Unknown Candidate – part 2

Social media marketing is one of the most significant shifts in the process of selling goods and services. 

Therefore, it is the most significant shift in the process in discovering new products and services to purchase.

Freemasonry can take full advantage of this shift and use social media marketing techniques to introduce the value of membership to a whole new generation.


This article outlines the process to define and set up a social media marketing process for a Private Masonic Lodge.


Social media marketing has three tasks:

  • offer the reader some inspirational ideas

  • provide a route to market

  • signal a clear call to action

Some of you would now have swiped on to the next article in horror of using social media to attract new members.



In last month’s article [Unknown Candidate] we discussed preparing members in the lodge to accept enquiries from the unknown candidate. This can, and does, require a change in mindset for many lodge members.

This article examines the process of attracting the unknown candidate to make the first enquiry.

The third article next month, looks at the process required from first contact to initiation and beyond.

When social media communications is undertaken correctly, it has a positive impact and can provide very good results.

When social media communications is undertaken badly, at best it has no impact at all – most Masonic social media marketing falls into this category. At worst it can have a negative impact.

Some Grand Lodges around the world are proactive in using social media in order to attract new candidates.   Some Grand Lodges forbid the use of social media altogether.   Others are either not convinced, or are unsure of the process.

Here is a (modified) presentation I gave to a group of Lodge members at a recent Masonic Communication Workshop. (lodges are governed by UGLE.)


Freemasonry is not for sale….

…. it is not a product

…. it cannot be sold

However, membership is a product like any other product.

Membership can be sold, as it has the same attributes as any other product.

Therefore, we need to separate Freemasonry from membership.

The first challenge is to understand how we use social media marketing to sell membership for private Masonic lodges. We need to start by understanding the selling process; selling is a process of steps.

First,  identify potential customers; in our case this will be potential new members for initiation.

Second, we need a process to handle the initial enquiry.

Third, a process to take the customer through to order confirmation, in our case that will be the initiation into Freemasonry.

In some cases, the selling process is only a few steps and can be completed quickly.

In other cases, a sale is a much longer process taken over many steps:


> each step is a call to action


> the objective is to persuade the potential customer to take the next step in the process


> one step at a time

When correctly presented to potential candidates, social media marketing is one good method of persuasion; persuading a potential unknown candidate to take that first call to action.

The first call to action is for the potential unknown candidate to make contact with the Lodge Membership Officer – this contact could be via email, iMessage, text or even phone call.

Therefore, it is important to have the Membership Officer and procedure in place to complete the primary objective to guide the potential unknown candidate through the whole process.

Does your lodge currently have a membership procedure in place to accommodate an enquiry from an unknown candidate ?

> The initial screening of the unknown applicant who wants to join your lodge.

> Interview teams to get to know the candidate and for the candidate to get to meet various members of the lodge.

> Members who are willing to propose and second the applicant for membership in to the lodge.

> Ability to undertake the ritual in the lodge.

> Fulfil your mentoring obligation for this new member.

Basic Sales Process

All products, services, subscriptions  and lodge memberships have the same attributes when it comes to understanding why they are bought….

… and therefore how they are sold.

These THREE attributes are

feature | advantage | benefit


A feature is a specific function of a product, service or subscription that will provide some potential advantage to a possible customer. 

But only when that advantage is a benefit, will it have some value for that potential customer; in most cases the advantage with any is to:


Increase, Reduce or Control some aspect of their life.

To be very clear, a benefit to a customer is when a feature can offer an additional advantage, and that advantage can be used by the customer and the value of the benefit outweighs the cost.

Some feature | advantage | benefit examples:


Turbo is a device | that makes a car go faster. | Do you need the extra speed?

256 GB memory | space on a phone for more photos. | Do you take and keep lots of photos on your phone?

5 star rated service | is a high level of customer service. | Do you want that high level of service?

100 gram weight | is a lighter device to hold in one hand. | Do you need to carry the device?

24hr delivery |therefore no waiting for long deliveries. | Do you need next-day delivery?

Eco-green product | reduced carbon footprint. | Do you care about carbon footprint?

Organically produced product |healthy food option. | Do you care about how food is produced?

4K UHD TV screen | for better details in movies. | Do you watch a lot of TV movies?


These are all great product features and offer some great advantages.

But unless you need the advantage a feature offers, then it is of no benefit to you and has no value. 

Social Media Posts


Users are bombarded with social media posts on all social media channels.  Most posts are just people sharing their own thoughts, ideas, or lifestyle ambitions.  

But some do have a commercial purpose.  That is to persuade the reader to click, follow up, or learn more – the initial call to action.

In social media posts that have a purpose to persuade the reader to make that initial call to action, the text and images must emphasise the advantage and benefit of the product/service.

If the advantage could be a benefit to the reader, they may take that first call to action.


People buy benefits


Leading with a benefit question in the text, or text in the image (infographic), often acts as a very good qualifier, because if the reader can answer with a ‘yes’ to the question, this will likely persuade them to take the first call to action.


Open the text with:

would you like. .

do you want. .

how about. .

are you ready. .

Alternatively lead with a benefit statement:

adding comfort will . .

healthy eating  will. .

learn more about . .

Never start the marketing conversation about yourself or a product feature

Never open the text with ‘We’ or ‘I’.


This will be ignored, and the potential customer will scroll on to the next post.


Try this task, relative to your specific Masonic lodge membership:

list some features

describe their advantages

explain how these advantages could be benefits to potential members

prioritise the list – best features first

Social Media Communication

Every social media message falls into three categories:

External | Internal | Outreach

External – these are messages external to your organisation specifically to attract new members

Internal – these are internal messages directed to your existing lodge members

Outreach – these are messages to reach out to promote the lodge with-in a local targeted set of communities

Every social media post should follow the definition

Intent | Implementation | Impact



Intent  – who is the message intended to be directed towards: Potential new members | existing lodge members | wider community

Implementation – which is the best social media channel to reach your intended audience

Impact – Key Performance Indicators (KPI) to measure the message effectiveness; ignore vanity metrics

Each social media channel has unique characteristics and are better suite for External, Internal, Outreach  uses:

To attract new members

To communicate with existing members

To promote the brand/lodge within the local community

Facebook and Instagram can be focused by geographic region and very specific markets. Using geographic focus makes these channels ideal to directly attract new members.

Email is the ideal channel to send documents to existing lodge members.

WhatsApp and Zoom are ideal channels for group chat with existing lodge members.

Twitter is a very effective method of reaching out to a local community; journalists, PR and marketing professionals all have Twitter accounts.

Social Media Marketing for a Masonic lodge


This is a how-to section to produce a social media marketing work plan for a Masonic lodge.

Facebook and Instagram Preparation


Create a library of sales text based on your lodge [FAB]

Create a library of branded images based on your lodge [FAB]

Research Instagram #tag based on your lodge geographic location

Research local Facebook groups based on your lodge geographic location

Create a public facing Facebook Page for the Lodge ( a Private Facebook Group is for lodge members only)

Create a Instagram Account and link to Facebook Page

Create post schedule database – see social media tools for examples

Keep focused on the principle objective -that is to attract new candidates


What are the features, advantages and therefore the benefits for a potential candidate to take the first step to contact your Lodge membership officer:


Socialising –  enjoyment & fun opportunity for socialising 

Charitable giving – giving back to the community; satisfaction of helping others

Masonic knowledge – lessons in humility; self-improvement

Where to discover potential candidates


When posting to social media channels with a specific objective to attract new members, the posts need to be viewed by people who might have a need that being a member of a Masonic lodge could satisfy.

A significant change in life circumstances which leaves a hole in their social life, such as:

  • relocation into a new area, need to make a new circle of friendships

  • retirement, therefore more time to fill plus a loss of work colleagues to socialise with

  • widowed or divorced makes space for new friendships

Special interest or hobby groups with a high proportion of male activity, such as:

  • fishing

  • golf

  • football / rugby

  • shooting

  • sailing

  • motor sports; cars / motorcycles.


Professional occupation specific – some lodges were formed with members from specific occupation connections, such as:

  • services – law, health, military

  • business professions,

  • trade professions,

  • small to medium enterprise (SME) owners

  • university students

Social media image examples – Instagram


The process to attract potential new members through Instagram is by using hashtags (#tags).

Hashtags are keywords people can search for Instagram to get inspirational ideas; these can be related by the geographic area they live or work in, the business sector they operate in, or sport/leisure activity that interests them.

Be sure of one thing, these readers are not looking at any particular moment to become a Freemason.

They will need some inspirational ideas, something to trigger an emotion or thought in their minds, a solution to fill a need.

Here are some examples:

Social media Instagram feeds


Here is an outline process, to create an Instagram feed, with an objective to attract new potential members.

Start by creating your own set of images with branding and a call to action.

Images without branding or call to action will not attract new customers.

Users are already very familiar with branding in adverts in their feed.

Next, make sure the sales text starts with a short benefit question.

If a potential customer reads the text and answers with a yes, then they are more likely to take a call to action.

If they answer no, then that acts as a good qualifier and will not waste your time.

Remember though, sometimes they answer, no not yet. That might mean this could change at some time in the future.

Then include between 20 – 30  #tags per post. Include some Masonic-related, some geographic-related, and others specific to the image.

Using a scheduling tool to automate this process, suggest posting 1 post per day, every day.

The principle Key Performance Indicator (KPI) is in the ‘reach’. The reach shows how many people saw your post.

Remember – followers and likes are not potential customers. Those who do either or both, are more likely to be Freemasons, which will not help you meet your objective.

Social media image examples – Facebook


The process to attract potential new members through Facebook, requires sharing posts from your Facebook page, to local non-Masonic Facebook groups.

Select news, discussion and ‘what’s on’ groups. Avoid the buy/sell groups.

The process of sharing posts from your Facebook page, to local non-Masonic Facebook groups needs to be undertaken manually. Do not use automation tools, as this runs a very high risk of the account and page being disabled by Facebook.

Here is an outline process, to create an Facebook feed, with an objective to attract new potential members.

Start by joining local non-Masonic Facebook groups, local news, discussion and ‘what’s on’ groups using your lodge page or own personal account.

Use the same images with branding and a call to action produced for the Instagram feed.

Same rules apply to Facebook that images without branding or call to action do not inspire new customers.

Use the same opening sales text as for Instagram.

For Facebook, do not use more that 4 or 5 #tags.  #tags are not generally that effective in Facebook.



Start slow – don’t spam the Facebook groups

Share 1 post per day to 1 group per day

1 post to a group every 7 – 10 days

Do not engage in any negative discussions

Block people who post negative responses

Accept that some group admins do not like Freemasonry and you will be removed from the group

Handling the responses through the sales funnel


The sales funnel is the mechanism to direct all social media enquiries to a clear call to action.

This call to action should be to email an enquiry to the Lodge Membership Officer.

This contact could be email, iMessage, text, or phone call.

If your lodge does not have an existing website, or your lodge has an old unkempt website, then use your Facebook page as your sales funnel.

Your Facebook Page should have a clean uncluttered banner image.

Some basic text about your lodge in the info section, just a few lines.

The action button should be linked to your Lodge Membership Officer’s email address.

Expect potential members to contact through Facebook Messenger.

Generally speaking, Facebook do all they can to keep people on their platform; they do not make it easy to jump off. A website is less effective than a Facebook page – so use their communication tools, they are free to use.

If the lodge chooses to use a traditional website, then a one page WordPress blog is an ideal solution, with one email link.

Social Media Marketing – is your lodge social media ready ?

In the third instalment for next month, we take a look at the process required from first contact to initiation and beyond.

Managing the potential unknown candidate’s expectations

Delivering on your promises

Being a Social Media Ambassador for your Lodge or Grand Lodge

Article by: Nicholas J Broadway

njcholas broadway

Nicholas was initiated into Freemasonry in 1989 in Stonewell Lodge No. 9137, Essex England (UGLE) and was Master in 1995, 2011 and 2016. He also joined other UGLE Lodges and is a PZ in the Holy Royal Arch. 

He acquired the title of The Square Magazine in January 2020 and oversees the technical running of the digital publication.

He lives in West Sussex and assists the Provincial Grand Lodge of Sussex Communications Team with Social Media activities. 

Recent Articles: unknown candidate

Unknown Candidate - part 3

Has your lodge accepted an unknown candidate from the internet? Third in a three-part series looking at the process to accepting candidates via the internet


Unknown Candidate - part 2

Outlining the social media marketing process to attract the unknown candidate to make that first enquiry


Unknown Candidate - part 1

Has your lodge accepted an unknown candidate from the internet? First in a three-part series looking at the process to accepting candidates via the internet


Recent Articles: membership

Bitcoin for Freemasons

What connects Freemasonry and Bitcoin ? Both are misunderstood and ridiculed by the ill-informed. If freemasonry is about being a better citizen of the world. Then Bitcoin is about: making the world a better place for all citizens


Interlogias Masonic App

This smartphone app is designed to work with all Freemasons from both Regular and Independent Grand Lodges around the world.


Freemasonry and the Metaverse; P2

In this second instalment, Freemasonry and the Metaverse. We discusses the importance of being an open source protocol and how could Freemasonry benefit from a metaverse structure?


Metaverses, Masonry and Minecraft: The Future of Lodges

Should Freemasons be proud that a clandestine group has borrowed their symbolism and ideology and transplanted it into a server known as ‘The Worst Place in Minecraft’? Metaverses, Masonry and Minecraft: The Future of Lodges


To be a Better Citizen of the World; Step 2

A value proposition for Pure Ancient Masonry as defined in terms of Citizenship; the allegories, symbolism and lessons are a blueprint for all Freemasons to be a better citizen of the world.


To be a Better Citizen of the World; Step 1

A value proposition for Pure Ancient Masonry as defined in terms of Citizenship; the allegories, symbolism and lessons are a blueprint for all Freemasons to be a better citizen of the world.


Opportunity to fix the Sussex fudge

Is there a value proposition for members, that under English Constitution Freemasonry, we have a 4 part offering; Entered Apprentice, Fellowcraft , Master Mason and Companion, conducted in a single craft lodge ?


The Masonic Temple

The Masonic Temple is a platform where both Freemasons and non-Masons, enthusiasts of real art and spiritual growth, connect to the new world of the metaverse. A Freemasonry in the metaverse project, based regular freemasonry principles.


Digital Freemasonry

All Freemasons In One Digital Lodge; Is this viable?, is it practical ?, is it even possible ? To answer this question we need to under the problem "Digital Freemasonry" aims to fix.


Freemasonry and the Metaverse

There is growing interest in the Freemasonry and the Metaverse on social media. Some projects are starting out as Masonic art NFT collections, while others are more clearly see a point in the future where they will be lodges operating in a metaverse.


Value Proposition of Freemasonry

In addressing declining lodge membership and lack of attendance, we need to assess the value it offers to members. What is value, and what does it mean to you?


Great Architect of the Metaverse

Are you ready to meet in the metaverse ? what can you expect to see and do ?


Millennial Masons - Response

What is a 'Millennial' and what do they want from Freemasonry? You'll be surprised at the answers.


The Digital Order of Knights Quarantine

Called “The Digital Order of Knights Quarantine”, it was advertised as “not-a-degree” because it was not an actual degree.


Rethinking Masonry

Let us help answer a fundamental question, from a confused newly raised brother asking “What does it all mean and where do I go from here?”


The Candidate

Written in 1930, much of the advice is still relevant today - although some may provoke further thought or debate!


Product Life Cycle of Freemasonry

An inconvenient truth about the product life cycle of Freemasonry


Be a Unifier

Freemasonry is local. This is where we need to start. We start with our Facebook friends, our neighbours, our colleagues, our lodges…


Freemasonry in the time of pandemic

The Rule of Six. Localised lockdowns. Second wave? What do we do now?! The answer is simple - engage with members, promote Masonic education and get thinking outside the lodge.


What Future for Freemasonry

The current functioning of the Masonic movement has some positive aspects and others that are blatantly backward and counterproductive.


Millennial Masons

What is a 'Millennial' and what do they want from Freemasonry? You'll be surprised at the answers.


Membership Marketing

How to improve your Lodge Membership Marketing Program.


The Anti-Social Impact of Social Media

The 'dark side' of social media and its negative effect on our mental health


Sunglasses Ritual Amendment

If Freemasonry cannot meet, is this an opportunity to make a change to how we do things?


Unknown Candidate - part 3

Has your lodge accepted an unknown candidate from the internet? Third in a three-part series looking at the process to accepting candidates via the internet


Unknown Candidate - part 2

Outlining the social media marketing process to attract the unknown candidate to make that first enquiry


Unknown Candidate - part 1

Has your lodge accepted an unknown candidate from the internet? First in a three-part series looking at the process to accepting candidates via the internet


Brother of my Brother

Is the brother of a brother a brother ? Rights to visit - recognition and regularity re-evaluated.


Phone App

What would make a good Masonic phone app ? Share one feature you would include in a phone app for Freemasons . . .


Making Good Men, Better

What does that really mean

Ask a random Freemason the purpose of Freemasonry and the likely response will be to “make good men, better”. Research undertaken by James Justin Davis Pennsylvania Academy of Masonic Knowledge


Mental Health & Freemasonry

Mental Health - Raising its awareness and how we as Freemasons throughout the entire UK can help our fellow brethren and their families when they need it.


Share One Thought...

Share one thought why freemasonry is relevant today - Open question posted on Facebook with a very wide range of responses from Brethren across the globe


The Tipping Point of Freemasonry

Why do brothers lose interest in Freemasonry and what can we do to get that spark back? At what moment did our own thoughts begin to waver?


masonic knowledge

to be a better citizen of the world

share the square with two brothers

click image to open email app on mobile device

Masonic Apparel

made to order

Share this article ....