Kansas Mason - WINTER 2022

Membership Retention: A Matter of Value

Mikel J Stoops, Grand Master of Masons in Kansas 2021-2022

Let us consider the initiatic process by which we become a Mason. We are an initiatic fraternity based on a system of self-knowledge, with lessons in philosophy, spirituality, and morality. Our approach is based on the apprenticeship structure of the operative stonemason’s guilds. It is a proven system that dates back more than five centuries. Still, there are many proponents of shortening our initiation process through One-Day classes or Chance To Advance events. Those who believe this tout that the retention rates of members brought in through these methods are the same as those brought in through the standard means. (Standard being one degree at a time with proficiency requirements between degrees.) Those proponents provide this insight with only anecdotal stories to back it up. I wanted to see the actual data to make an informed decision about such “short-cuts.” To that end, I pulled the membership records of all Master Masons raised in Kansas since January 1st, 1996. Why 1996? It is roughly 25 years of data, and 1997 was the first year we had one-day classes in Kansas.

We have just over 35,000 records from Master Masons during those 25 years. Two-thirds of them did not contain the information I needed for the study. They were missing the dates for the initiating, passing, or raising. This left a sample of just a few under 11,000 raised during the last 25 years. For clarity of the information, “One-Day Classes” (One-Day) are those candidates who receive all three of their degrees in one day, and “Chance to Advance” (C2A) are those who received two of their degrees in one day. Both oneday and chance to advance are usually performed in a group setting. “Standard Path” (Standard) are those candidates who receive their three degrees on separate days. Looking at FIGURE 1, the blue lines represent the total number raised, and the orange lines are those who are no longer affiliated through either dimit, suspension for non-payment of dues, or suspension for un-masonic conduct. When we study the numbers raise versus the numbers that are now unaffiliated, it is clear that all things are not equal.

FIGURE 2 represents the retention rates of the three categories. Only 33% of those made a member through a one-day class are still members of our Fraternity. This is compared to 51% of those taking the standard path. These are far from the same. While 33% is abysmal, 51% is nothing to be proud of. I was shocked that the numbers were so low. We lose half of the men that we make Masons. 50% of the people who became Master Masons in Kansas in the last 25 years have left what we consider the greatest Fraternity the world has ever known. 50% or 17,000 men have left Masonry in Kansas. We only have about 13,000 members. 13,000 are still here, and 17,000 chose to go; we are doing something wrong.

FIGURE 3 illustrates the dropout percentage based on years of service. Studying this curve, we see a significant spike at year three through year four. So, based on this, it is imperative that we engage new members within the first thirty-six months. If we do not, there is a high likelihood they will be gone. This is independent of whether they went through the standard path or the one-day courses. That being said, the one-day class still has a higher dropout rate than the standard path.

To summarize Figures 1, 2 & 3:

• 66% of One‐Day class participants dropped out of Masonry.

• 60% of C2A participants dropped out of Masonry.

• 49% of Standard Path participants dropped out of Masonry.

• It is 2.5X more likely for C2A or One‐Day participants to drop out within the first 12 months.

• It is 13% more likely within the first 5 years for One-Day or C2A participants to drop out.

• Even after 22 years as a Master Mason, it is 2X more likely for C2A or One‐Day participants to drop out.

An argument I hear time and time again is, “We have to put him through the one-day class or short-cut the process because these people are too busy to follow the standard path and learn their proficiency.” Why do we allow people to join our organization if they don’t have time to participate? If they are so busy that they cannot take two hours out of their schedule on three separate nights and do a bit of studying to learn the small amount of memorization required, how do they have time to be a Mason? The simple answer is, “They don’t.” The retention numbers also seem to support this.

FIGURE 4 illustrates the retention rate of members during their first five years of service. (e.g., Those raised in 1996 that maintained their membership through 2001.) There are some interesting numbers in this graph. I see two significant years in FIGURE 4.

1997 was the lowest point for retention rates during the first five years at 45%, and it was the first year for one‐day classes in Kansas. 2010 was the beginning of a steady increase in retention rate during the first five years of affiliation from 52% in 2010 to 69% in 2015, (new data - 72% for 2016) and it was the first year of the Grand Lodge of Kansas Strategic Plan (Vision 2020) Our Strategic Plan is a consistent long-term roadmap for the Grand Lodge of Kansas. Our Mission and Vision given to the leaders of our Craft by the rank-and-file members are: “The Mission of the Grand Lodge of Kansas is to Encourage and Support Freemasonry by Assisting its Brothers and Constituent Lodges to Achieve Success and Prosperity, as Assets to Their Communities.” “The Vision of the Grand Lodge of Kansas is an Ideal Masonic Experience in Every Lodge!”

Finally, allow me to talk about value. Everything is a matter of value. It does not matter what you are doing; you either make a conscious or an unconscious decision whether you are going to do it or not based on the value you perceive in it. Whether going to a restaurant, buying a car or home, taking a vacation, or joining and participating in an organization such as Freemasonry, we all make those value decisions. Last year, I judged an Entrepreneurship Challenge for high school age students here in Kansas. One of the participants, a young lady who made earrings, only sold her jewelry at specific boutiques. When asked by one of the judges, “Why don’t you sell your earrings at craft shows where you could sell more of your products?” she responded, “It is a matter of perceived value. If I sell my earrings at the boutiques, people think they’re worth more than if I have them at craft shows.” She hit the nail on the head. Everything has a perceived value. What is the perceived value of an organization whose initiation fees are $40? You don’t have to learn anything or study anything to become a member. We rush you through, get you to the top in one day, and you are then a Master Mason?

What is the perceived value when we have a lodge whose annual dues are $35? What is the perceived value of an organization that rushes you in, charges you $40, and then only charges you $30 a year to be a member? Unfortunately, the perceived value is very low. For too long, we focused on cheaper, easier, and bigger. We did so to the point that we started losing our value. Cheaper, easier, and bigger did not work, and in 2010 we made the conscious decision to focus on excellence and value. We focused on excellence to regain the value that our Craft deserves. We focused on excellence in engaging our Members, especially during the critical first three years. I believe the proof is in the numbers. Cheap, easy, and big equals a 33% retention rate. Focusing on excellence and the true value of Masonry equals a 69% (now 72%) retention rate. I pray that we continue on this path.

New data pulled after this article was published shows that the 5-year retention rate for 2106 is now at 72%.