The Path Forward: Building Freemasonry Through Marketing

The Path Forward

Building Freemasonry through Marketing

August 2019

The Path Forward “Origin Story”

It Started With Four Powerful Insights

Insight — #1 The concept of fraternity is alive and well

Insight — #2 79% interested in joining an organization that: • Enables them to become a better person • Helps to improve the quality of life for others

Insight — #3 75% interested in an organization where men • Form deep and lasting friendships • Regardless of race, religion, or culture

Masonic Values and Messages Tested INTEGRITY FRATERNITY SELFLESS GIVING MORAL STANDARDS HISTORY

Insight #4‌Most Importantly 57% of American men would consider joining Freemasonry when we successfully communicate the values paired to the organization.

64 Million Potential Masons

How did we?

1

Capture the essence of hundreds of years of Freemasonry.

2

Translate it into the context of today’s man.

3

Do it in 60 seconds or less in video? At-a-glance in print?

As of today, the campaign is being used in 45 states.

• Grand Lodges • Local lodges • International Audiences

The Path Forward

New Jersey I-295

Even Better Video Ravens Game Ad: Grand Lodge of Maryland Super Bowl Ad: Grand Lodge of Oregon

The two most frequently asked questions?

Does it work?

Second most frequently asked question?

How do we use the campaign?

Best Practices Digital and Social Media Marketing

Challenge Today…

• Marketing & technical skills at local lodges, some Grand Lodges • Difficulty with consistent Masonic voice across geographies

How do we use the campaign?

Top three recommendations 1. Use what is available – FOR FREE! 2. Consult qualified marketing professionals to do the job 3. Set up the infrastructure for success – return email; timely response; “answer the phone”

www.notjustaman.org

Postcards, Brochures and Recruitment Cards

Everyday Encounters

Event and Lodge Signage

Social Media Series

Website Download images for your home page

Use a strong CALL THE ACTION to promote joining

1 2

3

Use information and copy for your site

Practical Resources: Masonic Marketing Series Three Ebooks

Facebook

The Best Place to Target Your Demographic

Ebook

Social Media Activation: Rule of 3s (minimum) 3 x/Week

3 x/Week

3 x/Day

What to Post?

Represent!

Humanize Leadership

Affirm Commitment to Charity Respondents with Improved Organizational Perceptions by Key Messages

• Charity is a leading driver of the Craft

Non-Member Study, 2016

Facebook Advertising • Just because you post on Facebook does not mean your followers will see it.

• Organic reach ~16% • Facebook is a pay-to-play platform

Ebook

The End Game?

The Ultimate Best Digital Marketing Practice?

A Practice That Combines: Proper Masonic Messaging And‌

Addresses Building Membership?

Membership Recruitment through Marketing Automation

The End Game: Marketing Automation A guided digital journey to become a Freemason

Top Performing Recruitment Ads March – July 2019

Lead Clicks

Guide To Application

Learn More Workflow Landing Page

Decision

Auto Drip Marketing

Learn More

The entire Not Just a Man campaign has been made available, free of charge to all Grand Lodges across the United States. Why? To shine a fresh light on Freemasonry, raise our profile in society, and help Blue Lodge Masonry grow.

Ready to Apply Workflow Lead Clicks

Landing Page

Decision

Apply

Geotag

Yes to App.

Auto Drip

Auto Thank You

Auto Remind

Reunion /4th Degree

Member Emails

Since March 2019 21,170 emails Industry standard open rate is 25% What’s ours?

45.79%

1,500+

Online Member Applications

Year-Over-Year Growth: 33% (2018-2019) Connecticut Illinois Maine Michigan New Jersey Ohio Rhode Island Wisconsin The Path Forward

75 (117%) 273 (106%) 48 (130%) 75 (101%) 56 (77%) 499 (111%) 30 (200%) 48 (88%)

Delaware Indiana Massachusetts New Hampshire New York Pennsylvania Vermont Past

Present

23 (121%) 216 (116%) 383 (522%) 13 (130%) 199 (160%) 321 (95%) 12 (150%) Future

What’s Next?

BeAFreemason.org Building a “front door” to Masonry Coming late October 2019

Big Picture: Why sharing the branding works

New Anthem Video

The Call Coming February 2020

Questions