ISA must win them one by one - they never complain. They vote with their feet. Entrepreneurs and the self-employed can be reached through the web site. Encourage your Section's incoming leaders to review this summary and to brainstorm how the recruitment and retention ideas can be applied at the Section level during the coming year. They buy from you.
Busters are into ownership.
They want to be in control - I'll pay my dues. ISA is a lifeline to education and keeping up.