Media Release

4-H Canada reaches out to alumni in national effort
to grow membership

Ottawa, ON – Oct. 30, 2007 – 4-H Canada is reaching out to its former members in the hopes they can play a major role in growing the youth program’s membership base as the Canadian 4-H Council today launches a national advertising campaign. The campaign, titled ‘Join Again’, encourages former 4-H Members to re-connect with the organization that played such a significant role in their own early development. Once alumni have ‘re-connected’, they will be encouraged to either step forward as potential volunteers themselves or to act as ambassadors in circulating information on 4-H opportunities.

In 2006 the organization launched its largest ever advertising campaign aimed at new member recruitment. While the award-winning ‘Make Your Escape!’ campaign registered thousands of potential new members, in many cases a lack of volunteer 4-H Leaders meant there was no local 4-H Club to which registrants could be referred.

“We know there are many interested youth out there, but we can’t grow without a solid volunteer base,” said Bob McAuley, president of the Canadian 4-H Council. “This really highlights just how important volunteers are to so many Canadian institutions. We feel there is nobody better trained than our own alumni to step forward and help.”

As is the case with most volunteer organizations in Canada, 4-H has experienced significant declines in its volunteer cadre. There was a high of 17,687 registered 4-H volunteers in 1973, compared with 8,900 registered in 2006.

Vanessa Goodman credits her nine years of 4-H membership for helping get a promising career as a Trade Policy Analyst with Alberta Agriculture & Food off to a flying start. She believes that 4-H alumni have an pportunity – even an obligation – to be there for young Canadians who want the 4-H experience. Despite a hectic work schedule, she’ll find ways to contribute to the organization that’s been so important in her life.

“When you're a 4-H member, you're getting something special from the experience,” says Goodman. “Now it’s important for people like me to give back to an organization that I firmly believe in, so that it can continue to provide opportunities for a new generation of youth.”

Working with the award-winning agency, AdFarm, the ‘Join Again’ campaign will run through October and November, and will feature print ads in agricultural publications and community newspapers, as well as posters, referral cards, the distribution of alumni testimonials, and a web page at www.4-h-canada.ca/join_again where alumni can re-connect. The campaign is fully sponsored by Farm Credit Canada, a longtime supporter of the 4-H program at all levels.

4-H is one of the country’s longest-running youth organizations, offering fun, excitement and learning for youth in communities large and small across Canada. More than 8,900 trained volunteer Leaders help about 30,000 4-H Members develop self-confidence and learn a wide variety of skills through hands-on project work. The Canadian 4-H Council was established in 1933 to co-ordinate all national 4-H affairs.

For more information, contact:

Ken Lancastle
Communications Manager
Canadian 4-H Council
(613) 234-4448 Ext. 27