Increasing Membership Through Diversity Presenters : Fannie Glover NYS SHRM Diversity Director Linda Caffin

1. Increasing Membership Through Diversity Presenters: Fannie Glover NYS SHRM Diversity Director Linda Caffin NYS SHRM Membership Director Ashley Cuthbertson NYS SHRM College Relations Director Susan Post SHRM Divisional Director East APRIL 5, 2014

2. Agenda Diversity CLA and role Diverse opportunities for membership Membership CLA and role Membership Strategies & Opportunities Group Exercise

3. Diversity CLA • Overview of Diversity Director’s role • SHRM National Webinars: • Diversity Meetings for 2014 all at 3pm for one hour unless otherwise stated. • 5/29 - Webinar9/11 – Webinar • 12/4 – Webinar • Groups to consider: • LGBT* • Millennial/Generation Y • Veterans • Mature workforce • Asian • Hispanic/Latino • African American *570,388 3.8% of NYS population have self identified LGBT

4. Why Diverse Population May Not Be Joining…. • Failing to make the value clear to potential members • Make value of joining clear in many different forms • Failing to be sensitive to potential feelings of social and professional discomfort • Be aware of associations’ personalities, culture and unknown rules • Creating an environment or perception that discourages participation • Form a welcoming committee/team • Develop fun activities for “newcomers”

5. Guidelines for Achieving Diversity & Inclusivity Strategy A Set up a diversity task force or committee Take time to get comfortable with each other before work Choose a leader who understands the importance of inclusion Strategy B Examine the demographics of your association Your membership focus should be driven by the demographics of the area you are serve Strategy C Develop written materials that visually reflect diversity Make sure your communication vehicles is also inclusive Strategy D Make your chapter visible in minority communities, media Participate in local events or help with fund raisers

6. Generational Engagement •Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum Who is most likely to participate?

7. Generational Engagement •Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum Who is most likely to participate?

8. Generational Engagement •Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum Who is most likely to participate?

9. Generational Engagement •Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum Who is most likely to participate?

10. Generational Engagement •Membership Orientation •HR Games •Service Project •Business Meeting •Online Discussion Forum Who is most likely to participate?

11. NYS SHRM Membership by Ethnicity 10,265

12. NYS SHRM Membership by Ethnicity Percentages

13. HUGE OPPORTUNITY: 8,469 POTENTIAL NEW MEMBERS

15. NYS3,920HR Professionals Source: Census.gov

16. NYS 4,090 HR Professionals 4,090 HR Professionals

17. NYS 50,885 HR Professionals Source: Census.gov

18. NYS 9,740 HR Professionals Source: Census.gov

19. NYS 163 HR Professionals Source: Census.gov

20. NYS 3,915 HR Professionals Source: Census.gov

21. NYS 730 HR Professionals

22. 3,560

23. NYS Council Membership DIRECTOR Liaise with chapters, state council and SHRM national to expand membership -- both at-large members & new members Work with & serve as resource for state chapters regarding membership issues ensure chapters have access to all resources for membership recruitment & retention Track & report on NYS membership growth & retention Provide forum for chapter membership directors to discuss issues and share best practices

24. 2014 Membership CLA 2014 SHRM MEMBERSHIP WEBINARS (1 HR) 4/17 - Webinar @ 3:00 PM ET 9/4 - Webinar @ 3:00 PM ET 12/2 - Webinar @ 3:00 PM ET ---------------------------------------------------------------------- Membership Star and Superstar Awards Membership Star and SuperstarAwards recognize achievement in SHRM membership growth. Award levels recognize membership growth during the calendar year. Current award parameters are: Star: 1% -3.99% Superstar: 4%+

25. SHRM HOME PAGE CLICK HERE …

26. SHRM VOLUNTEER LEADER RESOURCE PAGE (“VLRC”)

27. Located in the VLRC – Membership CLA section

28. Top Reasons members… Leave Join Networking Learning & career development Advocacy No $ in budget Can’t engage with the chapter Membership benefits are not readily apparent

29. CREATIVITY …Involves breaking out of established patterns in order to look at things in a different way EDWARD DE BONO Lateral Thinking for Management

30. COLLECTIVELY, LETS… THINK STRATEGICALLY BE MORE CREATIVE TO BROADEN OUR NYS MEMBERSHIP

31. CHAPTER MEMBERSHIP STRATEGY • SET A CHAPTER MEMBERSHIP GOAL 3-5% RANGE • TARGET YOUR COMMUNICATIONS TO REACH INTENDED AUDIENCES • CREATE CHAPTER FACEBOOK PAGE • USE LINKED-IN HR GROUPS TO REACH UNAFFILIATED HR PROFESSIONALS & PUBLICIZE YOUR CHAPTER’S EVENTS • USE TWITTER TO ENGAGE WITH STUDENTS AND YP’S • CREATE & USE LINKED-IN CHAPTER PAGE • PHONE CALLS • DIRECT MAIL

32. SHRM AT-LARGE MEMBERS • ASSOCIATIONS • AMERICAN ASSOCIATION FOR AFFIRMATIVE ACTION • NATIONAL ASSOCIATION OF AFRICAN-AMERICANS IN HUMAN RESOURCES • SOCIETY FOR HISPANIC HR PROFESSIONALS • ROSTERS FROM HR EDUCATIONAL PROGRAMS • LINKED-IN TO IDENTIFY HR PROFESSIONALS IN YOUR AREA, SUCH AS • DIVERSITY PROFESSIONAL NETWORK GROUP • CULTURAL DIVERSITY NETWORK • OPEN GLOBAL NETWORKING GROUP

33. Linked-In Example:

34. Quick Membership Marketing Tips • Personalize your e-mails and communications • Make GUESTS & new members feel welcome & included • Keep in touch with your FORMER chapter members • Use multiple communication channels for renewal (I.E., E-MAIL, CALLS) • TARGET EACH COMMUNICATION TO BEST REACH SPECIFIC AUDIENCE TRYING TO REACH • Focus on what matters to PROSPECTIVE & CURRENT members • Make it easy for your members TO GET INVOLVED • Optimize your Chapter website for joining & participating • With marketing messages, use a clear call to action with a deadline

35. YOUNG PROFESSIONALS (“YPs”) • WHO ARE THEY? • 35 & UNDER (SHRM) • MILLENIALS TYPICALLY 30 & UNDER • WHAT DO MILLENIALS SEEK? • VALUE • OPPORTUNITY TO MAKE A DIFFERENCE • CHANGES • INTERACTION

36. YP’s -- OUR FUTURE • IF YOU DON’T INVOLVE YPs, THEY’LL GRAVITATE ELSEWHERE • GET STUDENT CHAPTERS INVOLVED IN YOUR CHAPTER – OFFER OPPORTUNITY FOR ACTIVE CHAPTER ROLES • COMMUNICATE TO ATTRACT YPS – TWITTER, FACEBOOK, LINKED-IN • MORE “SOCIAL” NETWORKING ACTIVITES SUCH AS MEET-UPS & NETWORKING EVENTS

37. NEW NYS MEMBERSHIP INITIATIVE • NEW YORK IS ONE OF SHRM’S FIVE KEY TARGET STATES (CA, FL, IL, NY, TX) • MULTI-YEAR MEMBERSHIP INITIATIVE • PARTNERSHIP BETWEEN SHRM, NYS SHRM AND AFFILIATED CHAPTERS IN THE STATE

38. NEW NYS MEMBERSHIP INITIATIVE • FOCUS AREAS: • INCREASED OVERALL MEMBERSHIP IN THE STATE • LOCAL MEMBERS ONLY (LMOs) • SHRM AT-LARGE MEMBERS • YOUNG PROFESSIONALS & STUDENTS • HISPANIC HR PROFESSIONALS • INCREASED AVERAGE SHRM MEMBER RETENTION IN THE STATE

39. NEW NYS MEMBERSHIP INITIATIVE • LOOKING FORWARD: • TASK FORCE ESTABLISHED – WILL MEET IN APRIL TO DEFINE STRATEGY • ENGAGEMENT OF CHAPTER MEMBERSHIP DIRECTORS IS CRITICAL • VARIETY OF TACTICS TO ATTRACT NEW SHRM MEMBERS & ENGAGE CURRENT MEMBERS (webinars, networking events, etc.)

40. GROUP EXERCISE • Break out into groups • Create realistic chapter membership goals incorporating what we just talked about • 1 short term goal (within 3 months) • 1 long term goal (6-12 months) • Briefly describe a strategy to accomplish these goals • Assign note-taker in your group to take LEGIBLE notes to give to us -- help us prepare a new membership agenda for NYS • Select “reporter” to report to larger group

41. Sources Census.gov Shrm.org

42. Thank You! Any Questions????