ADA kicks off Member-Get-A-Member Campaign
March 04, 2013
By Karen Fox, ADA News staff
When it comes to spreading the word about the value of membership, no one does it better than someone who already belongs.
That's the philosophy behind the ADA's new Member-Get-A-Member Campaign, “Building the Future of Our Profession—Together,” launched by the Council on Membership in February.
“Our best potential ambassadors for membership recruitment and retention are our existing members who already appreciate ADA member value and benefits,” said Dr. Mark Bauman, chair of the ADA Council on Membership.
“Based on what we hear throughout the tripartite, one-to-one contact is an effective way to help tell the membership story to those who respond to a more personal invitation,” said Dr. Bauman. “Nearly 70 percent of ADA members say they are likely to recommend membership to their colleagues.”
A new Web page on ADA.org (ADA.org/MGAM) provides tools to help members get started. Resources include downloadable ads for dental societies; a flyer for recruits; frequently asked questions; a membership application; and tips on handling objections, closing the deal and more.
Approaching a nonmember may be a challenge, said Dr. Bauman, but it also presents unexpected opportunities.
“For some members, talking to a nonmember colleague about membership might be out of their comfort zone,” he said. “But once you ask the question, 'What do you need from organized dentistry?' or 'What do you need from the ADA?' it opens up a huge window of conversation. It's really two dentists talking to one another, one who happens to be a member, but we both face the same challenges.”
Added Dr. Bauman: “In my conversations with nonmembers there are always important takeaways for me. Whether or not they ended up joining the ADA, I still was able to learn about some of the barriers. And learning about someone's objections helps us in so many ways.”
A growing ADA means greater recognition for the dental profession, more resources and support for members, and a louder voice in Washington and in state capitols across the country, added ADA President Robert Faiella.
“Building member value is a key strategic initiative for the ADA in 2013,” said Dr. Faiella. “Through the Member-Get-A-Member Campaign, our goal is to increase communication between members and potential members, and focus on the value they find in membership. Using this approach, we hope to show the meaningful impact ADA membership can have in their professional lives.”
The campaign launches as the ADA focuses on recruiting membership from a growing pool of dentists. The total market of active licensed dentists rose to 194,160 in 2012 from 183,624 in 2008. Over the same time period, ADA market share declined from 70.2 to 66.2 percent.
“While we're recruiting about the same number of members each year, the total number of active, licensed dentists continues to grow, translating to a decrease in the overall market share,” said Dr. Bauman. “If every dentist tapped into the value ADA provides to all members, they would see the immediate impact on their practices and within their careers.”
Any ADA member dentist is eligible to participate in the Member-Get-A-Member Campaign, and members will be rewarded with a $100 American Express gift card for each new, active member brought in (up to five members or $500 in American Express gift cards). Members may also decline the incentive and the ADA will contribute $100 to the ADA Foundation.
“The rewards of the program might just be the motivation they need to help spread the message of member value to their nonmember colleagues,” said Dr. Bauman.
The campaign lasts through Sept. 30. To learn more, visit ADA.org/MGAM or send an email to email@example.com.