1. pathways to membership growth and engagement 2

1

Pathways to MembershipGrowth andEngagement

Pathways to MembershipGrowth andEngagement

2

3

2RE = Reach, Recruit, and Engage2RE = Reach, Recruit, and Engage2RE = Reach, Recruit, and Engage2RE = Reach, Recruit, and Engage

4

2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage

5

2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage

6

2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage2RE = Reach, Recruit and Engage

Engage – participation in SkillsUSA

7

8

9

MembershipMembership

10

3 Paths1Mission

Membership

Assist teachers in recruiting and retaining membersAssist teachers in recruiting and retaining members

11

Assist State Associations in Membership/Chapter Development Assist State Associations in Membership/Chapter Development

12

National InitiativesNational Initiatives

13

14

State Profile – #1Background Information

State:

State Director:

State Director:

Membership Affiliation Program:

High School Membership

High School Rank

2007-2008 4378 2007-2008 21

2008-2009 7706 2008-2009 12

2009-2010 6476 2009-2010 14

2010-2011 7738 2010-2011 12

2011-2012 8609 2011-2012 9

2012-2013 10464 2012-2013 8

Post SecondaryMembership

Post SecondaryRank

2007-2008 98 2007-2008 39

2008-2009 79 2008-2009 40

2009-2010 119 2009-2010 37

2010-2011 122 2010-2011 34

2011-2012 87 2011-2012 39

2012-2013 102 2012-2013 37

Total Membership Total Rank

2007-2008 4476 2007-2008 22

2008-2009 7785 2008-2009 15

2009-2010 6595 2009-2010 16

2010-2011 7860 2010-2011 15

2011-2012 8696 2011-2012 13

2012-2013 10566 2012-2013 10

15

Graphic Representation

ForecastingForecasting

• Each state’s membership for 2012-2013 was predicted using an Excel forecasting formula.

• Forecasting allows the data to indicate how the increases and decreases are actually affecting the state’s overall membership, as opposed to a simple average or trending model.

• Forecasting also better disregards a fluke year, where calculating an average or a trend gives equal weight to each year.

.

16

ForecastingForecasting • The five previous years of membership are averaged to create

a comparison point.

• The forecasted membership for 2012-2013 is then compared with the overall average of the past five years and a percentage indicating change is then calculated.

• After reviewing the data, the margin of variation was calculated.

17

States Percentage ChangeStates Percentage Change

18

Forecasting – State Profile #1 Forecasting – State Profile #1

19

Actual 10,464

Forecasting – State Profile #1 Forecasting – State Profile #1

20

Actual102

Forecasting – State Profile #1 Forecasting – State Profile #1

21

Actual10,566

Observations of Membership ProjectionObservations of Membership Projection

• As we continue to gather additional years worth of data the prediction numbers should become more accurate, unless they are influenced by other factors.

• For the 2012-2013 prediction, we correctly predicted 66%, with a +/- 10% variation. Meaning if the prediction was within 10% of the actual membership number, it was considered a successful prediction.

22

Observations of Membership ProjectionObservations of Membership Projection

• Even though some states may have actually declined this year, they still fall into the growth category.

• On the same note, there are states who gained membership, however they are still labeled as at-risk.

• This is due to using a forecasting model, which compares the data throughout the time frame and adjusts for outlying years or anomalies.

• If any of these states continue on this path, the forecast will adjust.

23

HS Discoveries HS Discoveries

24

At-Risk (15)28%

Steady (26)48%

Growth (13)24%

2011-2012 High School State Membership

HS Discoveries HS Discoveries

25

At-Risk (18)33%

Steady (22)41%

Growth (14)26%

2012-2013 High School State Membership

•High School – The projections was nearly perfect, only -.75% difference. •High School membership overall remains on a steady pattern.

26

At-Risk (21)39%

Steady (22)41%

Growth (11)20%

2011-2012 Post Secondary State Membership

C/PS Discoveries C/PS Discoveries

At-Risk (27)50%

Steady (11)20%

Growth (16)30%

2012-2013 Post Secondary State Membership

•C/PS – the projection was almost exact with only a -5% difference. •However C/Ps continues to decline. •C/Ps was on the at-risk/steady bubble for 2012-2013 so they have now moved to at-risk for 2013-2014 projections.

C/PS Discoveries C/PS Discoveries

Discoveries in MembershipDiscoveries in Membership

28

At-Risk (16)30%

Steady (27)50%

Growth (11)20%

2011-2012 Combined HS & PS State Membership

Discoveries in MembershipDiscoveries in Membership

At-Risk (16)30%

Steady (26)48%

Growth (12)22%

2012-2013 Combined HS & PS State Membership

•Again, actual vs. projected was very close. •Total membership projection is slightly lower for 2013-2014, than it was for 2012-2013 due to the decline in membership, but overall holding on to very steady.

National MembershipNational Membership

30

2007-2008

2008-2009

2009-2010

2010-2011

2011-2012

2012-2013

High School 259,027 259,276 260,268 261,527 268,067 265,731

Post Secondary 40,010 41,353 43,799 39,458 34,995 34,609

Total 299,037 300,629 304,067 300,985 303,062 300,340

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Mem

bers

hip

National Membership

National ForecastNational Forecast

31

What now?What now?

Where

do we go from

here?

32

What now?What now?

What are we going to do differently?

How are we going to think about membership differently?

33

Georgia 11 Year HS MembershipGeorgia 11 Year HS Membership

34

2001-2002

2002-2003

2003-2004

2004-2005

2005-2006

2006-2007

2007-2008

2008-2009

2009-2010

2010-2011

2011-2012

High School 6,298 7,327 6,561 6,677 7,537 7,045 6,222 6,394 6,909 8,048 7,962

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Mem

bers

hip 2009 first

STORM held

2010 first SkillsUSA University

2004 Director Retired

2007 Health Occ.

Mandated to HOSA

2007 DCT Disbanded

•2008–2012 CMI Training Held•2008-2012 New Teacher Institute•2008-2011 Three State Certified Trainers •2009-2012 LeadOn Training with Local Chapter Officers/Members

2009 Friday Flash/

Advisor Update

2004 -2006 Two Yr. Director

2010 first Champions

Rally

Highest membership in 21 years!

2006 Director

Hired

35

Construction 13,537

Broadcast/Video Production 13,230

Transportation/Logistical Support 10,396

Transportation/Logistical Operations 9,430

HVAC 9,210

Architectural Drawing & Design 8,958

Law and Justice 8,572

Graphic Communications 8,302

Graphic Design 7,979

Metals 4,254

Flight Operations 596

Collision Repair 575

Aircraft Support 196

Homeland Security 160

92%

8%

SkillsUSA Potential Membership Georgia

2010-2011CTE Students SkillsUSA Members

SkillsUSA Potential Membership – Georgia 2010-2011

Source: Georgia Department of Education: Career, Technical and

Agricultural Education Annual Report 2011 http://www.gadoe.org/Curriculum-Instruction-and-Assessment/CTAE/Documents/CTAE-Annual-Report-2011.pdf

Larger Questions?Larger Questions?• What is our total possible membership when

considering all Career and Technical students that SkillsUSA serves in it’s 130 technical areas?

• What is the true membership potential for each state association and how can we help them achieve it?

• How to engage all members in a meaningful way through their SkillsUSA membership?

37

Larger Questions?Larger Questions?

• How best to serve College/Postsecondary Members.

• How does SkillsUSA become a solution provider to the needs of its Professional Members so that they will see an inherent value to their membership.

• ?

38

Action PlanAction Plan

• Identify and explore reasons for growth:• Marketing

• Resources

• Programs

• Training

• Recruitment efforts

• TPP

• Leadership provided by State Director

• Leadership and support provided by Department of Education

• Others?

Can these be replicated in other states?

39

Action PlanAction Plan

• Identify factors impacting membership • external to the organization- beyond state

association control• internal to the organization- within state

association control

40

Action PlanAction Plan

• Solutions –• Presentations over the course of the next two

days• Best Practices – 2RE• Staff Presentations• Additional ideas and suggestions of ways for us to help

you and your state.

• Leave with an action plan to implement 2RE

41

Are we relevant?Are we relevant?

42

Experts project 47 million job openings in the decade ending 2018. About one-third will require an associate’s degree or certificate, and nearly all will require real-world skills that can be mastered through CTE.

Georgetown Center on Education and the Workforce

Questions???Questions???

43

• Why is there a skilled labor gap?

• Why is an organization that focuses on technical skills down trending?

• What should we be doing for our members?

MissionMission

The mission of SkillsUSA is to help its members become world class

workers, leaders and responsible American citizens.

44

FrameworkFramework

SkillsUSA impacts the lives of

America’s future workforce through

the development of personal,

workplace and technical skills that

are grounded in academics.

45

FrameworkFramework

46

Next StepsNext Steps

47