Communicate with Confidence/Project Report

              criteria that has been compiled from the survey. Of course
you cannot change the basic aims and objectives of the
club, but maybe some focus can be shifted or highlighted.
If you are a service organization you
cannot become a social club and still fulfil your mission
But, do you not have some social aspects, too? Could they
be increased or emphasized more? If the market seems to
favour an educational program, could you not devote a
portion of your time, even studying the causes you serve
and their locales? Really study this information and make
every possible adjustment. You may find that in some cases
you already do meet some of the needs, but it has never been
a strong or publicized point.
From the question on what they have already
chosen to support, be ready to show the positive differences
you offer. If they already belong to a social club, your
service organization may be of interest to them.
A pet cause or interest might well fit into your
mission statement but has never been addressed because
your present membership chose to focus on others
If it seems obvious that your present meeting time
is inconvenient to the majority on the survey, consider
changing it
Check the last answer carefully Often the public is
either completely uninformed about your organization, or
worse, misinformed
Don't be stubborn about change Just because it
has always been done that way ( or ' it' has never been done
before) is no reason it would not be successful. Sometimes
tradition becomes an anchor, especially if it no longer fits
Ask yourself. Why do we meet Wednesday night at seven?
Now sit down and
Package your product
... in a way that is attractive to the majority of your
market
Put more importance on things they want
Emphasize the positive. Make changes and refinements to
offer more
Be sure to differentiate between tradition" and
' doctrine'
Make a blueprint* of your organization with all
the additions and changes pencilled in
You now have the package
Now,
Advertise the product
If lack of information ( or misinformation) seems to be a
problem correct it! Print up some pamphlets and get them
out to the community, ( in stores, offices. Information
stand, etc.)
Appoint a person to be in charge of publicity
Every time your organization does something
newsworthy... get it in the paper In fact, think of
newsworthy things to do, particularly relative to interests
discovered through the survey In order to be noticed,
sometimes you have to blow your horn!
There is some good information on preparing a press release
available. If you are going to send a story to the paper, it
must be news' and written in a headline format ( With
proper wording and from the proper perspective, you would
be amazed at what can constitute a news story.) Be sure your
PR person is knowledgeable about such things if he isn't,
get him some training.
When a business plans a sale they usually
Send out flyers...
which are really invitations to the recipients to come out
and take a look ( and hopefully buy) what you have to offer
Then they prepare a big " sellebration". You can do this.
Prepare a description of the product ( your
organization). Make it up- beat, interesting and positive
Emphasize the availability of any items the survey
indicated were wanted ( where possible).
Plana
" Sellabration".
Have a special " get to know us' gathering Offer
entertainment and ' freebies", just like the big guys do And,
like any good sales room, you will have ' information' and
the actual product available Really put some thought into
this Plan some entertainment that is fresh', interesting to
the majority and will allow a time for socializing
( particularly ' you" with them", as this is when the actual
sales will be made). Make sure the entertainment is a real
attraction... even if it costs you money You can't fish
without good bait
Pick a time that your members can attend in
force, and make it plain to them that it is important that
they do. Check for conflicting happenings in the
community. ( You don't want to be up against a Rock
Concert or the Thursday night Bingo )
Now the flyers' Mail out an invitation to
everyone that was contacted in your survey ( and more if
possible). Advertise the event in other ways, too Posters,
advertisements in the paper and, most definitely, " word of
mouth' On the invitations, suggest they bring a friend
This invitation should include a blurb" on your
organization, taken from your refined blueprint
The
S a l e . .
should be carefully planned to a) attract customers, b)
showcase the product, c) allow the salesmen to meet the
customers and, d) create possibilities for future contact
We have discussed and planned the attraction
( entertainment)
Showcasing the product can be done in various
ways. A good speaker who can present the positive aspects
of the organization ( highlighting all the ways you have
looked at to satisfy the most people on the survey), can be
part of the program Be sure he is knowledgeable,
interesting and, most important, entertaining A video,
slides or even a play' about the organization is also a
thought Just be sure it is entertaining