The Decision to JoinThe Decision to Volunteer

What the research tells us

Ohio State Alumni AssociationAlumni Leaders’ Conference

September 19, 2008

James Hartley, CAEExecutive DirectorOhio Society of Association Executives

What are the major finding that you can use?

How Individuals Determine Value and Why They Choose to Belong

Decision to Join ResultsComparability to Alumni Groups

• Individual membership• Higher Education• Higher Income• Profession or Group Affinity Orientation• Tendency to Join and Affiliate

The Decision to JoinMajor Findings

WOM – Word of mouth is the most frequent way new members learn about their association.

Key Points –• Credible•Inexpensive• Can easily be ‘Viral’

The Decision to JoinMajor Findings

GOTO – The Good of the Order trumps desire for personal benefit.

Key Points –• Shared Values• Builds on Community• Reinforces Affinity

The Decision to JoinMajor Findings

Academics – The involvement of academics are under-leveraged.

Key Points –• Info Gatekeeper• Influencers• Recruiters

The Decision to JoinMajor Findings

Engagement – The engagement of members increases their likelihood for renewal.

Key Points –• Offers involvement• Creates community• Reinforces Affinity

What are the major finding that you can use?Why People Give Their Time

and How You Can Engage Them

Decision to Volunteer ResultsComparability to Alumni Groups

• Individual membership• Higher Education• Higher Income• Profession or Group Affinity Orientation• Desire for affinity• Tendency to Volunteer• Volunteer tradition – including geographic

Decision to VolunteerMajor Issues

Demographics – Understanding the demographics of your volunteer base is key to engaging them successfully.

Key Points –• Who are your members?• Who are you recruiting?• Is membership changing

Decision to VolunteerMajor Issues

Differences – Not all volunteers are alike: They bring different preferences and expectations regarding the work they will do and how they want to be recognized for it. .

Key Points –• Why do they volunteer?•What do expect and want?• How do want recognition?

Decision to VolunteerMajor Issues

Motivation – Individuals volunteer for a variety of reasons, and for a combination of self-serving and serving-others purposes.

Key Points –• Recognize reasons• Adjust to variety• Reasons can and will change

What are resources you can use?

• Organizations in which you are member– Professions and association especially for societies– Networking connection can be virally beneficial

• Networking resources on the Internet– LinkedIn (over 20 million users)• LinkedIn Groups

– Facebook (recruiting for the future)

• Leverage those academics

Another resource

• I’m available for contact

Jim Hartleywww.JamesMHartley.comJamesHartleyCAE@JamesMHartley.comJhartley@osae.orgPH: 614.846.0998

Questions, Comments and Ideas