Public Opinion Research Among New Members
Public Opinion Research Among New Members
Key findings from a survey conducted June 7-9, 2011 for
HARTRESEARCHA S S O T E SC I A
Public Opinion Research among New Members – June 2011 – Hart Research for2
Research Goals
Discover new members’ most important reasons for joining
Understand new members’ perceptions of the union
Ascertain new members’ intent regarding continued membership
Identify the reasons new members’ find most compelling to remain a member
Public Opinion Research among New Members – June 2011 – Hart Research for3
Methodology
600 telephone interviews with members who have joined since November 2010 including 534 members who have joined since
January 1, 2011
Interviews conducted June 7 – 9, 2011
Public Opinion Research among New Members – June 2011 – Hart Research for4
Education Employees Are Satisfied With Conditions; Instructors Less So Than ESPs
Overall Satisfaction with Working Conditions
58%
Verysatisfied
29% Not that satisfied
18%
41%47%
21% 24%
52%
72%
41%
11%
28%
All New Members Instructors ESPs
Fairlysatisfied
Just some-what
satisfied
Public Opinion Research among New Members – June 2011 – Hart Research for5
BUT, Their Strong Sense Is That The Situation Is Getting Worse
4%
Change in Situation for Education Employees Past One/Two Years
15%
Gettingbetter
Stayingsame
Gettingworse
Gettingbetter
Stayingsame
Gettingworse
Gettingbetter
Stayingsame
Gettingworse
75%
2%9%
84%
7%
22%
63%
All New Members Instructors ESPs
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Table Of Contents
I. The Decision To Join
II. Impressions Of The Union
III. Involvement With The Union
IV. Choosing To Stay A Member
Public Opinion Research among New Members – June 2011 – Hart Research for7
I. New Members’ Volunteered Reasons for
Joining Tell The Same StoryWhat were the biggest factors in your decision to join the union that represents employees where you work?
Political climate/legislature/governors trying to destroy union
They fight for us/protect us/take care of us/have our backs
To keep my job, job security, to protect my job
To protect our benefits, our pension
Legal coverage, legal backing, legal services, liability insurance
To protect our rights, bargaining rights
18%
14%
9%
8%
8%
8%
Instructors 21% ESPs 13%
Public Opinion Research among New Members – June 2011 – Hart Research for8
I. News Reports And Talking With People About Membership Had The Most Influence On DecisionWhich one of these had the most influence on your decision to join union?
News reports about the legislative session
Talking with people about union membership
Materials from the union, including letters, flyers, and e-mails
None of these
38%
38%
10%
13%
44%
33%
8%
14%
29%
44%
13%
13%
All New Members Instructors ESPs
Public Opinion Research among New Members – June 2011 – Hart Research for9
I. New Members Joined To Take A Stand Against Education Cuts And Politicians% saying each played a very important role in their decision to join the union
4%
16%
46%
52%
70%
75%Fight against education
cuts/legislation threaten-ing our salaries, rights
Take stand against politicians trying to take
working people's rights
Time to do my part to make union stronger
Benefits/services, such as liability insurance,
legal/staff representation
Union was offering free dues for three months
Tired of union recruiters hounding me: wanted
them to leave me alone
75%
70%
49%
43%
14%
2%
74%
71%
55%
50%
19%
7%
Instructors ESPs
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I. Most New Members Talked With Someone From The Union About Membership
14%
85%
Which of the following types of people, if any, did you talk with when you were making up your mind about whether to join the union?
Yes, I talked with someone
No/not sure
14%
21%
28%
50%
I talked with:A union member
A building rep or steward
A union staff person
A union officer
Public Opinion Research among New Members – June 2011 – Hart Research for11
14%
22% 21%
41%
I. Two of Five New Members Had Not Previously Been Asked To Join
39%
61%
Before this year, had anyone personally asked you to join the union?
YesNo
How many times were you asked to join?
Once Twice Threetimes
Four +times
Among those who have been at their job for two years or more
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II. A Majority Of New Members Know Just Some Or Very Little About Their Union
37%
35%
8%20%
Know a great deal
How much do you feel you know about your union?
43%
57%
Know a fair amount
Know just some
Know very little
17% Instructors25% ESPs
Public Opinion Research among New Members – June 2011 – Hart Research for13
22%
11%
II. Most New Members Feel Well Represented By Their Union, But One Of Ten Feel The Union Is Doing A Poor Job
How well do you feel you are represented by your union?*
Well represented
(4+5 ratings*)
*ratings on a five-point scale, 5 = very well represented
Mixed feelings (3 rating*)
Not well represented
(1+2 ratings*)
61%
Very well27%
23% Instructors33% ESPs
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67%
13%8%
71%
11%7%
62%
16%
8%
II. New Members Say The Union Is Visible And Active In The State Capitol
In the state capitol, my union is:
Visible/active
Some ofboth
Invisible/inactive
All New Members Instructors ESPs
Public Opinion Research among New Members – June 2011 – Hart Research for15
53%
22%16%
49%
22% 22%
60%
21%
9%
II. New Members Say The Union Is Strong And Effective In The State Capitol
When it comes to standing up for education employees in the state capitol, my union is:
All New Members Instructors ESPs
Some ofboth
Weak/ineffective
Strong/effective
Public Opinion Research among New Members – June 2011 – Hart Research for16
9%11%
80%
III. New Members Feel They Have A Responsibility To Get Involved
Perspective on Being Involved with the Union
Members have a responsibility to get involved with their
union, because having members involved with
the union makes it stronger
The only responsibility a member has is to pay their dues, and as long as their dues are paid they have done their
part
Not sure/both equally
9% Instructors14% ESPs
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43% High union knowledge
41% High steward contact
III. Only One In Three New Members Got Involved; Those With High Union Knowledge and Contact More Likely To Be Involved
1%
65%
34%
Did you get involved in the union’s efforts to lobby the state legislature and influence the most recent legislative session?
YesNo
Not sure
38% Instructors30% ESPs
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III. New Members Are Willing To Consider A
Range Of Activities% saying they would consider doing each activity
37%
63%
74%
80%
85%
85%
93%
Attend 10-minute information
meeting at workTalk with co-worker about union issues
or membershipParticipate in union community events (food drive, walks)
Contact legislators about issues
Attend union-sponsored training/
profess. develop.
Contribute to union’s political
action
Serve on union leadership at work
All new members Instructors ESPs
96%
84%
87%
86%
76%
65%
32%
88%
87%
82%
73%
72%
60%
46%
Public Opinion Research among New Members – June 2011 – Hart Research for19
14%
IV. Most Plan To Stay For At Least The Next Year, But A Significant Number Admit They Are Not Likely To Remain Members
Likelihood of Remaining Union Member for at Least the Next Year
Very/fairly likely
88% Instructors 81% ESPs
Just somewhat/ not likely
84%
Very likely75%
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IV. Members Who Are Not Very Likely To Remain Members Volunteer The Expense As Their Top
ConcernWhat doubts or concerns do you have about remaining a member? What are the drawbacks to union membership?
Expensive, costs, dues, price, money, financial reason
Not active, not effective, have no influence on legislature
Retiring, leaving the district, changing/changed positions
Lost teaching position/not knowing if will be re-hired/unemployed
Lack of knowledge about union/not knowing what they would do for me
31%
12%
6%
6%
4%
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IV. Identifying The New Members Who Are Least Likely To Remain With Union
DemocratsIndependentsRepublicans
WhitesAfrican-AmericansHispanics
Age 18 to 34Age 35 to 49Age 50/over
Tenure with employer: One year/less Two to five years Six years/longer
Member Type: Instructor ESP
Join Date: Nov/Dec Jan/Mar: April/June
11%14%22%
14%9%
12%
17%9%
14%
11% 20% 11%
11% 16%
12% 10% 16%
% saying they are just somewhat/not likely to remain a member for the next year
Public Opinion Research among New Members – June 2011 – Hart Research for22
IV. Joining Together To Protect Education Is Most Convincing Reason To Remain A Member
Join together to protect education in FL/fight efforts to slash funding
Owe it to ourselves/others as workers/ fight against politicians trying to cut wages/take
rights
Dropping membership is what legislators want, easier to push agenda undermining public ed
Just beginning to undo damage to employees. Now is a critical time to win back ground.
Dropping membership undermines union's strength/more members/more effective
Dropping membership means letting down co-workers/made a commitment to stand together
Dropping membership means giving up benefits/ services
% saying message was very convincing reason to stay member
39%
41%
58%
58%
61%
65%
72%
Instructors ESPs
77%
70%
65%
62%
64%
45%
52%
68%
61%
59%
55%
53%
36%
28%
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Key Take-Aways
New members joined to take a stand against politicians and education cuts.
They believe that members have a responsibility to be involved – not just pay dues.
Most new members know little about their union and are not involved.
Within some groups of new members, as many as one in five are unlikely to remain in the union unless they are engaged.
Public Opinion Research Among New Members
Public Opinion Research Among New Members
Key findings from a survey conducted June 7-9, 2011 for
HARTRESEARCHA S S O T E SC I A