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strategies in order to attract new members. Social to structured 'guided' learning environments for all
media marketing is at saturation point in all channels. members.
It is a challenge for any organization to get their Remove the unnecessary masonic packaging -
message in front of the right potential customers. Th e and the membership high fi xed costs associated
current version of Freemasonry does not have a clearly with it. Using distributed cloud computing tools for
defi nable and, more to the point, a deliverable FAB administration, communication, and 'content' delivery
proposition. will reduce membership to a manageable monthly fee.
Selling Freemasonry by making what is quite frankly Th is could include Blockchain technology plus
lame promises of Masonic secrets - which don't 'smart contracts' to secure global membership details.
exist - and wondering why new members Blockchain technology is one of the most signifi cant
leave or just disengage soon aft er joining, emerging technologies for the foreseeable future and
should be no surprise to anyone. can provide indisputable proof of membership on a
global scale.
To Summarise
Freemasonry has evolved in the last 300 years. It
Globally, Masonic membership in its current version survived because it continually adapted to the change
has been in decline for the last 30 - 40 years with in society throughout that time. Th e evolution of
little prospect of reversing it. Suppose the COVID-19 Freemasonry v3 into FM4 will take eff ect during
Pandemic continues to force Governments to impose Q1 21st century and beyond, as did the evolution of
a ban on social gatherings for a prolonged period of Freemasonry from Q1 18th century.
time. In that case, this will only act as an accelerant to
the decline in membership. It is not the cause for the
decline. Th e product lifecycle for Freemasonry in its
current version is well into the decline phase.

In order to appeal to the next generation of 21st
century Freemasons, there will be a transition into
FM4. During this transition period, Freemasonry v3
will continue to decline while FM4 takes route in its
early adoption phase. Th e two versions will need to
operate in parallel.

Freemasonry, or more specifi cally FM4, will need to
adopt a new or revised marketing USP (unique selling
proposition) that appeals to the 21st-century potential
applicants:

Remove FOMO - the Masonic illusion of secrecy.
Th is will need to be replaced with a clear and
deliverable FAB (feature advantage benefi t) based
proposition. Th e Internet is full of marketing FOMO,
off ering undeliverable promises. And citizens born in
this age are becoming hardened to this type of hyped-
up proposition. Th e article "Product Life Cycle of Freemasonry" by Brother
Nicholas J. Broadway, reprinted with permission of the
Th ere will be a requirement to develop and author. Ref: Th e Square Magazine, January 2021.
implement a modifi ed v4 delivery mechanism - (this
is Freemasonry v3's sacred cow). Th ere are possibly 3 Nicholas J. Broadway was initiated into Freemasonry
or 4 alternative solutions, but this is a discussion for a in 1989 in Stonewell Lodge No. 9137, Essex, England
future article. (UGLE) and was Master in 1995, 2011 and 2016. He also
joined other UGLE Lodges and ia PZ in the Holy Royal
Focus attention on the delivery of the 'content' Arch. He acquired the title of the Square Magazine in
encoded in the allegory and symbolism. Th is, by far, January 2020 and oversees the technical running of the
is going to be the most signifi cant development in digital publication. He lives in West Sussex and assists the
FM4. Personal development skills and methodologies Provincial Grand Lodge of Sussex Communicaitons Team
learned will be the basis for the revised FM4 unique with Social Media activities.
selling proposition. Th e shift from 'self-development'
for the few who choose to undertake the challenge,
to seek it out and make their own interpretations,
Montana Freemason Page 15 Jan/Feb 2021 Volume 97 No. 1