Membership

Membership Hack: Recruiting Award

By / Apr 14, 2017 (iStock/Thinkstock)

To encourage membership recruitment, the North American Association of Floor Covering Distributors gives an award to the member who is the biggest connector.

How to hack it? Each year, the North American Association of Floor Covering Distributors bestows a tree-shaped plaque on the member who brings in the most recruits. The award, given at NAFCD’s annual membership meeting, is public acknowledgement of the value of peer-to-peer recruitment, says Executive Vice President Kevin Gammonley. “We are a trade association, and our members have deep relationships and many industry contacts,” he says. “This award has become an effective way to incentive our recruitment process.”

Why does it work? Relationship-based recruiting comes naturally to NACFD members. “A lot of our existing members are sales people, so they understand the value of peer networks,” Gammonley says. “At the same time, the award gets those competitive juices flowing, because everyone wants to win.” In any given year, the top recruiter may bring in a dozen or so members. NACFD challenges all members to recruit at least two members, which is typically the more obtainable ask, Gammonley says.

What’s the bonus? NACFD staff spend less time cold-calling prospects and more time making connections with qualified leads. It’s what Gammonley calls “tag-team recruiting.” To get credit for a recruit, members make the introduction or simply provide the recruit’s contact information. “We take it from there,” Gammonley says. “Our staff will talk to recruits, and when they join, the referring members get credit. It’s really a great formula.”

Tim Ebner

Tim Ebner is a senior editor for Associations Now. He covers membership, leadership, and governance issues. Email him with story ideas or news tips. More »

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