Executive Director’s Commentary
By Don Eversmann, F240000
March 2006
Do you remember the famous U.S. military recruitment posters from the World War I and II eras that depicted Uncle Sam pointing straight at the observer, with the words “I Want You” in big, bold type? For FMCA, the message is the same. We want you to help bolster FMCA membership. And we need you to do it today.
The number of new members joining FMCA is not keeping pace with the number of members who are not renewing, and membership levels are dropping. Overall, membership in many RV clubs is declining; however, I am not ready to sit back and accept this in the case of FMCA, and I hope you aren’t either. I do not believe that all of FMCA’s membership growth concerns are related to the aging population of the membership or to the increase in the cost of fuel.
Over the years FMCA has lost members for various reasons. However, in the past, the recruitment programs have been adequate to generate replacements for those losses. In good years, FMCA’s total membership numbers have increased. Unfortunately, a current trend is occurring that needs to be addressed before the number of members impacts the revenue that is generated based upon FMCA’s footprint in the RV industry.
As I have said in the past, most successful associations recruit new members because current members tell others about the group. “Member-get-a-member” is an excellent way to spread the news about FMCA, and over the years FMCA has generated the largest percentage of its new members from member recruitments. In 2002 FMCA family member recruitments represented 43 percent of the total number of new members that year. In 2003 the percentage grew to 45 percent. Unfortunately, in 2004 and 2005 FMCA family member recruitments fell to 41 percent. That percentage drop may seem minimal, but the actual numbers are critical to FMCA membership totals.
In 2002 the total number of new members from all sources amounted to 19,540. In 2003 the number grew to 19,648. Unfortunately, in 2005 the total dropped to 15,918. This means that last year, we had 3,622 fewer new members than we did in 2002, and 3,730 fewer new members than we did in 2003.
When the new member sources are compared for those same years, the largest percentage of decrease occurs in the family member recruitment numbers.
Family Member Recruitments:
2002 … 8,430
2003 … 8,832
2004 … 7,315
2005 … 6,468
Approximately 54 percent of the decrease comparing 2005 to 2002 is represented by the loss of family member recruitments, and 63 percent of the decrease when comparing 2005 to 2003.
This is a trend that I would love to see reversed. Family member recruitments have dropped by almost 200 recruitments per month in three years. We definitely need your help in working to reverse this trend.
By the way, here are some other sources for new FMCA members, with the total number of members they recruited in successive years:
Commercial Member Recruitments:
2002 … 1,131
2003 … 1,201
2004 … 1,171
2005 … 1,156
Advertising Exchange:
(Memberships awarded by advertisers)
2002 … 6,135
2003 … 6,195
2004 … 6,869
2005 … 6,164
Internet:
2002 … 844
2003 … 1,084
2004 … 1,011
2005 … 1,035
RV Shows:
2002 … 542
2003 … 524
2004 … 360
2005 … 360
RV shows are another opportunity for members to contribute to the recruitment of motorhome owners to FMCA. The FMCA booths at these regional shows are staffed by member volunteers. As you can see, the number of new members from this source has dropped off recently while the number of shows has remained the same.
Several new member recruitment programs were recently instituted, and we hope that these will draw new members to FMCA. But it is the member-get-a-member program that I believe is the most vital to the association. We all know that our love of FMCA and the benefits we receive for our membership get discussed when we share our experiences with other motorhome owners. Don’t stop at just telling others how much you enjoy the lifestyle; tell them how they, too, can join in the fun “” not to mention reap the benefits that come along with being a member.
FMCA rewards members for their efforts in several ways. With your first recruitment within the plan offer period, you receive a free copy of the FMCA North American Road Atlas & Travel Guide, identified on page 156 of this magazine. Each subsequent recruitment earns you a $10 coupon good for FMCA logo merchandise or Camping World merchandise. If you recruit five new members in a calendar year, you also will receive a free year of membership. During your lifetime, if you and your spouse recruit 100 new members, you each will receive a beautiful FMCA watch.
In addition to all of the benefits that you are entitled to as a member, such as the monthly Family Motor Coaching magazine and the MEDEX Emergency Medical Evacuation Program that are provided as part of your paid membership, several others are offered to new members upon joining FMCA. New members receive a six-month free membership in Camping World’s President’s Club, a six-month free KOA Value Kard, and a free Woodall’s campground directory.
Yes, FMCA wants you! Please, for the sake of the association’s continued success, consider promoting FMCA and encouraging motorhome owners to join. We in the national office are willing to assist you in any way that we can, whether it be by sending you membership applications to pass out or a member recruitment tool kit to assist you in the process. Let us hear from you. The magazine is always a good tool to use in sharing how valuable FMCA is to motorhome owners. If you cannot complete the recruitment effort before you have to get on your way, sign the prospective family up for a free six-month subscription to Family Motor Coaching magazine by filling out one of the forms located on page 64 A-B of this magazine. You will receive the recruitment rewards when they eventually join after receiving the complementary magazines you had sent to them.
It’s not too late for a New Year’s resolution. Get out there and recruit, because FMCA Wants Your Help.