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RECRUITMENT: STRATEGY AND PLAN
Every political party wants to grow. For any individual who wants to contribute to the
development of society in a certain direction, becoming a member of a party should be the
best option. Party membership should give a person a more direct opportunity to influence
what decisions are made than that given by the simple right to vote for a predetermined
program.
A party becomes stronger and its policies more legitimate when its membership is a
reflection of the society as a whole. When the Branch recruits new members it should have
a strategy for recruitment that takes this aim into account.
Start by looking at your Branch’s membership structure: what are the weaknesses – maybe
this is a Branch dominated by pensioners? How do we reach other groups such as families
with children for instance? How do we reach professionals?
The other crucial part of the recruitment strategy is the party’s message. The Branch needs
to decide on a short message to potential members answering one question – why should
they join your party?
RECRUITMENT METHODS
Many members need to be involved in the recruitment of new members. One method is to
set up a task team, comprised of at least five people or more, that designs a recruitment
plan and implements it. This plan should encourage current members to recruit new
members. Recruiters need to be well trained as “marketers” of the party. They should be
trained to answer the questions that people are likely to ask. They also need to be well
equipped with resources like pamphlets and programs.
Recruiting members is an ongoing activity in the party. But there can also be special
occasions with a focus on recruitment, such as “drives” or “blitzes.” Door-to-door work,
election campaigns and public events are opportunities that should be used to recruit
members. Other methods include information tables set up in public spaces and at events.
Leaders can be present, walking around and making contact with people. If you have
something to hand out like a pamphlet, direct contact becomes easier and more natural.
More conventional methods include sending letters or e-mails. Remember that whichever
method is used for recruiting, it needs to be well planned and structured to facilitate follow
up.
KEEPING MEMBERS ACTIVE
Many branches lose members as fast as they recruit them. This is a common problem for
most parties. Branches should take a look at how they function and what kind of activities
they offer new members. Are there long boring meetings with one person talking forever?
Are there a few people doing everything – and deciding most things? Are the members
seldom appreciated or seen? Are there few activities and projects for new members to join?
If you answer yes to many of those questions, it is time to renew your Branch’s activities –