Why is it important to contact potential members? What are the methods for contacting potential members? What method should you use to contact potential members? It's now time for you to reach out to potential members or participants -- to put your contact list into action (for how to develop a contact list, see Identifying Potential Members in all Sectors of the Community). You should now be able to take the names and organizations you have thoughtfully identified from different parts of the community and begin making actual contacts. Are you ready? You may be as ready as you're ever going to be. We're just about to start. But first, a little background. Why is it important to contact potential participants? It's important to contact potential participants because people usually won't know that an opportunity exists unless someone tells them about it. Some people may find your organization on their own, but many will need an invitation, information about what participation involves, and a clear way to decide whether they want to become involved. Actually, there are two separate questions here. One deals with the method of your contact. That is, what form or approach should you use to reach potential participants? The other deals with the content of your contact. What should you tell them about your organization, the opportunity, and the role you're inviting them to consider? Let's take up these two questions in turn. What are the methods for contacting potential members? There are many methods to choose from. Some common ones include: Meeting face-to-face Calling by phone Sending a letter Sending an email Sending a text message or using another messaging platform when the person has agreed to communicate that way Meeting by video call Sharing an invitation, fact sheet, flyer, brochure, webpage, or online form You don't have to treat these as competing choices. Often, the best approach combines several methods -- for example, a brief email followed by a scheduled conversation, or a personal introduction followed by written information. What method should you use to contact potential members? Each method has advantages and limitations. There is no single method that is always best. The right choice depends on the relationship you already have with the person, what you're asking them to do, how much discussion is needed, accessibility, timing, available resources, and how the person prefers to communicate. Face-to-face contact A face-to-face conversation can be especially useful when the invitation is important, complex, or likely to benefit from discussion. In-person meetings can make it easier to build a relationship, ask and answer questions, and understand concerns that may not come through in a short written message. Does this mean you should make face-to-face contact in every single case? Not necessarily. This is because: Personal contact, especially an in-person meeting, takes time. You may need to arrange a time, travel, prepare, and then meet. That may not be practical for every potential participant. In-person contact isn't always possible or preferred. A potential participant may have a busy schedule, live far away, have transportation or accessibility barriers, prefer remote communication, or simply not want a meeting. A meeting may not be necessary when the request is straightforward -- for example, asking whether someone wants to receive information, attend a single event, sign on as a supporter, or contribute in another limited way. Different forms and levels of participation can all be valuable. Telephone contact Phone calls can be quick and allow real-time conversation without requiring travel. You can explain the invitation, answer questions, and respond immediately to the other person's concerns. Voice can also communicate tone and emphasis that may be harder to interpret in a short written message. But: It may be difficult to reach someone at a convenient time, especially if the call is unexpected. When appropriate, leave a brief voicemail or use email, text, or another agreed-upon channel to ask when they would prefer to talk rather than repeatedly calling. When you do connect, the person may be busy or unable to give the conversation their full attention. Ask whether it's a good time to talk and offer to schedule another time if needed. A phone call may provide less visual and nonverbal information than an in-person or video conversation. For some people, however, that may be preferable or more accessible. Contact by letter or email Written communication has distinct advantages. A good invitation takes time to write, but it allows you to organize your message carefully and make sure important details are included. Once you have developed the basic information, parts of it can also be adapted for other potential participants. From the recipient's point of view, written information can be reviewed when convenient and saved for future reference. Email can offer many of the same advantages as a letter while allowing quicker delivery, links to additional information, online registration, or other next steps. Printed letters may still be appropriate when the recipient prefers mail, when the communication is more formal, or when printed materials fit the community better. On the other hand: Written communication may feel less personal than a conversation, particularly if it looks like a generic mass message. There is usually no immediate two-way dialogue. There is less opportunity to respond immediately to individual questions or concerns. Some messages will never be opened, read, or noticed, especially when people receive a large amount of mail or email. So each contact method has positive and negative features. How do you decide? The answer depends on your situation and on the person you're inviting. Factors in your decision A conversation -- in person, by video, or by phone -- may be especially useful when: You have a relatively small number of people to contact and can give each invitation individual attention Several members of your organization can help with outreach You have the time available to hold conversations The role being discussed carries significant responsibility or requires careful explanation The person's experience, relationships, expertise, or connection to the issue is particularly relevant and you want to understand their perspective The person doesn't know you or your group well and may have questions before deciding whether to become involved A phone or video conversation might be a good choice in these cases: An in-person meeting is inconvenient or unnecessary The person prefers phone or video communication You and the prospective member are already acquainted The request is relatively straightforward but may still benefit from discussion A real-time conversation would be useful and accessible for both people Written contact such as email or a letter might be strongly considered: When you have a relatively large number of people to contact When only a small number of people are available to handle outreach When your group's time is limited When the opportunity can be explained clearly without requiring an immediate conversation When the prospective participant is already familiar with you or your group When you have an appropriate contact list or communication channel and people would reasonably expect to receive the invitation Let's try a few examples to illustrate these principles, with some proposed recommendations: Example Recommendations Your group wants local legislation passed. A city councilor has already expressed interest in the issue. Because the issue may require discussion and the councilor has a direct role in the decision, request a scheduled conversation in the format they prefer -- in person, by phone, or by video. You want 50 residents to attend a neighborhood meeting. Use several appropriate community channels -- for example, neighborhood email lists, flyers, social media, partner organizations, text messages for people who have opted in, and personal invitations. Make the time, location, accessibility information, purpose, and ways to participate clear. You want to add 200 supporters or donors over the next few months. Use communication lists and outreach methods that are appropriate to the cause and respect people's privacy and communication preferences. A clear email or letter may introduce the opportunity, followed by other outreach when people express interest. You want to create an Advisory Board for a local health clinic. Because Advisory Board participation can involve substantial responsibility and important community perspectives, use personalized outreach and offer a conversation so potential members can ask questions about the role, expectations, decision-making, accessibility, and time commitment. What about the specifics of your own situation now? What contact method would work best for the people you're hoping to reach? Combining different methods It is often useful to combine different methods of contact. For instance, you can: Send an email or letter, then offer a phone or video conversation Call, then set up a meeting Make a personal introduction, then send written information Send written information, then follow up if the person has expressed interest or a follow-up was part of the original invitation You can add another stage when it is useful -- for example, a brief invitation, a conversation, and then written information summarizing the next steps. Don't assume, however, that more contacts are always better. Avoid repeatedly contacting someone who has declined, asked not to be contacted, or shown no indication that additional follow-up would be welcome. In many cases, combining methods is a good idea. The health clinic advisory board example above is an excellent case in point. It is an important responsibility, so it may be worth sending a personalized invitation and then arranging a conversation. Afterward, you can provide written information summarizing the role, meeting schedule, expectations, and next steps. The exact sequence will depend on the circumstances. The main point is that different methods can support one another. Use enough communication to make the invitation clear and accessible without overwhelming or pressuring the person you're trying to involve. Adjusting your method to fit the situation You don't have to use a single contact method for everyone. Different people have different communication preferences, schedules, accessibility needs, and relationships with your organization. Whenever possible, use the method that allows the person to engage comfortably and gives them the information they need to make a decision. One person may prefer a scheduled meeting, another may want a phone or video call, and another may prefer email so they can review the information before responding. Don't assume a communication preference based only on someone's occupation, age, status, or other characteristic. If you don't know what works best, ask. Taking advantage of chance Sometimes you may unexpectedly encounter someone who could be interested in your organization -- at a community event, meeting, neighborhood gathering, or another setting. A brief and respectful conversation can sometimes open the door to future contact. Use judgment. Someone who is spending personal time with family, attending a religious service, working, or clearly in a hurry may not want to discuss organizational participation. Rather than putting them on the spot, you can briefly mention the opportunity and ask whether it would be okay to send more information later. Good community work means being open to unexpected opportunities while also respecting people's time, privacy, and right to decide when and how they want to engage. In Summary Meetings, phone and video calls, letters, email, text messaging, online forms, and other approaches can all be part of an overall participation strategy. Each method has strengths and limitations, and no one form of contact is best for every person or situation. Choose your approach based on the purpose of the invitation, the relationship involved, the complexity of the role, accessibility, available time and resources, and the person's communication preferences. When useful, combine methods thoughtfully. Above all, make the invitation clear, respectful, and easy to respond to without pressure. But once you've made your choice or choices, how do you carry them out? That's the topic of our next two sections! Contributor Bill Berkowitz Resources Print Resources Altman, D., Balcazar, F., Fawcett, S., Seekins, T., & Young, J.(1994). Public health advocacy: Creating community change to improve health. Palo Alto, CA: Stanford Center for Research in Disease Prevention. Bobo, K., Kendall, J., & Max, S. (1991). Organizing for social change: A manual for activists in the 1990s. Minneapolis, MN: Midwest Academy.
