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Overview

What makes Women Decide to Join or Stay in an Organization Today? AAUW New York State Summer Leadership Conference July 16, 2011 Claudia Richards: AAUW, Senior Branch Field Relations Manager. Overview. Quick trends overview Results of AAUW’s recent Every Member Survey

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Overview

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  1. What makes Women Decide to Join or Stay in an Organization Today?AAUW New York State Summer Leadership ConferenceJuly 16, 2011Claudia Richards: AAUW, Senior Branch Field Relations Manager

  2. Overview • Quick trends overview • Results of AAUW’s recent Every Member Survey • Trend studies: prospective AAUW members and Association Trends • Baby Boomer, Generation X, & Millennials: Get them to join, get them to stay

  3. Quick Trend Overview

  4. Labor Force Participation (16 years+)

  5. Bachelor’s Degree or Higher 2007

  6. AAUW’s Every Member Survey AAUW Every Member Survey • How satisfied overall are you with your AAUW membership?

  7. Why Join? Top Five Reasons AAUW Every Member Survey Prospective Member Studies Connection with women of similar interests A friend asked me Belief in mission Participation in local programs Participation in philanthropic activities Interested/passionate about cause Ability to manage commitment/time Organization has track record of success Agreement with values and goals I am personally affected

  8. Why Stay a Member? Top Five Reasons AAUW Every Member Survey Prospective Member Studies I believe in the mission I enjoy branch activities I want to connect with women of similar interests I participation in local programs and activities I support AAUW’s advocacy positions and efforts The organization works on causes I believe in I am personally impacted by the cause The organization has track record of success I feel connected through outreach materials / events Friends, family, co-workers are involved

  9. Why Stay a Member?

  10. Reasons for Remaining a Member

  11. Children/Grandchildren as Potential Members

  12. Level of Familiarity

  13. ASAE’s 2009 “Decision to Join”

  14. Prospective Member Awareness of AAUW • Only 1% of prospective members are aware that AAUW is an advocate for women (near 0% for younger women) • When prospective members become informed about AAUW actions, advocacy and philanthropy, the likelihood that they will consider joining or donating increases dramatically

  15. The AAUW Experience

  16. Biggest Issues faced by Women and Girls Today

  17. Advocating for AAUW Membership

  18. Advocating for AAUW Membership

  19. Potential Barriers AAUW branch membership as primarily a social activity Dues cost (branch + state + national) Legislation and work around political representation can be seen as too partisan. Lobbying is also less appealing. Address the perception that AAUW might be a feminist organization. This is a detriment for some and they note this as what they like least about the organization.

  20. Increasing Awareness

  21. Who are Millennials? • Individuals born between 1976 and 1996 • They are the largest and most diverse generation in the United States, representing over 80 million people

  22. What makes Millennials unique? • Their use of technology • 90% use the internet • 94% have a cell phone • 75% use social networking sites (and 55% check social networking sites at least once a day) • 88% use a cell phone to text • 59% get most of their news from internet • 14% use twitter

  23. Why are they important to AAUW • The Millennial generation is slightly more supportive to efforts to ensure equal rights than are members of other generations • Millennials represent over 15% of the workforce and this percentage is growing • Millennials volunteer more than those of other generations – 57% of Millennials said they volunteered in the past 12 months

  24. What motivates Millennials to volunteer for an organization? • Compelling mission and cause (84%) • Friends or family involved (55%) • Networking or professional development (40%)

  25. What motivates Millennials to donate to an organization? • Compelling mission or cause (85%) • Personal connection or trust in leadership of the organization (56%) • Friend or peer endorsement (55%) • Family endorsement (42%) • Workplace fundraising drive (34%)

  26. Tips for getting Millennials involved in your Organization • Ask Millennials their opinions (don’t make assumptions) • Provide leadership opportunities • Offer specific opportunities with a clear mission • Make it clear that you want to hear from Millennials and their voices count

  27. Tips for getting Millennials involved in your Organization • Provide opportunities to work with leadership • Engage Millennials in reaching out to others • Share regular information/updates • Face-to-face interactions with Millennials are important

  28. A passionate leader

  29. Two Truths • Each of us holds the success of the AAUW community in our own hands.  • All generations have something to teach and something to learn.

  30. AAUW Membership!! so WE can … to help AAUW grow It takes YOU

  31. Thank you for your time!Claudia Richards AAUW, Senior Branch Field Relations ManagerE-mail: Richardsc@aauw.org Twitter @ClaudiaAAUWCONNECT: 1-800-326-2289; connect@aauw.orgWebsite: aauw.org; AAUW’s twitter: @AAUW

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