AARP Volunteer & Member Engagement Initiative Case Study (2008)

2008 AARP Oregon Volunteer & Member Engagement InitiativeJulie WilliamsVersatile Creative LLCIntegrated Marketing Communications Case Study©2014

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Julie Williams

Award-winning Strategic Communications Consultant

Owner, Versatile Creative LLC

Master’s in Strategic Communication & Journalism University of Oregon

Accredited in Public Relations

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Vast experience designing and implementing successful integrated marketing communications programs

Versatile CreativeHelps brands communicate with integrity

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Versatile Creative

How? Consider the whole Speak from the heart Do the right thing Do it well

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Versatile Creative

How? Consider the whole Speak from the heart Do the right thing Do it well

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Who? Nike, OHSU, AARP, Concordia University, Hatch Innovation, Elemental Technologies, and more

Situation Analysis

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2008

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2008

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6Agency: GSD&M, Source: http://www.jcabbruzzi.com/AARP-Divided-We-Fail

AARP is a non-profit organization serving Americans ages 50+

In 2008, 38 million members in U.S.

One of the largest membership organizations.

One of the most powerful lobbying groups.

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Since 2011, 8,000 boomers turn 65 every day.

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More boomers More members

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More boomers More members

More impact

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More boomers More members

More impact

+ More volunteers

“We rely on our members’ skills, expertise and generosity of spirit to extend our capacity to advance our social impact agenda.”

AARP Strategic Plan, 2008

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Volunteer Opportunities

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Ambassador Executive Leadership

Advocate Presenter

Trainer/Facilitator Communicator

Office assistants Event registration

Lobbyist Tax-Aide advisors

Money Management advisors Driver Safety instructors

And more

Ways to volunteer

Volunteer Opportunities

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In 2008,150 AARP Oregon volunteers represent 500,000 members.

Timeframe

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2007

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2008

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2008 May June August November

AARP Presents Strategic Plan; People Strategy

Presidential Election

Conduct Research End of Contract

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2008 May June August November

AARP Presents Strategic Plan; People Strategy

Presidential Election

Conduct Research End of Contract

AARP Oregon Volunteer & Member Engagement Initiative

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2008 May June August November

AARP Presents Strategic Plan; People Strategy

Presidential Election

Conduct Research End of Contract

AARP Oregon Volunteer & Member Engagement Initiative

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Research

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Literature Review

Volunteer & Member Engagement Initiative Research

Focus Groups

*According to a report by the Corporation for National and Community Service

Telephone Survey

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Literature Review

Volunteer & Member Engagement Initiative Research

Focus Groups

As of 2006, volunteering in America hit a 30-year high with 27 percent of adults currently giving to

their communities*. - PRSA Strategist article, Winter 2007

*According to a report by the Corporation for National and Community Service

Telephone Survey

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Literature Review

Volunteer & Member Engagement Initiative Research

Focus Groups

*According to a report by the Corporation for National and Community Service

20 participants three groups

Frequency of volunteering Motivation

Communication methods Interests

Telephone Survey

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Literature Review

Volunteer & Member Engagement Initiative Research

Focus Groups

*According to a report by the Corporation for National and Community Service

Seven facilitators four weeks

79 Respondents (50 percent)

Average membership: 14 years Average volunteering: 6.5 years

Telephone Survey

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Literature Review

Volunteer & Member Engagement Initiative Research

Focus Groups

*According to a report by the Corporation for National and Community Service

Small sample size Not representative of state

Aging volunteer base Messaging disconnect exists

Happy, but not recruiting

Telephone Survey

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Goal

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GoalEngage members and volunteers through congressional district-based outreach.

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Objectives

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Objectives1. Establish six Community Action Teams

2. Recruit, cultivate and support one to two appointed volunteers to lead each team

3. Engage 100 members, volunteers and partners in each team

4. Recruit 50 new AARP Oregon appointed volunteers (increase by 30%)

5. Recruit 100 volunteers for partners in service20

Target Audience

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AARP Oregon Members: 200,000 (40%)

Target Audience Ages: 50-75

New volunteers

Congressional District residents in target communities: Portland, Medford, Eugene, Salem, Bend, Pendleton

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Strategies

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Enhance our capacity and efficacy in grassroots mobilization

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Build our presence and influence in congressional districts around Oregon

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Help meet the goals of AARP’s People Strategy & Volunteer Engagement Initiative

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Engage diverse, boomer members with a focus on local, self-directed volunteering

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Tactics

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In This Issue

Behind the Scenes ............

..... 2

Meet some of the volunteers

who make AARP eff ective.

Q&A ...........

............

............

..... 3

“Older adults hold the key to

the human resource needs

of the nonprofi t sector.” Marc

Freedman

Divided We Fail ............

..........4

Volunteers make the diff erence.

AARP Oregon

9200 SE Sunnybrook Blvd., Suite 410

Clackamas, OR 97015

Two rec

ent stu

dies suggest

that serving your community

actually buoys your health.

Getting involved can be

a healthy move, accord-

ing to “Health Benefits of

Volunteering,” produced by the

Corporation for National and

Community Service. Volunteers

live longer, and report better

health and lower rates of depres-

sion later in life than those who

do not volunteer. Older people

are likely to benefit most, in part

because volunteering provides

physical and social activity and

a sense of purpose.

A high rate of civic engagement

also makes for a happy com-

munity, according to “Everyone

Matters,” a report by the

Multnomah County Task Force

on Vital Aging. The report noted

that boomers have a higher vol-

unteer rate than other age groups.

Portland was also the No. 6 city in

the country last year for commu-

nity involvement.

“As our generation moves into

the next phase of life, we seek

meaning by engaging with the

community and giving our time

to making a difference,” said Jay

Bloom, an AARP volunteer and

chair of the Task Force.

Statewide, about 2,000 AARP

members assist the Oregon State

Office by working on legisla-

tive advocacy issues, community

service projects, and the Driver

Safety, Money Management

and Tax-Aide programs.

Organizations like AARP can pro-

vide hours based on volunteers’

schedules, match opportunities

with interests and offer training.

“Our commitment to our

natural environment, our ‘can-

do’ attitude and the concurrent

commitment to reaching out to

help our neighbors are all indi-

cators that Oregon has a bright

future,” said Kathleen Joy,

executive director of Oregon

Volunteers!, a nonprofit group.

To learn more, visit www.

co.multnomah.or .us/chair ,

www.oregonvolunteers.org and

www.nationalservice.org. To vol-

unteer with AARP, call 503-513-7360

or e-mail gjordan@aarp.org.

Oregon News

www.aarp.org/or

Calendar

Meet AARP Oregon.

Current volunteers and interested

members are invited to learn

about volunteer opportunities,

meet other members and talk

with the State Office staff about

ways to get involved and make a

difference. For more information,

call 1-866-554-5360 toll free or

e-mail oraarp@aarp.org.

Portland

Second Tuesdays

AARP Clackamas office, 9200 SE

Sunnybrook Blvd., Suite 410

10 a.m. – noon

Medford

July 1

Red Lion Inn, 200 N. Riverside

Ave.

10 a.m. – noon

La Grande

July 31

Union County Fair

3604 N. 2nd St.

AARP Chapter booth

10 a.m. – 2 p.m.

Don’t miss a thing.

Stay in the loop with AARP

Oregon news, information,

events, and other ways and

opportunities get engaged. Sign

up by e-mailing oraarp@aarp.org

or visiting www.aarp.org/or.

Non-Profi t Org.

U.S. Postage

PAID

Permit No. 43

Long Beach, CA

Find tips on volunteering at www.nationalservice.gov/about/volunteering and www.aarp.org/makeadiff erence.

Studies show that AARP’s appointed volunteers provided more than $150 million worth of service to their communities in 2007.

Help Others to

Help Yourself

People who volunteer to make

their communities better are

likely to live better, longer lives.

Volunteering at community

events sparks reunions and

friendships within the AARP

social network for longtime

volunteer Sue Ofstad of Port-

land, shown greeting an old

friend and fellow volunteer.

Special Edition 2008: Community and Volunteer Engagement

Volunteering at community

events sparks reunions and

OR

OR_SPECISSUE_2008_cgla.indd 1

OR_SPECISSUE_2008_cgla.indd 1

6/3/08 12:13:20 PM

6/3/08 12:13:20 PM

Targeted Mailings: Newsletter to 75,000 members Direct Mail postcard to 5,000 members

Seven Volunteer Engagement Meet & Greet events:

Salem, Clackamas, Medford, La Grande

Tactics

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Get Involved.Stay Informed. Make a Difference. Be an AARP volunteer in Oregon

Concerned about skyrocketing health care and Rx costs?

Struggling with caregiving or helping your aging loved one

maintain independence and quality of life?

Are you worried about having enough for retirement?

AARP is working to fix health care, shore up the state’s long-

term care system, ensure financial security and much, much

more. Whether it is advocating for change in Salem and D.C.,

helping a neighbor, or providing information and education

on these and many other issues, we need your passion, voices

and expertise. Opportunities to get involved in a variety of ways and make a

difference abound - from one day a year to several hours a week

or month. Help make your community and Oregon an even better, stronger

place to live. Join us on Wednesday,

June 4 to learn more!

Tactics

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Get Involved.Stay Informed. Make a Difference. Be an AARP volunteer in Oregon

Concerned about skyrocketing health care and Rx costs?

Struggling with caregiving or helping your aging loved one

maintain independence and quality of life?

Are you worried about having enough for retirement?

AARP is working to fix health care, shore up the state’s long-

term care system, ensure financial security and much, much

more. Whether it is advocating for change in Salem and D.C.,

helping a neighbor, or providing information and education

on these and many other issues, we need your passion, voices

and expertise. Opportunities to get involved in a variety of ways and make a

difference abound - from one day a year to several hours a week

or month. Help make your community and Oregon an even better, stronger

place to live. Join us on Wednesday,

June 4 to learn more!

TacticsPeer referrals

Partner outreach & referrals

Speaker’s Bureau

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Resources

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Resources12+ Volunteers

Paid staff: 5 Directors, 3 Support

Design vendor

Volunteer and member database

National office and local printing presses

U.S. Postal Service

AARP programs: Tax-Aide, Driver Safety Program etc.

Partners in service: LTCO, Ride Connection, SHIBA, AAA28

Budget

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Budget

*Estimated costs, actual budget confidential to AARP

Personnel

Postage & Printing

Events

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Personnel (60%) Staff Time: $100,000* Volunteers: $1,500* Designer: $1,000*

Budget

*Estimated costs, actual budget confidential to AARP

Personnel

Postage & Printing

Events

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Personnel (60%) Staff Time: $100,000* Volunteers: $1,500* Designer: $1,000*

Budget

*Estimated costs, actual budget confidential to AARP

Postage & Printing (39%) Newsletter & Postcard Postage: $35,000*

Postcard Printing: $10,000* National office Printing (subsidized): $18,750*

Personnel

Postage & Printing

Events

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Personnel (60%) Staff Time: $100,000* Volunteers: $1,500* Designer: $1,000*

Budget

*Estimated costs, actual budget confidential to AARP

Postage & Printing (39%) Newsletter & Postcard Postage: $35,000*

Postcard Printing: $10,000* National office Printing (subsidized): $18,750*

Events (1%) Giveaways: $500* Venues: $1,000*

Food & Beverage: $500*

Personnel

Postage & Printing

Events

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Personnel (60%) Staff Time: $100,000* Volunteers: $1,500* Designer: $1,000*

Budget

*Estimated costs, actual budget confidential to AARP

Postage & Printing (39%) Newsletter & Postcard Postage: $35,000*

Postcard Printing: $10,000* National office Printing (subsidized): $18,750*

Events (1%) Giveaways: $500* Venues: $1,000*

Food & Beverage: $500*

Personnel

Postage & Printing

EventsTotal: $174,250*

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Outcomes

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1.Establish six Community Action Teams

2.Recruit, cultivate and support one to two appointed volunteers to lead each team

3.Engage 100 members, volunteers and partners in each team

4.Recruit 50 new AARP Oregon appointed volunteers (increase by 30%)

5.Recruit 100 volunteers for partners in service

Outcomes

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1.Establish six Community Action Teams

2.Recruit, cultivate and support one to two appointed volunteers to lead each team

3.Engage 100 members, volunteers and partners in each team

4.Recruit 50 new AARP Oregon appointed volunteers (increase by 30%)

5.Recruit 100 volunteers for partners in service

Outcomes2

4

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Evaluation

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Project Debrief

Inquiries (mail,

email, call)

Community Action Teams Activity

Event attendance &

survey completion

AARP Dashboard

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Tools for measuring success & learning

Evaluation

Lessons Learned

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2014

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2014

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Consider the wholeSpeak from the heartDo the right thingDo it well

Versatile Creative approach:

2014

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Consider the whole

Versatile Creative approach: Stronger

outcome-based goal

& SMART objectives

Research before

Planning

GoalState output-based goal: Engage members and volunteers through congressional district-based outreach.

National outcome-based goal: People 50+ choose to join and stay with AARP because we deliver meaningful value and play a unique role in their lives.

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GoalState output-based goal: Engage members and volunteers through congressional district-based outreach.

National outcome-based goal: People 50+ choose to join and stay with AARP because we deliver meaningful value and play a unique role in their lives.

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GoalState output-based goal: Engage members and volunteers through congressional district-based outreach.

National outcome-based goal: People 50+ choose to join and stay with AARP because we deliver meaningful value and play a unique role in their lives.

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GoalState output-based goal: Engage members and volunteers through congressional district-based outreach.

National outcome-based goal: People 50+ choose to join and stay with AARP because we deliver meaningful value and play a unique role in their lives.

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2014

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Consider the wholeSpeak from the heart

Meaningful key

messagesVersatile Creative approach:

2014

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Consider the wholeSpeak from the heartDo the right thing

Social Media & Blog

Media Relations

Versatile Creative approach:

2014

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Consider the wholeSpeak from the heartDo the right thingDo it well Evaluate

integration

Versatile Creative approach:

Thank you!

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Say what you mean,mean what you say

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QuestionsJulie Williams julie@versatilecreative.co www.linkedin.com/in/juliemariewilliams @oregonintegrity

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