Managing for Membership Growth I Managing for Growth

Managing for Membership Growth

I. Managing for Growth A. Goals B. Managing Your Membership Director(s) C. Managing Your District Deputies D. Incentives II. Niche Markets A. Hispanic and Ethnic Growth B. Young Adult and Collegiate Growth III. Growth Strategies and Tactics A. Working With Agents B. Leveraging Online Membership C. Maximizing PR & Marketing

Objective For you to leave the workshop with a specific, personalized plan for managing for growth that you can execute with the help of your regional growth director and state council.

Managing for Growth

Goals • No successful organization – no matter the industry – succeeds without goals. • Goals help align teams. • Goals remove subjectivity. • Goals give focus and direction. • Your state has goals, but they’re not relevant to many of your key state, district and local officers. • They need goals that are both relevant and fair.

Goals – Best Practices • The state has a membership goal. So do councils and districts. But what about your regions/dioceses/chapters? – If they don’t have goals – and if those goals aren’t weighted by size – you’re missing a huge opportunity. • …And simply setting goals is not enough. • If you don’t communicate them broadly, and track them regularly and publicly, they are meaningless. • Everyone’s commitment is key, so leverage your meetings accordingly. • Go beyond a number. Make sure they know what it takes to get there.

Managing Your Membership Director(s) • It’s okay to have more than one. • You owe him well defined goals and expectations. – New council development? – Church drives and other membership activity? – First degree tracking? • He needs a team. • He needs a clear communications plan for his team. • You need to know how you’re going to manage him and commit to it. – Does he owe you a plan? – How often will you meet with him and how?

Managing Your District Deputies • Simplify their role and responsibilities. • Have a clear reporting structure that allows for good management and mentoring. • Establish a two-way commitment on goals and communication. • Set expectations on attendance and involvement. • Have a training program, review the training program and refine the training program. • Hold them accountable – and have them hold their GKs accountable

Incentives • Incentives need to be fun and meaningful. • …But more important than that, they need to be communicated! • That’s why we’re bringing incentive design back to you. • You can incentivize different people or groups. • You can launch incentives at different times of the year. • You can experiment and learn. • Challenge: Design and submit an incentive for approval by July 1.

Niche Markets

Hispanic Growth and Development Identify and Support a Hispanic Coordinator (State/Diocesan/Regional) • Provide a Job Description • Work with Supreme Hispanic Field Coordinator • Identify Hispanic Membership Recruitment Team Members • Review Catholic Hispanic Market data in your jurisdiction • Review Diocesan Listing for Spanish New Council Opportunities • Promote Officer Online Training Portal, Webinars and Video Training • Maintain Contact and Support all Active Spanish Councils • Visit Pastor for Support for Reactivation of Suspended Councils

Hispanic Growth and Development Supreme Support for Hispanic Growth: • Jurisdiction Specific Hispanic Support and Training • Training for State Leaders, District Deputies and Membership Team • Support and Training for Hispanic Teams in your Jurisdiction • Monthly Communications to all Spanish Councils • Assist with Spanish NCD and Reactivations • Support of Council Sustainability for Leadership and Growth • Spanish Round Table Promotional Material

College Councils Growth and Development The Benefit of College Councils: New members – College Councils should recruit 10 -20 members per year Younger membership – Nearly all college members are between 18 -22 Future state and local council leaders – Many college Knights have served in multiple officer positions already, and can bring this experience and energy to your parish councils and state council

College Councils Growth and Development How to Support College Councils: 1. Appoint a state college councils coordinator/college councils team 2. Ensure that every council is represented at the College Councils Conference, in New Haven, Sept. 27 -29 3. Facilitate graduating seniors’ transition into parish councils 4. Waive or discount state per capita for college councils 5. Hold a state college councils conference or officers training

Growth Strategies and Tactics

Working with your Agents Your Field Agents: Mission, Methods & Messages: • Mission: Draw souls to Christ and protect them financially • Methods: Constant parish & member engagement & referrals • Messages: “Share an encounter with Christ through charity” “The Catholic Difference and Our vast portfolio of products” Partner w/ your General Agent for recruiting success: • Create & share your recruiting vision/plan w/ General Agent • Ensure opportunities for FA involvement in recruiting events • Inspire organizational culture that supports Recruiting & Ins

Working with your Agents A few tips for recruiting success: • Regular Parish drives, Open houses and monthly 1 stdegrees • Give your FA time to speak at all parish-wide council events • Promote & Pro-actively track Shining Armor Program (Plaque) • Promote parish-wide Semi-Annual Fraternal Benefits Nights • Promote parish-wide family oriented “Play and Pray” events The “Fruit” of partnering with your GA’s and FA’s: • The Fruit of the Vineyard (Faith, Family & Financial Security)

Working with your Agents Building Your Plan: (Ask Yourself) • Why is “Cross-promoting” Membership Recruiting & Kof. C Insurance programs so vital to the Order, Our World and Catholic families everywhere? • How can I best communicate this message to my membership, and inspire the organizational leaders within my jurisdiction to do the same? • What role do I play in inviting Catholic men to join and promoting our insurance programs throughout the Diocese? • How will I promote a culture of “Partnering with your Agent to meet recruiting goals” amongst my District Deputies and Council leadership?

Leveraging Online Membership Online Prospecting Tool: • Every council needs to have a online prospect form • Three Types of Prospects: All Catholic Men, Men who have signed the online prospect form, and men who have joined online • All three types help grow local councils! • The Online Prospect form is the best way to engage potential members.

Leveraging Online Membership Transferring Online Members to Local Councils: • Online Membership Coordinators should control the Unassigned tab • OMC’s should talk to DD’s to assign Online Members to the proper council • OMC’s need to communicate with Local Council’s to make sure they are transferring members • GK’s and FS’s should transfer members by putting in the members ceremonial date • A Form 100 should be used if the member does not appear in the prospect tabs

The Importance of Local and Regional PR • Highlighting state and local K of C activity is key to the Order’s growth and overall communications and marketing strategy. • Leveraging local media builds awareness of K of C and shows the importance of our councils in communities. • PR supports recruiting efforts and can encourage greater support of your council’s charitable initiatives. • The Supreme Council Communications Department is a resource to assist with your communications needs and local media outreach.

How it works

Managing for Membership Growth