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Your membership recruitment campaign

We develop the framework to enable you to take a planned approach to recruiting a representative membership community.

It is essential for the Trust to have a coherent and structured approach to building its membership community. This will need to ensure that both the Trusts' own resources and any contracted-in services complement each other and are used to maximum effect.

In developing the ‘campaign plan’ we would work with the Trust to:

Define and agree the objectives of the recruitment campaign.

These could include:

Identifying the numbers required and the time frame within which they would need to be recruited, including interim recruitment objectives.
Promoting the strategic aims of the Trust.
Ensuring all constituencies are sufficiently populated to ensure meaningful Governor elections.
Seeking to identify those people who are potential Governor candidates and link the recruitment campaign to Governor candidate identification and induction.
Developing a recruitment approach which is sustainable in the long term.
Research and identify all target audiences from whom the Trust would wish to draw its membership and benefit from as members. This would build on the Trust’s own networks as well as identify those within the broader ‘civic’ society of its catchment area. We would see non Executive Directors as having a valuable role to play in this mapping exercise.
Quantify internal resources available. We would work with the Trust to quantify not only the capacity of staff to assist but their capability in terms of networks, contact with service users and carers and general ‘reach’ into the Trusts communities etc.
Scope the potential for developing ‘Membership Champions’. Where possible, we seek to assist Trusts to develop sustainable approaches to membership recruitment. If the networks are sufficient we would seek to identify 10 ‘Champs’ and build an introductory session and ongoing support into the delivery of the recruitment campaign plan.
Develop and agree the demographic and geographic profile for the membership community. This would ensure appropriate recruitment targets were set at the outset and mapping of performance to target could be monitored on an ongoing basis and any corrective action taken in a planned and timely manner.
Development of an outline Communications plan. We see great value in having a structured communications plan to underpin and provide context to the campaign. We would present our ideas about how this might work, including a formal launch, and also identify media ‘hooks’, local and national, during the campaign period which could maintain momentum. We would wish to discuss the capacity issue as regards conducting this aspect of the campaign with which TCC could assist if required.
Production of a bespoke Recruitment Campaign plan. This would identify when, how and by whom the key audiences would be approached and identify desired recruitment targets from each. We carry out structured and periodic reviews of progress to enable remedial and corrective action to be taken as required.

How do we recruit?

Our principal methods of recruitment are face to face recruitment or sensitive use of telephone recruitment.
According to individual circumstances we can employ either of these methods to recruit members for your Trust.

Face to face recruitment

Our team of experienced Foundation Trust membership recruiters are just as at home in the hospital, at local events or out in the community. We believe in going to the people, rather than expecting the people to come to us.

We have a great deal of experience of recruiting in a number of locations and specialise in reaching the usually hard to reach groups to ensure that your membership is fully reprasentative of the community you serve.

As part of the recruitment strategy we will:

Recruit and train local membership recruiters
Wherever possible support the recruitment team with "seasoned" recruiters
Identify suitable recruitment sites - such as Trust sites (where appropriate), community sites, local events and public places such as shopping centres
Identify specific targets to ensure a representative spread of members
Monitor all new data to ensure a consistent high quality

We can also undertake other elements of the recruitment process, such as the data entry and development and distribution of welcome letters.

Telephone recruitment

Sensitive use of telephone recruitment is an effective method to reach particular target groups of potential members and also to achieve rapid growth in membership. It can also be used to target specific demographics that you may lack in your membership, for example, in terms of age or gender.

Survey recruitment

See the following link: Recruitment by survey for mental health Trusts

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Last Updated on Friday, 14 August 2009 11:07