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UNDERSTANDING DIVISION MEMBERSHIP JOHN WESTEFELD, PHD COMMITTEE ON DIVISION/APA RELATIONS

UNDERSTANDING DIVISION MEMBERSHIP JOHN WESTEFELD, PHD COMMITTEE ON DIVISION/APA RELATIONS 2011 APA Annual Convention Washington, DC. Agenda. Membership Trends (APA & Divisions) Recruiting to Divisions Retaining Division Members Targeting ECP and Students Cross-Divisional Opportunities.

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UNDERSTANDING DIVISION MEMBERSHIP JOHN WESTEFELD, PHD COMMITTEE ON DIVISION/APA RELATIONS

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  1. UNDERSTANDING DIVISION MEMBERSHIP JOHN WESTEFELD, PHD COMMITTEE ON DIVISION/APA RELATIONS 2011 APA Annual Convention Washington, DC

  2. Agenda Membership Trends (APA & Divisions) Recruiting to Divisions Retaining Division Members Targeting ECP and Students Cross-Divisional Opportunities

  3. 2011 Data Not Complete

  4. Trends in APA Members Average age is > 50 years and is increasing Average number of years post-degree is 20 and is increasing Majority of APA members are female, and this is increasing Most have a PhD but percent with PhDs is decreasing and percent with PsyDs is increasing

  5. Trends in Division Members Less than half of APA members belong to a division; percent who do is decreasing* APA division members differ from non-division members in important ways: Division members are older with more years post-degree More likely to be male More likely to self-identify as White More likely to have PhDs and less likely to have PsyDs

  6. Trends in New APA Member Characteristics • Average age is > 40 years; most are 10 years post-degree • More likely to be female; this trend is increasing • Most decline to self-identify race or ethnicity; this trend is increasing • Most have a PhD but the percent with a PsyD is increasing • Few (< 12%) join a division

  7. Recruiting New Members • Free Memberships • Barbara Keeton, Division 38

  8. Recruiting New Members • Creating a Membership Campaign • Jim O’Neil, Division 51

  9. Recruiting New Members • Other Ideas? • Incentives • How do you place “value” on dues? • Marketing approaches • Tips for outreach • Material provided on Web sites

  10. Retaining New Members • APA Communities • Micheline Meyers, Division Services Office

  11. Retaining New Members • Other ideas? • How do you welcome/introduce members? • How do you keep members engaged? • How do you “reinstate” members who have left the division?

  12. Characteristics of ECP APA Members Most are in their 30s; most are 3-4 years post-degree More likely to be female Most decline to self-identify race or ethnicity Most have a PhD but a third have a PsyD Only 20-25% are division members

  13. Top 5 ECP Divisions in 2009

  14. What Do These Divisions Offer ECPs? • Free first-year dues: 38 and 40 • ECP award: 14, 40, 54 • Grants: 14, 54 • Mentoring program: 40, 54 • ECP on Executive Committee: 40, 54 • Listserves: All • Social Networking (Facebook, Linkedin): 14, 38, 54 • Resource: www.apa.org/about/division/activities/for-early-career.aspx

  15. Targeting ECP and Students • Mentoring • Debbie Nolan, Division 17

  16. Cross-Divisional Marketing • Division 42 Experiences • Jeff Zimmerman, Division 42 • Results of Spring Promotion • Sarah Jordan, Division Services Office • Winter Promotion • Chad Rummel, Division Services Office

  17. Spring 2011 Promotion • APA members who did NOT belong to a division and who graduated after 1989 (33,326 recipients) • 1.7% of recipients joined a division (560 new Division members)

  18. 2012 Division Membership Campaign • Email Marketing Campaign • Using APA’s New Email Blast Platform • APA Members NOT in a Division • Broken into two groups for better targeting • ECP vs. Non-ECP • Three blasts • Awards/Grants (February) • Journals(March) • ??? (April) • Division-Specific Incentives (June)

  19. 2012 Division Membership Campaign • Follow-Ups Based on Click-Throughs • Follow-ups will further narrow down which division they may be interested in; can send membership information • Testimonials (based on Target Group) • Links to Specific Areas of APADivisions.org • Further Targeting

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