MASONIC MARKETING. Increasing Membership and Attendance RW ROY G. SIMPADIAN, DRI 2 ND

Transcription

1 MASONIC MARKETING Increasing Membership and Attendance RW ROY G. SIMPADIAN, DRI 2 ND INSPIRATUS LODGE NO.357 THE GRAND LODGE OF NEW JERSEY F. & A.M. MASONIC LEADERSHIP CONFERENCE

2 Masonic Awareness PUBLIC AWARENESS WITHIN YOUR LOCAL COMMUNITY PRIVATE MASONIC AWARENSS AMONG THE MEMBERS OF YOUR LODGE AND WITHIN THE MASONIC COMMUNITY

3 Statistics A review of the Status Quo & Public Opinion MSANA SURVEY 1988

4 US Masonic Membership Masonic Membership : 2,457,263 Masonic Membership 1959: 4,103, : 1,246, * Post WWI WWII Containment Cold War

5 NJ FREEMASONS Approx. 20,000 25% 20% 15% 10% 5% 0% As of December 31 ST % 19% 15% 17% 10% 11% 71 0% 4% 3% 18 & 19 20's 30's 40's 50's 60's 70's 80's 90's By Age 75,000/YR NATION WIDE 1,500/YR STATE AVG

6 Overall Familiarity With Masons US TOTAL North East Very Familiar Somewhat Not Very Name Only Never Heard Of {Only 1 in 4 knows anything about Masonry.} IMPROTANT: Among those who know anything about Freemasonry we are well-known and liked. We should not waste our time unduly responding to the few critics.

7 Overall Familiarity With Masons Percent Yes Know Logo Know Lodge Consider Conv & Safe Would Contact Lodge Would Contact Mason But can they really describe it? Familiarity Measure But Only 20% Know Where it is!

8 MSA SURVEY 1988 Non Members Interest in Joining Definitely 2% Monthly Time Commitment Maybe 23% Propbably Not 22% Definitely Not 53% 5+ Hours 43% 3 4 Hours 17% < 1 Hour 23% 1 2 Hours 17% 25% Interested in Joining 20 25% Interested in being active 5+ Hours 2% = 16 Million Nationwide Definitely Interested in Masonic Affiliation

9 Reasons for Lack of Interest REASON Percentage % Too Busy 61% Other Recreational Activities 56% Work Too Demanding 52% Take Time from Family 49% Do Not Accept Women 31% Too Ritualistic 28% My Friends are Not Members 26% Too Elitist 19% For Older People 18% Too Expensive 17% Too Religious 15% TIME! Are we using our lodge time efficiently?

10 Potential Perceived Benefits REASON Percentage % Meet New Friends 94% Community Service 88% Rec/Social Activities 86% Activities with Current Friends 80% Do Things As A Family 79% Professional Contacts 75% Develop Leadership Skills 69% Take Leadership Role 51% WHAT COME YOU HERE TO DO? {Many Younger Men} {1/2 of Survey Group}

11 RECOMMENDATIONS Determine attitudes of Masons towards the Change Process Determine the REASON for Active Membership from % Determine the Levels of Satisfaction among Existing Members Compare Programs and Activities of the Fraternity with the Expressed needs of our Target Market Identify the importance of the following to satisfaction with membership FAMILY PERSONAL GROWTH COMMUNITY INVOLVEMENT CHARITY LEADERSHIP RITUAL

12 RECOMMENDATIONS Develop Programs that meet potential member needs Look for ways to Involve Family & Community Look at the Time it takes to be a Mason Recognize the importance of Change to long term survival of Freemasonry Survey Your Members

13 Significant IMPLICATIONS MUST Address the real needs of American Men More than 16 million men nationwide are interested This group places the Fraternity ahead of other fraternal organizations Time, Work, Family and other Community Involvement interfere with ability to be active Are our meetings too Long and too Frequent? * Left alone, Masonry will drop to 1.5 Million by * 2,682, * 1,246,241

14 CONCLUSIONS A Majority of Masons are INACTIVE Masons do not need to attend Lodge to achieve Satisfaction nor is there a compelling reason to maintain membership Except Pride And Dues are so low it doesn t make a real difference Masons get the majority of their satisfaction by simply belonging There are those within who will lobby against Change There are 3 Courses of Action 1. Do Nothing 2. Make Tactical Changes in Certain Areas 3. Make Strategic Changes in The Fundamental Meaning & Practice of Masonry

15 What Will It Take? To Achieve Fundamental Change and Create a Great and Thriving Organization The Agreement to Stand for Greatness The Agreement to Meet the Needs of Men and Society in the 21 st Century The Agreement to Be Well Know and Understood The Ability and Trust to Empower Someone or Some Group for Change Commitment to Mentor Members & Officers

16 BRAINSTORM WHY ARE MEMBERS INACTIVE? HOW DO WE RETAIN OUR ACTIVE MEMBERS? HOW DO WE ATTRACT NEW MEMBERS?

17 Overcoming Objections From Current Members INVESTIGATIONS o 4 HOURS A MONTH TOO BUSY WOMEN ARE WORKING STAY AT HOME DADS JOB SECURITY? UNEMPLOYMENT 9 5? I DON T KNOW ANYONE GOT MARRIED HAD CHILDREN o KIDS ARE BUSIER THAN WE ARE MULTIPLE JOBS BURNED OUT o 80/20 Rule CAN T DRIVE AT NIGHT CAN T SIT THAT LONG CARING FOR A LOVED ONE NOT WHAT I EXPECTED o Too Long o Nothing Happens o Didn t Get My Millions! o Didn t Get Any Secrets o Don t Like Ritual

18 Grand Lodge Resources Perfect Ashlar Best Practices Manual Videos Presentations Past Masters Masonic Awareness Committee Education Committee Social Media Committee Books Claudy s Master s Book Laudable Pursuit Our Stations and Places [ njmasons.com ] New Jersey Grand Lodge Documentation Library

19 Masonic Awareness Manual PRESS RELEASES Meet & Maintain Relationship with Press Provide Newsworthy Content to Community Say Thank You if your story runs New / Unusual / Imaginative / Pictures of Members from their Community or events in their Community Human Interest Tell a personal story Feature Stories Provide a Full Length Research Story How to Write a Press Release TV / RADIO / NEWSPAPER Ads Free Non Profit Section

20 Masonic Action Team (MAT) Create Committees / Teams Assign each member to a team or task Assign Each Team with Task Empower them with Authority Plan, Implement, Review Brain Storm Fishbone Diagram / Root Cause Statistics Click Here to Find on Amazon.com

21 ROOT CAUSE ANALYSIS

22 ROOT CAUSE ANALYSIS Step One: Define the Problem What do you see happening? What are the specific symptoms? Step Two: Collect Data What proof do you have that the problem exists? How long has the problem existed? What is the impact of the problem? Step Three: Identify Possible Causal Factors What sequence of events leads to the problem? What conditions allow the problem to occur? What other problems surround the occurrence of the central problem? Step Four: Identify the Root Cause(s) Why does the causal factor exist? What is the real reason the problem occurred? Step Five: Recommend and Implement Solutions What can you do to prevent the problem from happening again? How will the solution be implemented? Who will be responsible for it? What are the risks of implementing the solution?

23 INTERNAL & PUBLIC AWARENESS TAKING ACTION

24 Planning WORSHIPFUL MASTERS Annual Term Plan (Scheduling) Get Officers & Members Buy In Communicate Reminders, follow up, etc. Weekly Update Visitations & Travelling Trustees Meetings Past Masters Meetings Delegate Committees Follow up & Thank You Awards, Honor Nights OFFICERS & MEMBERS Prepare for your Term Support your Master Assist with Degree Team prep Follow up with Officers Greet all visitors Make them feel at home Introduce & Accommodate Attend DLI/GLI, Rehearsals, Learn Ritual Committee Meetings Plan Fellowship Events & Fundraisers

25 Methods of Communication Trestleboard Mailing Lists Phone Tree Text Messages Social Media Press & Media Online Presence enewsletter Bulletin Board & Calendar Online Calendars Online Meetings o Google Hangouts, WebEx, GoToMeeting Digital Archiving o Google Drive, Drop Box, FTP o Backup Data Carbonite Public and Private & More

26 LODGE CALENDAR

27 Dues Invoice, Reminders, Dues Card Included Different Envelope, Stamp or Sticker, etc. Online Version Privacy Remove Personal Information Petitioners? Printing & Mailing Costs 1. Opt Out Provide electronic alternative 2. Services Print/Fold/Stuff/Stamp/Mail

28 NJ Freemason Magazine Articles should be submitted to RW Cory Sigler, GC EDITOR Upcoming Deadlines March 1 st & May 1st Provide High Resolution Graphics 300dpi JPG Categories Grand Lodge Info Masonic Light / Education Masons In Action Masonic Home Upcoming Meetings & Events

29 Lodge Newsletter

30 Individual Contacts Groups o Contacts, Yahoo Group, Google Group Elected Lodge Officers, Trustees, Officers, All Members, Widows State Yahoo Group District Groups, (Masters, Secretaries, M&Ws, All Officers, All Members) Constant Contact, Mail Chimp Appendant/Concordant Body Groups

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33 Phone Direct Calls Phone Tree Auto Dialer Conference Calls Text

34 Create A Lodge Phone Number Have Transcribed Voice Messages ed/Texted to You One Number Rings on Multiple Devices/Phones and more

35 Text Messaging Individual Group Messages (Texting Rates may apply) Services

36 Public Awareness OF MY OWN FREE WILL

37 Public Awareness

38 What is Freemasonry?

39 Promoting Events Facebook Event Google Calendar Eventbrite, evite, Constant Contact, etc. Networking o Word of Mouth, Travelling Newspaper o Ad, Press Release Television Radio Flyers Phone Calls HAVEN T YOU HEARD?

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41 Register On Grand Lodge Website

42 Statistics & Reports

43 Online Presence Website Post Lodge: o Address o Phone o o Meeting dates/times o Dinner time/cost o Pictures Do NOT Post Personal Info

44 Member Survey Name Birthday Address Phone Spouse Name Preferred Contact Method Kids Name(s) & Age(s) Education Present Occupation Previous Occupation(s) Hobbies Community Service Special Skills Lodge Committees Investigations Instruction Mentoring Building Finance Fundraising Fellowship Social Media DeMolay/Rainbow Fraternal Relations Audit Charity Relief Other

45 Additional Methods Formal Invitations / Summons Greeting Card / Letter Birthday, Masonic Birthday, Get Well, Thinking of You, etc. Bulletin Board Traditional Media Masonic Awareness Manual Press Releases, Ads, Non Profit Video Conferencing WebEx Go To Meeting Google Hangouts Members Only Digital Document Archive

46 Social Media Facebook Google + Twitter LinkedIn Instagram YouTube Podcasts etc. PUBLIC, PRIVATE, SECRET

47 Social Media Marketing Select Your Goals Stronger relationships Generate visits to your website To Raise Awareness To Learn How to Join To Sell Tickets to Events/Fundraiser To Promote a Program To Attract Visitors to Your Lodge Members, Guests, Visiting Brethren Constantly Evolves Daily Monitoring & Activity o Analytics Google Analytics o Reports o Hits Drive Traffic o Security Content, Content, Content Posts should drive traffic to your website Social Media Monitoring Google Alerts, Media Funnel, NutshellMail

48 DEMO Create a Facebook Account Configure your privacy settings Create a Group Page Configure your privacy settings Create an Event Promote your Event to Friends Request your Friends Share Manage Your Page Track Your Results

49 Create an Event

50 Online Fundraising Companies listed are NOT endorsed by Grand Lodge. Please do your own due diligence if you select an online merchant service.

51 Masonic Conduct Always on the Level Never Reveal Don t Quote Ritual Don t Photograph Ritual Nothing Sectarian Don t Slander / Defame???

52 Stay Informed Constant Contact NJ Yahoo Group Facebook

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54 Summary Contact Communicate a clear message to: Active Members Inactive Members Busy, Shut Ins Widows & Orphans Listen to what they have to say Inspire Inspire your members to want to come to lodge Give them something to do Shed light & help them with their Advancement in Knowledge and Virtue Delegate Don t Micro Manage Committees Empower them to take initiative & give responsibility Follow up with them and have them report to the lodge Acknowledge their hard work, reward them if possible Plan Implement Review If you Build it Preaching to the Choir Praise in Public & Criticize in Private

55 Questions?

56 THANK YOU RW ROY G. SIMPADIAN INSPIRATUS LODGE No. 357 PRESENTATIONS WILL BE MADE AVAILABLE IN THE MEMBERS ONLY SECTION OF THE GRAND LODGE WEBSITE NEXT WEEK. IF YOU ARE UNABLE TO LOG IN, PLEASE THE GRAND LODGE SOCIAL MEDIA COMMITTEE WITH YOUR NAME, MEMBER ID, LODGE NAME & NUMBER AND THE MONTH AND YEAR YOU WERE RAISED.