new e-subscriber model presented at the june 2009 affiliate council meeting in charlotte, north...
TRANSCRIPT
New E-Subscriber Model Presented at the June 2009 Affiliate Council
Meeting in Charlotte, North Carolina
Updated 10.09 – Please reference the “notes” section for more detailed information or
resources.
Guiding Principles
Adopted by the NAEYC Governing Board April 2009
NAEYC models are compatible with the NAEYC mission and vision.
NAEYC models are based upon the values of a high performing and inclusive organization.
NAEYC is data driven in the development of future models.
NAEYC membership offers member benefits and choices that are meaningful and relevant and offer opportunities for professional growth over the continuum of professional careers.
NAEYC seeks opportunities to broaden its outreach to potential members through strategic alliances.
NAEYC models create continued opportunity for the Affiliate Network to grow membership at the local and state levels.
NAEYC utilizes current technology to provide enhanced member benefits, resources and services within an economically sound business plan.
(* Models = membership, subscriber, strategic alliances, etc.)
History and Context
The proposed membership model is not a completely new concept, various similar concepts have been presented over the past 10 years and most recently with the Membership Advisory Group lead by Karen Hughes in 2005 and the Staff Membership Implementation Team (MIT) group in 2006-2007.
December 2006, NAEYC formed MIT to review the revised version of the NAEYC membership structure approved in spirit and principle by the Governing Board, building on the work done in the prior year by the Membership Advisory Group.
Consensus achieved in 2007 for the following recommendations;
Member access to online version of YC
Addition of TYC and option of choosing either TYC or YC as hard copy journal of choice
Addition of 3rd party subscriptions; Child Care Information Exchange, Highlights High Five, etc.
Notion of a value or “gift” card
Discount packages and new, simpler membership categories
Fall 2007 flaws discovered in the new dues model causes NAEYC to pause work temporarily
History and Context
2008 NAEYC commissions two surveys; Accreditation and Membership, plus a briefing paper on Innovative Membership Models.
The national survey targeted current and lapsed members, and “never been” members based on ASAE’s Decision to Join survey and report.
First comprehensive assessment of its membership in recent years
Evaluate all existing benefits to determine which have the most value
Identify “greater than self” personal and professional motivators that drive people to become and remain NAEYC members
Create a set of recommendations NAEYC can act upon to grow its membership and its revenue
The Problem
Facts:
Between September 2003 and March 2009 NAEYC membership declined over 12% or close to 2% each year. At this rate of decline and with the current and uncertain future of the economy NAEYC will not be able to continue to function at its current capacity.
Membership dues are too expensive and have become out of reach for many current and potential members. This has limited NAEYC’s ability to grow its membership base.
Member benefits have not kept up with the lifestyle of today’s generation. NAEYC and Affiliates need to determine if the benefits are still “relevant” and if they still provide “value”.
No consistent marketing/branding campaign has been conducted to address the retention and growth of the member base.
The relationship between NAEYC, Affiliates and Members needs to be reviewed and re-architected to reflect changing membership value.
Member Counts 2004 to 2009
Between Nov 2004 and Mar 2009 NAEYC lost 14K members
Aug 04 2005 2006 200920082007
Membership by Location
State
80% of Members come from 23 States
90% come from 33 States
CA is the top State NY , PA, FL , IL , OH, NJ, TX next highest membership
Membership by Type
Between September 2003 and March 2009
The biggest loss was from the “Regular” membership category
Data indicates growth in the Student category which could be
attributed to members looking for a “lower priced” membership
option
Member Type Sep 03 March 09 Change
Comprehensive 24,054 22,488 (1,566)
Regular 53,221 45,106 (8,115)
Student 11,898 14,137 2,239
Life Members * 3,146 3,146 -
Total 92,319 84,877 (7,442)
Biggest Loss
Dues 2004 2005 2006 2007 2008 2009 % Change since 04Comprehensive 85$ 218 256 321 261 369 494 227%Regular 45$ 663 563 624 677 828 863 130%Student 35$ 101 107 91 90 122 128 127%Total 982 926 1,036 1,028 1,319 1,485 151%% of previous yr 94% 112% 99% 128% 113%
MI
Iowa
0
200
400
600
800
1,000
1,200
1,400
1,600
2005 2006 2007 2008 2009
Comprehensive
Regular
Student
Total
Linear (Total)
Iowa
Dues 2004 2005 2006 2007 2008 2009 % Change since 04Comprehensive 110$ 747 734 810 866 914 867 116%Regular 75$ 1,560 1,646 2,148 2,370 2,274 2,423 155%Student 75$ 94 90 175 236 264 294 313%Total 2,401 2,470 3,133 3,472 3,452 3,584 149%
103% 127% 111% 99% 104%
Florida
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2004 2005 2006 2007 2008 2009
Comprehensive
Regular
Student
Total
Linear (Total)
Florida
Welcome & Welcome Back!
Indiana AEYC would like to welcome the following new members, who joined
between January 13 and January 20:
Marie Godar * Michelle Townsend * Hanan Osman * Leslie SeringAnita Lukemeyer * Julia Bauer * Sarah Lilley * Leslie Sondgeroth * Tiffany Highers
Lauren Suhre * Cynthia Enstrom * Debbie Spurlock
Indiana AEYC would like to thank the following for renewing their membership between January 13 and January 20:
Dr. Roselyn Cole * Linda Kaser * Colleen Richards * Monika Gilchrist * Christine Howard
Jill Thomas * Susan Walker * Lora Boggs * Judy Grotelueschen * Dafney Lavache Teressa Ledbetter * Sue Conley * Margo Grove * Carol Spencer * Jitka Horne * Melissa
GeibSara Smith * Gwen Kanning * Evelyn Ferguson * Karen Guess * Nancy Hoffman
Sheila Jolivette * Phyllis Shireman * Tracy Heyob * Jane Leatherman
Thank you for your commitment to Indiana's young children!
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Reasons for Members Opting not to Renew
Main Reasons
Based on analysis of our recent membership survey and our final
renewal postcards the main reasons for not renewing are:• Cost (Perceived or Real)• Forgetting to renew• Content or not enough “value”
Sample reasons from surveyed members
Too expensive and the only benefit to me was getting the magazine. Wanted to renew, but at the time the money was short. I am looking to join again. I am not considered a student anymore and the cost is a little too much I can no longer afford the fee. Miss the journal.
Key Findings from 2008 Membership Survey
Potential population of over 2 million early childhood educators, NAEYC has less than a 5% market penetration
NAEYC has a high turnover of new members
NAEYC Membership is aging
Cost is a significant factor in many decisions about membership and program participation
Potential members are looking for alternative membership models
Significant potential exists for non-dues revenue through books and electronic offerings
Electronic and web-based programs will increase in importance
www.naeyc.org is especially important to former members
Teaching techniques and materials are the key benefit to NAEYC membership
The Path to Membership
NAEYC can create innovative pathways to membership by:
Creating value for “customers”; people who seek NAEYC out for products, services and information
Converting “customers” to “E-Subscribers”; people who value our products, services and information but want more content and connections
Converting “E-Subscribers” to “members”; people who choose to join to make a difference, and engage in local and state networks
NAEYC’s
E-Subscriber
Model
The New E-Subscriber Model
There will be two types of offerings to allow individuals to participate in the mission and values of NAEYC
Segment Description
The Member The Member is a person who: • Wants the right to vote • Wants to be part of the local ECE community through
the Affiliate membership• Is active in the ECE field (administrator, educator etc.)
The E-Subscriber
The E-Subscriber is likely to be a person who:• Is interested in the information offered by NAEYC • Possibly new to the ECE field• Has limited disposable income• May potentially become a member • May be a lapsed member
NAEYC currently has more customers than members based on survey results
The New E-Subscriber Model
Benefits $25
Subscriber Discount on products (10%)
Digital Only Discount on NAEYC Conference ($25)
Digital Editions of Young Children and/or Teaching Young Children
E-Newsletter for Subscriber
Subscribers Only Section of Website via dedicated portal
Subscriber Add Ons Digital Edition of Other Journal (via e-subscription) $10
Print Editions TYC $22
Print Editions YC $60
Book Benefits ( the 6 books) $70
Gift Cardsany
amount
E-Subscriber Overview
The purpose of the E-Subscriber model is to offer a low cost, limited yet content rich access to the resources offered by NAEYC
The E-Subscriber will have the option to add on additional resources such as the print versions of YC and TYC at additional cost, however this option will always have a higher price point than full membership
With this model NAEYC will be able to market and package this resource for Unions, Agencies, NAEYC Accredited Programs and other organizations
The E-Subscriber will “NOT” have voting rights
The E-Subscriber offerings will only be delivered electronically thus the cost to NAEYC will be minimal
The system will be designed to enable E-Subscribers to EASILY upgrade from E-Subscriber level to full membership
NAEYC will send State Affiliates $5 for every E Subscriber within their state
With this model NAEYC Affiliates will be able to market directly to the E-Subscriber for local events and membership recruitment
Next Steps
Build the IT platform to support the E-Subscriber ModelField test E-Subscriber model in up to 5 states (Ohio)Track and analyze results through a transparent communications planAnticipated launch October/November 2009 (Annual Conference)
July Governing Board discussion and decision regarding Membership models (approval process of framework and concept in order for staff to move forward)
Develop a plan for a phased roll out that is considerate of the Affiliate’s fiscal planning, and the impact any change will have on NAEYC and Affiliate revenueCreate multiple opportunities to engage Affiliates in phase two of new membership model design in 2010 Develop a communications and marketing campaign to promote the E-Subscriber and new membership models as approvedNew membership models implemented and operational by beginning of FY 2011
NAEYC…Building Better Futures for all Young Children
Questions / Discussion