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
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