Membership Workshop Facilitator's Guide
FACILITATOR’S GUIDE
FACILITATOR’S GUIDE: Nat Rep Membership Workshop TITLE: Building & Growing an Inclusive PTA Membership 60 minute presentation with suggested modifications for shorter/longer lengths of time
OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE INTRO:
[WELCOME]
• Welcome • Intro self
• Engage
audience
VISUAL(S)
I am proud and excited to present this workshop on behalf of the National PTA. Thank you for taking your time to come to this session. [INTRODUCE SELF] Name, where you are from, how long you have been engaged in PTA, PTA/other positions, etc. [ENGAGE AUDIENCE] Raise your hand if are: o Unit leader o State leader o Council, regional, district leader o Member looking to become a PTA leader o Other - invite sharing [CLICK TO NEXT SLIDE] 2
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
1-MINUTE OVERVIEW:
[DESCRIBE]
• Learning
1. Describe “why” you join and volunteer for PTA
Objectives
VISUAL(S)
By the end of this workshop you will be able to:
2. Understand perspectives, influences, and motivations for families and school staff to support/join PTA 3. Follow the five steps for growing PTA 4. Develop a membership growth plan [ASK] Before today, how many of you knew there was a National PTA? [CLICK TO NEXT SLIDE]
3
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE OVERVIEW:
[GIVEAWAY OPPORTUNITY] By raising hands, can anyone tell me when National PTA was founded?
• Ask audience
[DESCRIBE] National PTA was founded on February 17, 1897 at a convening of more than 2,000 concerned parents, educators, and community leaders. Throughout this time, we have stayed true what they envisioned on that day.
when National PTA was founded - give small PTA gift
• Explain how
families and communities are at the heart of PTA’s mission
VISUAL(S)
PTA’s mission is: To make every child’s potential a reality by engaging and empowering families and communities to advocate for all children. At the heart of PTA’s mission are families and communities -- people who become champions for our children. This is what sets us apart from other school-parent organizations. So who are these PTA champions? Our members. Members like you and ME. And that’s the first thing to know about Membership -- Membership begins with…
:05 Minutes
[CLICK TO NEXT SLIDE] 4
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTE ACTIVITY: SELFREFLECTION & SHARING
[EMPHASIZE] ME. Membership begins with ME. Whether I am attracting new members or retaining new members -- it all starts with ME -- and why I care about PTA and how I communicate my PTA story to others and embody the PTA mission in my actions.
• Tell your PTA
story
• Ask audience
to selfreflect; facilitate sharing (2-3 people)
[STORY-TELLING] Share your personal “why” you were attracted to PTA and why you stay engaged as a National PTA leader. Be specific and authentic. Get personal. Don’t share generic messages such as “I do it for every child or “because I want to empower families” or because “somebody asked so I said yes.” Are there barriers you overcome to volunteer? Paint your story with names, a specific moment when you transformed from a PTA volunteer to a PTA leader or PTA advocate. Describe how it makes you feel after a PTA win. [ENCOURAGE SELF-REFLECTION - DISTRIBUTE HANDOUT] Why is PTA important to you? Take a minute to write 1-3 sentences explaining why you joined PTA and why you feel so connected to our mission. Try to be specific -- authentic -- personal. Paint your story with names, a specific moment, or how you feel when your PTA does something great for kids. Include how you overcome your barriers to being involved.
VISUAL(S)
VISUAL: INSERT PHOTO OF YOUR WHY
HANDOUT: MEMBERSHIP GROWTH PLAN
[INVITE 2-3 PEOPLE TO SHARE]
:10 Minutes
Membership might begin with ME. But to attract others, membership transforms into… [CLICK TO NEXT SLIDE] 5
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
3-MINUTE OVERVIEW:
[DESCRIBE]
• Define relationship marketing • Emphasize: relationships are every PTA Board Members’ job • Explain a PTA board should be collaborative & collectively focused on kids and school :12 Minutes
VISUAL(S)
RELATIONSHIPS. To attract others and grow membership – you must focus on relationships. We often tackle membership with tactics - flyers, forms, incentives, benefits. For membership chairs, these promotional marketing tactics are important tasks in your job description. But in PTA, membership growth is driven by people - not paper. That’s relationship marketing. PTA will increase your membership if you position every aspect of your PTA -- every event, every communication, every interaction – as a way to achieve strong, positive, two-way RELATIONSHIPS with families, teachers, and others in your community. Relationships are not the Membership Chair’s job. Relationships are every PTA Board Members’ job. Establishing positive relationships for your PTA begins with the strength of relationships among PTA board members and with school administration. To collaborate effectively does not mean you need to be best buddies. It means you are collectively focused on what your members care most about -- your kids and school. That focus makes families feel welcome and willing to contribute their own dollars for your membership fee -- or even better, their time, talent, skills or connections. Growing membership isn’t a transaction like: “We sent the email.” “We distributed the form.” Growing membership is an intentional and continuous effort to build positive, productive relationships beginning with your PTA board and continuing with families, teachers and school staff.
6
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTES:
The first step of a solid relationship begins with “getting to know you.” An important first step to planning is to understand some basic data about your school community members.
• Explain
importance of uncovering perspective of families
VISUAL(S)
We recommend using your school district web site, or visiting GREATSCHOOLS.org. Great Schools has a lot of information that can help you quickly access data that will help you with goal-setting and information-gathering. • Enrollment for helping to develop goal # families • Race/ethnicity to understand array of cultural perspectives • Free/Reduced School Meal Eligibility – to understand financial means and limitations of families • English Language Learners – to know what languages are preferred by students and families at your school • Test Scores – to understand academic needs that PTA can enhance/support Have any of you used this site before? It can give you nuggets of information about your school’s community. But it won’t give you the full picture.
:17 Minutes
[TRANSITION]
7
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
3 MINUTES:
EXPLAIN The best way to gain the full picture of the perspectives of your students, families and school staff is to ASK.
• Review
handout and encourage selfreflection
• Discuss
ways to survey members
HANDOUT Let’s look at your template planning tool to help you gather more info about who your families are, what they care about. As we talk, reflect on your school and PTA.
VISUAL(S) HANDOUT: MEMBERSHIP GROWTH PLAN
When you get home, you can get more information to inform your plan by: - Distributing a survey - Hosting listening sessions - Reaching out one-on-one to as many different perspectives as you can - Asking your board members to canvas their neighborhoods or connections at the school and in the community to find out what could improve your PTA and make it more attractive to join, support or volunteer with ASK: Other ways to find out what parents/teachers care about?
:20 Minutes
8
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE 2 MINUTES: • Acknowledge the difficulty of listening and reinforce the importance
• Share how
feedback should inform the whole plan
RECOMMENDED TALKING POINTS
It’s not easy to listen and assess. In fact it’s difficult and sometimes disappointing because you work so hard – you just want everything to look/feel great! There is a reason we take “selfies.” Because we have control of the angle of the camera. We know which angle looks best. With this exercise, you need to hand over the camera and let others share what they think could be better. Be vulnerable and willing to listen. Be willing to adjust. Learn from what you hear – perception always has some reality.
VISUAL(S) HANDOUT: MEMBERSHIP GROWTH PLAN
Listening can inform: • Program attendance (Affordable, convenient time/location, welcoming environment, food, translators, important topics or fun) • Board/Volunteer participation (Welcoming, child care, convenient times/locations, strengths-focused?) • Fundraising requests (Are you purposeful in raising money and transparent in how it will improve the school? Translate info?) • Membership form (We will revisit this later but do you provide options for joining including no-time commitment or no fee options?) National PTA did some of our own listening this past spring and we are excited to share some preliminary results.
:22 Minutes
[CLICK TO NEXT SLIDE] 9
FACILITATOR’S GUIDE: Nat Rep Membership Workshop 5-MINUTE OVERVIEW: • Show
parents: you care, you value time, and supporting PTA will make a difference
• SELF-
REFLECTION: How welcoming is your PTA? :27 Minutes
Our research says: today’s parents want PTA to show them you care, that you value their time, and that their support or involvement in PTA will make a meaningful difference. Would you agree this is true in your school? Let’s walk through how that translates into five steps for growing PTA. Start with #1 – Welcoming all families. 1. Welcome all families, school staff and their different perspectives and ideas. How many of you have ever said, “It’s always the same parents who help or show up?” Our focus groups of parents who were not involved in PTA said the same thing. But they said it was because their PTA did not want them to help -- or bring new ideas. They didn’t feel welcomed because the PTA parents didn’t want them there. [ASK] How does that make you feel? Use your worksheet to continue reflecting on how your PTA can connect with family and school staff perspectives.
HANDOUT: MEMBERSHIP GROWTH PLAN
How does your PTA welcome the newcomer - the new face at your meeting? Or the one who volunteers the first time? Do you introduce yourselves? Give a specific job while not over-orchestrating how it’s done? Do you say thank you? Do you even know their name or their child’s name? What about the person who shows up with different ideas or suggestions? Are you welcoming? Does PTA value their insights or consider their ideas? [CLICK TO NEXT SLIDE]
10
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTE OVERVIEW:
[DESCRIBE STEP 2]
• Describe
how listening means asking, “why?”
2. Listen to understand. One of the first ways to welcome and show respect to others is to listen. This is not a silent smile and a polite nod. Listening to understand means asking why – and asking why again. By diving deeper into understanding what people think – you will show them their perspectives and ideas ARE welcome and it will give you important information you might need for strengthening that relationship.
• Share tactics
There are other ways to listen: • Surveying families and teachers • Using a feedback tool like an email inbox or physical box • Crowd-sourcing ideas or recommendations via Facebook • Hosting board meetings that are productive and positive and encourage attendees to share their ideas
• Show that
When your PTA has shifted gears or improved something because you listened -- share that. It reinforces that feedback and ideas are welcome.
to gather feedback feedback matters
VISUAL(S)
HANDOUT: MEMBERSHIP GROWTH PLAN
• “PTA heard from our members...and in response we will…” • “Thanks to your suggestions…we will…” • “Our survey results showed…and as a result we are…”
:32 Minutes [CLICK TO NEXT SLIDE] 11
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTE OVERVIEW:
[DESCRIBE STEP 3]
• Describe
step 3: focusing on specific objective
• Demonstrate
how to create a drumbeat of messaging and action using that focus :37 Minutes
VISUAL(S)
3. Focus on what makes a meaningful difference. REFLECT: Do you feel like your PTA currently focuses on what will have the greatest impact on students, teachers and your school? Some of the focus group participants communicated that what PTA does is “fluff,” or “nice.” Most thought all you did was fundraise – but they didn’t know what you did with all that money! One dad from a very low income community said he wants PTA to focus on serious issues. When you focus, you can communicate your focus like a constant drumbeat – and show how PTA is leading that family-school partnership. And you will clearly know your success measures beyond membership and attendance #s.
HANDOUT: MEMBERSHIP GROWTH PLAN
[ASK FOR OR SHARE AN EXAMPLE OF A FOCUSED OBJECTIVE] This year, PTA is focused on improving student literacy in response to lower than desired ELA scores. We will host a series of family reading events and starting a family book club through a closed Facebook group. We are advocating to the district to give our teachers access to more professional development on literacy. We are raising money for classroom and library books. Will you help us to improve literacy at this school? [CLICK TO NEXT SLIDE]
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FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
3-MINUTE OVERVIEW:
[DESCRIBE STEP 4]
• Discuss how to value time and overcome “time” objection
VISUAL(S)
4. Value time. Time. You hear this all the time. “I don’t have time for PTA.” We heard it over and over in our focus groups. But do you know what else we heard? o “My kids are really important to me.” o “Being present helps my child to stay on track – and my face to be known to administrators, teachers and other kids.” o “It’s fun to be involved.” o “I want the best for my kids – they are my priority.” So why is time PTA’s biggest barrier? And how do you handle this objective? First, promote that time isn’t a required commitment of membership. See the options on your membership growth plan.
HANDOUT: MEMBERSHIP GROWTH PLAN
Second, make the time spent on PTA worthwhile. When you do steps #1, 2 and 3, you will show how you value family’s and teachers’ time. -
:40 Minutes
-
Welcome people who give their time and make it convenient and easy for them to give in different ways Listen to what families think is most important and communicate the good work that PTA does for your school FOCUS -- Focus on an issue or improvement that is very meaningful and share your progress so that parents and teachers know PTA is a worthwhile cause to join and give time
[CLICK TO NEXT SLIDE] 13
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
1-MINUTE OVERVIEW:
[DESCRIBE STEP 5]
• Inspire audience to show they care
It is not possible to please everyone. Not possible – don’t try. But it IS possible to show you care by: • Welcoming new ideas • Listening and communicating effectively • Focusing on what makes a meaningful difference -- supporting student success and well-being or improving your school/community • Which ensures that you ARE valuing time because you are uniting families and schools around an important cause • And most of all knowing that sometimes you have to be PTA flexible. You have to respond to changing circumstances or shifting priorities. Show your membership you can are the leaders who can stay focused in the midst of change or unexpected circumstances.
:41 Minutes
VISUAL(S)
It all boils down to -- show you care.
HANDOUT: MEMBERSHIP GROWTH PLAN
[CLICK TO NEXT SLIDE]
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FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE OVERVIEW:
[DESCRIBE]
• Describe
1. PTA media is your e-newsletter, PTA events, or take-home flyers.
communications tactics
VISUAL(S)
There are so many ways to show you care and communicate your
2. Social media is a powerful tool for building ongoing two-way relationships with your families and teachers. It provides real-time opportunities to ask and share. It also helps your PTA celebrate and create pride. When you promote the great things PTA is doing -- the outcomes of your efforts -families will show pride and more support as members or volunteers will follow.
HANDOUT: MEMBERSHIP GROWTH PLAN
3. News media plays a huge role in our society by helping shape public opinion. Getting media coverage can be a great asset to educating members of the community, raising awareness, and garnering support for programs or initiatives you are working on. Building a relationship with your local media is a great step in advocating for positive change.
:43 Minutes
4. Word of mouth -- The best media is the one that is easiest to use – and is at the core of what we’ve been talking about today -- your own voice. Your story. Your “why is this important to me and my kids” will have the most influence on any prospective member. PTA is all about raising the voices of parents to improve schools and communities. As a PTA leader, you make that happen best. [CLICK TO NEXT SLIDE] 15
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE OVERVIEW:
[DESCRIBE]
• Share
components of a great membership form
• Discuss ways
to facilitate a membership sign-up or renewal process
Great membership forms have: • Mission • Focused objectives • Results from prior year • Options for joining, volunteering, donating • Preferred contact info • Local, State, National PTA benefits • PTA-use only box for tracking • Other? Use all of the communications tactics we have discussed to get the word out there and keep the message going! Every event can generate membership!
VISUAL(S)
HANDOUT: MEMBERSHIP GROWTH PLAN
[CLICK TO NEXT SLIDE]
:45 Minutes
16
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE 10-MINUTE DISCUSSION: • Facilitate
large group discussion about challenges and successes from PTA leaders
RECOMMENDED TALKING POINTS
VISUAL(S)
[ASK - GIVEAWAY OPPORTUNITY] Probing questions: • What have you done in your PTA to recruit or renew members? • What have you found has been effective in promotion or membership forms? • How have you engaged families and teachers more? • How have you encouraged volunteers? [CLICK TO NEXT SLIDE]
:55 Minutes
17
FACILITATOR’S GUIDE: Nat Rep Membership Workshop TIME/OUTLINE
TALKING POINTS
2 MINUTE OVERVIEW:
[DESCRIBE]
• Share
National PTA resources are
:58 Minutes
VISUAL(S)
National PTA has so many tools to help you grow your membership. - Back to School Kit has a whole section dedicated to membership, including the information we shared today and some template tools to support your efforts - Our National PTA Membership e-learning course is a great learning device that can get all of your PTA leaders on the same page - PTA Training Events like this - State PTA Resources [CLICK TO NEXT SLIDE]
18
FACILITATOR’S GUIDE: Nat Rep Membership Workshop TIME/OUTLINE
TALKING POINTS
3-MINUTE CLOSING:
[CLOSING THOUGHTS] Stay in touch. National PTA has a very active media presence where we inform our followers about the latest in education and child advocacy issues. We share grant opportunities. Give leadership and membership tips. And best of all – highlight you and your great work.
• Express
gratitude and reinforce importance of PTA mission and members
• Answer
questions, if time
VISUAL(S)
Has anyone said thank you to you today? • Thank you for giving your time today to PTA. • Thank you for uniting families with schools. • Thank you for opening your mind to new perspectives and trying your best to make sure every family feels welcome. • Thank you for showing up for your child but sticking around for every child. • Thank you for being part of an organization that has 120 years of history, 120 years of advocacy, and 120 years of millions of volunteers like you dedicated to the same cause – our kids and schools. Tell a personal story connecting back to the importance of PTA’s mission and Membership.
:60 Minutes
[END SESSION]
19
FACILITATOR’S GUIDE: Nat Rep Membership Workshop TITLE: Building & Growing an Inclusive PTA Membership 60 minute presentation with suggested modifications for shorter/longer lengths of time
OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE INTRO:
[WELCOME]
• Welcome • Intro self
• Engage
audience
VISUAL(S)
I am proud and excited to present this workshop on behalf of the National PTA. Thank you for taking your time to come to this session. [INTRODUCE SELF] Name, where you are from, how long you have been engaged in PTA, PTA/other positions, etc. [ENGAGE AUDIENCE] Raise your hand if are: o Unit leader o State leader o Council, regional, district leader o Member looking to become a PTA leader o Other - invite sharing [CLICK TO NEXT SLIDE] 2
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
1-MINUTE OVERVIEW:
[DESCRIBE]
• Learning
1. Describe “why” you join and volunteer for PTA
Objectives
VISUAL(S)
By the end of this workshop you will be able to:
2. Understand perspectives, influences, and motivations for families and school staff to support/join PTA 3. Follow the five steps for growing PTA 4. Develop a membership growth plan [ASK] Before today, how many of you knew there was a National PTA? [CLICK TO NEXT SLIDE]
3
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE OVERVIEW:
[GIVEAWAY OPPORTUNITY] By raising hands, can anyone tell me when National PTA was founded?
• Ask audience
[DESCRIBE] National PTA was founded on February 17, 1897 at a convening of more than 2,000 concerned parents, educators, and community leaders. Throughout this time, we have stayed true what they envisioned on that day.
when National PTA was founded - give small PTA gift
• Explain how
families and communities are at the heart of PTA’s mission
VISUAL(S)
PTA’s mission is: To make every child’s potential a reality by engaging and empowering families and communities to advocate for all children. At the heart of PTA’s mission are families and communities -- people who become champions for our children. This is what sets us apart from other school-parent organizations. So who are these PTA champions? Our members. Members like you and ME. And that’s the first thing to know about Membership -- Membership begins with…
:05 Minutes
[CLICK TO NEXT SLIDE] 4
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTE ACTIVITY: SELFREFLECTION & SHARING
[EMPHASIZE] ME. Membership begins with ME. Whether I am attracting new members or retaining new members -- it all starts with ME -- and why I care about PTA and how I communicate my PTA story to others and embody the PTA mission in my actions.
• Tell your PTA
story
• Ask audience
to selfreflect; facilitate sharing (2-3 people)
[STORY-TELLING] Share your personal “why” you were attracted to PTA and why you stay engaged as a National PTA leader. Be specific and authentic. Get personal. Don’t share generic messages such as “I do it for every child or “because I want to empower families” or because “somebody asked so I said yes.” Are there barriers you overcome to volunteer? Paint your story with names, a specific moment when you transformed from a PTA volunteer to a PTA leader or PTA advocate. Describe how it makes you feel after a PTA win. [ENCOURAGE SELF-REFLECTION - DISTRIBUTE HANDOUT] Why is PTA important to you? Take a minute to write 1-3 sentences explaining why you joined PTA and why you feel so connected to our mission. Try to be specific -- authentic -- personal. Paint your story with names, a specific moment, or how you feel when your PTA does something great for kids. Include how you overcome your barriers to being involved.
VISUAL(S)
VISUAL: INSERT PHOTO OF YOUR WHY
HANDOUT: MEMBERSHIP GROWTH PLAN
[INVITE 2-3 PEOPLE TO SHARE]
:10 Minutes
Membership might begin with ME. But to attract others, membership transforms into… [CLICK TO NEXT SLIDE] 5
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
3-MINUTE OVERVIEW:
[DESCRIBE]
• Define relationship marketing • Emphasize: relationships are every PTA Board Members’ job • Explain a PTA board should be collaborative & collectively focused on kids and school :12 Minutes
VISUAL(S)
RELATIONSHIPS. To attract others and grow membership – you must focus on relationships. We often tackle membership with tactics - flyers, forms, incentives, benefits. For membership chairs, these promotional marketing tactics are important tasks in your job description. But in PTA, membership growth is driven by people - not paper. That’s relationship marketing. PTA will increase your membership if you position every aspect of your PTA -- every event, every communication, every interaction – as a way to achieve strong, positive, two-way RELATIONSHIPS with families, teachers, and others in your community. Relationships are not the Membership Chair’s job. Relationships are every PTA Board Members’ job. Establishing positive relationships for your PTA begins with the strength of relationships among PTA board members and with school administration. To collaborate effectively does not mean you need to be best buddies. It means you are collectively focused on what your members care most about -- your kids and school. That focus makes families feel welcome and willing to contribute their own dollars for your membership fee -- or even better, their time, talent, skills or connections. Growing membership isn’t a transaction like: “We sent the email.” “We distributed the form.” Growing membership is an intentional and continuous effort to build positive, productive relationships beginning with your PTA board and continuing with families, teachers and school staff.
6
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTES:
The first step of a solid relationship begins with “getting to know you.” An important first step to planning is to understand some basic data about your school community members.
• Explain
importance of uncovering perspective of families
VISUAL(S)
We recommend using your school district web site, or visiting GREATSCHOOLS.org. Great Schools has a lot of information that can help you quickly access data that will help you with goal-setting and information-gathering. • Enrollment for helping to develop goal # families • Race/ethnicity to understand array of cultural perspectives • Free/Reduced School Meal Eligibility – to understand financial means and limitations of families • English Language Learners – to know what languages are preferred by students and families at your school • Test Scores – to understand academic needs that PTA can enhance/support Have any of you used this site before? It can give you nuggets of information about your school’s community. But it won’t give you the full picture.
:17 Minutes
[TRANSITION]
7
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
3 MINUTES:
EXPLAIN The best way to gain the full picture of the perspectives of your students, families and school staff is to ASK.
• Review
handout and encourage selfreflection
• Discuss
ways to survey members
HANDOUT Let’s look at your template planning tool to help you gather more info about who your families are, what they care about. As we talk, reflect on your school and PTA.
VISUAL(S) HANDOUT: MEMBERSHIP GROWTH PLAN
When you get home, you can get more information to inform your plan by: - Distributing a survey - Hosting listening sessions - Reaching out one-on-one to as many different perspectives as you can - Asking your board members to canvas their neighborhoods or connections at the school and in the community to find out what could improve your PTA and make it more attractive to join, support or volunteer with ASK: Other ways to find out what parents/teachers care about?
:20 Minutes
8
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE 2 MINUTES: • Acknowledge the difficulty of listening and reinforce the importance
• Share how
feedback should inform the whole plan
RECOMMENDED TALKING POINTS
It’s not easy to listen and assess. In fact it’s difficult and sometimes disappointing because you work so hard – you just want everything to look/feel great! There is a reason we take “selfies.” Because we have control of the angle of the camera. We know which angle looks best. With this exercise, you need to hand over the camera and let others share what they think could be better. Be vulnerable and willing to listen. Be willing to adjust. Learn from what you hear – perception always has some reality.
VISUAL(S) HANDOUT: MEMBERSHIP GROWTH PLAN
Listening can inform: • Program attendance (Affordable, convenient time/location, welcoming environment, food, translators, important topics or fun) • Board/Volunteer participation (Welcoming, child care, convenient times/locations, strengths-focused?) • Fundraising requests (Are you purposeful in raising money and transparent in how it will improve the school? Translate info?) • Membership form (We will revisit this later but do you provide options for joining including no-time commitment or no fee options?) National PTA did some of our own listening this past spring and we are excited to share some preliminary results.
:22 Minutes
[CLICK TO NEXT SLIDE] 9
FACILITATOR’S GUIDE: Nat Rep Membership Workshop 5-MINUTE OVERVIEW: • Show
parents: you care, you value time, and supporting PTA will make a difference
• SELF-
REFLECTION: How welcoming is your PTA? :27 Minutes
Our research says: today’s parents want PTA to show them you care, that you value their time, and that their support or involvement in PTA will make a meaningful difference. Would you agree this is true in your school? Let’s walk through how that translates into five steps for growing PTA. Start with #1 – Welcoming all families. 1. Welcome all families, school staff and their different perspectives and ideas. How many of you have ever said, “It’s always the same parents who help or show up?” Our focus groups of parents who were not involved in PTA said the same thing. But they said it was because their PTA did not want them to help -- or bring new ideas. They didn’t feel welcomed because the PTA parents didn’t want them there. [ASK] How does that make you feel? Use your worksheet to continue reflecting on how your PTA can connect with family and school staff perspectives.
HANDOUT: MEMBERSHIP GROWTH PLAN
How does your PTA welcome the newcomer - the new face at your meeting? Or the one who volunteers the first time? Do you introduce yourselves? Give a specific job while not over-orchestrating how it’s done? Do you say thank you? Do you even know their name or their child’s name? What about the person who shows up with different ideas or suggestions? Are you welcoming? Does PTA value their insights or consider their ideas? [CLICK TO NEXT SLIDE]
10
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTE OVERVIEW:
[DESCRIBE STEP 2]
• Describe
how listening means asking, “why?”
2. Listen to understand. One of the first ways to welcome and show respect to others is to listen. This is not a silent smile and a polite nod. Listening to understand means asking why – and asking why again. By diving deeper into understanding what people think – you will show them their perspectives and ideas ARE welcome and it will give you important information you might need for strengthening that relationship.
• Share tactics
There are other ways to listen: • Surveying families and teachers • Using a feedback tool like an email inbox or physical box • Crowd-sourcing ideas or recommendations via Facebook • Hosting board meetings that are productive and positive and encourage attendees to share their ideas
• Show that
When your PTA has shifted gears or improved something because you listened -- share that. It reinforces that feedback and ideas are welcome.
to gather feedback feedback matters
VISUAL(S)
HANDOUT: MEMBERSHIP GROWTH PLAN
• “PTA heard from our members...and in response we will…” • “Thanks to your suggestions…we will…” • “Our survey results showed…and as a result we are…”
:32 Minutes [CLICK TO NEXT SLIDE] 11
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
5-MINUTE OVERVIEW:
[DESCRIBE STEP 3]
• Describe
step 3: focusing on specific objective
• Demonstrate
how to create a drumbeat of messaging and action using that focus :37 Minutes
VISUAL(S)
3. Focus on what makes a meaningful difference. REFLECT: Do you feel like your PTA currently focuses on what will have the greatest impact on students, teachers and your school? Some of the focus group participants communicated that what PTA does is “fluff,” or “nice.” Most thought all you did was fundraise – but they didn’t know what you did with all that money! One dad from a very low income community said he wants PTA to focus on serious issues. When you focus, you can communicate your focus like a constant drumbeat – and show how PTA is leading that family-school partnership. And you will clearly know your success measures beyond membership and attendance #s.
HANDOUT: MEMBERSHIP GROWTH PLAN
[ASK FOR OR SHARE AN EXAMPLE OF A FOCUSED OBJECTIVE] This year, PTA is focused on improving student literacy in response to lower than desired ELA scores. We will host a series of family reading events and starting a family book club through a closed Facebook group. We are advocating to the district to give our teachers access to more professional development on literacy. We are raising money for classroom and library books. Will you help us to improve literacy at this school? [CLICK TO NEXT SLIDE]
12
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
3-MINUTE OVERVIEW:
[DESCRIBE STEP 4]
• Discuss how to value time and overcome “time” objection
VISUAL(S)
4. Value time. Time. You hear this all the time. “I don’t have time for PTA.” We heard it over and over in our focus groups. But do you know what else we heard? o “My kids are really important to me.” o “Being present helps my child to stay on track – and my face to be known to administrators, teachers and other kids.” o “It’s fun to be involved.” o “I want the best for my kids – they are my priority.” So why is time PTA’s biggest barrier? And how do you handle this objective? First, promote that time isn’t a required commitment of membership. See the options on your membership growth plan.
HANDOUT: MEMBERSHIP GROWTH PLAN
Second, make the time spent on PTA worthwhile. When you do steps #1, 2 and 3, you will show how you value family’s and teachers’ time. -
:40 Minutes
-
Welcome people who give their time and make it convenient and easy for them to give in different ways Listen to what families think is most important and communicate the good work that PTA does for your school FOCUS -- Focus on an issue or improvement that is very meaningful and share your progress so that parents and teachers know PTA is a worthwhile cause to join and give time
[CLICK TO NEXT SLIDE] 13
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
1-MINUTE OVERVIEW:
[DESCRIBE STEP 5]
• Inspire audience to show they care
It is not possible to please everyone. Not possible – don’t try. But it IS possible to show you care by: • Welcoming new ideas • Listening and communicating effectively • Focusing on what makes a meaningful difference -- supporting student success and well-being or improving your school/community • Which ensures that you ARE valuing time because you are uniting families and schools around an important cause • And most of all knowing that sometimes you have to be PTA flexible. You have to respond to changing circumstances or shifting priorities. Show your membership you can are the leaders who can stay focused in the midst of change or unexpected circumstances.
:41 Minutes
VISUAL(S)
It all boils down to -- show you care.
HANDOUT: MEMBERSHIP GROWTH PLAN
[CLICK TO NEXT SLIDE]
14
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE OVERVIEW:
[DESCRIBE]
• Describe
1. PTA media is your e-newsletter, PTA events, or take-home flyers.
communications tactics
VISUAL(S)
There are so many ways to show you care and communicate your
2. Social media is a powerful tool for building ongoing two-way relationships with your families and teachers. It provides real-time opportunities to ask and share. It also helps your PTA celebrate and create pride. When you promote the great things PTA is doing -- the outcomes of your efforts -families will show pride and more support as members or volunteers will follow.
HANDOUT: MEMBERSHIP GROWTH PLAN
3. News media plays a huge role in our society by helping shape public opinion. Getting media coverage can be a great asset to educating members of the community, raising awareness, and garnering support for programs or initiatives you are working on. Building a relationship with your local media is a great step in advocating for positive change.
:43 Minutes
4. Word of mouth -- The best media is the one that is easiest to use – and is at the core of what we’ve been talking about today -- your own voice. Your story. Your “why is this important to me and my kids” will have the most influence on any prospective member. PTA is all about raising the voices of parents to improve schools and communities. As a PTA leader, you make that happen best. [CLICK TO NEXT SLIDE] 15
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE
RECOMMENDED TALKING POINTS
2-MINUTE OVERVIEW:
[DESCRIBE]
• Share
components of a great membership form
• Discuss ways
to facilitate a membership sign-up or renewal process
Great membership forms have: • Mission • Focused objectives • Results from prior year • Options for joining, volunteering, donating • Preferred contact info • Local, State, National PTA benefits • PTA-use only box for tracking • Other? Use all of the communications tactics we have discussed to get the word out there and keep the message going! Every event can generate membership!
VISUAL(S)
HANDOUT: MEMBERSHIP GROWTH PLAN
[CLICK TO NEXT SLIDE]
:45 Minutes
16
FACILITATOR’S GUIDE: Nat Rep Membership Workshop OUTLINE 10-MINUTE DISCUSSION: • Facilitate
large group discussion about challenges and successes from PTA leaders
RECOMMENDED TALKING POINTS
VISUAL(S)
[ASK - GIVEAWAY OPPORTUNITY] Probing questions: • What have you done in your PTA to recruit or renew members? • What have you found has been effective in promotion or membership forms? • How have you engaged families and teachers more? • How have you encouraged volunteers? [CLICK TO NEXT SLIDE]
:55 Minutes
17
FACILITATOR’S GUIDE: Nat Rep Membership Workshop TIME/OUTLINE
TALKING POINTS
2 MINUTE OVERVIEW:
[DESCRIBE]
• Share
National PTA resources are
:58 Minutes
VISUAL(S)
National PTA has so many tools to help you grow your membership. - Back to School Kit has a whole section dedicated to membership, including the information we shared today and some template tools to support your efforts - Our National PTA Membership e-learning course is a great learning device that can get all of your PTA leaders on the same page - PTA Training Events like this - State PTA Resources [CLICK TO NEXT SLIDE]
18
FACILITATOR’S GUIDE: Nat Rep Membership Workshop TIME/OUTLINE
TALKING POINTS
3-MINUTE CLOSING:
[CLOSING THOUGHTS] Stay in touch. National PTA has a very active media presence where we inform our followers about the latest in education and child advocacy issues. We share grant opportunities. Give leadership and membership tips. And best of all – highlight you and your great work.
• Express
gratitude and reinforce importance of PTA mission and members
• Answer
questions, if time
VISUAL(S)
Has anyone said thank you to you today? • Thank you for giving your time today to PTA. • Thank you for uniting families with schools. • Thank you for opening your mind to new perspectives and trying your best to make sure every family feels welcome. • Thank you for showing up for your child but sticking around for every child. • Thank you for being part of an organization that has 120 years of history, 120 years of advocacy, and 120 years of millions of volunteers like you dedicated to the same cause – our kids and schools. Tell a personal story connecting back to the importance of PTA’s mission and Membership.
:60 Minutes
[END SESSION]
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