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 builds 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

1. Define a community	This might include a community... that is being impacted most heavily by an issue (i.e. people living near a construction zone) where some level of protest or activity has already taken place (i.e. a local union)  that your organization already has links to (i.e. another local group) 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? (i.e. high school/university students taken an environmental course) 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. Hold initial meetings to identify what you need to learn and who will help you	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?
3. Document and carry out the plan outlined through discussion with community members	Carry out mobilization strategies specifically targeting the audience you identified. Then you can repeat the process again for another community target group!

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. Actions escalate in intensity and/or demand or requirements of the individual as they move up the ladder and become more active. Consider what people might need to feel confident in moving up the ladder, and how you can support.

Lower-engagement examples	Watching a social media video to educate on the issue, sharing a social media post Signing a petition Sending an email using a pre-drafted template
Medium-engagement examples	Participating in a postering action Delivering a pre-developed online teach-in
Higher-engagement examples	Facilitating a decision-making process Organizing a road blockade

Of course, the above table 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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