attention to sec. 102 when
working with active duty military personal
Active duty personal may not have a DD214
Proof of eligibility
Performance reports, medals reports,
returning orders, are some examples.
Do we have others?
A Closer Look at
Membership Campaigns
RECRUITING BOOTHS
TELEPHONE
Recruiting Booths
Recruiting Booths work best when you have at
least 2-5 representatives from the post. These can
be VFW and Auxiliary members. We need to work
together for the betterment of all Veterans.
The steps for setting up a booth are fairly simple:
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Contact a store manager or event chairman of any
place which is popular in your community, especially
where you think veterans and their spouses would
go. Ask permission (or pay, if necessary) for space to
set up a “VFW Community Service Booth”.
Publicize the booth by writing a brief news release
stating location day, time and booth hours. Give the
release to local radio, TV and newspapers. Place
posters in area shops or public places.
Obtain an abundant supply of VFW material to
distribute. Have a information sheet about your post
and its upcoming events, include meeting dates and
times.
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Prepare your booth by creating a display of VFW
recruiting posters and community service material.
Create a Large sign, so everyone knows your there.
Always wear your VFW cap or a ball cap (VFW).
If local laws allow a drawing, get a member or
merchant to donate a gift and prepare tickets that
will gather that person information for follow-up
contact. This free drawing will attract more people to
your booth.
Always follow-up with eligible veterans if they do not
sign up that day.
The Telephone Campaign.
Proper use of a telephone campaign can be
a most effective way to collect dues from
continuous members and/or reinstate
former members.
Let’s take a look at advantages of a
telephone campaign:
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Telephoning allows for personal
interaction, without the time and energy
spent with an initial door-to-door
campaign.
You can use the telephone to spark the
interest of an inactive member.
You can cover a larger area, in shorter
time that is less expensive than a mailing
or door-to-door campaign.
Sample Telephone Scripts
Reinstate or Previous Member
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Script to reinstate members or collect past dues:
Mr./Mrs..______, This is _____. I am with the VFW Post #_____. Our
post is conducting its annual membership drive. I noticed that you
have not paid your current years dues. Our goal is to collect the
dues of everyone on the roster and to recruit new members as
early as possible. Some Post members are in the area today
collecting dues, what would be a convenient time for someone to
stop by and pick up your dues?
(If no time is stated, suggest one. If there is no objections,
continue…)
Thank you so very much, Mr./Mrs.._____. We certainly appreciate
your continued membership in our post. We will have a member
visit you by (repeat time). Stop by the post next tie you are in the
area. We would be glad to see you. Goodbye.
(If there is an objection to call at this particular time, Continue…)
I’m sorry if I called you at an inconvenient time. When would it be
convenient for me to talk to you for a moment?
Campaign Summary
Whatever methods you decide to use,
remember, FACE-TO-FACE meeting or personal
contact with each veteran is preferred and is the
most effective way to reach your recruiting
goals.
Recruiting Aids
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Membership Campaigning Brochures
List of Prospects
Membership Forms
Recruiter Tool Kit
Door Hangers
Benefits Brochure
VFW magazine
Recruiting Aids
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Post/Department/National will provide
 List of prospects, addresses, home phone
numbers
 List of delinquent and former members
 Post may have a list of reasons why some
members are no longer members
 Get members to go with recruiters
Your Membership Kit
What should you carry?
 Membership Applications
 Membership Benefit Brochure
 Veterans Service Brochure (if available)
 VFW “Join the Elite” Brochure
 VFW Door Hangers
 Blank paper for notes
 List of unpaid members
 Prospect list
 VFW Magazine
 Copy of State Newspaper
 Copy of Post Newsletter
 List of possible objection and replies
 Maps showing the territory you are going to cover
 Recruiter’s guide
Consider purchasing a “Recruiter’s Toolbox” from Emblem & Supply!
Recruiting Tips
Winning Tips From VFW All Americans
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With every new person you meet, ask “Did you serve overseas?” You immediately
establish a common bond and confirm their eligibility.
Have every member complete a list of eligible family members and friends. Often,
they have never been asked.
Always visit a prospective member in person. Nothing works better than face-to-face
contact.
Always carry an application. It is hard to recover a lost opportunity.
Set up recruiting booths at malls, department stores and other high traffic areas. Use the
video tapes available from our National Headquarters. Plan your display carefully. Be
prepared to follow up.
Do not overlook lapsed members. Their circumstances may have changed and they are
ready to return.
Use of Shotgun Mailer (80% of All Americans use it).
Visit other Veteran Organizations. Let your concern and willingness to help be known
and understood by all.
Include membership in other programs. For example, while promoting Buddy Poppiesdo not forget to ask, “Did you serve overseas?”
Membership is more than a reflection of recruiting ability. It also reflects your leadership
ability, the quality or your programs and the overall health of the organization.
“Believe and act as if it were impossible to fail.”