welcome membership matters summit recap webinar february 26, 2013

Welcome

Membership Matters Summit Recap Webinar

February 26, 2013

Summit Focus Areas

• Communicating member value• Understanding 1st-year members• 2013 Section Membership Challenge

It’s a Process.

Five Activities

Awareness

Recruitment

Engagement

Renewal

Reinstatement

The Membership Lifecycle

Study Objectives

The research study had the following goals:

– Assess satisfaction levels with the association

– Determine the value proposition of AWWA among membership segments

– Ascertain member needs based on professional challenges

– Identify the most important member benefits, and uncover the strengths and weaknesses of AWWA through the benefits they provide

4

Response Rates

• Approximately 50,701 email invitations were sent.

• 11,690 completed surveys, and 1,223 partially completed surveys: sample of 12,913 in total.

• The completion rate for the survey was about 91%.

• Response rate for this project was approximately 26%.

• The breakdown of response rates by Grade and Membership Status are listed below.

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Response Rate by Membership Status

NResponse

Rate

Current Member 9,789 30%

Former Member 785 14%

Prospective Member

2,339 18%

Response Rate by Grade

NResponse

Rate

02: Active Individual 6,546 28%

04: Actives affiliated with utility or service provider

1,169 32%

06: Operators/ Administrators

1,720 28%

10: Life members 491 36%

14: Students 648 22%

Response Rates: Utilities

• Approximately 3,167 email invitations were sent .

• 721 completed surveys, and 119 partially completed surveys: total sample of 840.

• The completion rate for the survey was about 89%.

• Response rate for utility members was approximately 27%. This represents an above average response rate.

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Response Rate by Grade

Grade n Response Rate

80 558 26%

81 95 25%

82 86 27%

83 45 35%

84 26 32%

85 8 38%

86 19 37%

Response Rate by Utility Size

Size n Response Rate

Small 558 26%

Medium 252 28%

Large 27 37%

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Membership Status with AWWA

TWO QUESTIONS TO ASK YOURSELF:

1. Do your members KNOW if they are members?

2. Do YOU know if your members are really members?

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Q16: Please indicate your current membership status with AWWA. Base: All respondents

Confusion on Membership Status

AWWA Current

AWWAFormer

AWWA Prospective

n= 9,654 734 2,525

Self-Report Current 93% 30% 14%

Self-Report Former 1% 58% 8%

Self-Report Prospective 6% 12% 78%

• Former members do not realize they are no longer members!

• Prospective members think they are members!

Red = correct identification

A significant percentage of…..

Main reasons for leaving AWWA: Value

Reasons for Allowing Membership to Lapse (n=715)

Employer will not pay my membership dues 22%

Did not feel the benefits were worth the cost of membership 17%

Forgot to renew membership 16%

My company is a member of AWWA 9%

I left/retired from the water industry 7%

Did not feel that the benefits were relevant to me 6%

Joined another association instead 5%

I can get the information AWWA provides from other sources 3%

Experience with the association was negative 1%

Other 16%

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Q23: What is the main reason you allowed your membership with AWWA to lapse? Base: Former members

If there is perceived value, membership is a “must have.”

Thought process: I don’t need my own membership, my company has one.

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Q25: What is the main reason you have not joined AWWA? Base: Prospective members

Reasons for Not Joining AWWA (n=2,379)

My company has a membership, so I don’t need an individual membership 47%

My employer will not pay for individual memberships 13%

I do not need to be a member to obtain the resources and information provided by AWWA 8%

Unaware of what the association provides 6%

Do not feel the benefits are worth the cost of membership 5%

I am a member of another, more relevant association 5%

Do not feel the association benefits are relevant to me 4%

I am no longer working in the water industry 1%

Other 11%

Company membership

Individual membership

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Satisfaction withAWWA and Sections

Members are less satisfied with their Section than with AWWA overall.

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Q40: How satisfied are you with your membership experience?Q41: How satisfied were you with your membership experience?

Base: Self- report current and former members

Satisfaction with Membership Experience – Current Members

N Not at all satisfied

Not very satisfied

Somewhat satisfied Satisfied Very

satisfiedVery satisfied +

Satisfied

AWWA Experience 9,047 -- 3% 17% 60% 20% 80%

Section Experience 8.871 2% 8% 22% 49% 19% 68%

AWWA + Section Experience 8,827 1% 3% 21% 58% 18% 76%

• Satisfaction for the Section is significantly lower than for AWWA.

• Satisfaction for the overall membership experience (both AWWA and the Section together) are higher than the satisfaction level with the Section alone.

Satisfaction is lowest among students and highest among active individuals affiliated with a utility or service provider.

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Q40: How satisfied are you with your membership experience?Base: Self- report current and former members

Top-Two Box Percentages for Satisfaction with Membership Experience – Current Members by Grade

02: Active indiv.

04: Active indiv. w/ utility or svc.

prov.

06: Operators/

Admin.

10: Life

14: Student

AWWA Experience 79% 87% 82% 85% 72%

Section Experience 68% 75% 71% 73% 61%

AWWA + Section Experience

76% 84% 75% 82% 70%

• YPs and Academics are also more satisfied with AWWA than the Section.

Overall, satisfaction is relatively high.

Most respondents indicate the value of membership comes from AWWA.

Value of AWWA Membership Based More On…

Current Members

Total02: Active

indiv.04: Active indiv. w/ utility or svc. prov.

06: Operators/ Admin.

10: Life

14: Student

n= 9,059 5,532 841 1,448 461 495

AWWA 42% 42% 39% 38% 45% 48%

Your Section 22% 24% 25% 21% 19% 18%

Equal value between AWWA and my Section

35% 34% 36% 41% 36% 35%

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Q43: In general, would you say the value you derive from AWWA membership is based more on….?Q44: In general, would you say the value you derived from AWWA membership was based more on ..?

Base: Self- report current and former members

• Findings for YPs and Academics are similar to those of the majority of respondents.

A majority of utility members indicate that the value of their company’s membership is derived equally from AWWA and the Section.

Value of AWWA Membership Based More On…

Total Small Medium Large

n= 777 513 242 22

AWWA 34% 37% 28% 27%

Your Section 22% 22% 23% 23%

Equal value between AWWA and my Section

44% 41% 49% 50%

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Q43: In general, would you say the value your organization derives from AWWA membership is based more on….?Base: Current members (self report)

• 68% of service provider members indicate the value of the membership comes from AWWA, compared to only 8% who claim it comes from the Section.

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Section Experience

Current members have a higher level of involvement with their Section than former members did.

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Level of Involvement in Section

Current Members

Former Members

n= 3,646 683

Very active 9% 3%

Active 13% 8%

Somewhat active 23% 19%

Not very active 38% 37%

Not at all active 18% 33%

Q34: How actively involved are you with your Section?Q35: How actively involved were you with your Section?

Base: Current and former members, and those who self report as current and former members

Red = significant difference

• To encourage greater involvement:

1. More local activities/events

2. Promote the local activities events so people are aware of them

A majority of current

members from each

membership grade indicate they are not very active.

About 6 in 10 company members indicate they are not very active or not at all active in their Section.

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Level of Involvement in Section

Total Small Medium Large

n= 806 534 247 25

Very active 9% 4% 18% 24%

Active 10% 6% 16% 12%

Somewhat active 22% 21% 25% 24%

Not very active 41% 48% 28% 32%

Not at all active 18% 21% 14% 8%

Q32: How actively involved are you with your Section?Base: Current members (self report)

• To encourage greater involvement:

1. More local activities/events

2. Promote the local activities events so people are aware of them

3. More local training/CE courses

Service providers are more active in

their Sections

Most Valued Section Benefits

Similarities 02: Active Ind.04: Active Ind. w/Utility-SVP


10: Life 14: Student

Not very active in Section

Local/regional networking and

knowledge sharing


knowledge sharing

CEUs and/or PDHs


knowledge sharing


knowledge sharing

Staying current with local

industry news and information

Section conferences and training

events


events


events


events

Educational opportunities

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Most Valued Section Benefits

Similarities Small Utility Medium Utility Large Utility SVP

Not very active in Section (Utilities)

CEUs and/or PDHs

CEUs and/or PDHs

Educational opportunities for

employees

Exhibit/ sponsorship opportunities

Educational opportunities for

employees


knowledge sharing


knowledge sharing


knowledge sharing

Staying current with local industry

news and information

Section conferences and training events

Section conferences and training events

Staying current with local industry

news and information

20

To encourage greater satisfaction and participation within your Section:

• What is the membership grade make-up in your Section?• Are they utility/service provider members?• Do they need programming tailored for a specific group,

career level, position, or job responsibility?

Understand who your members are.

• What do they value the most?• What are their professional concerns?• What topics are of greatest interest to them?• What types of programming draws the largest levels of

participation?

Provide programming that resonates the most.

Promote your activities/events.

21

22

Most and Least Valued AWWA Benefits

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• Information and resources provided by

AWWA

• Periodical subscriptions

• Continuing Education Units (CEU) and

Professional Development Hours

(PDH)

• Ability to stay current with industry news and

information

• Attending conferences and educational events

• Sharing of information and best practices

Most Valued

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•Career Center

•Member-only website content

•Sourcebook

•Supporting the advocacy work

conducted on behalf of the industry

•Serving in a leadership role

Least Valued

• Membership grade

• One’s role/position in the water industry

• One’s career level.

Preferences shift based on:

Most Valued Benefits




Information and resources

provided by AWWA

CEU/PDH available

through AWWA

CEU/PDH available

through AWWA

CEU/PDH available

through AWWA

Section membership

Career Center

Periodical Subscriptions

Sharing information and best practices




Developing and advancing

my career

Ability to stay current with the industry news

and information

Networking with peers

Attending conferences

and educational

events

25

Least Valued Benefits26




Website with member-only

contentCareer Center Career Center

Volunteer opportunities

Career CenterVolunteer

opportunities

Sourcebook

Supporting the advocacy work conducted on behalf of the

industry

Serving in a leadership role

Least Value Benefits are the Same for YPs and

Academics:

• Website with member-only content

• Supporting the advocacy work conducted on behalf

of the industry• Serving in a leadership

role• Career Center• Sourcebook

Most and Least Valued Benefits

Similarities YP Academics


provided by AWWA

CEU/PDH available

through AWWA

Section membership

Periodical Subscriptions

Developing and advancing my

career



and information


and educational

events

27

Least Value Benefits are the Same for YPs and

Academics:

• Website with member-only content

• Supporting the advocacy work conducted on

behalf of the industry

• Serving in a leadership role

• Career Center

• Sourcebook

Most Valued Benefits


AWWA Standards

Periodical subscriptions


provided by AWWA

Networking with industry

leaders

Legislative and regulatory

alerts (utilities)


and information


and educational

events


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Least Valued Benefits


Career Center (Utilities)



Website with member-only

content

Demonstrating the organization’s

commitment to the profession and public health

Supporting the advocacy work conducted on behalf of the

industry


associated with the organizational

membership

Sourcebook Sourcebook

Developing and advancing the careers of our

employees

Networking with industry leaders

Networking with industry leaders


associated with the organizational

membership

Only Tap Water Delivers Campaign

Networking with peers

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Professional Issues of Concern

Biggest Professional Issues

n Percent

State of water and sewer infrastructure 7,274 62%

Lack of public understanding of the value of water 6,241 53%

Regulation and government oversight 5,630 48%

Capital costs and availability 5,172 44%

Aging workforce/talent attraction and retention 5,018 43%

Water supply and scarcity 4,432 38%

Energy demand/use/costs 3,229 27%

Customer, constituent, and community relationships 3,124 27%

Emergency preparedness 2,694 23%

Drought 1,803 15%

Cost recovery 1,792 15%

Climate risk and resiliency 1,559 13%

Declining water demands 1,458 12%

Security 1,324 11%

Privatization and out-sourcing 1,269 11%

Other 1,001 9%

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Q48: What are the biggest professional issues that you are currently facing or expect to face in the coming year? Choose the top five issues.

Base: All respondents

More than 50%

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Top Areas of Interest

More than 4 in 10 respondents have a strong interest in infrastructure replacement, water treatment and water quality.

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Q49: What are the five areas of greatest interest to you? Choose the top five. Base: All respondents

Top Areas of Interest

n Percent

Infrastructure replacement and renewal 5,172 44%

Water treatment 5,102 43%

Water quality 5,061 43%

Regulatory issues 4,265 36%

Distribution 3,178 27%

Training/certification/licensure 3,148 27%

Utility Management and Leadership 3,127 26%

Wastewater 2,967 25%

Sustainability 2,748 23%

Water reuse 2,734 23%

Workforce knowledge management 2,262 19%

Source water protection 2,203 19%

Top Areas of Interest (cont’d)

n Percent

Utility Finances 1,905 16%

Recruiting and retaining employees 1,900 16%

Emergency preparedness and security 1,737 15%

Water loss 1,663 14%

Customer service 1,580 13%

Drought/Conservation 1,526 13%

Energy 1,469 12%

Safety 1,344 11%

Consumer outreach 944 8%

Desalination 895 8%

Other 406 4%

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Perceptions of AWWA

65%

17%

18%

Is AWWA Indispensable to Your Career?

Yes

No

Not sure

(n=8,599)

35

Q68: Do you consider AWWA to be an indispensable part of your career?Base: Current members

36

Q68: Do you consider AWWA to be an indispensable part of your career?Base: Current members

Percentage Who Agree AWWA is Indispensable to Their Career

Grade

02: Active individuals 64%

04: Active individuals w/utility or svc. prov. 73%

06: Operators/Administrators 66%

10: Life 76%

14: Student 57%

Groups of Interest

Young Professionals 58%

Academics 59%

International 63%

Utility Size

Small 61%

Medium 76%

Large 91%

• Things that would make AWWA indispensable to one’s career:

• Specialized events/conferences

• Local events/seminars

• Better communication

• Help finding employment

• More involvement with smaller companies/ communities

• More local education/ training

Descriptions of AWWA

n Percent

Informative 4,343 38%

Knowledgeable 4,076 36%

Credible 3,605 32%

Go-to resource 3,179 28%

Well-known 2,820 25%

Trusted 2,713 24%

Experts 2,501 22%

Provides guidance 2,032 18%

Authoritative 1,802 16%

Relevant 1,752 16%

Leader 1,603 14%

An advocate 1,386 12%

Influential 1,037 9%

Diverse 395 4%

Premier 166 2%

Other 252 3%

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Q70: What words or phrases best describe AWWA? Choose up to three.Base: All respondents

• The same top descriptors are chosen by utility members.

• Fewer than 10% of respondents would describe AWWA as influential, diverse, and/or premier.

1st-Year Members

• What’s all the fuss about new members?

• What’s different about them?

1st-Year Member Retention

Benchmarks• Individuals

• 67%

• Organizations• 75%

AWWA• Individuals

• 49%

• Organizations• 56%

AWWA Retention Strategy

Individual Members

Individual Actives

(Grade 02)

Admin/Operations (Grade 06)

Life/Honorary (Grades 10 &

12)

Students(Grade 14)

International(Outside North

America)Sections Sections awwa awwa awwa

Organizational Members

Main Contacts (Grade 76)

Additional Actives(Grade 04)

Utilities (Grades 80-86)

Service Providers

(Grades 90-94)

Partner Agencies

(Grade 74)AWWA AWWA AWWA AWWA awwa

AWWA Onboarding

New Member Email Series includes:• Welcome W1• Get Familiar M2• Get Connected M3

AWWA Onboarding

New Member Kit arrives in 1st month and includes:• Letter• Card• Certificate• Coupon• Quick References• Resource Guide

Other Activities

• Member Value Messages

• New Member Orientation

AWWA Renewal Efforts

Prior to Expiration

Activity Month

1st Email Notice 10

1st Mail Notice 10

Web Notice 10

2nd Mail Notice 11

2nd Email Notice 12

Last Issue 12

After Expiration

Activity Month

3rd Mail Notice >30 Post card >30

3rd Email Notice >60

Call >60

4th Email Notice >90 Win Back Calling Oct

Section Onboarding Efforts

• What is your Section doing to onboard new members today?

• What could you do?

Section Enhancements

• Communicate with new members• Recognize new members• Push new members to engage • Thank new members

Welcome New Members

• When should you welcome a new member?

• How should you welcome a new member?

• During 1st Month• Options

• Email• Mail• Phone

Section Onboarding Tools

• Use the new member lists provided to you by AWWA, along with the templates to create:• Emails• Letters• Calling scripts

Recognize Members

• How does your Section recognize new members?

• During Q1 recognize members through:• Web• Newsletter• Public Recognition

• Section Tools• Section Database

Push Engagement

• Provide discount to conference or training

• Encourage them to recruit a member

• Ask to volunteer

Section Tools:• New member

discount sample• Member-Get-A-

Member Resources

• Volunteer flyer

Show Appreciation

Show Appreciation

Section Tools• Member

Appreciation Toolkit:• Graphics• Video• Ideas• Section examples

2013 Section Membership Challenge

• Help AWWA grow by concentrating your membership efforts on:– 1st-year member retention– Year-end membership count

2013 Section Membership Challenge

• Getting Started– Review and communicate challenge goals to your Section.– Develop a 2013 Membership Action Plan that focuses on achieving

goals.

• Rules– Your Section must submit a 2013 Membership Action Plan by March

31, 2013– Meet goals outlined for your Section.– Receive recognition and incentive cash at 2014 Membership

Summit.

Membership Tools

• The following can be found at www.awwa.org/membershiptools– Applications– Resources– Summit presentations

http://www.awwa.org/membershiptools

Have Fun

welcome membership matters summit recap webinar february 26, 2013

Documents

average response rate

grade n response rate

membership lifecycle

grade graden response

membership segments

membership dues22

completion rate

current membership status