Membership

AAUW 2005 Teleseminar Series: 

AAUW: Membership Matters November 10 & 14, 2005 Ann Gustafson, AAUW Membership Committee Chair Christy Jones, AAUW Director – Membership AAUW 2005 Teleseminar Series

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AAUW Membership Matters Introduction: Ann and Christy Goals of this session: Who are today’s potential “new members”? How do you reach them, get them to join and ultimately keep them? What membership resources are available to help you? How do you show the “value of belonging” to AAUW? Where can you find some examples of “what’s worked” for other branches?

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AAUW Membership Matters First, a poll Who’s participating with us today?!

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AAUW Membership Matters Targeting new audiences for membership growth Who’s out there? How do you understand them? How do you use that knowledge to communicate with them? How do you get them to join?!

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Dimensions of Diversity AAUW Membership Matters

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Let’s not forget women – how do we look at them as a “new audience”?! AAUW Membership Matters

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For associations, “Why women?”*. They provide the #1 economic opportunity for the foreseeable future… Tom Peters AAUW Membership Matters 75% of W25-54 work outside the home Consumer: 80% of buying decisions Corporate: 58% of Purchasing Agents Small Business: 70% of startups Bring in 55% of the household income Control 51.3% of U.S. personal wealth *From Marketing to Women, Martha Barletta, 2003

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AAUW Membership Matters “When you meet the expectations of women, you generally exceed the expectations of men.”

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AAUW Membership Matters Another quick poll! What is the average age of your members? Are most of your members currently employed or retired? Do any of you have men as members?

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AAUW Membership Matters For AAUW – reaching out to different generations is key to growth, our largest “new” audience is vast. Who are they? How do we understand them better? How do we communicate with them so they see the importance of AAUW to them?!

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AAUW Membership Matters Who’s out there? The Silent or Mature Generation Baby Boomers or Baby Busters Generation X Generation Y: otherwise know as “Nexters” or “Millennials” or “Generation Next”

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AAUW Membership Matters The Silent or Mature Generation Born before 1946; strong traditional views of religon, family, and country. Focus: include respect for authority, loyalty, hard work, and dedication. Security, stability and now health care are their main issues. Known as “joiners”, thus thought nothing of joining organizations such as associations. Like the written word in a formal format (few pictures) and Came through the ranks (ie paid their “volunteer dues”) to ultimately take leadership.

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AAUW Membership Matters Baby Boomers or Baby Busters Born between 1946 – 1964; did not experience the same difficulties as their parents. Were influenced by the civil rights movement, women's liberation, the space program, the Cold War, and the Vietnam War. They are known to place a high value on youth, health, personal gratification, and material wealth. Baby Boomers are optimistic and believe their generation changed the world. Personal values, respect and success - main motivators.

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AAUW Membership Matters Generation X Born between 1965-1980 Tend to be nontraditional, interested in new concepts and products and have a global mindset. Called the “misunderstood” generation. Often thought to be lazy, selfish and “don't want to get involved.” In reality: need personally relevant value – the answer to “What’s in it for me?” and want active participation as problem solvers. Key motivator is an enjoyable experience. Main sources: Cynthia D’Amour, “Engaging Generation X Members, web site: www.chapterleaders.com, and Phyllis I. Pieffer, “Globalization, governance and generational issues”, American Music Teacher, Dec04 Music Teachers National Association, Inc

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AAUW Membership Matters Generation X Born between 1965-1980 Tend to be nontraditional, interested in new concepts and products and have a global mindset. Called the “misunderstood” generation. Often thought to be lazy, selfish and “don't want to get involved.” In reality: need personally relevant value – the answer to “What’s in it for me?” and want active participation as problem solvers. Key motivator is an enjoyable experience. Main sources: Cynthia D’Amour, “Engaging Generation X Members, web site: www.chapterleaders.com, and Phyllis I. Pieffer, “Globalization, governance and generational issues”, American Music Teacher, Dec04 Music Teachers National Association, Inc

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AAUW Membership Matters Generation Y Born between 1980-2000; have no recollection of the Reagan era, do not remember the Cold War, and have known only one Germany. Their world has always had AIDS, answering machines, microwave ovens, and videocassette recorders. This generation includes more than 81 million people, approximately 30%, of the current population - and are greater in number than the Baby Boom generation. The Nexters will enter the workforce in large numbers as the Baby Boomers did, and they will influence changes in the work environment, just as the Baby Boomers did in the past. Source: Sherry L. Clausing, Doris L. Kurtz, Judith Prendeville, Janet Lynn Walt, “Generational diversity—the nexters”, AORN Journal, Sept, 2003

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AAUW Membership Matters Communication Tips: Mature Generation: Build trust; face-to-face; written; more formal Baby Boomers: Speak in an open direct style; answer questions directly and expect to be pressed for details Generation X: Learn their language and speak it; use e-mail as your primary communication tool; talk in short sound bytes to keep their attention; share information with them immediately and often Generation Y: Let your language paint visual pictures; use e-mail and voicemail as primary communication tools; constantly seek their feedback Source: Christine W. Zust, M.A., “Baby Boomer Leaders Face Challenges Communicating Across Generations” . She is president of Zust & Company, at www.zustco.com

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AAUW Membership Matters What challenges & opportunities do these differences bring? New ways of doing business Have younger members chair committees usually reserved for the elder Use of ad-hoc committees for short-time commitment The new meeting – high tech gadgets on site; CD’s to take back with them; what to offer if they can’t attend?

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AAUW Membership Matters Another quick poll: Does your branch conduct a member survey?

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AAUW Membership Matters What’s next? How about a Marketing Plan! “ Plans come in all shapes and sizes - it’s not the length and format of the plan, but what the plan says and can accomplish that matters.”

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AAUW Membership Matters Three Prong Marketing Action Plan To inform a large audience/gain visibility To develop a larger membership base To develop a themed program focus with related action project(s) Hollie Bagley AAUW Membership Committee Also Hingham Area, MA branch Co-MVP

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AAUW Membership Matters To inform a large audience/gain visibility Responsibility: Public Relations Committee, program, membership Activity: Develop press releases, flyers, update web page, letters to the editor, other publicity. Use AAUW for information (EF research, Action Network, press releases) Timeline: every month Measure: what’s published, guests Example: bookmarks in 14 town libraries, “I have been reading about you.”

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AAUW Membership Matters To develop a larger membership base Responsibility: Membership VPs and entire branch, program, publicity Activity: Stress “each one reach one,” letter campaign, Shape the Future, GGG, monthly membership article Timeline: ongoing 24/7 Measure: number of new members (11) Example: members (6), STF (6), GGG (2), bookmarks (1-2), letters (1)

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AAUW Membership Matters To develop a themed program focus with related action projects Responsibility: Program Committee, membership, public relations Activity: Develop AAUW mission based programs including community service programs targeted to specific audiences, added new interest groups (for members only) Timeline: every month Measure: noticeable increase in attendance, end-of-year evaluation Example: financial literacy for woman—target, younger women, teaching tolerance—target, middle school parents, area teachers

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AAUW Membership Matters Another quick poll: How many of you use the Association webpage when you need help? How many of you use the AAUW Membership Took Kit as a resource?

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AAUW Membership Resources On the web: www.aauw.org AAUW Membership Matters

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AAUW Website (www.aauw.org) Join/Renew page AAUW Membership Matters

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AAUW Website (www.aauw.org) Member Center AAUW Membership Matters

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AAUW Website (www.aauw.org) Branches and States AAUW Membership Matters

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AAUW Website (www.aauw.org) MVP Tool Kit AAUW Membership Matters

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AAUW Membership Matters MVP Tool Kit: Table of Contents

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AAUW Website (www.aauw.org) MVP Tool Kit: Chapter One AAUW Membership Matters

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AAUW Website (www.aauw.org) MVP Tool Kit: Chapter One AAUW Membership Matters

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AAUW Website (www.aauw.org) MVP Tool Kit: Chapter Two AAUW Membership Matters

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AAUW Website (www.aauw.org) MVP Tool Kit: Chapter Five AAUW Membership Matters

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AAUW Website (www.aauw.org) MVP Tool Kit: Chapter Eight AAUW Membership Matters

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AAUW Membership Resources Starter Kit National office RD’s, State leaders, sharing with other branches Membership Committee AAUW Membership Matters

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AAUW Membership Matters THANK YOU! Ann Gustafson: 2005-2007 AAUW Membership Committee Chair Tel: 715-425-2516; email: agus_mbrshp@yahoo.com Hollie Bagley: AAUW Membership Committee Tel: 781/749-6274; Email: holliebagley@comcast.net Christy Jones: AAUW Director of Membership Tel: 202-785-7747; email: jonesc@aauw.org helpline@aauw.org; records@aauw.org