1. The Decision to Volunteer and the Decision to Join: Community Building in Action Susan Robertson, CAE President, ASAE Foundation Executive Vice President, ASAE

2. Membership organization of 22,000 association executives and industry partners the US and nearly 50 countries around the world –representing more than 11,000 organizations. leading trade associations individual membership societies and voluntary organizations Provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community.

3. Session Objectives Explore the reasons why people do or do not –Join their professional associations –Volunteer their time and expertise How can associations adjust and act to influence the outcomes? Time for Questions and Discussion

5. Presentation Information

6. The Decision to Join The Decision to Join (DTJ) is based on a survey of 16,944 individuals who are, were, or could be but never chose to become members of an association 18 diverse organizations participated by submitting member and nonmember names to a database that was analyzed as one common pool of professionals Participating organizations were shown how their members responded and how they differed from the normative pool.

7. Primary Segments Analyzed Level/type of association involvement Age/Generation/Career Stage Gender Employer/practice type National v. International

8. Primary Areas of Inquiry Attitudes toward associations in general –Challenges the respondents face –Functions that associations perform –Means of accessing professional information Attitudes toward the sponsor association –Personal Benefits from membership (8) –Benefits to the Field (12) (Good of the order) –Overall attitude toward membership

10. Study Framework Collaboration with 23 cosponsoring associations: engineering, health care, education, professional and technical fields Cosponsors include range of tax classifications; national, international membership, demographic profiles

11. Study Framework Random sample of the active membership of these organizations + full sample of the known volunteers (weighted) Internet survey fielded Nov. – Dec. 2007 26,305 respondents, overall 14% response rate (margin of error < 1%)

13. Level and Type of Involvement IS CRITICAL!! Respondents perception of value from their association increases with their level of involvement. Gone are the days when involvement “just happened.” Associations need to make this a deliberate effort.

14. Sense of Community Value of Membership Essential Unknown Value to Association Retention How to Look at Engagement as a Process How do we find these folks and engage them? Content Contribution

15. Governance Volunteers Committee Volunteers Ad hoc Volunteers Nonparticipants Involvement Segments

16. Governance 6.8% Committee 7.8% Adhoc 15.5% None 69.9% Levels of Involvement 14.6%

17. “The Ultimate Question” How likely is it that you would recommend membership in the association to a friend or colleague? 17

18. Governance 65.7% Committee 60.8% Adhoc 47.0% None 39.8% How likely is it that you would recommend membership in the association to a friend or colleague?

19. GovernanceCommitteeAd hocNone Promoter65.8%60.7%46.8%39.6% Passive21.7%27.2%33.6%31.8% Detractor12.5%21.1%19.6%28.6% 100% Answers based on a 10 point scale 9-10Promoter 7-8 Passive 6 or lessDetractor How likely is it that you would recommend membership in the association to a friend or colleague?

20. The Journey Begins With a Decision to Join SLA What do we need to understand that will make that happen more predictably and often?

21. Colleague or co-worker35.9% Professor or instructor29.0% University or college program12.8% Do not recall6.7% A workshop, conference or meeting4.3% Some other way3.3% Advertisement in a journal or magazine3.1% Direct contact from the association by direct mail2.0% Browsing on the Internet1.4% Direct contact from the association in person0.6% Direct contact from the association electronically0.5% Booth at a trade show0.2% Telephone or email inquiry0.2% News story0.1% How did you first learn about membership in the association? 77.7% Personal Professional Contact Why “Promoter” Status is Important to Recruiting

22. Access to the most up to date information available4.22 Professional development or educational program offerings3.91 Opportunities for you to network with other professionals3.72 Access to career information and employment opportunities3.39 Access to products, services and suppliers3.21 Opportunities to gain leadership experience3.05 A reference directory of members/practitioners2.93 Member discounts or group purchasing activities2.85 Personal Benefits

23. Providing standards or guidelines that support quality3.85 Gathering, analyzing and publishing data on trends in the field3.77 Maintaining a code of ethics for practice3.74 Promoting greater appreciation of value to other practitioners 3.70 Conducting research on significant issues affecting the field3.70 Promoting greater public awareness of contributions in the field3.67 Influencing legislation and regulations that affect the field3.64 Supporting student education and entry into the field3.58 Attracting competent people into the field3.53 Certifying those who meet critical competency standards3.52 The association's role in defining critical competencies3.44 Providing awards or recognition for excellence in the field3.07 Benefits to the Field

24. Personal Benefits Good of the Order 3.43.6

25. In some cases, volunteer leaders are not in sync with rank-and-file members. At stake: Good decisions on what activities or programs to pursue – or not. Perceptions of Leaders v. Members

26. Personal Benefits Rank order of importance by Involvement Govern None Opportunities for you to network with other professionals the field13 Access to the most up to date information available in your field21 Professional development or educational program offerings32 Opportunities to gain leadership experience47 Access to career information and employment opportunities54 Access to products, services and suppliers (e.g. insurance, publications, etc.) 65 A reference directory of members/practitioners76 Member discounts or group purchasing activities88 Disconnects

27. Benefits to the Field Rank order of importance by involvement Govern None Promoting a greater appreciation of the role and value of the field among practitioners 14 Providing standards or guidelines that support quality21 Maintaining a code of ethics for practice32 Influencing legislation and regulations that affect the field47 Promoting greater public awareness of contributions in the field56 Supporting student education and entry into the field68 Certifying those who meet critical competency standards79 Gathering, analyzing and publishing data on trends in the field83 Attracting competent people into the field911 Conducting research on significant issues affecting the field105 The association's role in defining critical competencies1110 Providing awards or recognition for excellence in the field12 Disconnects

28. Reasons Why Leaders Are Out of Sync Access to information and analyses that give them a vantage point members don’t have; Responsibility to take action that members don’t have; Ignorance; unaware or lost touch with the needs certain segments might have.

29. Additional Influential Factors Age Generation Career Stage

30. 30 Will “Generation X” join professional associations as their predecessors did, or are they different in ways that make this questionable?

31. Greater or lesser need for associations five years from now? % choosing “greater”

32. Association Membership Baby Boomers and Generation X Source: General Social Survey data, various years 32 Gen X -ers are Ahead of the curve!

33. Most Important Functions of an Association?

35. If Engagement is the Key to Growing Membership and Retaining Members… How do we get them involved?

39. Volunteer Motivations Values –Helping others –Furthering a profession or cause –Compassion towards people in need Understanding –Gaining new perspectives –Exploring my own strengths –Learning new skills

40. Volunteer Motivations Enhancement –Makes me feel good –Brings me satisfaction I don’t get at work Career –Making contacts, looks good on my resume –Explore different career options –Helps get my foot in the door of a place I might like to work

41. Why Members Don’t Volunteer Uncontrollable reasons: Time constraints Family or professional responsibilities Budget Travel

42. Why Members Don’t Volunteer Controllable reasons (in rank order): Lack of information about volunteer opportunities. Volunteer elsewhere. Never asked to volunteer. Lack of information about virtual volunteer opportunities. Lack of information about short-term assignments.

43. How did you first learn about volunteer opportunities? Full Sample % Millennial Generation (Ages <31) % Asked by staff or another volunteer 22.217.9 Local chapter, section14.214.4 Meeting, conference13.410.7 Answered a call for volunteers, ad or website posting 10.4 8.0 Contacted organization 2.83.2

44. Why do Members Begin Volunteering? I would start volunteering now if (in rank order): 1.Meaningful opportunity 2.Right skills 3.Accessible location 4.Interest in volunteering 5.No loss of income 6.Short-term assignment 7.Information about volunteer opportunities 8.Training 9.Employer support

45. Why Do Volunteers Leave? Lack of follow through Inadequate expense reimbursement Tension with staff or other volunteers Pecking orders No tangible benefits Lack of recognition

46. How do Volunteers Differ? Key contributions Activities Predominant or preferred areas of involvement

47. Four Volunteer Categories 1.Local Leaders 2.Shapers 3.Teachers 4.Writers

48. Example of Patterns of Association Volunteering Based on Distribution within DTV Co- Sponsor Organizations

49. Local Leaders These are your local chapter board and committee volunteers. Focused on mentoring, coaching, tutoring, and membership recruitment. Two thirds at entry or mid-career levels of employment. Generally not directly involved with the parent organization.

50. Writers These are your subject matter experts. Presentations, expert panels. Publishing. Standards review. Less involved in leadership, fundraising or recruiting.

51. Teachers These are your greatest resources for content and guidance. Mentoring, coaching, tutoring, professional advice and membership recruitment. Minimally engaged in other areas. Contribute the fewest volunteer hours for the organization (big on advice, though!)

52. Shapers These are you Super Volunteers! Perform the majority of volunteer work. –Mentoring –Membership recruitment –Local and national board and committee service –Presentations –Fund raising Older ages, longer membership span, more academic backgrounds, more senior career levels. Contribute the most hours to the organization.

53. Volunteer Activity Local LeadersWritersTeachersShapers Governance: Boards Parent & Local 55.6% * 5.5%.7% 45.5% * Committees Parent & Local 43.8%31.1%3.0%36.4% Ad Hoc No Board Involvement.7% 63.4% * 96.3% * 18.1% *Activities that Comprise the Basis for Each Volunteer Category

54. Acting on The Findings Do you offer sufficient opportunities to do meaningful work? Focus on most likely match between volunteer types/segment to volunteer opportunity. –Match volunteer strengths and skills with available opportunities. –Identify skill and experience gaps then proactively seek out the right volunteer. Track information about your volunteers (emphasis on demographics) and the activities they perform. Look for trends.

55. Additional Influential Factors

56. First, the good news… Association members are an ideal demographic group for volunteer recruitment. History of community volunteering Strong family traditions of volunteering Skilled and interested Generally happy with their volunteer experiences

57. Family/Life Situation The single biggest predictor of volunteering is having an immediate family member who volunteers.

58. Family/Life Situation Younger members less engaged in association volunteering now but more likely to see the benefits of volunteerism generally. Older members are more engaged in volunteering now but less likely to intend to volunteer in future.

59. 2007 U.S. Rates of Volunteering by Age Group (Bureau of Labor Statistics)

60. Family/Life Situation Members with families are less likely to volunteer for associations but more likely to volunteer in civic, charitable, school-based or sport- related areas. Will they volunteer for an SLA project only to abandon it when family issues become a priority?

61. The Challenge for Associations Community and professional volunteering? ‘Busman’s holiday’ or membership benefit? Getting their attention. Connecting membership satisfaction with volunteering.

62. Acting on the Findings Does your volunteer pool reflect various life stages? Do you offer different opportunities that are tailored to appeal to people in these various stages? Do you provide flexible options ideal for volunteers with family obligations?

63. Key Takeaways Those who do not currently volunteer simply may not have been asked. Volunteers respond to a wide variety of motivations, incentives and recruitment strategies. Association volunteers are more receptive to the career benefits of volunteering, but opportunities to do something for a cause that is important to them still matter more.

64. Key Takeaways Volunteers follow different patterns of engagement, which may in turn affect satisfaction and turnover. Volunteers who serve an organization through largely informal activities may require additional organizational effort to track, support, and recognize their efforts.

65. New Rules Improve your volunteer program 1.Know your membership. 2.No cookie-cutter approaches. 3.Link your volunteer program to your mission. 4.Match opportunities and skills to the work to be done. 5.Treat volunteer involvement as a member benefit.

66. New Rules 6.Recognize all volunteer contributions. 7.Effective volunteer programs must be adequately resourced. 8.Train staff to work with volunteers. 9.Train volunteers to be good volunteers. 10.Deliberately develop your “bench.” 11.Don’t write off the non-volunteer.

68. ASAE believes that associations have the power to transform society for the better. Our passion is to help association professionals achieve previously unimaginable levels of performance. We do this by nurturing a community of really smart, creative, and interesting people - our members. In short, we are the Center for Association Leadership.

69. The ASAE Foundation is primarily focused on advancing knowledge in association management by conducting research in areas that no one association would be able to undertake on its own, developing existing and new professionals who will lead the profession of association management into the future and help associations become more innovative.

70. Contact Information Susan Robertson, CAE President, ASAE Foundation Executive Vice President, ASAE srobertson@asaecenter.org (202) 626-2860 www.asaecenter.org