HUP to Invest in Membership Recruitment in Local Branches in 2026

Since August, a volunteer-based working group has been exploring how to carry out membership recruitment in collaboration with the branches in 2026. Based on a survey, there is a clear need for a unified and coordinated recruitment effort. The working group proposes a joint campaign, which has been discussed in regional meetings and with membership coordinators during the autumn. Feedback has been positive, and planning is progressing on schedule.

Why joint recruitment of individual members is important:

• The number of individual members has been declining for a long time.
• Membership numbers have societal impact, for example on Red Cross funding.
• Membership is a statement in support of the Red Cross principles.
• Membership fees are a key source of income for branches. The branch receives the full membership fee in the first year and half of it in subsequent years.
• Members can be encouraged to participate in volunteer activities within the branch.

Goals of the membership recruitment campaign

The campaign aims to increase the number of members in HUP branches by 2% during the next year. A second goal is to enhance the visibility and impact of local activities.

These goals will be achieved through a well-crafted joint plan, consideration of the diversity among branches, provision of ready-made materials for branches, and most importantly, full commitment and participation from all branches.

Campaign implementation

The campaign will launch at the beginning of the year with a joint social media and advertising campaign. Branches will be informed as soon as the plan is finalized. Support will be provided for social media communications and updating the branch’s own and website content if needed. We want every branch to have the opportunity to participate.

The campaign will have a unified look and theme: local branch activities and household preparedness.

The campaign will culminate in a joint event during Red Cross Week, on Saturday, May 9, 2026, from 12:00 to 15:00. The working group will provide branches with clear event concepts and material packages that allow flexible participation—lightly, more actively, or extensively.

Include the membership recruitment campaign in your action plan

Branches, please include the joint event on May 9, 2026, in your action plans. In addition to this, branches may have their own events and campaigns during Red Cross Week, but the May 9 event will follow the joint plan.

Working group composition

Branches: Tero Lehtisaari, Nina Kyyhkynen, Juhani Korhonen, Juhana Päivärinta, Kaisu Tajakka (Chair)

District Office: Emilia Jokiaho (Secretary), Eine Sahlakoski, Martina Ruutu, Ari Hakala

November 3, 2025
Kaisu Tajakka
Chair of HUP Membership Recruitment Working Group
Chair of Tuusula Branch

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