Blueprint for Success: Mecca Shriners Create Ideas Outside the Box to Generate and Maintain Membership

Their secret? Having a vision for a Shriners experience that is about more than just meetings and rituals. Their motto? Family, Fun and Fellowship, in that order. The Mecca Shriners are proof you don’t need a building to be successful.

As the first Shriners temple ever established, the Mecca Shriners wear a badge of honor. It is emphasized in every piece of literature, on social media and in every conversation. Being part of the original Shriners makes you part of something special and historic. And the leadership was determined to make sure everyone felt that way.

The keys to their accomplishments were many. They had a dedicated membership team, next-gen leadership making a real impact, and a focus on family-friendly events. They empowered nobles to create their own experiences and applied lessons from the Shriners International Education Foundation. And the Shriners spouses were invaluable in their contributions.

Innovative, Family-friendly

The first challenge they faced was competition. In a city that never sleeps, how could they possibly compete for attention? The answer came in the form of bold ideas. For example, in February, Mecca Shriners rented out the Metropolitan Museum of Art. Potentate Anthony Ruffini parked across the street with a case of champagne chilling in the back of his car. As attendees arrived, they walked over for a plastic flute of champagne and then headed to the Met for a private, after-hours date night and unforgettable evening of art, culture and camaraderie. The event sold out with 80 nobles and guests, setting the tone for what was to come.

The Divan had a business mindset, knowing that sometimes, you have to spend money to make money. They weren’t opposed to losing a little on an event if it would generate the buzz and momentum they needed to grow. And grow they did. Some other examples include replacing the old 50/50 raffle with something more exciting. Anthony’s wife, Lady Diana, scored a deal on an $800 Michael Kors bag and they raffled it off.

Spend $20 for a chance at an $800 prize? It was a no-brainer, especially as Mother’s Day approached.

Every event was open to everyone. Bring a worthy Shriner, a worthy Mason, or even someone from outside the organizations. The first four tickets to the annual October gala went to non-Masons. The goal was to expose more people to the Mecca Shriners experience. Anthony challenged every noble to bring just one new person to an event. Result: They had 10 new faces at the Met and 100 at historic city venues like McSorley’s Alehouse.

To keep the momentum going, they committed to one free and one paid event every month. First Fridays were reserved for a random bar in the city. No fez, just fellowship. Pay as you go, no pressure. It was a hit. And when Cinco de Mayo rolled around, they found a taco joint and took it over. They learned it was okay to fail. When an event wasn’t shaping up as planned, they pulled the plug, even if it meant losing $1,000. Momentum was too important to sacrifice.

Strategy and Tactics

The innovation didn’t stop there. When a noble suggested starting a watch club, the idea wasn’t dismissed. The timing was perfect! And like clockwork, a WhatsApp group called Mecca’s Horological Society was created on the spot. This is a temple where no idea is a bad idea, and everyone has a voice.

But the secret sauce wasn’t just the events – it was the marketing and recruitment strategy. Momentum and timing were everything. At every event, the next event was already being promoted. Flyers were ready, social media was buzzing and QR codes made RSVPs a breeze. And RSVPs were mandatory, even for free events. This allowed them to manage logistics, order enough food and also track engagement.

Technology was their friend, and they leveraged it to their advantage. The Wix app handled registrations and sent reminders. A WhatsApp channel with 250 nobles kept everyone in the loop. And they knew how to work social media, using Instagram for the younger crowd and Facebook for the older demographic.

The ladies were crucial to their plan. Former Imperial Potentate Ed Stolze always advised getting the ladies involved. Diana moderated a ladies-only chat, mirroring the men’s announcements. Revitalizing the ladies’ groups was a major focus.

A Temple for the Modern Era

Anthony’s goal was clear: He was going to leave Mecca Shriners better than he found it. And he is on track to do just that. In the first months of 2024, they brought in an astonishing 50 new nobles. March saw 26 new initiations, and April was on track for 30 more.

Mecca Shriners are proof that with the right mindset, a focus on fun and a willingness to innovate, the fraternity can thrive. They are leaving legacy behind and forging a new path forward. And they’re just getting started.