Presenter:Carylann Assante

Vice President Development ASAE & The Center for Association Leadership

PHCC Leadership and Legislative Conference

April 30 – May 3, 2008

Membership Recruitment2001 to present

52% report 5% increase

30% report no change

18% report 4% decrease

Membership Retention

91% Trade organizations

85% Individual Membership organizations

The results show

Membership has remained virtually

unchanged since 2001

The Big Question:

Why some individuals join associations while others do not is one of

the most critical questions of association

management.

Presentation Information

Three areas for discussion:

Unique Value Proposition

Affiliation/Volunteerism

Generations and Career Levels

What is the value of Associations?

Current members rank the highest

Former members the lowest

Never members rate value almost as high as current members

What do we mean by value?

Corporate

Government

Association

Peter Drucker notes….

Assns are about advancing a cause based on a common vision

and

shared values

What’s in it for me vs.

What’s in it for the industry or (public)

Access to the most up to date information available

Educational program offerings

Opportunities to network with others

Access to career information and employment opportunities

Access to products, services and suppliers

Opportunities to gain leadership experience

A reference directory of members/practitioners

Member discounts or group purchasing activities

Personal and Business Benefits

Promoting the value of the field or industry to the larger society

Increasing public awareness of the field or industry

Influencing legislation and regulations that affect the field

Providing standards or guidelines that support quality

Gathering, analyzing and publishing data on trends in the field

Conducting research on significant issues affecting the field

Supporting student education and entry into the field

Attracting competent people into the field

Certifying those who meet critical competency standards

Providing awards or recognition for excellence in the field

Benefits to the Field or Industry

Personal Benefits Good of the Order

3.4 3.6

Current, Former and Never Members all agree that

Most important association functions: Networking Technical information, industry

trends Education

Some differences “Timely information about the field” less

important to former members and very important to current and never members.

Current members rank advocacy highest and never members rank this lowest

“Creating and sharing industry standards, codes, etc” – most valued by former members

Discussion Questions

Does your message or “elevator speech” communicate that your association represents both their company and the industry?

Are you showing how the association is solving problems or providing solutions for both them and their industry?

Involvement

The Key to Maintaining Affiliation

What percent of your members are involved in the work of the Society?

(Do not include attending events)

Govern/Admin CommitteeAd Hoc 15.5%None 69.9%

Involvement

14.6%

Volunteers

Findings: Governance-level members rank benefits

differently than rank-and-file members Probability of being a “promoter” of the

association increases with level of involvement

Advocacy, networking and leadership opportunities become more important as level of involvement increases

Participates in education and E-programs; purchases books

Content Leaders,

Volunteers

Certification, speaking,

write articles,recruits members

Attends annual meeting & major

conferences and events

Provides know

ledge to profession

(gives back)

Future-member (discovery)

Levels of Engagement

Thought Leaders,Speakers

Se

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f C

om

mu

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y

Va

lue

of

Me

mb

ers

hip

Essential

Unknown

Va

lue

to

Org

an

iza

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Ret

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Joins browses website, receives magazine,fairly non-engaged member...

Importance of involvement

Members who do not become involved are similar to non members in the way they rate the overall value of the association.

Uninvolved members less likely to promote joining

Number 1 reason for joining – referral from a peer or colleague

Questions for you…

How can you expand opportunities for members to become involved?

Can you look at your current members and find the ones most likely to take an ad hoc position?

How can you help your current volunteers become promoters of your association?

Generations

GI Elders (born before 1925) Silent Generation (1925-1945)

Retired Still working

Baby Boomers (1946-1964) Gen-X (1965-1979) Millennial/Gen Y (1979- 2000)

Generation or Career Stage

The generational model focuses on characteristics that influence decisions

The career stage model looks at needs that change over time in a predictable manner.

Smith Bucklin Study cites…

Generation X and Y show great promise to join associations as they move into their peak earning years.

Given rising incomes and improving job opportunities, younger workers show every indication of joining assns at even higher rates than boomers.

Look at where members are in their profession/business

Target messages and Deliver benefits that fit where they are

today.

What does this mean for us?

Take Aways…

Promote the benefits to the industry and the personal/business benefits

Create an adhocracy – increase the number of volunteer opportunities

Respond to member needs based on where their business is today (stages)

Resources ASAE and the Center website

Download the FREE Executive Summary Review discussion questions Learn about benchmarking opportunities

www.asaecenter.org

Purchase The Decision to Join by James Dalton and Monica Dignam

Contact me: Carylann Assante, cassante@asaecenter.org 202-626-2729

Additional Research: www.Smithbucklin.com/smithinstitute Future Generations and Association Participation Where the Winners Meet