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The Anatomy of Turning Guests into Members

By Celly Feraren Adamo, DTM, Lt. Governor Marketing

A constant flow of new members is essential to maintaining the vitality of clubs. What you do before, during and after the guests arrive is crucial to your success in bringing in new members.

Before the Visit: How do we entice guests to visit our club meetings? Word of Mouth—members inviting friends, families, acquaintances. This is the best way to bring prospective members to visit the club. Educate your members so they know how to invite people they know (and meet) to visit your club. Prepare your members to talk about Toastmasters and the benefits they receive by being a member. Explain they need to be enthusiastic about being a member of Toastmasters and to proudly wear their Toastmaster's pins.

Through Websites—your club's Web site, Toastmasters or Founder's District Web site. To assure inquiring prospects find you, the information on the website must be correct. Check your club's information on the Web. Who is the contact person? If the information is not current, change it. Be sure the meeting information is accurate (the information on the Toastmasters Web site is generally updated when the Officers List is sent to TI).

First Contact—The first inquiry will generally be a phone call or an e-mail to the person listed on the Web site or other marketing promotions. Return calls or e-mails promptly. Potential members will form an opinion based on how you respond to their inquiry. Handle the initial communication cheerfully and concisely. Tell them concisely what they want to know. Try to avoid lengthy explanations. Focus on the benefits of being a Toastmaster and highlight what happens during the meeting. Invite them to visit the club for more information and to see for themselves how the meeting is conducted.

During the Visit: Discuss with your members how to welcome a guest to your club. (You need to be careful that he/she is not overwhelmed by over zealous members or are not welcomed at all). Prospective members are usually looking for the club that is right for them. Be prepared to discuss what makes Toastmasters different from other educational programs and other organizations. Let the prospective member know why your Toastmasters Club is special. Describe what separates your club from other clubs. Give your guest an informational membership packet (a TI magazine, newsletter, application form, etc). The key to attracting guests to join is your club's programming. Does it look like your meeting is organized? Are the members having fun? Ask for their contact information and then ask them to return and visit again; and ask permission to send materials from your club such as reminders of club meetings and other information about Toastmasters. When the time is appropriate, ask them to join.

After the Visit: Follow-up is a must Send an e-mail or a post card: Thank guests for their visit and repeat the invitation to visit again and possibly join the club.

The key to recruiting new members is proper planning. If you haven't, implement a plan for your club to handle prospective members, before, during and after their visit. If current members understand how to recruit members, the club is assured of a constant flow of new members. Remember, "If you build it" (implement actions plan) "they will come" (and stay).