When it comes to attracting new members, there’s no strategy more effective, or more human, than a personal invitation.
This was the core message of the first session in District 69’s new Club Marketing Edge webinar series, hosted by PR Manager Mel Surplice and District Director Nicky Jurd. This webinar saw the launch of the 3-2-1 Challenge – a simple, flexible campaign that any Toastmasters club can use to turn conversations into guests, and guests into members.
Whether your club is thriving or just starting to rebuild, this initiative taps into the power of your greatest marketing resource: your members.
Why personal invitations work
Research shows just how influential personal recommendations are when it comes to decision-making:
- 92% of people trust referrals from people they know – more than any other form of advertising. (Source: Nielsen)
- People are 4 times more likely to try something when it’s recommended by a friend.
- Word-of-mouth drives 20% to 50% of all purchasing decisions – including decisions to join communities and organisations like Toastmasters.
Toastmasters is a people-powered organisation. It’s not always flashy ads or social media posts that convince someone to visit a club – it’s being asked, personally, by someone they trust.
So, how do we help our members take action?
Introducing the 3-2-1 Challenge
The 3-2-1 Challenge gives every club a fun and structured way to activate their members as ambassadors. It’s built around three simple actions that any member can do, and every club can support.
Here’s how it works:
3 – Personally invite 3 people
Each member is encouraged to have a conversation with at least three people: friends, colleagues, neighbours or family – and invite them to a Toastmasters meeting. Not a sales pitch. Just a real, authentic conversation about what Toastmasters has done for them, and why their guest might enjoy visiting.
2 – Post on social media twice
Members are asked to post twice on their personal or professional social platforms:
- Once after a meeting, sharing what they learned, something inspiring they saw or how they felt.
- Once before their next meeting, inviting their network to come along and check it out.
1 – Bring 1 guest
The final step is to bring at least one guest to a club meeting. That might be someone they invited directly or someone who responded to their post. The goal is simply to get more guests through the door.
Tools to make it easy
The challenge is supported by a content pack that clubs can access and start using right away. It includes:
- Scripts for introducing the challenge at a club executive meeting or in the club announcements section
- Tailored sample social media posts for Facebook (targeting family and friends) and LinkedIn (targeting colleagues)
- Tips and conversation starters for members who don’t know how to bring up Toastmasters in everyday life
- Quick responses for common objections, such as “Oh no, I’d be too nervous” or “I’m not a public speaker”
Everything is designed to be plug-and-play. Clubs can run the campaign for a month, across a couple of meetings, or even as a longer-term initiative, depending on what fits their calendar and goals.
Who is this for?
This challenge isn’t just for struggling clubs, or for clubs in peak membership seasons. It’s for any club that wants to:
- Build a strong pipeline of guests and future members
- Boost visibility in their local or online community
- Strengthen the sense of ownership and pride among existing members
For clubs that are struggling, this challenge can be a circuit breaker, a reason for members to rally together and take small, simple steps that make a big difference.
For clubs that are already doing well, it’s a great way to stay strong and vibrant by continuously bringing in fresh faces, new perspectives and future leaders.
Conversations that count
At its heart, the 3-2-1 Challenge is about sparking conversations that count – not just for our clubs, but for the people we invite. Every time a member talks about Toastmasters, they plant a seed. Every social post becomes a nudge. Every personal invitation opens a door.
As we say in Toastmasters, guests are the lifeblood of a club. And when guests feel personally invited, they’re far more likely to show up, stay and grow.
The tools are ready. The strategy is simple. The time is now.
Ready to get started?
Download the 3-2-1 Challenge content pack, and talk to your club executive about launching the challenge in your next meeting. Let’s help more people experience the magic of Toastmasters, one conversation at a time.
Download the resources
– 3-2-1 Challenge – Leaders Content Pack
– 3-2-1 Challenge – Member Content Pack
– 3-2-1 Challenge Flyer
