By Chris Hoffman, Commander District 14
Since I have been a member of The American Legion (25 years now), I have regularly heard about how hard it is to retain/renew our members. I also hear the common issue of “Why do our new members come once and then never return?”.
Through observation and experience, I have noted trends that provide answers to both issues. There are truly simple answers to these concerns, if only we would stop and look, observe, if you will, as we gather with the members of our groups or organizations.
While it is said that “10% of a group do 100% of the work”, I believe that we are better than that.
What can we do to increase or improve upon that statistic? Let’s take a look at some items that might provide answers to these thoughts as they relate to The American Legion.
WHAT’S YOUR WHY?
First, let’s look at the reason or reasons that one might have decided to become a member of The American Legion. This is simply answered if we ask ourselves and our membership “What’s your why?”
Why did one join The American Legion in the first place?
For me, it was because I wanted to serve other veterans by giving back what I felt was given me. I was represented by a group, The American Legion, by being the world’s largest veteran service organization, congressionally chartered, to protect, advance and improve the benefits I earned as a veteran but also to improve the quality of life for myself, my family and my community. I WANTED to be a part of that team. That meant that I would get INVOLVED. In leadership, in the programs, in my community by supporting whatever efforts were needed to keep the organization current, relevant and moving into the future.
With that said, we must continue to ask why we joined The American Legion. We should regularly ask our members the same question just to help them remember and remind them that their participation and involvement is needed and encouraged to be a successful, cohesive and productive group that serves our community and its veteran population.
Ask yourself, your members, your leaders- “Is our post doing the things that made me want to join it?” “Are we still doing the programs, events and functions that made us want to be a part of it?”
MEMBER ENGAGEMENT
Are we engaging our membership in such a way that they are regularly reminded of what our post is doing? Member engagement is a crucial part of member participation and attendance. Why would anyone pay annual dues to do nothing each and every month? Why would anyone pay dues to be ignored or forgotten? While there are those who pay just to be a part of the “voice” that speaks to congress, we still have an obligation to stay connected, in touch, with our valuable and valued “active” members.
Think about this. There are as many as 31 days in a month. Our meetings are once a month for just a couple of hours. We have jobs, families, appointments and life in general. Without reminders, our mission gets forgotten. By using emails, texts, newsletters, social media, we can connect and remind our members of our meetings, events, programs and needs. The American Legion has a program called “Buddy Checks”. This is a great way to stay engaged with our members. At one post, a team of dedicated members performed over 1250 buddy calls in a 9 month period. The result? An increase in attendance at meetings, a significant increase in membership retention (from a regular 80% of the set goal, to above 100%), and an increase in the volunteer pool. Continuing to remind our members that we care about them, that they are valued, important and needed will keep them interested and they will want to continue to be a part of something that realizes that they are more than a number, more than a name on a piece of paper (roster) and more than someone who provides $$$ to our causes.
Remind them that we have service officers. Remind them that we can provide resources that can help them when they need them. Stay connected and engage EVERY member as often as you can. If you are involved with them, they will be involved with you.
COMMUNITY ENGAGEMENT
We should follow membership engagement with community engagement. What valuable resources are available in your community that could provide publicity and awareness of your organization and the services you have to offer? How about your local Chamber of Commerce? By paying an annual fee in most cases, an organization could get their name on their social media site, listed in their directory and get notified of community events that might prove beneficial to recruiting potential members. Some community newspapers will provide free space to place notices regarding your upcoming or regular meetings and events. Local television and radio stations often have time available for public service announcements (PSA’s).
Let your surrounding communities know that you are serving your community and its veterans with programs that can provide opportunities for volunteering from helpful organizations (VFW, Blue Star Moms, Elks, etc.) that can create a sense of “mutual helpfulness”.
LEGION PROGRAMS
Are The American Legion programs our post has chosen to be involved in, being handled and performed effectively? Programs such as Boys and Girls State, Oratorical Competition, American Legion Baseball, Flag Education, etc. are valuable tools to our members as well as our community. Imagine the impact that getting into our schools might have by providing scholarship information and opportunities to our youth. With the proper information given to the school administrators and counselors, they can pass down the opportunity for “Free” (scholarship) money to interested students. Think about how we could impact our youth with flag education and etiquette programs. What could our community see about us by forming a competitive baseball team that just might compete for a national championship?
We need these programs to infuse our posts and communities with energy and pride and respect for the veterans that continue to serve AFTER their service commitment.
HOW WE RESPOND TO THE “YOUNGER” MEMBERS
This is a huge issue. I have heard it at almost every post I have ever visited. “Why do new members come once and then we never see them again?”
The most obvious answer that I observe is that, once they have signed up and paid their initial dues, they are ignored!
So many times, I have noticed that there isn’t any form of recognition for them. There is not an initiation ceremony. They are not welcomed or noticed by members in attendance. And they are left to fend for themselves. There is no attempt to welcome, mentor, train or assign someone to help them acclimate to your group. They do not feel valued, important, needed, included or noticed from the start. They feel as if they are nothing more than a donor, a shadow, a non-entity.
When we do recognize their membership, we then immediately say “Have we got a job for you!”
In both cases, they will run like scared rabbits. You will, most likely, never hear from them again.
Why are we not providing them with a mentor? A person they can relate with who will help them acclimate and learn about your group, your organization and its programs, services and needs.
We should allow them time to discover how they fit in to your post. Allow time to provide them with information and have someone guide them through some training (start with The American Legion Basic Training).
As they become familiar with your group, take time to assess their strengths and weaknesses. See how they might fit into a role of future leadership or how they could provide value and energy with new and fresh ideas that benefit or upgrade your programs and post.
Once they do find their place and you assess their qualities, ASK them if they might be interested in whatever it is. Once you have ASKED, then they have the choice to accept or decline. If they decline, move on. Maybe they will be interested in something else. If they accept, then give them the expectations and then let them move forward and assist them when they ask. Follow up with them regularly.
When and if they choose to take on leadership, or if they just have ideas or suggestions, don’t discourage them by rejecting them. Take time to discover how they think it works, give them the opportunity to work out the idea by fleshing out the plan and then have them present it in full form. When this happens ensure that THEY get credit.
When we continue to resist change, new ideas, new energy and vitality that the younger, new members bring, we discourage future leaders from stepping up and taking the reins as we get older and become less able to be involved as much as we once were.
We MUST remember that these young VETERANS are the future of our organization and without them and their commitment, involvement and encouragement from us The American Legion will continue to decrease in members and our voice to congress. They will eventually lose benefits that they deserve.
FINALLY…
We must note that we are the key to this all. It is EVERY Legionnaires responsibility to bring in new members. You don’t have to be a salesperson to do it. We can all recognize a veteran. The way they walk, the way they talk, the shirt they wear, the hat they wear. These all help identify a potential member.
Simply start by saying “Thank you for your service. Welcome home!” then ask if they know about The American Legion. The door is now open to a BRIEF description of our mission, who we are and what we do while offering them an application (having a business card with your contact information is helpful as well) and asking if they would consider becoming a member of the world’s largest veteran service organization that advocates daily for the retention, improvement and acceptance of benefits for veterans, their families and their communities. We are veterans making America stronger.
If they hesitate, invite them to visit your post, your next meeting or next event. This is how it all starts. When we improve HOW we invite, accept and give value to our members, we improve retention and recruiting efforts and we increase our membership and its continuing participation in the programs of The American Legion.
PDF Version: What’s Wrong With American Legion Membership?
Author: caLegion Contributor
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I am 67 have been a member of my post for a very long time. I renewed my membership for 3 years back in December 2023, now I am sorry I did. I will not renew my membership nor will I return to my post. the reason is, politics. I live in a very red state and city, most all members think all who served and everyone at the post are trump loving, christian, conservative republicans. I am none of those. the chat in the bar area and dining room is non-stop pro-republican anti-democrat. I wrote the new commander about this and he responded with the AL is non-partisan and members are allowed to talk politics if they so wish. There is not another AL post within 90 miles. so I am done with it
When I was young a little girl I remember this man that would always take me to the American legion on Waters avenue I think it was post 34 to see Santa Claus we’d get a stock in and get ice cream and cake and wait for Santa Claus to come we’d sit on his lap and we’d get stockings from him he took me every year this man his name is Ed Cunningham he was a friend of my aunt Alice’s Alice which was my grandmother’s sister but she was adopted and her name was Alice downs and she lived in Chelsea apartments over there off of skidaway road now that I’ve gotten older it bothers me because I don’t know exactly who this man was and who he was to me and what he was always around for this these are things I remember I remember him in my Aunt Alice took me and my brother to six to Disney world and then I cried the whole time I was there but anyway now if you know he was always there he always came over and I always have to go to the living room and sit and talk with him I’m not understanding why or why I had to talk with this man all the time I don’t know who he was and it’s just it’s just something that’s just bothering me so if I was wondering do you all know or anybody know anything about this man Ed cutting him he always took me to that American legion Post 34 on Waters avenue when I was a little girl to see Santa Claus so I figure he must be affiliated with you guys somehow some way or I might hopes that you know somebody can give me some answers here my name is Carla Brewer and you can meet me at 912-332 3178 thank you
I joined American Legion 41 years ago in a different state than where I reside now. I have done more in 5 years than the previous 36. My current Post has a membership of 104, but only 15 to 20 “active “ members. We are proud of our brand new Auxiliary and pray their involvement serve to increase exposure helping an increase in membership. We are always looking for programs that we can undertake, but work and family issues seem to be in the way. We keep our fingers crossed!
One reason that has been overlooked is, POOR LEADERSHIP at post level!! Tolerance of conduct unbecoming of a member of the American Legion, tolerance on neglect of duties from Commanders, lies, and corruption from leadership. Who wants to stay in an organization that claims they have By Laws, Code of punishment, follow Roberts Rules, yet NO ONE does? I believe leadership up at National, Department need to have a better system to get rid of corruption and not leave it to membership, then leadership is the one driving the organization meetings and they of course will go to great lengths to keep thier position and not be outsed. National and Department are the ones who should be the example, lead from the front and take action when they receive one too many complaints from one post. Yet, they turn the head and do NOTHING! Again, who wants to belong to an organization the condones, tolerates, supports and nurtures poor leadership??
CHANGE NEEDS TO BE MADE FROM TOP.
Of course the fact that the National organization has elected to increase dues next year by $5 certainly isn’t going to help recruit or retain current members. Also life membership costs are much higher than the VFW which I’ve been a life member of for years. I paid for life membership in the VFW in my early 30s a5 a cost of about $385, currently at 69 years of age a life membership in the Legion is about $865 and will increase more next year. The National organization is completely out of touch with the plight of local Posts!
I signed up for my 2024 membership in November 2023 and I still not got my membership card I’m not signing up next year
In 2005, I created an American flag that allows the blind to fully experience the flag in full color. There’s approximately 1 million blind and low vision Veterans. The braille flag I created was permanently installed at Arlington National Cemetery as a tribute to blind veterans of all wars and other blind Americans. Through the help of the Blinded Veterans Association and many additional service connected organizations the American Braille Flag is being prominently displayed in many places around the country. Last year a new project was created to place the flag in all public schools. This is a very patriotic and educational program. It was inspired by the life of a blinded WWII Veteran.
Many Legion Posts hv systemic issues nation wide. But, it’s a 2-way street. Reputation of being a bunch of old guys in hats drinking beer at the bar. Older guys set in their ways, lacking new ideas & energy. But, younger Vets today just aren’t joiners. To many Vets today are asking “What’s in it for me? instead of “What can I do?” We forget that the day we took off the uniform shldn’t hv been the day we stopped wanting to serve our Country or Community. Vets Clubs are more fun than Veterans Service Orgs. Doing good in your Community takes time & effort (it’s work). Another double edged sword is younger Vets are trying to make it in this difficult economy (work, marriage, kids, bills, debt, social pressures, college & retirement funds). There’s a lot of blame to go around in this crazy country we served. But, if your Post is failing, try taking some initiative & do something abt it. If your Post won’t change, find another. Fact is, we hv a shrinking Vets population & a new generation of Entitled (& busy w/life) Vets who are discouraged. Also, many Vets are struggling w/so much from their combat experiences (physical, mental, emotional issues) they can’t cope w/doing much for others as they’re struggling to help themselves. My Post is working hard to make changes. We’ve come a long way, but hv a ways to go. Stop the Bitching & act like Vets – take the initiative & do better. Educate yourself abt Veterans Service Orgs. Yes, they’re supposed to help Vets (some are more successful than others), but they also expect Vets to step up. Again, the issues in American society today are complex.
I have never seen any help from the American Legion.
In fact the only contact I have ever received from ya’ll is to beg me for money. I am a 100% disabled combat veteran on a fixed income.
As far as I can tell what ya’ll say you do for us vets, is already done for us by the VA without having to pay for the privilege.
The only reason I am joining is so that my wife can volunteer.
Doesn’t that seem kind of messed up? She wants to volunteer and help ya’ll, but she can’t unless I join, or should I say pay.
Point is “we help our vets” is an easy way to get money from the public. You are just a business disguised as a charity.
I have no use from either when I can’t even figure out how to get the meds I need to even function in a society. The very same society for which I sacrificed my soul.
You want advice, shut it down and do something else that actually makes a difference.
Amen. It’s all about money. They do nothing. It’s not just about helping or getting something out of the legion. It’s supposed to be a safe haven for veterans. We can’t even go to ours because they allow everyone in and their fake auxiliary (they don’t pay) drinks and gossips about anyone who doesn’t share their political views. Really messed up!
I am a retired US Army Veteran who began military service (i.e. drafted) at the end of WW2 and served EXACTly 3 years from 11/28/1946 to 11/27/1949. I am probably too late in life to finally join a veterans association but I thought it may be interesting to tell my story and listen to other veteran stories.
is it not a sick sad world, the 4th amendment is routinely violated at every airport in this Republic & be advised that the excuse for doing so is based upon total fraud. Please contact me if you would like to engage on this subject.
You want members to stay? Give them a reason to. The Legion is currently a place for old people to sit around with their funny looking hat making themselves feel important while gloating or hearkening back to their halcyon days. You want to retain people? The simplest solution is to provide value for any dues memberships. What do most veterans want? A gym membership. Create a functioning “Anytime fitness” or “24 hour fitness” style gym at every legion post but smaller of course and I guarantee you most veterans that can’t find a reason to stay with the legion would re-consider immediately. You want solutions instead of platitudes? There’s your solution. No money? Figure it out. Take a loan to get the equipment or enlarge the real estate footprint. Do whatever it takes but that’s the only way forward that will work. If you create a gym/racketball/tennis/basketball areas in addition to a bar with at cost drinks, membership would skyrocket.
I am a current member, but in the future I will drop out. It’s sad when I as a retired serviceman pay more for a membership than a son or social member. It’s not because I can’t afford it; it’s the principle. I don’t have nothing against civilians. They normally due more for the posts than legionares. But they should pay the same dues as legionares. And most would be happy to do that. I get the same answer all the time, that I as a legionaire have the right to vote. That answer is not good enough for me. So call it a social club when men or women that have served pay more for dues. Principles matter!
Hello, although I am an Auxiliary member, there are some American Legion posts that are doing new member engagement, including initiations for all new members who attend, community engagement and Legion programs. While there are a several that I personally know, I can refer to you to Hollywood Post 43 located in Hollywood. There are more. Learn what Hollywood does and how, then share with the posts who are lacking direction. This may be a start to get back on track the way the Legion used to be and should be. Just my opinion and my advice.