Project 2010

The Toronto Vegetarian Association's exciting new membership campaign

Written by David Alexander

I want more.

It might seem a strange statement from someone in my position, but let me explain.

When I’m called by journalists to answer questions about new developments in vegetarianism, I stress three key points.

My first point is that more and more people are cutting back or giving up on meat for environmental reasons. This development sounds obvious to you and me, but lots of people are just starting to learn about the connection between their food choices and the health of the planet.

My second point is that vegetarian products are becoming more and more common as vegetarianism grows. We’re seeing it in grocery stores. We’re seeing it on university and college campuses. We’re even starting to see it in the unlikeliest of places: KFC.

My third point, which I invoke to prove the growth of vegetarianism in general, is that the Toronto Vegetarian Association is a thriving, grassroots organization. I point to our growing volunteer base, our prominent online presence, and our Annual Vegetarian Food Fair, attended by 15,000 each year. I point to our 1200 members as proof that we have a solid base of supporters…

But I want more.

What I want to say is that we have the largest membership of any vegetarian association in North America because we’ve nearly doubled our membership in three years. I want to tell reporters that the Toronto Vegetarian Association is experiencing a period of unprecedented growth that surely indicates an explosion of support for our cause!

That’s why I’m happy to tell you about Project 2010, the ambitious new membership target set by the TVA staff and board of directors. With your help, we hope to grow to 2010 members by the end of the year 2010.*

Since we set this goal in November, we’ve made real progress – we’ve recruited 100 new members, taking us to approximately 1200 supporters in total.

As each new member adds their voice to the Toronto Vegetarian Association, we’re able to expand our efforts, to reach out into new communities and to deliver information about healthier, greener, more peaceful food choices in innovative new ways. It’s with these achievements in mind that I ask for your help.

How can you help?

Well, if each of our existing members recruits just one new member, we could achieve our goal of 2010 members by mid-September.

Here’s what you can do: first, think of the most dedicated vegetarian you know. If you know lots of vegetarians, it might be good to make a list. But even if you can only think of one person, you can be an integral part of this campaign. Like I said, if everyone does this, we’ll reach our goal with time to spare.

Next time you see this person, tell them that you support the Toronto Vegetarian Association.

This might require some explanation. For example, they might just noy know who we are. Or they might not know that we’re acharitable organization that relies on donations to achieve our mission. They might not even know our mission!

So let them know about the thriving community that exists at TVA social groups. Tell them about the delicious foods and inspiring talks you’ve experienced at the Vegetarian Food Fair. Show them the great recipes and articles that you’ve read in Lifelines and take them to the restaurants you’ve discovered through the Vegetarian Directory - and tell them all about the discounts!

Tell your friend that we’re members of the Toronto Vegetarian Association because we want to make the world a better place – and we want them to join us .

Ask them to add their voice to ours, and enable TVA to grow as an authority on the issues of health, the environment and compassion for animals. Invite them to help this organization move forward with a stable funding base as we expand our efforts and build new programs.

With your help, we can prove definitively what we know to be true from experience: vegetarianism is on the rise and we’re not looking back.  

* The goal to reach 2010 members by 2010 appears in our 2008-2010 Strategic Plan

David Alexander is Executive Director for the Toronto Vegetarian Association.