Young Lawyers Division 2000-2001

Angus H. Macaulay, Jr., is an assistant editor of The Affiliate and practices law with Nelson, Mullins, Riley & Scarborough in Columbia, South Carolina.

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Leadership

"Direct" and "Indirect" Approaches to Increasing Bar Membership

Angus H. Macaulay, Jr.

Affiliates hoping to increase their active membership ranks should prepare a specific plan of action. This plan should include the appointment of a membership chair to execute the strategy as well as appointment of people who are willing to commit the time and energy to this important project.

Obviously, there are two sources for new, active members: (1) newly sworn-in attorneys, and (2) practicing attorneys who have not yet been bitten by the YLD "bug." With both groups, a direct and indirect approach should be used to entice them into the YLD fold.

Senior Bar Referrals

Active members of the "senior bar" are an excellent resource and vehicle for the indirect approach to increasing YLD membership. These members are often anxious to pass the torch to younger members in their firms to ensure continued participation after their retirement. Therefore, these senior bar members should be contacted and their advice solicited on increasing affiliate numbers. Most often, they will suggest names of younger members of their firm or legal community for membership. If possible, suggest that the senior member approach the young lawyer to recommend YLD participation. For a younger lawyer to be approached by a respected member of the firm and asked to become involved is a great compliment.

After the young lawyer has become involved in the affiliate and shown promise, drop the senior member a note praising the lawyers's activities. Correspondence such as this always looks good in the firm personnel file.

Practice Development

The "direct" approach for increasing membership means one-on-one contact with newly admitted or previously practicing young lawyers. Some lawyers are annoyed by such "direct" solicitations for their volunteer time. However, when the request is underscored by the benefits that can be derived from bar activities, the direct approach is not as troubling.

One must remember that the concerns/interests of new admittees and previously practicing attorneys are different. Therefore, the direct approach should be tailored to address the specific concerns/interests of each.

Newly admitted members main concern is practice development. Therefore, affiliates should develop programs that can impart legal skills while also encouraging YLD involvement. For example, develop a list of young lawyers willing to mentor new admittees. On the day they are sworn in, new admittees should be given a list of local young lawyer contacts willing to serve as mentors. The mentors can provide crucial information to the admittees as well as talking up the benefits of YLD involvement.

Affiliates should develop a library of sample pleadings for various practice areas. New admittees can make use of this pleadings library when they first start practicing.

Affiliates should also sponsor lunches for new admittees with local court personnel such as judges and clerks of court. These lunches will provide a great opportunity for face-to-face contact with important people while also showing the admittees the additional benefits of YLD involvement.

Business Opportunities

While new admittees are probably the most interested in practice development, lawyers having practiced for a few years are most interested in business opportunities. Therefore, local affiliates should directly emphasize the huge marketing potential available through YLD involvement to these practicing attorneys.

Fundamentally, affiliates should stress the fact that YLD involvement provides participants contact with lawyers from all over the country and in all areas of the law. Most everyone who is involved in the YLD has a story to tell about client referrals from young lawyer contacts. These stories need to be told to prospective members.

Affiliates should offer seminars to members about important marketing developments such as the Internet. Prospective members should be invited also.

As part of maintaining a roster of active members, affiliates should also list members' practice areas. This list can be forwarded to prospective, practicing attorneys so they can make contacts for future business.

Practicing attorneys may desire information about local civic groups and charitable organizations. Affiliates should maintain a list of their members' involvement for ready referral to the inquiring prospective members.