CATTLE RAISERS COMMUNITY
Of things that concern cattle raisers…
MEMBER NOTES
Beyond Ranch Gatherings By Claude Koontz, Association Promotion Committee chair
I
N RECENT ARTICLES, WE HAVE FO- cused on our ranch gather- ings and the value of these
events for our members and for prospective members. To date, Texas and Southwestern Cattle Raisers Associa- tion (TSCRA) has hosted ranch gatherings across Texas and Oklahoma, and both new member additions and renewals continue at a solid pace. As we move into the summer, it is important to note there are many other on-going initiatives taking place to drive membership growth beyond ranch gatherings.
Direct marketing TSCRA sent a promotional mailing in early May
to more than 10,000 qualifi ed prospective members across Texas and Oklahoma. In total, we will have distributed more than 20,000 pieces of mail and 7,000 emails by mid-summer.
Leave-behind packets These packets will be mailed to TSCRA leaders and
are designed to be left behind at a ranch gate or after a meeting with a potential member. These packets will contain useful information about TSCRA for the potential member.
Delinquent members We are initiating a series of mail and email cam-
paigns to delinquent members. This is a critical audi- ence to our overall retention. Last year, 40 percent of dropped members told us they simply forgot to renew
their membership, so we hope these emails will get their attention and renewal.
Video Last month, we began work on a membership video
to be shown at selected ranch gatherings, as well as shorter videos that can be used in email, social me- dia, etc. These videos tell the story of TSCRA and the services we provide to members.
New member webinars In May, we began our new member webinars. These
will be done every other month and help introduce new members to TSCRA. The strategy is to get new mem- bers engaged and actively aware of everything TSCRA does to help their ranches. We expect to have live and recorded webinars and develop these into a series.
Buck slips Buck slips for selected livestock markets have
been developed. Participating markets can insert the buck slips with check payments for cattle sold at the markets. These initiatives, combined with a full schedule of
ranch gatherings, demonstrate TSCRA’s commitment to a robust and diversifi ed effort to attract new members and retain current members. If you have additional ideas for growing our membership, please let us know, or email
membership@tscra.org. We look forward to seeing you (and your prospective member guests) at a ranch gathering soon!
14 The Cattleman June 2016
thecattlemanmagazine.com
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