decision to join
DESCRIPTION
Presentation to Ohio State University Alumni Association - September 19, 2008TRANSCRIPT
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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
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What are the major finding that you can use?
How Individuals Determine Value and Why They Choose to Belong
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Decision to Join ResultsComparability to Alumni Groups
• Individual membership• Higher Education• Higher Income• Profession or Group Affinity Orientation• Tendency to Join and Affiliate
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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’
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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
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The Decision to JoinMajor Findings
Academics – The involvement of academics are under-leveraged.
Key Points –• Info Gatekeeper• Influencers• Recruiters
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The Decision to JoinMajor Findings
Engagement – The engagement of members increases their likelihood for renewal.
Key Points –• Offers involvement• Creates community• Reinforces Affinity
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What are the major finding that you can use?Why People Give Their Time
and How You Can Engage Them
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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
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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
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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?
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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
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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
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Another resource
• I’m available for contact
Jim Hartleywww.JamesMHartley.comJamesHartleyCAE@[email protected]: 614.846.0998
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Questions, Comments and Ideas