decision to join
DESCRIPTION
Presentation to Ohio State University Alumni Association - September 19, 2008TRANSCRIPT
The Decision to JoinThe Decision to Volunteer
What the research tells us
Ohio State Alumni AssociationAlumni Leaders’ Conference
September 19, 2008
James Hartley, CAEExecutive DirectorOhio Society of Association Executives
What are the major finding that you can use?
How Individuals Determine Value and Why They Choose to Belong
Decision to Join ResultsComparability to Alumni Groups
• Individual membership• Higher Education• Higher Income• Profession or Group Affinity Orientation• Tendency to Join and Affiliate
The Decision to JoinMajor Findings
WOM – Word of mouth is the most frequent way new members learn about their association.
Key Points –• Credible•Inexpensive• Can easily be ‘Viral’
The Decision to JoinMajor Findings
GOTO – The Good of the Order trumps desire for personal benefit.
Key Points –• Shared Values• Builds on Community• Reinforces Affinity
The Decision to JoinMajor Findings
Academics – The involvement of academics are under-leveraged.
Key Points –• Info Gatekeeper• Influencers• Recruiters
The Decision to JoinMajor Findings
Engagement – The engagement of members increases their likelihood for renewal.
Key Points –• Offers involvement• Creates community• Reinforces Affinity
What are the major finding that you can use?Why People Give Their Time
and How You Can Engage Them
Decision to Volunteer ResultsComparability to Alumni Groups
• Individual membership• Higher Education• Higher Income• Profession or Group Affinity Orientation• Desire for affinity• Tendency to Volunteer• Volunteer tradition – including geographic
Decision to VolunteerMajor Issues
Demographics – Understanding the demographics of your volunteer base is key to engaging them successfully.
Key Points –• Who are your members?• Who are you recruiting?• Is membership changing
Decision to VolunteerMajor Issues
Differences – Not all volunteers are alike: They bring different preferences and expectations regarding the work they will do and how they want to be recognized for it. .
Key Points –• Why do they volunteer?•What do expect and want?• How do want recognition?
Decision to VolunteerMajor Issues
Motivation – Individuals volunteer for a variety of reasons, and for a combination of self-serving and serving-others purposes.
Key Points –• Recognize reasons• Adjust to variety• Reasons can and will change
What are resources you can use?
• Organizations in which you are member– Professions and association especially for societies– Networking connection can be virally beneficial
• Networking resources on the Internet– LinkedIn (over 20 million users)• LinkedIn Groups
– Facebook (recruiting for the future)
• Leverage those academics
Another resource
• I’m available for contact
Jim Hartleywww.JamesMHartley.comJamesHartleyCAE@[email protected]: 614.846.0998
Questions, Comments and Ideas