Now more than ever, people want to connect with each other and know what is happening at their child’s school. Your PTA can fulfill the universal need to connect and belong, during this dark time. You should seek to not only renew current members, but to reach out to new audiences, grow your PTA and build an even stronger community. Actions, such as reaching out just to check in on someone’s well-being, build real engagement with current and future PTA members.
We need to think about membership differently. Traditionally, many PTAs have membership tables at several school or PTA events in the beginning of the year to start off their membership campaign. But it is unclear if all school buildings will open at the start of this next school year, so this strategy may not be viable.
Now is a good time to rethink how your PTA will promote membership next year, especially if schools are still remote when they start in the fall. Here are some ideas to start your discussion. (Psst…make sure you read to the end for a surprise reveal from National PTA.)
For Local PTAs Who Don’t Yet Offer Online Join
Setting up online join and renewal isn’t as complicated as it sounds! First check with your state PTA, as more than 30 state PTAs offer an online database that their local units can use, for free! If this is an option, get set up right away, get trained, sign up for online pay and you will be on your way. If your state doesn’t currently offer an online option, there are still lots of free and/or inexpensive options you can put into place easily:
- Develop an easy to use online membership form that people can fill out (like a Smartsheet or Google Forms) and have a required field to select a payment option.
- Set up an online payment option like PayPal or Square.
Have fun. Create a fun visual with the link imbedded to join virtually. Get the word out! Post the online form link and payment information everywhere–your PTA website, Facebook page, Twitter, in your PTA/PTSA newsletters, emails, etc. On social media, tag the school or use school hashtags so anyone who follows the school will see your PTA posts.
- Reach out to everyone who joined last year and ask them to renew their membership by sending them the link. If they don’t renew within a few weeks, send another reminder–something like the new school year is right around the corner, stay connected by renewing your PTA membership.
- Ask your school to post PTA membership information in their newsletters and or on their website
- Can’t figure out online join but need a way for people to join your PTA/PTSA remotely? Set up a P.O. Box for people to send their membership forms and payments. Require checks only via this method as you don’t want people sending cash in the mail and you don’t ever want there to be a question of cash missing.
For Local PTAs Who Already Offer Online Join
First, congrats on already offering online join! If your online join is linked to a membership database, now is the time to use all the tools available to you so, no matter what happens in the fall, you can stay connected to your community. Here are some ideas to get you started.
- Send an email to everyone who is a member in 2019-2020 and ask them to “Stay connected over the summer by joining PTA now” and provide the link to join. If they don’t renew within a few weeks, send another reminder–something like, “The new school year is right around the corner, stay connected by renewing your PTA membership today.”
- If you have had your online system for more than a year, reach out to everyone who was a member two or more years ago and ask them to “Come back to PTA” and send the link to join.
- If your database system offers a communication tool, use it to connect with your members. Use it to share information like upcoming meetings, programs in the works, volunteer opportunities or simply use it to ask for feedback on the issues they want the PTA to focus on in the coming school year.
- Get the word out! Post the online form link and payment information everywhere–your PTA website, on Facebook, in PTA/PTSA newsletters, emails, etc.
- Get the word out beyond your current membership–ask the school to include your online join link in their communications or in the Parent Resources section of their website.
For State PTAs
- If you have an online database, develop a unit look-up option that can go on your state website that allows people to join your local PTAs. Share the link with your local PTAs so if they don’t have a website, they can promote your link in all their messaging. This increases your traffic on your state website and makes it easy for the person and the local PTA. A win-win for all!
- Check it out in action by visiting https://nyspta.org/ and click on the Join button in the blue ribbon.
- If you don’t have an online database yet, talk to other state PTAs to see what is working for them and put a plan in place to move to an online membership system. This will make things easier at the state level and is a great new benefit for your local PTAs.
- List state-level contacts in a prominent area on your website so visitors can quickly find someone in their area if they membership need help. Remember to include all the District/Council/Region PTA contacts and website information too.
- Make sure there is a membership and/or join button on your website in a very visible place.
- If you have an online database and not all your units are using it, now is the time to promote the benefits of enrolling. Here are some example benefits your database/state may offer:
- First – it’s free, and so is training!
- People join and pay online – easy, safe and saves time for new members and leaders.
- No need to type membership info into a local tracking tool as the leaders will have access to their full membership data.
- Reduce the need to print forms, to collect cash and checks or to make multiple trips to the bank.
- Communication tools to quickly create newsletters and send within the database system.
- Some online platforms also offer the ability to send text messages or create calendars, volunteer sign-ups, a school directory, fundraisers, events, an e-store, etc.
- Help your local PTAs by encouraging them to promote membership as the school year gets closer…
- If you have an online database, suggest they send an email welcoming everyone to a new school year and ask them if they have not yet renewed their membership to join their PTA again this year with a link to join and a link to any online PTA resources like their website, Facebook page, etc.
- If you do not have a database, but local units manually collect people’s information that includes emails, suggest they send everyone a welcome to the new school year, ask them to join their PTA again this year, include a couple of key links to resources on your state website and let them know they should be hearing more information from their local PTA soon.
- Try promoting a “PTA unit of the month” on your webpage. Highlight a unit and its accomplishments on your website with a link to join that PTA online. If you do not have a database yet, look to set up on online form (like SmartSheet or GoogleForm) and an online pay option like PayPal or Square.
- Plan Now for accounts receivable! If your local units have people enter their information online but pay by check, first encourage them to move to online pay. Then, for those that still opt to accept payments via check, develop a process to collect those dollars if they don’t come in within a few weeks. If your state has a database linked with your local PTA’s, you should be able to see them¾create a process to reach out and collect the missing dues payments.
Do you have other ideas on how to promote and sell PTA membership in virtual world? Email us at Membership@pta.org
Psst…National PTA is getting ready to roll out a new membership marketing campaign for you! It will have all sorts of amazing graphics, you can highlight your local work, local people and more. We will offer some free online “how to incorporate it into your work and messaging” training as well. Stay tuned at PTA.org.
