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Basically, outreach is defined as letting people know we exist and what we are about. Before we go into more specifics, it is important to mention what Thelemic outreach isn’t. It isn’t conversion (i.e. trying to coerce people into a new way of thinking). It isn’t marketing (i.e. communicating an image in order to sell a product). It isn’t a fishing-net (i.e. designed to bring in anyone without consideration or caution). These three issues are legitimate in their own ways, but they are oftentimes used to justify avoiding outreach efforts altogether.
If we are to fulfill Crowley’s plans for O.T.O., we must have robust communities and a wealth of exceptional members that can provide vision, leadership, services, and resources. So, the question is, how do we do that? Where are these people going to come from?
The answer is outreach. Local bodies must make a concerted effort to let others know who we are, what we are about, and what we do. First, however, we must define to whom we are interested in communicating all this.
Who do we reach out to?
The easy answer is people who are already interested in Crowley, Thelema, and the occult. However, I think it is a mistake to limit ourselves to this group. I believe that the people we should seek to join our communities should have, at minimum, two essential aspects: 1) they are spiritual seekers who have a general regard for the concept of personal freedom, and (2) have general traits that can be beneficial to the existing community.
The Order does not require that one be a self-identified Thelemite before taking a Minerval. In large part, the O.T.O. is designed to give people a chance to learn about Thelema and to decide on their own. This is why spiritual seekers are especially good candidates for Minerval initiation. At the same time, their attitude would ideally be in general alignment with Thelema, in that the basic ideas of True Will and the concepts found in Liber Oz and Liber XV would fit comfortably within their worldview.
But what traits might be of benefit to the existing community? Of course there is no precise answer, since everyone is different. However, in very general terms, we can look to established character traits and social skills (after all, they are joining a social group) as markers. For example, character traits such as courage, integrity, cordiality, and foolishness would be good signs that one would be an excellent brother or sister. What we should generally avoid looking at, within reason, are things tied to arbitrary social standards, such as level of income, profession, ethnicity, appearance, lifestyle, et cetera. This is easier said than done sometimes, but it is important that we not discriminate on things that we know do not really matter.
To quickly sum up, we are not just “seeking anyone.” We can establish some minimum standards for ourselves, including strong character, a desire to grow spiritually, and a worldview in general alignment with the principles of Thelema. For more on this subject, see On Worthiness.
How do we reach out?
Now that we have a basic idea of who we want to talk to, how do we actually reach them? To a large degree, this will depend on a local body’s particular environment. The question can largely be answered by knowing where such people might be and what barriers stand in the way of reaching them. This will not be the same for any two groups. That being said, we can establish some general rules of thumb.
Website.
A website is a passive, “build it and they will come” outreach method. It is considered “passive” because no effort is made to take a message out to anyone. Most local body sites are simple with static boilerplate O.T.O. language and perhaps some minimal contact info. Although by itself a webpage is a low-impact solution, it is very important to have an online presence. It is especially important in conjunction with other outreach methods. More effective websites will have more dynamic content, based on the character of the local body. However, a sophisticated site might have videos (say, of the Mass or various rituals) or even local body podcasts.
Publications.
By itself, a local body journal or newsletter is also passive. However, when a local body puts it in select books stores and magazine shops, a local journal can become a great outreach tool. It shows the reader that the local body has its own members and personality, describing local interests and activities. If such a publication is used in this way, there should be some information geared for non-members, including event information, a calendar, brief information about both OTO and the local body, and local contact info. For local bodies that have a journal with a cover price, it might be effective to also produce a regular broadsheet (no more than 8 pages), with info about the body and events, that can be put on free literature racks.
Flyers.
These are a great way to do pinpointed messaging. For locations where there are coffeeshops and cool watering holes with flyer boards, this can be a very effective way to get out the message. Such flyers can be very straightforward or they can be humorous or otherwise reflective of the local community. Again, make sure there is contact info (maybe with tearoff tabs) and some idea about what the local body offers.
Advertising.
This is a bit trickier, and needs to be used with some thoughtfulness. It can be useful in publications aimed at other groups filled with people potentially interested in Thelema. It also depends on what is being advertised. If it is a play that is open to the public, an ad in the local paper might be appropriate. If it’s for the Mass or occult workshops, then some discretion is needed as to wording and placement. Be creative...perhaps there are local occult supply or books shops that publish a newsletter that take ads. The nearby Unitarian church might also have a rag that an ad would be effective in. The call to action is also important...does it give an address to the temple or to the website or perhaps a phone number? Consider how you want strangers approaching your local body.
Visitor Database.
This can be a very effective tool. A guestbook can be kept at the temple for just such a purpose. When guests come to events, such as a play, the Mass, or other activity open to non-members, ask for their name and, if they choose, an email as well. This way they can be contacted when similar events are scheduled. Such an elist should not be abused to the point where mailings become spam, and naturally, they can take themselves off the list.
Public Events.
Creating events that are geared towards non-members can be a great way to meet people who are potential initiates. The ultimate public event is the Gnostic Mass, of course. However, it is possible to take this one step further, and provide a Mass (say, once a quarter) that is a “savage” version, followed by a discussion panel and a meet and greet. Other public events are common enough, such as magick workshops. However, a local body could also put on an event that was strictly educational about the OTO and EGC, including a basic outline of Thelema, Crowley, the Order, magick, gnosticism, and anything else that makes sense. Such an event could include a non-jargon lecture written for the general public, and for those who are really ambitious, a slide show or even a video (it’s been shown that people retain more information from a video than from a lecture or slideshow). Keep in mind that none of these will be worth the time and effort without appropriate message delivery (see above).
Takeaways.
It’s great to get interested people to events. However, they need to be inspired to learn more and come back again. A good way to help here is to have takeaways for them. Every local body should have simple pamphlets or brochures with various info. I have developed brochures for the E.G.C., the O.T.O. in general, and our initiatory structure specifically which Scarlet Woman Lodge uses. If anyone is interested, I would be happy to pass them on.
Partnerships.
In many cases, it should be possible for a local body to team up with various other sympathetic groups. If there are Golden Dawn groups, active covens, or other occult-based organizations, it might be beneficial to work with them on outreach. Setting up a presence at festivals or faires could be a great way to let your local body be known. Is there an ecumenical group in town? They might be interested in a Thelemic voice. Perhaps there is a theatre group that might like to work with the local body. Again, get creative...look around and see who’s there.
Word of Mouth.
It has been pretty well established that face-to-face word of mouth communication is one of the single most effective methods of outreach. Unfortunately, this gets tricky on any kind of coordinated level within O.T.O. Most Thelemites feel uncomfortable talking to strangers or acquaintances about the Order, and feel that it borders on evangelizing. However, for individual members who are comfortable and skilled at this kind of interaction, doing so can bring in many interested people. Local body leadership might take the time to work up some basic talking points for those who will to do this kind of work, so that the message going out is in line with O.T.O. and local body principles and policies.
These ideas do not exhaust the possibilities for outreach, and not every point will be appropriate for every local body (although all bodies should have at least a minimal web presence). Remember, the goal is not to convert, but to get the message out to like-minded people that we exist. Think of it as a service to those who want what O.T.O. offers, but just don’t know it yet.
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