Mobilizing and activating members: recruitment and retention 101

The following resource was compiled using existing organizer databases and resources by movement thinkers on mobilizing new members, and using thoughts from grassroots organizers within the hub's community of practice. This guide was developed in response to request from grassroots groups asking for tips on growing their membership, that is, on effective recruitment and retention strategies.

Knowledge from the navigating turnover in student groups learning circle

Learning circle participants shared the following ideas related to recruitment and retention:

• Using Divest McGill as an example, take over a space for recruitment! We took over space on campus for 3 days, so lots of community building and recruitment was achieved.
• Divest McGill made a document to inform incoming members of who the board of directors (the targets) for their campaign were, complete with their names, photos and info on each. Helps new members plug in.
• Using divest McGill as an example, take your time. Do not organize a meeting too soon after sending a message (allow people to free up their time). Mention an understanding for the lack of time of those who commit.
• In my group at university, we had the privilege of having a garden on campus. This was a big plus for students who wanted to come out and join us in the garden. An outdoor space helps with recruitment!
• In some schools, a bootcamp (3 day online intensive) to get people up to speed on information, and bring the information to new people, is helpful. The important thing is to keep the relationships!

Community Mapping

Community mapping aims to gather information about how a community operates to develop the right strategies to mobilize and involve them. Rather than taking a broad approach to recruitment, this longer-term process of listening develops more targeted messaging and approaches, and the foundations of relationships that are more likely to lead to involvement.

Community mapping can help you identify:

• organizing opportunities
• campaign partners and opportunities for solidarity
• potential threats
• the political climate

This information can support you when developing outreach plans, as well as when building coalitions, developing power maps and deciding on messaging.

Community mapping takes time and it can be resource-intensive. However, it is more effective at building long term, deep and sustainable social change.

Steps of community mapping

Childcare	Consider where people can access with and leave strollers for small children. Provide babysitting if possible!
Wheelchair accessible	A person in a wheelchair should be able to move around in all the rooms and access a toilet. Doors must be 800mm minimum The dimensions of a toilet cubicle must be 1500 x 1500mm minimum All paths that the person must take must be obstacle-free and must have a clear width of at least 920 mm. Check if the place is not under construction or renovation, which could make the space temporarily inaccessible. The entrance must be a single level or equipped with an access ramp and must be at least 800 mm wide. Note that winter snow will always make accessibility more difficult for folks with limited mobility. [3]
Provide water	Especially important during long events or on hot days.
Food	Plan meals that respect dietary restrictions  Provide snacks if you can during long or hot days! If food is on sale, provide free or low-cost options. Share the ingredients lists
Accessibility helpers	For those in need as requests arise. Identify them with something such as an armband or shirt.
Transportation	Choose a place (departure and arrival) that is accessible by public transport including adapted transport that is close to toilets and shelter (from the sun or the rain). Having people waiting at these places allows people with reduced mobility to be accompanied while waiting for transport.
Ways to participate	If the event cannot be universally accessible, offer other ways to participate, such as actions that can be done remotely. Livesteaming is also great for those who can't attend in person. Planning an activity with several components promotes the involvement of people with reduced mobility.
Share the schedule and barriers to participation	Be transparent about the schedule for the event. Let participants know the destination(s) and duration ahead of time. Be transparent about barriers to participation and mobility!
Language	Are speakers using word choices that most people will know? Are interpreters available for the event for community members who have a language other than English? What about for those with visual or auditory impairments?
Timing	Do not hold your event too early in the day, or too late. There are various disabilities that limit people from being able to attend early morning/late evening commitments.
Allergies and sensitivities	Ask participants not to wear scented products.  Fluorescent lighting can make spaces inaccessible some. Ask for consent for flash photography.
Photography	Always ask before using flash photography. Encourage attendees to avoid taking photos of faces without first asking for consent from those in the photo.
Bathrooms	Are they accessible and safe for everyone to use?
Snow	Snow will always make accessibility more difficult for folks with limited mobility.

1. Define a community.

This might include...

• one that is being impacted most heavily by an issue (i.e. people living near a construction zone)
• one where some level of protest or activity has already taken place (i.e. a local union) 
• one with which your organization already has links (i.e. another local group)
• one that simply has people who are willing to work with you (i.e. parents or teachers at local schools)

Questions to ask that can help you define a community to work with include...

What are we currently doing locally?

Who are our current and potential allies and partners?

Who cares about this issue (consider demographics) and why?

What's in the area? (Resources or organizations, Institutions such as churches, schools, hospitals, universities, city hall, etc., unique or problematic features such as amusement parks, factories, etc.)

2. Identify what you need to learn and who will help you (who is already connected and/or who is active around the issue or community affairs).

• Initial meetings are held to clarify the information sought and discuss who might be contacted next.
• Ideally, initial meetings will enthuse community members to lead, or at least engage, in the next steps.
• Further meetings can be held in informal and culturally appropriate settings

Questions to ask during these meetings include...

What's the best way of approaching people? Where can people be reached?

How can the process be widened?

What language/s are used?

What activities do people enjoy?

What do people care about?

What are the sources of tension? What are our threats?

Where can we meet?

Modelling strategies using the ladder of engagement

The ladder of engagement can be a helpful tool for describing how folks who are not involved in your group can become engaged, whilst also considering how they can increase their engagement towards becoming more active members. Someone who is a “1,” or at the bottom of the ladder in the model has no connection to your campaign or issue, and a “5” is someone who is ready to show up at an action.

The ladder can be modelled by listing different ways people can take action, in order from lowest engagement required to high engagement. For example, watching a social media video to educate themselves on the issue would be a low engagement action. Moving up the ladder might look like following up with signing a petition. Actions can escalate in intensity and/or demand or requirements of the individual as they move up the ladder and become more active. For example, an action that's higher on your ladder of engagement might be facilitating a team meeting, or organizing a road blockade.

Of course, this is just an outline. Some people might be more willing to participate in an action that make phone calls. The idea, however, is to paint a picture of which actions have the fewest barriers to entry, that can encourage folks to get more involved as active members.

Image by: 350.org

Modelling strategies using the circles of commitment

Similar to the ladder of engagement, the circles of commitment helps to model how involved people are in your group, and can help outline how you plan to move people from the outer circles (low commitment) to the inner circles (high commitment).

Diagram from: Momentum Training Community

Community targets: Audiences you try to reach out to and engage; those not yet involved with your group in any capacity. *Note: see 'community mapping' below for examples of how to define your targets. This is critical to move people into the middle of the circle!

Levels of the circles of commitment

Crowd: Your mailing list and/or social media following. 

Membership: those who regularly participates; can include folks who show up at your demos

Committed: High action takers.

Core: Steers a lot of the group's direction; typically those who have been in the group the longest, or who have the most lived and/or organizing experience.

Moving people from the community into the crowd

Examples of strategies might include:

• Social media posts with messaging targeted to the particular audience you want to engage.
• Handing out info sheets at actions.
• Writing opinion pieces or reaching out to the local media to amplify your group's message and/or actions

Moving people from the crowd into the membership or committed circles

Examples of strategies might include:

• Holding regular social/meet up/welcome events for new or interested members to learn more about the group, and more about those involved
• Promoting positions or tasks that need filling on social media

Deep Canvassing

• stay tuned for knowledge on deep canvassing!*

Other suggestions

• Take action! Actions are a great opportunity to hand out flyers to people passing by, and giving existing members the feeling of having an impact keeps everyone motivated (rather than sitting through endless meetings). 
• Don't neglect the value of joy and connection in mobilizing. These are the elements that both draw people in and help them to stay. Invest intentional time into getting to now one another, and having fun together! Examples might include going out for coffee together, having a potluck, attending a local music event etc.
• Ask people for their accessibility needs; what is keeping them from attending meetings or actions? How can you make engagement more accessible to them? See our wiki on making your activism accessible for more.

If you have any suggested revisions or additional resources to share related to the above content, please email them to kenzie@lehub.ca.

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