Page 17 - strategicfactbook

Membership & Involvement
Membership Campaigns historically had a recruitment focus. County Farm Bureaus would focus on membership in January, February, and March, and they pushed members to go out and write new regular members. The campaigns were this format through the 2013 membership year end.
Starting with the 2013/2014 membership campaign (2014 numbers on these graphs), the membership campaign shifted focus to retention. Prior year new regular member retention numbers broken down by writer type were shown, and the new regular members written by agents had a much higher retention rate than those written by volunteers. This led to the shift from a recruitment focus to a retention focus. This is also the year that the new regular member numbers started to drastically decline with the total regular member numbers doing the same.