Your problem depends on the average economic status of the constituency in which the club is formed - as will be almost all of your practical problems of mechanics, as opposed to techniques.
Publicity for the first public meeting. Don't depend on the persons at the organization meeting to supply the audience at the first public meeting. They will be full of enthusiasm and promises and some dunderhead will point out triumphantly that if each one of you brings ten friends to the next meeting the crowd will be one hundred (or two hundred, or a hundred and fifty). You will be justified in shooting him on the spot for this piece of asininity, but don't do it
Agree heartily that that is just what we are looking for - and bear in mind that getting out a crowd is still up to you. Some of those present will in fact bring friends; Joe Pollyanna won't show up at all.
How to get a crowd - how indeed! This is a cause of grey hairs to all amateur politicians. The most important point you have already covered-don't let the hall seem empty. The next most important point is to see that you have an attraction. Get the central organization, through its secretary rather than through its speaker's bureau - the things that hide in speakers' bureaus should crawl back into the woodwork! - to provide a really good rip-snorter of a speaker, preferably with a name which is a public drawing card. Be firm about this. Point out that they want a club in that area, don't they? Threaten to throw up the sponge. Kick your heels and scream. But get a good speaker even if he has to fly down from the state capital.
Provide some entertainment. Tap dancers, even bad ones, go over well. There is probably a children's "talent" school in your town or neighborhood; the coach will display her proteges free of charge, but don't let her schedule more than fifteen minutes and make it all dancing. Be firm in refusing recitations, little plays, and singing. Never use singers - unless it's Paul Robeson, Bing Crosby, or Frank Sinatra.
A man or woman who plays popular piano well by ear and can lead singing in old-time favorites is worth his weight in marked ballots. There is one somewhere, of your party, within ten blocks of your house.
Okay, you've got your program. Now to haul them in off the sidewalk. If there is an editor-publisher-owner of a small town or local community paper of your party in your area, he should be at the organization meeting and you will see to it that he is appointed chairman of the publicity committee - not "publicity man"; you keep that open for the man who is going to do the work, when you find him; the editor won't. But he will give you a free half-column ad and he will write up a litde story himself. He will probably donate some throw-away hand bills as well. Get volunteers to distribute them, or see what you can do with three boys and some small change.
More involved mediods of publicity are covered in the ninth chapter; the same principles apply here. The daily papers will print (but just barely) your notices; announcements tacked to telephone posts are illegal some places but entirely practical in most cases; and bumper signs (see ninth chapter) are good. But direct mail coverage followed by telephone calls on the day of the meeting are your best bet. This will take a little money - not much but, if you can't afford it yourself, you must raise it at the organization meeting. (The hall rent can wait; it will be covered by the collection at the first public meeting.)
Passing the hat in a private home, if that is where your organization meeting is held, is probably in bad taste. I suggest that you approach two or three persons privately, selecting them for their ability to cough up, and nick each one for a share. A dollar buys a hundred postal cards, it need not be much.
Your editor victim may print the postal cards. Otherwise, borrow a mimeograph or pay for it.
The ladies present will address them for you and will make the telephone calls on the day of the meeting. This will give you a chance to locate your girl Friday, too - the woman who is as devoted to the cause as you are and is willing to do quantities of routine clerical work and telephoning, provided you tell her what to do. When you find her, you will wonder how the party struggled along without her.
You will have to supply the addresses. You have some; the others present have some; you can get quite a list, not very well weeded, from the central organization. Any lists available to any present, such as lists of customers, members of clubs, and church lists, are useful provided they are trimmed down to your party by checking for registration. Don't use a non-political list without this trimming for direct mail advertising. It is wasteful and unnecessarily annoys American citizens who happen to differ with you politically.
As a last resort you can always use local precinct lists, but it is rather expensive and not too productive to work at this stage from precinct lists which have not been trimmed to live prospects.
The first organization meeting is over as soon as you have picked the provisional officers, discussed plans for the first open meeting, and got all available commitments for help in preparing for the meeting. Adjourn at once, serve refreshments, and encourage the man from headquarters to reminisce and everyone to gossip.
Refreshments should be coffee and cake, or something else simple. Make a rule from scratch that refreshments must be simple and that the treasury pays the bill, else the ladies will start competing, upping the ante, and the whole thing will get out of hand. Refreshments are a social lubricant in politics, not a meal.
Don't start the coffee until you see how many are to be served. Put out halfa dozen tea bags and a pot of hot water for those who can't drink coffee at night. Doughnuts are the simplest food, but they are perishable; if you are in doubt as to numbers, get some boxes of soda crackers, a couple of those small packages of cream cheese and a quarter-pound of yellow cheese. Cheese, crackers, coffee, and tea bags will keep. Plan to take a loss on doughnuts. (Naturally the cost-and the loss - on this first small meeting is not much, but the rule will save quite a bit of money later. The economical use of money is one of the prime secrets in volunteer, self-supporting political activity.)
You may wonder at my repeated emphasis on the economical use of money in politics. You yourself may not have to pinch-you may be a millionaire. But bear in mind that the average income is less than a thousand dollars per person a year, and is considerably less than that for the great majority of people. Elections are won by majorities, not dollars. Some expenditure of money is necessary to any political work. In a popular, volunteer political movement, the costs must be paid by the small donations of the volunteers themselves. The cost of living being what it is, it is hard for the average run of volunteers to make even small donations, so cultivate the habit of mind of getting the very maximum possible in political results out of every dime spent.
Therefore, even if you are rich-save those unused tea bags!
You can never beat a political machine through the lavish expenditure of money. You would be meeting them on their own grounds and they will beat you - they would match and double, or triple, every dollar you spend. Your weapon is the enthusiasm and sincerity of the free citizen.
It is a shining feet that most votes in America can't be bought. There is an unpurchasable majority of votes in any community. You and other volunteers can round them up to beat the socks off any machine, no matter how rich, while taking care of unavoidable expense by passing the hat - provided you are a little more careful with the collection money than you are with your own.