A club’s reading program draws corporate members
See how a Kiwanis club in Louisiana, U.S., recruits area companies and organizations.
By Julie Saetre
In 2007, Mel Dussel had been a member of his Kiwanis club for just a few months when his club’s president asked him to stop by a local elementary school. The Kiwanis Club of Dawn Busters, Metairie, Louisiana, U.S., had recently started a program called Rewards for Reading, through which children win prizes and incentives for building their reading skills. On that December day, the club was awarding one program participant with a new bike — something it did twice a year.
As the club’s representative at the event, Dussel was so moved that he offered the club’s second bike for the year as an extra reward, promising to replace it himself for the next scheduled giveaway.
He soon found himself in charge of the Rewards for Reading program, and he wanted to expand its scope. He applied himself to increasing the club’s corporate memberships, which would also increase in-kind and cash donations.
This is where Dussel’s sales and networking skills came in. A friend of a friend suggested he reach out to a contact at a local laser-tag venue. That business became the first corporate member that Dussel added to the club roster. For the reading program, that meant a donation of laser-tag tickets for participating children — plus discounts on additional tickets and food at the venue.
Members and results follow
As word spread about Rewards for Reading, businesses started reaching out. For example, a local AAA baseball team donated a four-person admission coupon to every program participant twice a year, held a special game dedicated to the children, provided bus transportation to and from the event,and invited the kids to run the bases after the game.
After nearby New Orleans hosted a Super Bowl, the Greater New Orleans Sports Foundation — also a corporate member — donated enough leftover jackets, hats, t-shirts and other merchandise to fill an 18-wheel semitruck. The foundation followed up with merchandise donations after other major sporting events in the city.
Corporate memberships have had a ripple effect throughout club programs and initiatives. For instance, the club formerly used US$10,000 annually to feed community members in need; now that project is fully funded. In fact, the club uses that $10,000 for scholarships that it awards to graduatinghigh school seniors from each of its five sponsored Key Clubs.
What success looks like
Over the last 19 years, the club has brought in more than 200 new members — including nearly 50 corporate memberships. Children in the Rewards for Reading program have received over US$20 million in prizes, with more than 1,500 of them taking home new bikes.
The club’s current membership roster reads like a Who’s Who list: The lieutenant governor of Louisiana. The agriculture commissioner. The mayor of Kenner, Louisiana. The superintendent of schools. Members of the city council. The American Culinary Foundation of New Orleans. Seven banks. Three federal credit unions.
They’re all members of Dawn Busters because of the reading program, Dussel says — but not just as donors.
“All of these corporate people are not only members and sponsors and donors,” he adds. “They participate.”
How your club can do it
Finding corporate members and sponsors isn’t limited to large clubs, Dussel says. A club’s projects and programs are what matter most.
“People say, ‘Oh, well, you have a big club,’” he adds. “We weren’t always a big club. I don’t care if you’ve got a town of 50 people.
“I’ve been selling all my life. But if you don’t have the product to sell, you’re not going to sell it. … Without the reading program, we wouldn’t have two-thirds of [the corporate memberships].”
For clubs hoping to jumpstart their own corporate membership efforts, Dussel has tips to help:
- Identify potential prospects. How can you and a new member organization mutually benefit? “Kiwanis clubs [are like] a business,” Dussel says. “Who do you want to be in your business with you? Who can you help?”
- Be prepared. At all times, Dussel carries red cards imprinted with “Dawn Busters Metairie Rewards for Reading” and his email address, and he hands them to people who are curious. “If there are more than two people in the room, I’m looking [for prospects],” he says. He asks them to email him so he can explain in more depth what the club does and what the reading program involves.
- Ask prospects to speak at meetings. Dussel estimates that one out of every four guest speakers becomes a club or corporate member.
- Get contacts from the corporate member’s designated representative. “When you get these members, you’re not just getting them,” Dussel says. “You’re getting their whole circle.”
Beyond specific needs and interests, he adds, corporate members are like other members: They need to enjoy the club experience. Dussel suggests building time into the club calendar for celebration and social events. Recently the club brought in three new members after a night of bowling at a local arcade.
