New Membership Campaign Clarifies Value, Purpose and Inclusivity
How the NPTA strengthened its message
Faced with declining membership and perceptions it was a cliquish social club geared for stay-at-home moms, the National Parent Teacher Association (NPTA) did a deep research dive to analyze why stereotypes and misconceptions were getting in the way of membership growth. They used what they learned to create an inclusive campaign, launched earlier this year, to drive growth and clarify PTA’s mission and purpose.
PTA is the oldest and largest child advocacy association in America, with 22,000 local PTAs and nearly 3.5 million members. Over 120 years, PTA’s national advocacy has helped establish universal kindergarten, the National School Lunch Program, the juvenile justice system, and anti-child-labor laws. Its brand recognition was strong, but knowledge of what it actually does was not. That had to change.
I participated in a virtual media roundtable with NPTA President Leslie Boggs, President-Elect Anna King, Executive Director Nathan Monell, CAE, and other state and local PTA leaders to discuss the new campaign. They said they knew a new membership campaign was critical to its future success and it was especially important now, with so many children in virtual learning environments because of the pandemic.
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