In my mid-20s, I joined a recreational volleyball group that resulted in some lifelong friends (and even in meeting my wife). It was a group of mostly singles that played every Wednesday night, and then everyone went out for pizza and beer at the local pub. Newly arriving women were invited to the pub part right away; for us men, it might take a few weeks before new dating competition was asked to join in!
My first interest in the group was from reading about it in the local newspaper. I didn’t know anyone there, so it was a risky move for me to step outside my comfort zone to meet new people. For two or three weeks, I heard the side chatter about getting together afterward, but I didn’t speak up. I played and then went home. Eventually a friendly guy asked me to join everyone and, despite my initial shyness, I accepted. Looking back decades later, that personal invitation changed my life.
Sound familiar? Despite our own examples of such invitations, some Vincentians still believe that prospective members will read about the Society in the parish bulletin and just show up. That does happen, albeit rarely — but is that our recruitment strategy? While we aren’t asking fellow parishioners to join us, we instead sit in the Conference meeting and complain that we don’t have enough help!
Perhaps even worse is when we take part in the parish ministry fair or have a table in the back of the church. We operate like a trade show booth, advertising our product and maybe even posting a sign about when we meet. We keep that table between us and our prospects, and the activity is a drive-by interaction. It’s no wonder that we see few (if any) new members from this form of recruiting.
Picture a huge funnel. At the tip (or bottom), there is a new member. At the widest part of the top, we can list advertising, posters, and other mass marketing tools and activities. The next level down is where we find the parish booth, and then the Invitation to Serve pulpit talks. (Check it out on our website!) The most crucial level is next, what we call the “close” — the personal invitation to join. In marketing lingo, we go from a broadcast approach to a targeted, specific call to action. That’s how it works. In fact, it’s almost the only way it works!
Ah, but there is also a hidden, second funnel. It goes in the opposite direction from the new member’s arrival. You see, the process should not stop when they walk in the door.
At the tip of this second funnel is the welcoming at the new member’s first meeting. Are they welcomed by name? Are they encouraged to participate? Do they receive a Member Handbook and/or other materials that explain who we are and what we do? Do we treat them like new friends?
The next part of the funnel is the Onboarding process. Granted, this can be different for each Conference, but it should involve getting the new member out with a team for a Home Visit. You might assign a mentor to answer all those initial questions. Please don’t forget to include all three of our Essential Elements of Friendship, Spirituality and Service in these orientation weeks. We want them to have a welcoming exposure to every part of our mission.
Notice that I did not include an Ozanam Orientation thus far in this funnel. This deserves specific attention. Some Councils only offer Orientations at set times throughout the year, so you may be held hostage a bit to the calendar. If you recruit enough new members, add a new Ozanam Orientation to meet demand! Otherwise, look to schedule this for every member, new and old, within a brief, reasonable time.
The widest part of the second funnel is the everyday activity of the Conference (and perhaps your Council). Where do the interests of each new member lie? Are some attracted to filling out paperwork (just kidding, no one ever chooses this one), food pantry work, systemic change classes, prison visits, or maybe, God bless them, do they only want to go on Home Visits? Let’s meet new members halfway, matching initial interests with anything we do, instead of forcing them into where we need them the most.
At the center of the funnels is the personal ask. Weren’t you asked at some point by a friend, priest or fellow parishioner to consider joining the Society? Why should we believe this ask to be unnecessary for others?
It’s always a good time to ask someone to join you for pizza and beer. It is likewise always a good time to ask someone if they would like to meet Jesus and join the Society of St. Vincent de Paul.
Yours in Christ,
Dave Barringer
National CEO
Thank you for your testimony and suggestions. I am the shy one (behind the scenes). Love going as a second. Technology is difficult so intake also difficult.