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Author Topic: VFW National Recruitment and Retention Campaigns (Fall/Winter 2009)  (Read 1443 times)
Troy in KC
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« on: November 30, 2009, 02:55:25 PM »

Hello, all--

Just thought I would drop an update to my fellow members. Included is an overview of our national-level recruitment and retention campaigns for 2009-10 (so far).

There are many opportunities to tie in locally with these campaigns or to request materials modified to meet your specific post, district, and department needs. PLEASE contact us to request modifications. Remember that many of these products were designed to meet a specific need and may not translate (or transfer) well if just taken off a website. We have an excellent design department at VFW National. Please remember that we need advance warning to turn around a project, but we are here to assist. (In some instances where a website is provided to review materials, new products may not yet be in place.)

It may take me a few days to address posts to this discussion. On behalf of the Membership Team at VFW National, we welcome any feedback you have.

And as a reminder, VFW National owns the creative rights to these products. That includes the logo, the concept, and the specific artwork. (I need to add that since this is a publicly-accessible forum and some visitors may be trolling for marketing materials to, um, borrow.)

I hope you all had a good Thanksgiving and are looking forward to a good holiday season. Thanks to all of you for your service to this country and to this great organization.

Troy at VFW National


1. Recruitment and Retention Programs
(Note: Retention programs listed in this section are designed to engage members by highlighting programs of interest and by honoring their military/veteran experiences. Retention programs target both annual and life members. Annual renewals will be solicited as part of the Dues Notice Program.)

Current Conflict Veteran Outreach: Opn Enduring Freedom, Opn Iraqi Freedom, Global War on Terrorism (majority born in the 1980s and 1990s; large number of Active Duty, National Guard and Reserve)

-(Recruiting) Updated brochure, recruiting materials, and new member web portal (www.JoinVFW.org) introduced summer 2009. Available for viewing at www.vfwdepartmentresources.org.

-(Retention) Engagement post card sent out to members 39 years of age and younger August 2009. Available at www.vfwdepartmentresources.org.

-(Retention) Engagement mailer sent out to members 40-55 years of age August 2009. Available at www.vfwdepartmentresources.org.

-(Recruiting) Print advertisements launched in Stars and Stripes (worldwide ads and specific ads for Middle East/Republic of Korea/Germany-AFRICOM-Balkans) September 2009 and continuing periodically through June 2010. Available at www.vfwdepartmentresources.org.

-(Recruiting) Online advertisements at www.military.com September-October 2009. Expected to repeat in January-February 2010 with updated design.

-(Recruiting) Print advertisements tested in 13 state National Guard magazines October 2009-January 2010. Available at www.vfwdepartmentresources.org.

-(Retention) Veterans Day card (Honor and Pride) mailed to all members currently serving in the Active Duty, National Guard, or Reserves in late October 2009. Available at www.vfwdepartmentresources.org.

-(Retention) Supporting and Serving appreciation mailers sent to National Guard and Reservist VFW members. Addressed to both those currently in uniform and their family members (those most likely to open the mail during deployments). Available at www.vfwdepartmentresources.org.

Female Veteran Outreach: She Serves, Throughout Fall/Winter 2009

-(Retention) Engagement letter sent out to current VFW members September 2009.

-(Recruiting) Direct mail test piece with new letter and brochure. Provided a reply envelop as well as a web address for joining. www.JoinSheServes.org and accompanying Facebook/Myspace pages were updated and will be updated again in January 2010.

-(Retention) Emailing newsletter to those who have join through She Serves program, have opted in through JoinSheServes.org page, or are listed as being female veterans in our database. Past newsletters can be viewed at http://www.sheserves.org/esalute/index.html. Continuing to scrub erroneous historical data in membership rolls (i.e., bad email addresses, incomplete records, etc.) so members are invited to contact VFW National if they have received a copy of the newsletter in error.

-(Recruiting and Retention) Hosting an advisory group of current female members in December 2009. Taking a page from the Current Conflicts Advisory Group that met last year in Kansas City, this group of predominantly War on Terrorism era members will provide feedback and advise on attracting and recruiting this growing segment of the veteran population.

-(Retention) Continuing to forward contact info on new at-large members to departments that have designated female membership/veteran coordinators. National will only forward spot reports to those designated by their departments, but all at-large members residing within a department (DAL Reports) are available upon request by a department.

Vietnam Veteran Outreach: October 2009

-(Recruiting) Direct mail sent to probable Vietnam Vets. Mailed in late October and provided a reply envelope as well as a web address for joining. Letter will soon be available at www.vfwdepartmentresources.org.

Lapsed Members: Former members who have not paid since 2008

-Targeted emails

2. Dues Notices

-Summer 2009. Included reply envelope and web address for online renewal. Insert was VFW In Action and included the national organization's mission, vision, and core values statements. Available at www.vfwdepartmentresources.org.

-Early Fall 2009. Included Renewing your commitment. Reaffirming the mission letter. Available at www.vfwdepartmentresources.org.

-End of 2009/Start of 2010. You've Earned It letter reminds those who have not renewed that the time to do so is now and tells interested members to share this quick overview of the VFW's activities.

***This list is not all-inclusive but is provided as an overview***
« Last Edit: December 02, 2009, 09:40:01 AM by Troy in KC » Report to moderator   Logged
IJK3770
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« Reply #1 on: November 30, 2009, 04:02:20 PM »

Thank you Troy and welcome back. The "Recruitment Package" we recently received had some interesting material.  We sent 14 packages to deployed troopers and I included a "You've Earned It" booklet and a "Free Subscription" Postcard in each one and the three female addresses I had also received a " You Belong - She Serves" pamphlet.
Cheerily
IJIK
« Last Edit: November 30, 2009, 04:09:09 PM by IJK3770 » Report to moderator   Logged

tstruwe
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« Reply #2 on: December 01, 2009, 10:42:21 AM »

Thanks Troy.  I try to keep up with the programs but I really appreciate this "heads up".

You might want to correct the web address under;

"Vietnam Veteran Outreach: October 2009

-(Recruiting) Direct mail sent to probable Vietnam Vets. Mailed in late October and provided a reply envelope as well as a web address for joining. Letter will soon be available at www.vfw.departmentresources.org."

The period after VFW keeps the link from working.
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« Reply #3 on: December 01, 2009, 01:03:03 PM »

I was about to reprimand VFW membership for advertising on Military.Com and not in Stars and Stripes.  Then while looking at the Dec 1st Mideast edition I find a very nicely done ad!  Bravo Zulu National  http://estripes.osd.mil

I think all is being done that can be done on recruiting and retention.  I could say more about the wasteful paid recruiter program but that’s coming in a PM.  I’m a little perplexed that VFW National and Departments don’t seem to want to come to grips with the fact that we have an ever decreasing veteran population.  The veteran population has been dropping steadily for the past 10 years.  Maine’s current population of 144,000 is expected to shrink to 94,000 by 2036.  There is no planning for our organization shrinkage.  It is totally being left up to posts to continue, combine or close on their own.   Also no planning on adapting programs with decreasing members and perhaps getting DAL members to help in areas they live.   I don’t see or hear anything from higher up except the usual get out there and recruit…and frankly that gets a bit annoying. 
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Tom Clark 1117
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« Reply #4 on: December 01, 2009, 06:54:24 PM »

Hi Everybody, As a new VFW member and one who is wired up (The wife says too wired), I'd like to suggest a program that could be placed on websites which are hosted by members or supporters of the VFW which, when clicked, would bring the viewer to to the national website. The program can be created as a small JAVA applet and could show the Maltese Cross with a scrolling "marquee" under it (or ANY image). The Marquee could follow breaking Veterans news, news about Iraq/ Afghanistan or any news that could be relevant to the viewer. Other offerings could also be available to people interested in "linking" to the "V". Most JAVA applets can be placed into MySpace and Facebook pages as well.  Additionally, "static" images can be made and placed on the National site which people can download and place into their webpages. I have a similar image on my site which, when clicked, opens the VFW webpage. Young vets today are probably as wired up as I (if not more so) and this may be another way to "reach out" to  them in a positive and relevant way. Best of all, designing a JAVA applet or static logo can be done cheaply. Just some thoughts. Thanks and take care. =) Tom
« Last Edit: December 01, 2009, 07:05:03 PM by Squirts » Report to moderator   Logged

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Troy in KC
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« Reply #5 on: December 02, 2009, 09:38:45 AM »

Thank you, tstruwe for catching the link error.

Great idea regarding the applet, squirt. I need to look into the logistics of keeping the updates relevant and see if there might be some buy-in at this level.

Thanks guys

Troy
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« Reply #6 on: December 02, 2009, 10:42:24 AM »

Hey Squirts, I just checked out your page and great job!  Good idea on providing the link and I am going to see what I can do to get the idea rolling in the local area.

I think I welcomed you on another thread but if I am wrong let me say welcome and I look forward to hearing more of your thoughts and ideas.

Since you are "wired up", have you checked out The National Defense, The VFW radio program?  If not, give it a listen.  I usually get it from my itunes podcast but it an be directly download too.
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« Reply #7 on: December 15, 2009, 08:42:47 PM »

The following dates to Feb of last year and is part of comments made by then Commander in Chief Glen Gardner Jr. in an interview while on a 12 city tour of Tennessee.  It gives pretty good insight into the thinking of the organization direction in Nationals view.

Gardner attributed the decline in membership to a change in culture.
“Kids today have so many different things to do. Go to any base and you’ll see what I’m talking about,” he said.
“I was at Camp Pendleton (Calif.) in November. The base commander told me he was closing the officers club on Jan. 1. At Fort Hood (Texas), there used to be six clubs. Now there’s one combined club.
“These kids are into computers and do a lot of different things. They don’t look at the social aspects of the organization like we did. They are not into our kind of social atmosphere. But they will join VFW. I’ve never had one turn me down when I asked them to join.
“It’s going to be up to the (individual) post to create the kind of atmosphere to get them in and active on a post level. And quite honestly, it’s going to be very difficult to do.”
What will VFW look like 25 years from now? “That’s anybody’s guess,” Gardner said. “If all else fails, we could end up with an organization like NRA (National Rifle Association) or AARP (American Association of Retired Persons).” 

I firmly believe we will end like he says.  We will be web based instead of brick and mortar.  So why not recruit for it now?

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« Reply #8 on: December 15, 2009, 09:14:13 PM »

    The posts cannot be allowed to die.  Posts are needed to provide Honor/Color Guards, presence in schools and other things that the web simply cannot do but Posts must have a stronger web presence at the same time.  The organization cannot morph into strictly web based but must incorporate the web at the post level.  Post bars are are going to be a thing of the past as "drinking and driving laws" are getting stricter all the time (some in larger cities may survive due to taxis and bus service). The web can replace the 'social aspect' of the bars many posts now have and the web can allow for deployed members to be present at a meeting of the post but it takes posts willing to make the needed technology adjustments.  Far too many of the National/Dept/District/Post Officers are not willing to embrace the web to use but are simply thinking it will go away. 
    But then again, that is just my 2 cents worth.  What's your 2 cents worth?
Cheerily
IJK
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« Reply #9 on: December 15, 2009, 09:22:02 PM »

Joe this is the complete interview…still feel the same?

VFW membership nationwide in serious decline — commander

Messenger Staff Reporter

Glen Gardner Jr. of Round Rock, Texas, warned that the Veterans of Foreign Wars of the United States is in real danger of going the way of the covered wagon.
“If we don’t recruit new young men and women into this organization, 10 or 15 years from now, the (national commander) won’t have the opportunity to visit posts like this. These posts won’t exist,” Gardner told a sparse luncheon gathering Wednesday at VFW Post 4862 in Union City.
Gardner, 64, national commander of the VFW, is on a 12-city tour of Tennessee to brief the Tennessee membership about several topics of interest to veterans. In his address at the local post, he expressed grave concern about a steady decline in VFW membership nationwide.
“I call upon you to help us build a foundation for the future of this great organization that must exist in this country for another 100 years,” he said.
Tennessee VFW commander Curtis Damron, who accompanied Gardner, reported membership statewide has declined about 700 the last year, and three VFW posts have been closed. “They (the posts) weren’t participating well and members were getting old. We weren’t getting any new ones in,” he said.
Gardner said he is “greatly concerned” about the future of VFW and its ladies auxiliary, adding, “If you’re not concerned, then you don’t understand the problem.”
Numbers, he said, tell the story very well.
“We have 1.6 million members today,” he said, of which:
• 495,000 are older than 82.
• 300,00 are older than 72 (and younger than 82).
• Less than 10 percent are younger than 50.
“It doesn’t take a rocket scientist to figure out that we’re in a deep hole, and we’ve got to get ourselves out of it,” he said.
Founded in 1899 and chartered by Congress in 1936, VFW is the nation’s largest organization of war veterans. A nonprofit organization, it is comprised of combat veterans and those who currently serve on active duty or in the National Guard and Reserves.
“I served in Texas for 22 years as the adjutant quartermaster,” Gardner said. “I saw the decline of posts from about 620 to (what it is now) 400. And where those declines took place, it hurt a lot of rural communities. In those rural communities, the VFW post was where everything went on. That’s where social activities took place; that’s where everybody gathered for social enjoyment; school functions were held there.
“But when a post ceases to exist, all that goes away.”
VFW members, he added, have a responsibility to the young men and women serving in the military forces today. They will need VA hospitals and entitlements.
“We have thousands of young men and women, higher percentages than ever before, that are coming back seriously injured,” he said.
“I was in Germany at (a U.S. military hospital) and talked to two Marines who had been wounded less than 24 hours before I was talking to them. That’s how quickly they’re taken off the battlefield in Iraq and Afghanistan and taken to where they can get medical treatment in a hospital.
“That’s a good thing. A challenge to us as a veterans organization is that we speak out on behalf of veterans. These young men and women need treatment and they’ll need help for many more years.”
And yes, he emphasized, women, too.
“At no time in this country’s history have we sent as many women into combat as we have in Afghanistan and Iraq the last five years,” he said. “About 200,000 women have now served in Iraq and Afghanistan. And I’m not talking about just nurses and supply clerks. I’m talking about front-line, rifle-carrying combat personnel. And many of them are coming back without arms or legs. And they’re going to need a VA hospital and the kind of medical treatment the rest of us have enjoyed over the years.
“At no time in our history have we ever had a higher percentage of those in the military eligible for VFW (membership). But in no time in our history have we ever done the job we should have done in recruiting them into our organization.
“We probably never signed up more than 10 percent of the World War II veterans and 10 to 15 percent of the Korean War veterans.”
Today’s VFW members, he said, have a responsibility, a job to do.
“I ask you to help me make sure that we continue to do the great work so that we don’t let down these young men and women that are serving today by letting this great organization die away.”
Later, in an interview with The Messenger, Gardner attributed the decline in membership to a change in culture.
“Kids today have so many different things to do. Go to any base and you’ll see what I’m talking about,” he said.
“I was at Camp Pendleton (Calif.) in November. The base commander told me he was closing the officers club on Jan. 1. At Fort Hood (Texas), there used to be six clubs. Now there’s one combined club.
“These kids are into computers and do a lot of different things. They don’t look at the social aspects of the organization like we did. They are not into our kind of social atmosphere. But they will join VFW. I’ve never had one turn me down when I asked them to join.
“It’s going to be up to the (individual) post to create the kind of atmosphere to get them in and active on a post level. And quite honestly, it’s going to be very difficult to do.”
What will VFW look like 25 years from now? “That’s anybody’s guess,” Gardner said. “If all else fails, we could end up with an organization like NRA (National Rifle Association) or AARP (American Association of Retired Persons).”
Published in The Messenger 2.26.09

http://www.nwtntoday.com/news.php?viewStory=23304
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« Reply #10 on: December 15, 2009, 09:50:49 PM »

Zap44,
    I absolutely still feel the same.  Nothing in that interview changes my mind, in fact it reinforces my feeling that the Officers at all levels are not seeing the benefit of using the social aspect of the web to strengthen the VFW.  They are just moaning membership numbers and are overlooking the large numbers of posts that are vibrant and active in their communities.  I feel that far too much emphasis is placed on the number of members for All-State and All-American when many posts are failing in even performing the basic programs.  One of the reason for the numbers to be so seemingly skewed is because those old farts that now number the 495,000 that are over 82 are the same ones who drove the Vietnam Vet from the organization.  I am trying not to paint all of those over 82 with the same brush but the majority of the posts did not want our generation in their organization and the number of failed posts as the members get too old to be active is showing that.
    I feel it is time for the VOD to fall by the wayside and there should be more emphasis on assisting veterans and those who currently serve. Does anyone have any clue as to how much money is spent at all levels on the archaic VOD Program?  Banquets, Dinners and such poppycock that serves no purpose.  And programs such as Missouri's Veteran Service Officer Program for assisting all veterans in obtaining benefits is suffering from the lack of adequate funds and support from posts.  Which is the most important?  VOD or VSO?
    Just my 2 cents.
Cheerily
IJK
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« Reply #11 on: December 16, 2009, 12:08:27 AM »

IJ:  Did your Post participate in the VOD/PP programs this year?  If so, why?  You should convince your Post/Auxiliary to drop these programs if you don't think much of them.
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« Reply #12 on: December 16, 2009, 08:45:57 AM »

Fab 5th.
    I will not answer a single question you put forth.  You refuse to answer mine so turn about is fair play.
Cheerily
IJK
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« Reply #13 on: December 16, 2009, 09:04:29 AM »

 Grin  Agreed!
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« Reply #14 on: December 16, 2009, 05:52:40 PM »

Awe Shucks. I very much respect the Bolgs, or comments, you both write. I am not known as a Peacemaker. Just the opposite!
 As A Yankee Can't you and Him Fight? I will be content to buy the printer paper and Print out the Prognostication closest to mine for a small fee.
As to "credits" - Today my Post met with the illustrious & ineffable Officers of Large Post in Maine! We had a ball! Neither of these out-standing members are known to be pussycats!
Always happy to salute a Navy Man and ANY other Veteran of a Foreign War! My highest honor is within my right hand. -- A salute!
Old!
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Recently had head examined!
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