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Features

“Bursting the Bubble”

Campaign

By Teresa Cowan

International President Dr. Debbie LeBlanc formed an ad hoc committee to address Avenue M Report
recommendations specifically related to marketing the value of membership. A key report recommendation
states
If DKG wishes to recruit, engage, and retain members
it must make it a priority to develop and implement a
multi-channel strategy for demonstrating the value
of membership and the ability to engage without
requiring a major time commitment. (2023, p. 39)
Responses to the survey done by Avenue M also
indicated that the seven areas of opportunities available
through DKG are underutilized by members and unknown
to nonmembers.
To market these opportunities to demonstrate the value of
membership in order to recruit nonmembers and engage and
retain current members, DKG has launched the “Bursting
the Bubble” campaign—a “Three M” marketing approach
designed to take a deep dive into each bubble (opportunity).
Multi-member - Collaborative cohorts (committee,
board, juries, and forum representatives) are joining forces
to burst each bubble—to open the bubble wide so that members and potential members can see
what is included!
Multi-month – The campaign launched on March 1, 2024, and will continue twice a month until
June 1, 2024. An introductory announcement was published using DKG social media outlets on
February 1, 2024, and the concept was a featured discussion at a recent Town Hall event.
Multimedia - Cohorts are working to create a variety of media resources that bring the current
information to life. Resources might include webinars, YouTube videos,
social media posts, recorded interviews, blogs, DKG NEWS articles,
or virtual panel discussions. The resources will be shared on the DKG
website, through social media, and via direct messages to state leaders.
The objective of this campaign is to personalize each opportunity so
that members and potential members can see the value of membership.
Members who see their membership as valuable are more likely to
take advantage of their opportunities and will feel more confident in
spreading the word about the value of DKG. The collaborative cohorts
will generate excitement both within and beyond the Society as members
and nonmembers can celebrate all that DKG offers!

Dr. Teresa Cowan, a member of North Carolina State Organization, is currently DKG
Southeast Regional Director. She has served at the chapter, state organization, and
international levels in numerous positions. cowan2019eta@gmail.com

10 · Volume 90-4
10 · Volume 90-4