Add New Members Through Quality Conversations

No better way to build a relationship than one-on-one

By Jane Rupprecht, NDU Communications

At the center of all organizing is relationship-building. You cannot organize potential members into joining our organization, nor current members into becoming activists and leaders within the association, if you do not establish a relationship first. As an organizer for your union, you must be trusted. You must be authentic. You must be respected. And how do you attain that level of status with any person? You talk to them, of course.

When you talk to them, make it count. Have a Quality Conversation with them!

But what does that mean? Here are the nine steps to having Quality Conversations with your colleagues about becoming an active member in our association.

1. Determine your local association’s message. Why are we here? What are our priorities? What do we want to be known for in the community we serve?

Your local leaders and members should take a look at how you communicate as a collective. Once you’ve answered these questions, try unifying them into one centralized statement that best represents your local. Then broadcast that statement as far and wide as you can! Develop a logo and a slogan. That is our Message! Share it!

2. Discover what lies at the heart of your local. This will provide you with context for all of your organizational communication efforts! Make sure your communications are easily understood, compelling to members, connected to the external world, relevant to your community, and consistently delivered.

And always remember: STAY ON MESSAGE! Connect the vision and values to members’ and potential members’ concerns.

3. Share your story. Why did you join our association?What benefits are most valuable to you, personally? What attracted you to your profession? How has your membership contributed to your job satisfaction and your professional standing? Giving your own answers to these big questions that our potential members face will help them understand the advantages of joining!

4. Tell them about North Dakota United. Yes, our member benefits are great, and the liability insurance and attorney referral program are must-haves. Sure, we can offer exceptional professional development and training. Of course, we have field staff to help address and consult about local issues, and we provide opportunities to attend regional and national conferences. But the MOST IMPORTANT REASON to join?

Respect. Power. And a VOICE!

By being a member of your state and local union, and being personally involved in their operation, you are given an opportunity to be part of the solution. If we believe that what is good for students and communities is good for education employees and public employees, then who knows the most about what’s best for students and citizens than the people who serve them?

When we all speak together, we have a LOUD voice that can be heard!

5. Practice “Deep Listening.” Think of it this way: In an organizing conversation, you should spend 80 percent of your time listening, and 20 percent talking. Additionally, concentrate on the following goals during your conversation:

• Establish common ground by minimizing natural barriers to listening and creating a safe space for the interaction.

• Focus on what the member wants/needs. Set aside your personal agenda, and focus on the member’s words, their actions and intentions.

• Listen! Listen! Listen! Resist the urge to jump in. Show empathy for feelings or concerns. Validate what the potential member is saying by paraphrasing their concerns.

Ask follow-up questions for clarity. And DON’T ARGUE.

Do not contradict them!

Try saying this:

“I hear what you are saying. Many of our members feel the same way.”

“Let me do some checking on that for you, and I will get back to you in the next few days.”

6. Utilize the “Feel, Felt, Found” Approach. Consider the words you use when you speak, and frame them around these three important words: feel, felt and found.

Try saying this:

“I know how you FEEL …”

“I understand how you feel about not having time to attend the meeting …”

“I’ve FELT that way myself …”

“I always felt there were more important things to do…”

“But I have FOUND that…”

“But after I attended a few, I found that I really started to benefit from the information that is shared at these meetings. Plus, I liked being part of shaping our agenda.”

7. It’s time for the All-Important Ask! Start by referring to identified issues. Make sure that you get an immediate commitment to an action, whether that’s a membership form, an agreement to meet a second time, or a commitment to serve.

Try saying this:

“Can you think of some ways that we might deal with this as a group?”

“Can we count on your support and involvement so that we can improve this?”

“Will you attend the meeting next week?”

“Will you join us and become a member?”

8. Just as important to the ask is your follow-up. If you’re trying to recruit a new leader, return for a second meeting for the sake of thanking them for the first. “Thanks for doing this! How can we help? What do you need?”

If you’re approaching a possible new member for a follow-up, you should bring additional information from what you talked about during your first meeting. Member benefits information works well. A welcome message from current association members is great, too. Ask them if they might consider signing a commitment card, if they’re not quite ready to sign the membership form. But the key to good follow-up is affirming your interest in helping them, supporting them in their practice and your own genuine enthusiasm for seeing them succeed.

Try to follow-up with your second meeting within 48 hours of your first, if possible. And if you promised information in the first meeting, MAKE SURE that you are bringing that information with to your second meeting.

9. Now … let’s mobilize! Take the BIG things, break them into LITTLE things and then find members to ACT on them — one LITTLE thing at a time, until the BIG thing is accomplished!