By Walter Boomsma
207 343-1842
Communications Director
Remember “Booster Nights?” I’m not sure there ever was a clear definition or description, but it would probably be fair to describe it as a recruiting effort to “boost” membership with an open house-themed meeting or program.
I’m not aware of any data, but I suspect you won’t find too many people who joined the Grange after attending a Booster Night in recent years–for one thing, they’ve gone out of fashion. But remembering them raises a question. In our efforts to grow our Granges, what are we boosting?
People join the Grange and maintain their membership for various reasons, which can be very diverse and individualistic. I haven’t kept track, but the most common explanation I’ve heard for joining is family tradition—”my parents and grandparents were members.” In “my” Grange, we have a few members who pay their dues but aren’t involved, don’t attend meetings, but maintain their membership status. No criticism is implied. It’s just a fact.
Does that mean we should be contacting all of our current members’ relatives?
If we are promoting the Grange, maybe so. In a somewhat desperate sense, any reason for joining is acceptable, right?
But the more important question arises. What are we boosting? Or, in a larger way, what are we communicating?
Within the context, it might be time to think about what the Grange does in addition to what it is.
It’s probably time to dust off the “Why I love the Grange” survey. If you read some of the reasons, you won’t see many, “I love the Grange because it is an organization with a long history and agricultural roots…” Most of the answers reflect what the Grange does and how those current members actually benefit. Those answers tell us what we should be communicating if we want to attract new members. We should be looking for “like-minded” people.
Many members mention “family” in explaining why they love the Grange. So, a simple example of what that might mean is we should include “family-friendly” when promoting events. (And we’d better mean it. Valley Grange has an “activity tote” and “book tote” that visiting kids are encouraged to use—and they get to take one home. If they bring it back, they can trade it for another or just keep it.)
In addition to “family-friendly,” it might make sense to use the word “community” when promoting your Grange’s activity. While not always aware of it on a conscious level, many people are searching for a sense of belonging to something. Maybe your “public supper” should be a “community supper.” It sounds too simple and almost trite, but words can mean a lot. I once had someone admit they would be more likely to attend a “Grange Program” than a “Grange Meeting.” Meetings are for members. Programs are for everyone.
What is your Grange doing these days? Boost that because your Grange is what it does.
► FACT: The website currently has 862 posts and 20 pages! That’s a lot of information!
