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Member Experience and Retention in Your YouthBuild AmeriCorps Program YouthBuild AmeriCorps Management Conference August 11, 2015 Mallory St. Brice, Associate Director of Programs, YBUSA

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Member Experience and Retention in Your YouthBuild AmeriCorps ProgramYouthBuild AmeriCorps Management ConferenceAugust 11, 2015

Mallory St. Brice,Associate Director of Programs, YBUSA

1) Welcome guests2) As they come in: Instruct participants to grab handouts on their way in, also to grab a post it and write down at least one retention challenge or concern and post it on the paper at the front of the room.3) Introduce self and qualify the speaker-AMC alumni 2006; FT member and AMC has helped me in my career path of grants management and youth program development and prevention. Met great people and developed professionally-MS in Urban Affairs from BU-Also from a very diverse lower middle class family, child of Haitian immigrants, knowledge or 3rd world living in inequities in this world moved me towards service

1Agenda:

ActivityDefining retentionSphere of Control and application to member retention strategiesKey practices for focusing on member experience for improved retentionIntentional Implementation of Culture of ServiceMotivation, Promoting Intensity of Participation, and Incentivizing Participation Program ValuationResources

Review agenda (1 minute)-No magic silver bullet,-Every program faces challenges-If we had all of the answers, we would bottle and sell it if we couldMy hope for this afternoon is that through the information I share with you, through interaction with each other and a few tools that will be provided to take with you, you will be able to rethink your strategy for member retention to make it strong. I hope this session provides a space for you to pause and reflect more deeply about retention at your program and with your colleagues in the room. By understanding the importance of an emphasis on positive, meaningful Member experience, anchored by a strong program culture, member motivation practices, and the intetnional practice of program valuation, I also hope that you will be able to see what you do well in this area, so you can build upon it, identify gaps in your programs service or design, or you will go back to your program with resources shared here to figure out either of these things.

2Activity

Quick round of introductionsNameProgram name

Post it Challenge:Review of Retention Challenges and Concerns

10-12 minutesQuick Introductions around the room

Volunteer help me to read challenges listed on post its with me.

You are not alone in your concerns and challenges. The key is figure out how do we get past these?3Introduction

Defining retention:The proportion of students that stay for a sustained period of time; the duration of the required program.Giving the member what they expect and exceeding their expectations so that they become loyal advocates for your brand/program. The importance of member retentionThe importance of member experience

5 minutes:

First lets get on the same page about the definition for retention. These definitions pulled from Merriam-Webster and Wikipedia.

Q: Reactions? Anything missing?

Q:Why is retention important anywaywhy do we care?How do you think member experience is tied to retention?

Its simple: members who feel a strong connection and commitment to the program, see value in the program, and are overall having a positive experience are more likely to show up.

So the topic of retention and how to do it better especially in talking about opportunity youth; youth who come in with their life raft with some much potential, but so many collective barriers and challenges to overcome, can be daunting. Next well take a look at a framework to help us beign to organize our thoughts and prioritize our focus around member retentionor member services in general

4Member RetentionSphere of Control

This is the sphere of control?Q: Who is familiar with the Sphere of control? I want to make you all familiar with this framework for understanding and prioritizing your efforts in member management. The sphere of control has three layers: -this is the first layer, which represents the areas or factors within our direct controlthe environment we can create, rules, structure, services etc.-then there are areas over which we only have influence but may not be able to really control--the more subjective and individualized factors. They exist and may persist until the individual takes control of them or resources are provided for them to do so. -there are factors that are out of our control completely but are of concern to you. They are things to be aware of.

What Im getting at here is that in creating transformational member experiences and improving member retention at your program, there are a number of things within your control, areas where you can influence behavior, and areas out of your control but are of concern to you that you may or may not address depending on your own resources at the program. This is important to think about as you develop your new retention strategy. So you have a sense of where you can get the most bang for your buck so to speak. The center of this spherethe control, is a good place to start.

When I say go I want you to Take out handout 1 which has this image on it.6-7 minutes:Think about the retention and attendance challenges you identified earlier. When I say go, 1)Please take out your sphere of control handout and take a moment to think about this as it pertains to member experience and retention at your program. 2) Take 5 minutes to fill in this worksheet by writing within on next to each circle examples of each area. So areas where you have control, areas of influence and areas of concern at your program when it comes to member experience and retention.Ready?go!

6 minute debrief:3)Draw the circles on flip chart paper4) Lets get some of your thoughts down on flip chart paper5)Whats missing? Other reactions?

We will talk more in a bit about member motivation specifically

5Member RetentionSphere of Control

This is another way to look at thisI want you to take some time to think about this

When I say go I want you to Take out handout 1 which has this image on it.6-7 minutes:Think about the retention and attendance challenges you identified earlier. When I say go, 1)Please take out your sphere of control handout and take a moment to think about this as it pertains to member experience and retention at your program. 2) Take 5 minutes to fill in this worksheet by writing within on next to each circle examples of each area. So areas where you have control, areas of influence and areas of concern at your program when it comes to member experience and retention.Ready?go!

6 minute debrief:3)Draw the circles on flip chart paper4) Lets get some of your thoughts down on flip chart paper5)Whats missing? Other reactions?

We will talk more in a bit about member motivation specificallymembers need to take ownership of their own motivation right? But we do have influence herehold that thought as we move on.

6Member Retention Activity

Table Chat:When do retention efforts begin to occur during the program cycle?What are common factors that lead to poor retention? Why do you think these issues exist?

Now, at your tables, when I say go, please discuss the following questions. Please select a note taker and note answers on flip chart paper so each table can report back briefly. You will have about 7 minutes. Go.

5 min:Report back7Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps Program

Intentional Implementation of a Culture of ServiceMotivation, Promoting Intensity of Participation, and Incentivizing Participation Inspecting Programs Valuation

Source: YB Academy for Transformation Strategies for High Retention Manual

Intentional implementation of a cultureIntensity of Participation and Incentivizing Participation Inspecting Programs Valuation

Its likely none of these are a surprise. The good news is that many of you touch on these areas at your program one way or another. We will dig deeper and discuss each of these in the short time we have left. Ill share some optional tools to help you assess your program practices in these areas when you go back to your program.

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Intentional Implementation of a Culture of Service and Retention

Quick revisit of the POP. The mission is to determine how to create a not just a positive member experience for all of your members but how to create a transformational onethis is the desired end result.

As you can seeyou cant et to the top without a culture of service but creating one must be intentional and ongoing9

Intentional Implementation of a Culture of Service and Retention

Definition of Culture:A pattern of beliefs, values, rituals, and practices widely shared by the staff and students. Artifacts are tools used to represent, develop or maintain culture.A strong culture is the result of a clear and consistent connection between the programs stated values and beliefs and the programs practices, rituals, artifacts, etc.

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps Program(First)After years of talking with practitioners, reviewing literature and discussing the results, YBUSA identified strong program culture as the paramount design element or condition that contributed to member experience, attendance, and therefore retention.

Definition:So, What is culture? You are likely familiar with the definition.a pattern of beliefs, values, rituals, and practices widely shared by the staff and students.

Question: Think to yourself about rituals, values and practices, widely shared at your program: How do they define or represent your culture? Is it the culture you want to have?

Q: Why is culture important?

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Strong program culture is the most important condition for high attendance and retentionKey Values:High attendance and retention must be an explicitly stated valuePositive relationships with peers and staff, connections in and out of the classroom as appropriateMeaningful service projects and connection to national community service, flipping the scriptLeadership opportunities within service projects and overall student engagement in program operations leads to motivation Intentional Implementation of a Culture of Service and Retention

Thinking through intentional implementation of a program culture here are some key points: (read slide)

Culture is an organizing activity from which all decisions and activities flow. Culture must be clear, consistent and sustainable. Sustainable in that it can be reinforced on a daily basis through day-to-day management of the program and beyond changes in membership or even staff turnover. There has to be alignment between what the stated culture is and what is reinforced in day-to-day operations of the program. If done well, this will permeate through the informal interactions between staff and students as well. Reinforcing cultural beliefs and values is an intentional activity, beginning with selection, continuing through orientation, and perpetuated through rituals and practices throughout the program cycle. At YB Programs there are already many rituals and practices. How do we make these more intentional and speak to a culture of service?

Further emphasizing culture the following program elements are very important for an intentional culture of service.

(Bat it back)High Attendance as a explicit value of the culturehave it be a part of your value statement. And Attendance can be linked to a brighter future. Help students make the connection about showing up and how this allows them more benefits from the program and move closer towards their goals. The students need to have a sense that the program is going to help them get ahead in life either through meaningful employment, continuing education, or improved relationships with family and community. When the program demonstrates that it can deliver on these opportunities, they are more likely to stay. Think about how your program already demonstrates this to members on a regular basis. Lets not forget that there of a course a certain level of personal accountability required of the members here.

Relationships:Strong relationships within the first two to three months of the program improve the likelihood of positive termination. Relationshipsshould be a management priority and are too important to be left to chance. Strong relationships with peers also make a difference. Recent graduates said that they stayed because caring staff and friends were in the program. Relationships are the primary vehicle through which students engage in their own personal development. Connections in and out of the classroom (as appropriate; calls, home visits, checking in with guardians, parents or the member when challenges arise), accountability to both peers and staff for regular attendance

Meaningful Service: What do we mean by meaningful service? (build social capital).pathway to employment not: rethinking language.

Meaningful service opportunities can change a students outlook on life. They change from having a negative outlook on themselves toa positive outlook of themselves in relation to the larger society. Having a rich description of the communitys context and history, andthe projects themselves, keeps students engaged. It also helps when these opportunities are linked to learning new skills and arecoupled with learning in the academic component. Completed projects provide visible affirmation that students can make a difference.Celebrating accomplishments is key to deepening the impact of service.

Leadership: Including in service project planning or other decision-making. Strong Policy council and other opportunities for leadership such as on service site: assign leadership roles like, having someone be in charge of clean-up, set-up, taking photos, checking people in, training other members with supervision of staff, for example.

Interaction with program beneficiaries (homeowners, service recipients). and other opportunities to see impact first-handmake it more tangible and less nebulous.

Question: Reactions? Comments? Do any of you emphasize any of these things at your program?

Tools to assess your program culture:- Culture Reflection Worksheet-Program Leadership Self-Assessment worksheet ActivityCulture Reflection Questions in small groups

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Intentional Implementation of a Culture of Service and Retention

ReflectActInvestigatePrepareDemonstrate & CelebrateMeaningful serviceLeadership Connection to service/need Service-learning CultureConnection to the ClassroomImpact Measurement & RecognitionService LearningMore about meaningful service.... We heard Brittany speak yesterday afternoon about her meaningful MLK Day service project at the historical cemeteryOne of the best ways to achieve meaningful service is to adopt the service-learning model for secondary service activities.Who is familiar with service learning?It is a very intentional process that must be followed through beginning to end. You can start with one or two major projects during the year.5 Stages of Service LearningInvestigatePrepare and PlanActReflectDemonstrate/Celebrate

What does each of these mean?Does anyone already implement service learning at their program?12AmeriCorps IdentityHow integrated is AmeriCorps within the YouthBuild program?

Intentional Implementation of a Culture of Service and Retention

When we are talking about implementation of culture at YB programs we are referring to AMC Identity. Moving from just YB to YBAMC. AMC turns up the volume on service which as we just discussed and this is a crucial component to providing transformative member experiences. Integrating AMC identity must be intentional and ongoing. It wont just happen.

We know that YB AMC members are more likely to complete their GED/HSD or continue on to PSE compare to tradition YB students. There is a real value in the service piece.

Also need to have a language shift:-from just YouthBuild to YouthBuild AMC-service hoursnot job hours-construction service site vs. job site-completion of service hours as condition for being a successful completer of the YB program as much as possible (some exceptions could apply)For example13

AmeriCorps IdentityIntentional Implementation of a Culture of Service

AmeriCorps IdentityExamples of AMC identity visually--visualsartifacts

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What makes culture intentional?

Culture is like a hairstyle: Everyone has one, even if theyre bald. You can either pursue a style that accurately reflects your personality, or you can pretend it doesnt matter and end up looking likeEdward Scissorhands.

-Drew McLellan, Entreprenuer MagazineWhat makes culture intentional? Q: What makes culture intentional?

(Read Quote)If you dont define your culture someone else will define it for you. Is your existing culture intentional or accidental? Sure, it can happen organically, but to create transformative member experiences that lead to positive retention, you must be intentional about your culture:

Questions to ask yourself:How do you want members to feel about your program? How do you want it to be perceived?How do you want them to leave your program? Are staff aligned with the culture you want to create and perpertuate?15

CultureIntentional Culture LoopMaking culture intentional

DefineAlignObserveIntentional Culture LoopObserve.Carefully assess your own culture. Imagine yourself in a lab coat, taking detailed notes of all the behaviors you see going on. The sum total of those behaviors is your current culture.

How are decisions really made, and by whom? How do people interact? How are ideas formed and shared? Do meetings start on time? Do they have full participation by the participants? What is the morale like?

Define.Now decide what kind of culture you really want. If youre lucky, you are already 70% there, at least. Or you may have to start with a clean slate. Then clearly define that culture you want at the behavioral level including what is in and what is out. Be prepared to adjust your own behaviors to map to the culture you want. Get other involvedget buy-in. As much as possible, eliminate or minimize others interpretations of what you want the culture to be. As a YB program, you likely have already done this to some degreeso how do you revamp your culture now to be one of service with a strong AMC identity?

Keep in mind that values can change over time, and need to be periodically updated. Or, your definitions of excellence may need to shift in order to align. Decide what is non-negotiable and what can be refreshed due to ongoing changes.

Align.After defining the culture you want, role model it by living out the behaviors. Provide coaching to help staff and members align with the values, and dont tolerate those who violate them. This can be a challenge because it also has to come from the top.

Questions?16

Culture Reflection

Intentional Implementation of a Culture of Service and Retention

Tool to assess your program culture handout 2:- Culture Reflection Worksheet

ActivityCulture Reflection Questions in small groups:When I say go, please pull out reflection worksheet and take about 7 minutes to complete it individually, the best you can right now. Then pair up with someone at another table and briefly discuss what you came up with for another 5-7 minutes.

Then well have a few people report back interesting that came up. 17

Motivation, Promoting Intensity of Participation and Incentivizing Participation

Think: What already motivates members to show up and keep showing up?

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps ProgramOur next Key practice.

Think: What motivates your members to show up and keep showing up? Why?You may be thinking, Mallory, if I knew the answer to that question I would not be here I this session. But some members are showing up. Some are consistent. Why?

So, Do you ask members what motivates them?Is it just the paycheck? How can you influence them to be motivated by more than just the paycheck? Is it personal motivation? Whats in that raft when it comes to motivation that they come in with, or leave with? All rhetorical questions for now

Activity Part 1:Making notes on flip chart paper provided:At your tables please discuss this question (what motivates members to show up and keep showing up?) and come up with a few program practices or factors you think would motivate members around attendance?

Activity Part 2: Ok Now I want you to discuss how you could put those practices into action or address those factors. What does a strategy to address these look like?

Part 3:Report backeach table

Look, you already have a sense of what motivates membersbut we have to ask them on an ongoing basis and check in. It also helps to frequently revisit core values of the program with members and staff, and assess behaviors against them. I want to note that both implementation of culture, and member motivation is a team effort. It cant just come from you and youll have to get others at your site on board.

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Motivation, Promoting Intensity of Participation and Incentivizing Participation: Things that impact member motivation

Personal PrioritiesStaff SupportPeersSite EnvironmentLeadershipCommunity ServiceExternal FactorsUnderstanding of Program RequirementsConcrete ServicesLong/short-term goals, Ed AwardAlumni/mentorsRecognitionIncentives beyond paycheckInteraction with BeneficiariesThis is visual of some practices and factors that we believe impact member motivation, that would fit primarily in the influence section in the sphere of control, but some are tied to program design which is the core area of control where structure and concrete services are provided.Personal Priorities: ED/HSD, Ed Award, PSEStaff support and accountabilityPeer support and accountabilitySite Environment/safetyService and LeadershipUnderstanding of program requirementsExternal factors : transportation, income, family, security, etc.

Long-term and short-term goal setting and celebrating progressBeyond the paycheck; Time=Investment in futureOngoing recognition: incentives for reaching YB/AMC program milestones like attendance, mid-term or quarterly hours earned, service project completed, bonuses, etc.Testimonials and interaction with successful alumni/mentors who have done it too

Questions? Reactions?Are you still with me?

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MotivationA few examples:Redmond passport booklet (pass around)YB Newark Ed award checkPosting member hours race, competitionPosting images of members with diploma/Ed AwardPhotos of successful graduates at work or with their familiesPosting, sharing of college or other PSE materials Career development plans of current participantsPeer accountability as being part of a teamTeam effort towards service objectives of program

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps ProgramDo you ever ask members what motivates them?These are things that would fit in the influence section in the sphere of control.

Read slideA coupe other examples anyone would like to share?

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IntensityEstablish a connection between frequent participation and a brighter futureStart at recruitment and orientation

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps ProgramMotivation, Promoting Intensity of Participation and Incentivizing Participation

Does anyone have an example of how this can be accomplished?

Remember, part of our culture of service is make high attendance a core value:

Also, alumni, testimonials, people who have succeeded by showing up. Visuals of successful members we talked about with member motivationspecial opportunities to connect special job shadows, college tours, or fairs or similar perks for high attendance.Maybe you have resources for bonuses for very high attendance or some other incentiveWhich leads us to incentivizing participation

(see Future Self-Assessment Exercise handout to take back to your program. )21

Incentivizing ParticipationA few examples:Facilitating ongoing recognition from peers not just staffIncentives for reaching YB/AMC program milestones like attendance, mid-term or quarterly hours earned, service project completedLeadership opportunitiesRecognition to stakeholders, communityEd AwardBonuses

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps ProgramOther examples?Facilitating ongoing recognition from peers not just staffmorning meetings, at the end of a service project, positive feedback activities, nomination by peers for opportunities, and more formal recognitionIncentives for reaching YB/AMC program milestones like attendance, mid-term or quarterly hours earned, service project completedLeadership opportunitiesRecognition to stakeholders, communityEd AwardBonusesMust be consistentSometime is helps to let members know what incentives could be coming their way. Something more immediate and tangible to shoot for as they hot benchmarks. So set interim benchmarks and celebrate them as steps towards their brighter future.

Anything to add?22

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps ProgramInspecting Your Programs ValuationQ: What do we mean by valuation?

Self valuation through intentional member follow up during and after serviceSee below

What is the members perception of the value of the program? Do they think the program will help them reach their goals/did it help them? How do you know?What are their goals? Are they SMARTrealistic and doable. Are there interim goals to help keep them motivated if they achieve specific milestones along the way?For members that have had a positive experience and have been successful, do you know what made their experience great? Was it transformational in their eyes?

Exit interviews/surveys with each member and Discussion/qualitative data collection throughout year and at midyear evaluation and end of year evaluation will help you assess the value of the program to members, and the community. What do members want and need to get and what do they think they need to get. It will also allow you to collect structured constructive feedback you can apply for continuous improvement.

Not just focused on the member but also on the program (education, job training, and AmeriCorps)Respond to data in real time

Does the program provide true concrete services?: members often come in with a number of barriers to overcome that they need help negotiating. They can be personal, self-imposed, and external due to their environment. Solid case-management capacity, counseling, and a network of resources such as child care, transportation, court advocates, housing, food, even part time employment.

Thoughts?

Activity: (next slide) Design an exit survey for members that captures the areas discussed to help you inspect your programs value. 23

Inspecting Programs Valuation

Key Practices for Promoting a Positive Member Experience and Retention at a YouthBuild AmeriCorps Program

Design your member exit surveyActivity: Begin laying out an outline for an exit survey for members that captures the areas discussed to help you inspect your programs value. Start by Pairing up with someone new and discussing what questions you would ask members based on your desired culture and outcomes. If you already use an exit survey at your program, please think about that one and come up with questions you would change or add based on the information shared here today.

This activity could also apply to mid-term evaluations focused on member feedback. Report back if time permits

Also want to refer you to two handouts in your packetLeadership assessment and concrete services assessments.24

Instructional Variety--handoutNontraditional educational practices and environment YB members desireThe need skillset needed to prepare for standardized testing may conflict with nontraditional, multi-dimensional learning desired by YB studentsTeaching vs. learning The need for ongoing program instruction evaluation

Handout: Attendance Depends on Instructional Variety, Mockingbird Education

Key Practices for Promoting a Positive Member Experience for Retention at a YouthBuild AmeriCorps ProgramI want to also share with you another area where program valuation is important

Please see the Handout: Attendance Depends on Instructional Variety, Mockingbird Education

Provides an overview of this concept and a guide for conducting an instructional evaluation. Leads to next area on inspecting the programs valuation, which includes providing concrete services and meeting member expectations and needs.

I will say that some of us go on site visits and hear how boring the classroom time is or how a member is not sure they are really what they nee dto et form the time beyond just ED training. We take it with a grin of salt, but it is tough to hear sometimes knowing all the hard work you all do. Teachign is tough.

I would also note that educators should be trained on AMC and aware of the culture you want to create at the program. That needs to feed into the classroom, which is also where service-learning can come in. service could be tied to topics discussed in the classroom and go from there.

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Key Take-AwaysStrong culture with emphasis on service is a key condition leading to positive member experience, and is supported by practices and design elements such as: connection between attendance and brighter future and goal-setting; Implementation of service-learning: meaningful service; promoting leadership; positive peer and staff relationships that hold them accountable; concrete services to meet specific needs of trainees Key Practices for Promoting a Positive Member Experience and Retention at a YouthBuild AmeriCorps ProgramProgram culture is a key condition leading to positive member experience, and is supported by design elements such as: connection between attendance and brighter future and goal-setting; meaningful service; promoting leadership; positive relationships; concrete services to meet specific needs of trainees Values emphasizing high attendance and service requirement completion are crucialOther practices that lead to positive member experience and retention include: Focus on continuous improvement through regular, intentional valuation of classroom, service projects, overall experience

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Key Take-Aways contd Culture should be the driver of all activities and decisionsValues emphasizing high attendance and AMC service requirements completion are crucialFocus on continuous improvement and program valuation of all areas and services; it comes from membersKey Practices for Promoting a Positive Member Experience and Retention at a YouthBuild AmeriCorps ProgramDont always assume what will work

Other take aways?27Key Practices for Member Retention at a YouthBuild AmeriCorps Program

FINAL QUESTIONS/DISCUSSION

28Key Practices for Member Retention at a YouthBuild AmeriCorps Program

Resources for Member Experience and Retention

my.youthbuild.org

YBUSA Knowledge Bank and AffNet

YB Academy for Transformation, Strategies for High Attendance and Retention

Your colleagues in YBAMC!

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Thank You!

Mallory St. BriceAssociate Director of Program, YouthBuild USA617-741-1201, [email protected]

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