Here we go:
Reach Out – The first step is to generate awareness, interest and leads. It is important to ask yourself, “what is the most effective and powerful way to raise awareness about my campus trip among potential participants?” The answers to this question drives all actions needed to "reach out" to the market and ensure that the market knows about the offering, understands its benefits and feels compelled to take action based on that knowledge.
Register – After reaching out, the next most important key of effective recruitment is to maximize the ROI – return on interest, and that what the “register” step is all about. “Registering” does not only refer to the ‘official’ Taglit-Birthright Israel registration form. In fact, it this context, it includes turning any interest you have generated through your efforts to ‘reach out’ into potential applicants. Therefore, the “registering” includes any step in which a potential participant gives you their contact information, such as by joining a sign-up form.
Retain – If you have spent effort reaching out and registering potential participants, it is imperative that you ‘retain’ their interest in joining the trip. Retention includes all activities that keep interest in participating in the trip strong, addressing anxieties and other issue that may arise around trip safety, for example, and otherwise building up excitement toward the trips such that all expected participants actually show up for the flight!
Reward – After the trip, you have the opportunity to grow the power of your recruitment ‘engine’ by adding to it the best ‘fuel’ there is – motivated alumni. Those alumni and the word of mouth advertising that they can provide, are essential to increasing the number of applicants to your Taglit-Birthright Israel trips. All trip alumni should be encourage to help you recruit on an informal basis as a way to say “thank you” for the trip/gift that they just received. However, the most motivated alumni who also have marketing experience and savvy should be enlisted formally to help you out – and they should be rewarded for their efforts. The ‘reward’ can be payment or another incentive that further motivates them to put 100% of their efforts into reaching out, registering and retaining others!
If you employ all four of the above ‘R’s’ you will undoubtedly see the number of applicants and participants grow significantly from semester to semester.
There are four basic steps in effective recruitment for Taglit-Birthright Israel trips. Each of the four steps supports the prior step and -- conveniently enough – each step begins with the letter “r”, thus the name! The four “R’s” of effective recruitment are:
Reach Out -
Four R’s of Effective Recruitment