AAUW Exploring the “Me” in Membership! Christy Jones, CAE AAUW Director of Membership
What makes Women Decide to Join or Stay in an Organization Today? AAUW New York State Summer...
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Transcript of What makes Women Decide to Join or Stay in an Organization Today? AAUW New York State Summer...
![Page 1: 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,](https://reader036.fdocuments.us/reader036/viewer/2022062423/56649e455503460f94b3951c/html5/thumbnails/1.jpg)
What makes Women Decide to Join or Stay in an Organization Today? AAUW New York State Summer Leadership ConferenceJuly 16, 2011
Claudia Richards: AAUW, Senior Branch Field Relations Manager
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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
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Quick Trend Overview
0
5
10
15
20
25
30
35
40
45
50
Millennial GenerationX Baby Boomer Builder/Veteran
38.1
46.6
38.4
17.4
36.2
45
40
23
Popu
latio
n (m
illio
ns)
MaleFemale
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Labor Force Participation (16 years+)
20%
30%
40%
50%
60%
70%
80%
90%
1940 1950 1960 1970 1980 1990 2000 2010 2020
Male
Female Last data: 2010Male: 63.7%
Female: 53.6%
Generations at age 25:
Builder Baby Boomer Generation X Millennial
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Bachelor’s Degree or Higher
0
5
10
15
20
25
30
35
1940 1950 1960 1970 1980 1990 2000 2010 2020
Last data: 2010Male: 29.2 M
Female: 30.7 M
Male
Female
Number (millions)with Bachelor's degree or higher
25 years and older
2007
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AAUW Every Member Survey
•How satisfied overall are you with your AAUW membership?
AAUW’s Every Member Survey
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Why Join? Top Five Reasons
1. Connection with women of similar interests
2. A friend asked me
3. Belief in mission
4. Participation in local programs
5. Participation in philanthropic activities
1. Interested/passionate about cause
2. Ability to manage commitment/time
3. Organization has track record of success
4. Agreement with values and goals
5. I am personally affected
Prospective Member StudiesAAUW Every Member Survey
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Why Stay a Member? Top Five Reasons
1. I believe in the mission
2. I enjoy branch activities
3. I want to connect with women of similar interests
4. I participation in local programs and activities
5. I support AAUW’s advocacy positions and efforts
1. The organization works on causes I believe in
2. I am personally impacted by the cause
3. The organization has track record of success
4. I feel connected through outreach materials / events
5. Friends, family, co-workers are involved
AAUW Every Member Survey Prospective Member Studies
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Why Stay a Member?
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Reasons for Remaining a Member
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Children/Grandchildren as Potential Members
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Level of Familiarity
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ASAE’s 2009 “Decision to Join”
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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
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The AAUW Experience
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Biggest Issues faced by Womenand Girls Today
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Advocating for AAUW Membership
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Advocating for AAUW Membership
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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.
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Increasing Awareness
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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
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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
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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
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What motivates Millennials to volunteer for an organization?
– Compelling mission and cause (84%)– Friends or family involved (55%)– Networking or professional development (40%)
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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%)
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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
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• 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
Tips for getting Millennials involved in your Organization
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A passionate leader
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Two Truths
1. Each of us holds the success of the AAUW community in our own hands.
2. All generations have something to teach and something to learn.
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It takes YOU to help AAUW grow
so WE can …
AAUW Membership!!
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Thank you for your time!
Claudia Richards AAUW, Senior Branch Field Relations Manager
E-mail: [email protected] Twitter @ClaudiaAAUW
CONNECT: 1-800-326-2289; [email protected]: aauw.org; AAUW’s twitter: @AAUW