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Presented By:
Eileen Francis, ILR, Old Dominion University
Eleanor Hill, Life Long Learning Society, Christopher Newport University
Mary Alice Robertson, Lifelong Learning Institute, James Madison University
Sara Craven DILR, Duke University (Moderator)
This workshop looked at tools to use in spreading the good word about
LLIs. Members learned methods others have used to help attract new members.
Please contact the presenters for more detailed information.
Eileen Francis, ILR, Old Dominion University
• ODILR has developed an informational packet to give to all new
inquiries.
• The packet is made up of a cover letter with specific program
details, their newsletter, an ODUILR brochure and the latest
course catalog.
Our Institute celebrated its 10th anniversary, last Spring. We have over
500 members. About half of them actively take classes. A few are most
interested in the Social and Travel Opportunities.
Our Membership fees are $15.00 for singles and $25.00 for couples, July
1 through June 30, annually. In December, we run a “Half-Price Sale”
for Jan. 1 through June 30. We advertise it as an “opportunity for
an Introductory Membership”.
Very few of us ever need to be at the main campus in a crowded area of
Norfolk. Our small Office and most of our classes, are at the Higher Education
Facility about 20 miles away in a partly rural area of Virginia Beach.
We pay ODU a small percentage of our class fees. We get free rent, utilities,
free open parking, large new building with large classrooms, equipped
with all the latest technical support. One of the drawbacks is that we
do not control the temperatures in the rooms. As a cost-cutting measure,
the thermostats are set at 68 degrees, Fall through Spring. That is uncomfortable
for folks who do not dress accordingly, even with reminders. About half
of our members live in VA Beach, the rest come from our neighboring cities:
Norfolk, Portsmouth, Chesapeake and Suffolk. We have a policy of non-discrimination..
Our Executive Administrator is our only part-time employee. The rest
are all volunteers. Our membership ages start at 55 and we have active
members into their 80’s.
Our Curriculum Committee members find Instructors from some of the faculty
of several local Colleges and Universities, local civic leaders, professional
persons in varied fields and some of our members. They arrange classes
for 2 of the 3 months of each Quarter. Our class fees are $10.00 per 2
hour class. Most of our classes are for one Introductory two-hour session.
We distribute evaluation sheets at each class. Comments from those are
used for repeat or expanded classes on popular topics. During the 3rd
month, we try to have 2 Social events and one or 2 Travel opportunities.
Throughout the year, there are on-going special interest groups, such
as The Writers Group, Great Books Discussion, The Walkers Group, French
Classes, Favorite Books Club, and a small Mahjongg Group.
Our primary information brochure is a simple, one-page tri-fold sheet.
( Samples here. ) We have a supply available at many classes and events.
We encourage members to keep a couple on hand to share with friends or
acquaintances when discussing classes or activities that they have found
interesting. When members go to speak to other groups about the ILR, they
take a supply with them for distribution. Curriculum Committee members
use the brochure as an introduction tool when contacting potential instructors.
In fact, several instructors have become members.
When people contact the office, our Administrator sends “An Inquiry
Packet” which contains the Brochure, a membership form, a copy of
our latest Newsletter, our latest class schedule and a cover letter.
Some of our most successful Membership spurts happen when an article
about our activities appears in the local paper.
Eleanor Hill, Life Long Learning Society, Christopher Newport University
• LLIs feels that word-of-mouth is the best form of advertising.
• They strive to develop strong relationships with administrators
on campus who can help them get information and articles into
the local papers.
• Personal phone calls are made to people who have lapsed memberships.
• The LLI video has been very well received by non-members who have
viewed it.
• LLI members drop off brochures at public places, hospitals, libraries,
YMCAs, etc.
Mary Alice Robertson, Lifelong Learning Institute, James Madison
University
• LLI has developed a generic business card that is given to members
who want to spread the word.
• They also have brochures that members carry in their car at all
times.
• The brochure explains what the program is, what type of courses
are offered, the benefits of membership, information
on how to join, along with a membership application and quotes from satisfied
members.
• Members are surveyed every two years to ensure satisfaction.
• Personal invitations are very effective in gaining new members.
• Members make presentations at retirement communities
• LLI brochures can be found at tourist information centers, the
Chamber of Commerce and doctors and dentists offices.
• Members set up booths at local county fairs and health seminars.
Sara Craven DILR, Duke University (Moderator)
• DILR concentrates more on retention than recruiting
• They do advertise in free seniors publications and in the Continuing
Education publications.
• A new seniors band has been created, which helps spread the word.
• The DILR course catalog seems to be their best promotional tool.
Some incentives for recruitment that were developed from the workshop
are:
• incentives for members who bring a friend
• sample classes -- like trial subscriptions!
•"notable speakers" brown bag lunches
• emphasis on "bring a guest"
• business cards -- for board members and others to hand out to
prospective
• members -- with name if ILR, contact information, website
• retirement planning sessions at business, universities, etc.
• convocation at beginning of term
• new members coffees
• Food
• all-day open house hosted by university, including raffle for
free classes
• buddy system for newcomers
• handbooks for members, lists committees and volunteer opportunities
• gift certificates
• monthly forum with speaker -- open to the public
• website
Things that didn’t work in LLIs represented by the panel
• brown bag lunches
• new member coffees
Workshop Summary
I think that what we learned is that everything we do CAN work, but there
are many variables: timing, ethos of the ILR (how welcoming it is), ease
of access, ability to integrate newcomers into the life of the ILR (on
committees etc), and of course, the attributes and desires of the newcomers
themselves.
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October 11, 2008
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