Marketing strategies for recruiting 4-H members in West Virginia

The purpose of this study was to learn which 4-H marketing methods and messages influenced West Viriginia youth to join the program. 4-H youth between the ages of 13 to 18 were surveyed to determine the most effective methods. Electronic media and word-of-mouth were considered the most effective methods for recruiting. Active messages, particularly those stressing camps, fun, friendships were considered the most effective marketing messages for retaining youth in the 4-H program. A statewide plan needs to be developed using those methods and messages was the conclusion.