MARKETING STRATEGIES FOR RECRUITING 4-H MEMBERS IN WEST VIRGINIA

Abstract

The purpose of this study was to ascertain which 4-H marketing methods and messages influenced West Virginia youth to join the 4-H program. 4-H youth between the ages 13 to I8 were surveyed to obtain their perceptions of the most effective marketing methods and messages. Electronic media (Internet information) and word-of-mouth were considered the most effective methods for recruiting potential 4-H members. Active messages, particularly those stressing camps, fun, and friendships were considered the most effective marketing messages for retaining youth in the 4-H program. A statewide plan must be developed utilizing those methods and messages recognized as most effective to offset the recent decline in 4-H membership in West Virginia.