Presented at Leadership Day, Orlando, FL 2015Brian Wachur, Director of Membership and Marketing

Stephanie Morris, Deputy Executive Director

NAEYC and AEYC Membership:

Forging a New Path

Tips for Viewing this Presentation

• Minor edits were made to this presentation based on initial feedback received when it was first delivered during Leadership Day.

• Please use the Notes section as you view slides in this presentation as it contains additional information.

Introduction and Research (How did we get here?)• Conducted research to understand potential models, prices etc.

Read books, articles, attended conferences, talked with experts Networked with peers at similar associations

• Conducted financial analysis to consider impact for Affiliates and NAEYC. • For six months, collected every idea from every source re: potential categories,

current challenges etc. Considered every idea and alternative and nontraditional models Held conversations with key stakeholders including Affiliates, board

members, staff, members, nonmembers, industry leaders • Examined data we have from surveys of current and lapsed members to

understand our challenges & value proposition

And of course…National Dialogue!

• We listened carefully as the National Dialogue concluded, asked questions, and absorbed perspectives and viewpoints.

• We celebrated with you, the Affiliates, a unanimous vote by the national governing board to adopt the following (this work was guided by the Affiliate Council in support of the recommended structure from the National Dialogue Subcommittee).

• Lower and standardized dues structure Membership that is held at TWO levels (local and national) Levels of capacity that are in place to ensure:

Fiscal health of Affiliates Recruitment and retention strategies in place Staff in place Timing that ensures this transition takes place in 2016 and new

membership categories are adopted in early 2017

So – what did the surveys tell us?

•What do we know about how members perceive the value of NAEYC membership?•Why are we experiencing such a dramatic decline?•What are our biggest challenges?

Looking at the Data:2015 Survey of Lapsed Members

Looking at the Data:2015 Survey of Lapsed Members

Looking at the Data:2015 Survey of Current Members

• We are turning around a 10-year decline in membership.• Current membership structure is not affordable for many

potential members. • Lack of differentiation in benefits (e.g. no difference between

Student and Regular membership). • Value proposition needs improvement.• Inability to support Affiliates by launching national

recruitment campaigns and promotions.

Membership Challenges: A Snapshot

• NAEYC’s New Strategic Direction:• Vision: All young children thrive and learn in a society dedicated to

ensuring they reach their full potential. • Mission: NAEYC promotes high quality early learning for all children,

birth through age 8, by connecting practice, policy and research. We advance a diverse, dynamic early childhood profession and support all who care for, educate and work on behalf of young children.

A New Membership Structure for a New NAEYC…

• Goals for the new membership structure:• New categories that reflect the values and needs of today’s members.• New categories and dues structure that allow for increased support to

Affiliates for national recruitment and retention efforts. • Differentiated categories that resonate with different audiences.• A more affordable price point for NAEYC and AEYC membership.

A New Membership Structure for a New NAEYC…

Strategic Direction’s Metrics & Bold Membership Goals

Retention Rate New Members Retained Members TOTAL MEMBERS

End FY 2016 64% 25,000 40,193 65,193

End FY 2017 67% 28,000 43,770 71,770

End FY 2018 70% 31,000 50,339 81,339

End FY 2019 73% 35,000 59,490 94,490

End FY 2020 76% 38,000 71,944 109,944

Strategic Direction’s Metrics & Bold Membership Goals

BRAND NEW MEMBERSHIP CATEGORIES:•Forward-thinking and reflective of the needs and values of today’s members•Incorporating our shared goals to expand membership•Rooted in best practice and research•Ensuring the Affiliate voice is reflected and the Affiliate perspective is considered.

New Membership Categories to Meet Bold Goals

• Imagine the possibilities! An “AARP approach” that leads to significant increase in membership can:– Provide new opportunities for sponsorship, exhibiting and advertising

revenue– Lead to for philanthropic funding opportunities (increased reach into the

field makes grant proposals more attractive)– Provide more overall revenue from membership dues

Making Membership Accessible

A note about group memberships:• We have heard feedback from many sources on the need to offer

group discounts. • We plan to offer group membership discounts for all membership

categories. • IMPORTANT NOTE: membership will still be held by the individual

person, NOT by a school, center or institution. This is because NAEYC is a professional association, not a trade association.

On Group Memberships and Naming the New Categories…

A note about names: • We want to hear from you! In addition to the structure and benefits,

we want your feedback and ideas for potential names for these new categories.

• Goal = Creative yet straightforward naming structure that reflects the diversity of the benefit offerings and appeals to all potential members.

On Group Memberships and Naming the New Categories…

We are proposing four new membership categories. Names are to be determined.

•Entry LevelPossible Names: Friend of NAEYC, Friends Circle•Standard LevelPossible Names: Supporter, Early Years Circle, Partner, Advocate Circle•Premium LevelPossible Names: Benefactor, Platinum Circle, Children’s Champion, Leaders Circle, Legacy Member •Alternative “For Families” LevelPossible Names: Family Member, Supporting Partner Circle, Family Circle

Proposed New Membership Categories: Overview

• Serve as the “discount membership” option, meant to provide an easy, highly accessible entry to membership.

• Benefits from NAEYC: Access to members-only tailored digital content via e-newsletters, the NAEYC app,

webinars, content on NAEYC.org. Access to new, revitalized, highly engaging Interest Forums. Access to new affinity benefits, such as discounts to insurance programs, school

supply companies, travel and entertainment opportunities. Access to a few new digital badges that demonstrate levels of engagement with

Affiliates and NAEYC. In the future, badges may also demonstrate competency-based skills or experience.

Access to 20 percent discount in NAEYC’s online store, but NOT event registration discount.

Entry LevelPossible Names: Friend of NAEYC, Friends Circle

• Intentionally priced as low as possible. Opportunity to upgrade after joining.

• Dedicated recruitment campaigns aimed at students (e.g. 30 percent off Entry Level Membership during back-to-school season).

• Suggestions for how Affiliates may provide benefits: Fresh online content related to local events, career fairs, higher

education programs, professional development resources “Meet Up” style networking events

Entry LevelPossible Names: Friend of NAEYC, Friends Circle

Standard LevelPossible Names: Supporter, Early Years Circle, Partner, Advocate Circle

• This category is aimed at audiences who know their AEYC and who know NAEYC and value our content, but who have not yet upgraded to the highest level.

• Benefits from NAEYC: All benefits listed at the entry level membership, plus more. Complimentary registration for one NAEYC online professional development

course per year. Select opportunities for advanced registration for events and professional

learning opportunities. Access to significant registration discounts for NAEYC conferences Receives print publication of choice (YC or TYC) Receives one complimentary book (NAEYC-selected) per year.

Standard LevelPossible Names: Supporter, Early Years Circle, Partner, Advocate Circle

• Suggestions for how Affiliates may provide benefits: News and information re: local events, career fairs, higher education

programs, professional development resources “Meet Up” style networking events Access to discounts and early registration for AEYC conferences First opportunities to register for special events (webinars, book

signings, special sessions held at conferences, professional development trainings)

• This category is aimed at NAEYC’s most engaged and dedicated members.

• All benefits listed at the Entry Level and the Standard Level, plus more.

• Benefits from NAEYC: Receives subscriptions to both YC and TYC. Receives four complimentary books per year. Access to additional opportunities for exclusive sales. Receives two complimentary registrations for online courses per year. Early access to member only events (e.g. book signings). Exclusive invitations to VIP events for members only at this highest level and

recognition at NAEYC events.

Premium LevelPossible Names: Benefactor, Platinum Circle, Children’s Champion, Leader’s Circle, Legacy Member

• Suggestions for how Affiliates may provide benefits: News and information re: local events, career fairs, higher education

programs, professional development resources “Meet Up” style networking events Discounts for Affiliate conferences, publications First opportunities to register for special events (webinars, book signings,

special sessions held at conferences, professional development trainings) Subscription to print publications (magazines or journals) Complimentary books Invitations to exclusive events that allow attendees “sneak peak”

opportunities to learn about new research, opportunities to influence policy, etc.

Could be in person breakfast meetings, lunches, receptions or online events.

Premium LevelPossible Names: Benefactor, Platinum Circle, Children’s Champion, Leader’s Circle, Legacy Member

• New membership category meant specifically for individuals who are outside the profession, specifically families.

• Would allow NAEYC to better recruit members from outside the field, building on the popularity and success of For Families.

• Benefits would be most closely related to entry-level membership, though with select additional, customized benefits aimed at this audience.

• Family-specific resources include such as e-newsletters and content on NAEYC.org.• Ideas for Affiliates: Localized, family-specific newsletter (“News You Can Use”),

early ed @ home seminars for parents and families, led by local educators.

Alternative LevelPossible Names: Family Member, Supporting Partner Circle, Family Circle

• Convening the Membership Engagement Committee • Four at-large members, representation by Affiliate Leadership Council

• Webinars with Affiliate leaders• Quantitative research: Multiple surveys going to Affiliate

leaders, current members and potential/lapsed members. • Focus groups, including one at NAEYC’s 2015 Annual

Conference• Input from key groups: Young Professionals Advisory Council,

NAEYC Affiliate Pilot Project etc.• Ongoing feedback through discussions at events, meetings

etc.

Upcoming Vetting Activities

Next Steps

Timeline:• Vetting September 2015 -January 2016• Present to NAEYC Board and relevant committees:

January 2016• Revisions: February-March 2016• Final recommendation to NAEYC Board: April 2016