(a) OPM Mailing. The OPM blind mailing continues to be the keystone of NARFE’s direct mail program. Historically, as the most successful annual program conducted by Recruitment and Retention, it provides a 6-8% return per list. We will do a total of four mailings from two lists to approximately 120,000 potential NARFE members. (Cost estimate: $150,000. Total pieces of mail, approximately 240,000.)
(b) Lapsed Member Mailing. Lapsed member mailings continue to be productive. In CY 2010, we plan to do two lapsed member mailings. The first one, timed for January 2010, will be aimed at those members who let their membership lapse in 2008. We will also target again those members who dropped in CY 2007. This mailing is scheduled for September, 2010. (Estimated at $34,000 for one mailing with second mailing at additional cost if the results are good.) (c) Membership and Conference Lists. We will continue prospect mailings to organizations that will provide a membership list for our use; Federal Employee Education Assistance (FEEA), The National League of Postmasters, National Association of Postmasters (NAPUS), etc., and to lists acquired by attending conferences of other organizations such as Federally Employed Women (FEW), Federal Aviation Administrative Managers Association (FAAMA), etc.
We will continue to insert dues withholding applications in all dues renewal notices with a “shocking orange color note” emphasizing the benefits of dues withholding.
We will continue to supply kits to contractors and members.
We will continue the “This is your last issue!” approach changing the message as needed. Members receive the wrap approximately two months after receipt of the 2nd renewal notice and they have three options:
(a.) call our 800 number to renew,
(b.) use the attached dues withholding card and mail it in, or
(c.) use the attached “Bill Me” application. The cost of the program is relatively low and an affective way of reaching members being dropped for non-payment of dues (Estimated at $7,000).
NARFE’s table display and NARFE staff have become a familiar sight at the annual legislative conferences of NAPUS, NAPS and The League. These meetings draw 800-1000 postmasters, supervisors and retirees. Since all are held at the Crystal City Gateway Marriott, cost of attending is low. (Estimated at $800).
We will continue to attend national conventions of government agencies, associations, federal employees and retirees. Attendance creates awareness; helps recruit members on site; develop contacts with officers, staff/employees of those organizations; and, in some cases, obtain registration of attendees for future mailings. Here are just a few that we will be attending: Blacks in Government (BIG), Federally Employed Women (FEW), American Society of Military Comptrollers (ASMC), etc. We will also continue to provide Federation Presidents lists of state conventions for like associations (i.e., National Association of Postmasters in the United States (NAPUS), National Association of Postal Supervisors (NAPS) and the National League of Postmasters, etc.) (Estimated at $34,000).
7. Member Reward Program.
The recruiter recognition pin for 2009 will be the eleventh since the inception of the program. The cost is modest and the members wear them with pride. In addition, we will continue the $8.00 “finder’s fee” for members who recruit active federal employees. (Estimated at $6,000 for pins only – including padded envelopes.).
8. Membership Development (Advertising) Program.
We will continue our efforts with Advocacy, Inc. to assist us in an electronic outreach program. This includes producing state-of-the-art-email messages for distribution to prospects and any additional addresses acquired through outside sources. This also provides us the ability to survey our prospects and develop marketing strategies based on their preferences. (Estimated cost: $3,500).
9. Retention Initiatives.
(a) The special monthly dropped report is now a permanent report. Each month the Chapter Membership Chair will receive a report that lists all of the dropped members for the previous month. The report includes a talking paper that encourages the chapter to make every effort to contact the member and get them to renew. (Estimated cost is $12,000).
(b) The 3rd renewal notice has become permanent. It is a 1st class letter to those members who have previously received a NARFE magazine cover wrap stating this is your last issue. The letter is sent two to three months after receipt of the cover wrap. (Estimated cost is $18,000) However, we are investigating alternate methods (post cards, etc.) to see if we can improve the return rate and reduce the cost.
10. Chapter Recruiting Initiative.
In 2009 the National Executive Board established an aggressive nationwide recruiting programs aimed at energizing NARFE chapter recruiting efforts. The NEB approved the establishment of three categories breaking down into small, medium and large chapters. Here they are: Category I, small chapter with 1-100 members, Category II, medium chapters with 101-400 members and Category III, large chapters with 401-up.We will count only new members recruited by the chapter or by recruiters representing the chapter (members recruited by National will not be counted.) We started the program January 2009 and announced the results on a quarterly basis in the Recruiter’s Journal. We will close the competition in July 2010. National winners (1st, 2nd, 3rd places) in the listed categories will be presented with cash prizes (1st - $500, 2nd - $300, 3rd - $200) and given special recognition at the 2010 NARFE National Convention.(Cost, $3,000).
11. Kaiser Permanente – Gaining Access to Health Fairs.
For several years the Federations on the west coast have enjoyed a beneficial relationship with Kaiser Permanente. This relationship has help gain access to Kaiser backed health fairs particularly in California. Kaiser Permanente has asked us to develop a closer relationship on the east coast – particularly in Virginia, Maryland and Washington, DC. Meetings have resulted in an agreement with Kaiser. Kaiser will supply the listed Federations with a list on health fairs in their states, and Federations should respond by staffing a NARFE table at those events with volunteers. Many of these events are in federal facilities where we are denied access. (Cost, minimal but opportunities great!).
Return to TopEach of the actions below is interrelated. Without National, Federations and Chapters pulling together, our goal of increasing NARFE’s membership becomes more difficult. As opportunities develop, federations and chapters with the new incentives and increased National support should enhance their recruiting and retention efforts. Teamwork is essential!
1) National
a) We will aggressively pursue all new initiatives listed in the NARFE Strategic Plan and this Membership Plan. We will advertise the results of our special nationwide recruiting contest in GEMS messages and the Recruiter Journal.
b) We will continue to identify prospective NARFE members via electronic advertising and other means. Once identified, their names will continue to be provided to NARFE chapters on the monthly M-112 report.
c) We will continue inserting dues withholding applications into every dues renewal notice.
d) We will aggressively seek out state conventions of other like associations (i.e., NAPUS, NAPS, etc.), and will provide a schedule to the federation presidents.
2) Federations
a) Assist chapters to develop membership plans that motivate members to help in the development of programs that gain and retain members. Particular emphasis should be placed on the NARFE nationwide recruiting program that provides cash awards to top recruiting chapters.
b) Continue to support the special dues withholding program for 2010. Consider creating incentive programs to encourage chapters to aggressively pursue the dues withholding program.
c) Encourage federations/chapters to set up NARFE booths and aggressively recruit at state conferences of national associations, i.e., NAPUS, NAPS, etc. Consider applying for matching funds for this activity. Federations/chapters will use their contacts at local federal agencies to promote the use of NARFE’s Pre-Retirement Seminars.
d) Visit the Federal Executive Boards (FEB) in every state. Develop relationships that would lead to participating in pre-retirement seminars, health fairs, etc. Sell NARFE!e) Encourage chapters to contact NARFE members who receive 2nd renewal notices and those members who drop their membership. Personal contact is a plus!
3) Chapters
a) Aggressively target active federal employees and recent retirees! Actively participate in the nationwide contest for recruiting. Investigate every opportunity to gain new members. Outstanding chapters will be recognized at the NARFE 2010 National Convention.
b) Develop your Chapter Membership Plan in cooperation with your Federation.
c) Continue to encourage all annual renewing members to convert to dues withholding. (National will heavily emphasize dues withholding in every dues renewal notice.)
d) Welcome newcomers to chapter meetings. New members will be clearly identified on the M-112 report. Chapters need to contact new members and get them involved in chapter activities. Consider changing meeting times to attract active federal employees and recent retirees. Look at the chapter programs to see if they are stale, etc. The same personal contact should be made when new members receive renewal notices and finally when some are dropped for non-renewal.
e) Participate in all pre-retirement seminars, health fairs, and state conventions of like associations to the fullest extent possible. Recruit, Recruit, Recruit!
f) Make every effort to personally contact chapter members who receive a 2nd renewal notice and those who drop their NARFE membership. These members are identified in the M-112 report.
g) Make every effort to personally contact chapter member who are listed as “dropped for non-renewals”. These members are also identified in the M-112 report and a special monthly report that is sent to chapter Membership Chairs. This special report includes instructions on how to contact and bring these members back to active status.
h) Aggressively pursue actions to overcome the demographic differences between the younger potential members, including both current federal employees and recent retirees, and our current membership, to encourage membership recruitment and retention.
END
Return to Top