Global Summit of Women May 5-7, 2011 “ Growing and Retaining Members”

Global Summit of WomenMay 5-7, 2011

 “Growing and Retaining Members”

Linda Hallman, CAEExecutive DirectorAmerican Association of University Women

www.aauw.org

Growing and Retaining Members

www.aauw.org

Growing and Retaining Members

• What are today’s challenges– Discovering who “we are”–What issues resonate with today’s member–Meeting the needs of current & future members

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Growing and Retaining Members

• Who are our members today/tomorrow?– Nationwide branches (aka chapters)• Range from 2-3 members to hundreds

– National members• Individuals from around the country and the world

– Prospective members ?!

Growing and Retaining Members

• Environmental Scan–What are key issues today?–What are fundraising     challenges?

– Similar organizations• Partners or competitors?

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Growing and Retaining Members

• Organization  evaluation–Mission – Governance system– Programs, activities, events– Communication methods

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Growing and Retaining Members

• Membership Survey–Methods of conducting surveys• Face-to-face; focus groups; phone; mail; online 

–Who to survey• Current members• Potential members

–Membership trends• Locally• Nationally• Globally

Growing and Retaining Members

• Membership issues identified–What are current members’ perceptions?• Liked; didn’t like; wanted changed?• Would keep them as a member?

Growing and Retaining Members

• What did prospective members think of AAUW?– Our mission?  – How we presented ourselves?–What value we gave to the cause?–What’s in it for me? 

• What do non-members thinkof your organization?

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Growing and Retaining Members

• What did we learn?– Our updated mission does resonate with current/future audiences

– Demographics are key; flexibility is crucial– Outreach methods 

make all the difference

Growing and Retaining Members

• What did we fix?– Governance structure– New membership recruitment/retention aides for our branches to meet local needs

– Increase engagement with our  national members– Communication and marketing improvements– Reminded: to be ever evolving

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Growing and Retaining Members

Growing and Retaining Members

• The impact of an environmental scan and evaluation on our business model:– Lessons learned– Changes made– Future plans 

www.aauw.org

Growing and Retaining Members

• Going Global: AAUW’s expanding business model– Brief overview of our international activities– Key partnerships–Membership growth/retention

www.aauw.org

Growing and Retaining Members

• How can our lessons help your organizations– Understand your challenges– Understand your current/potential members– Look toward your future

Thank you!

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