Transcript
NCLA MEMBER SURVEY REPORT
Compiled by PR Foundations class
UNC-Chapel HillSchool of Media & Journalism
OUR THANKS TO
Stephanie Willen Brown and Kim Parrott for their information, insights, assistance… and patience!
FOCAL AREAS
Website: Brady Blackburn & Christi Fenison
Conference: Maggie Blunk & Xiaohan Xi Research: Andrea Orengo & Christine Scalora
Social media: Katria Farmer & Jane Kim Sections/Roundtables: Taylor Hamlet & Holly Roberts
SURVEY PURPOSE
Measure satisfaction of membership and get opinions for areas of improvement.
NCLA SURVEY Distributed Oct. 7 to NCLA listserv (n=approx. 1000)
Reminder sent Oct. 14 with extension to Oct. 17
Marketing team also tweeted and posted link on official / unofficial Facebook pages
240 respondents = 24%
RESPONDENT DEMOGRAPHICS
84% female; 16% male
90% white; 5% African-American; 2% Hispanic origin; 1.7% Asian, 1% Native American
87% hold MA and 92% of those report degree is in library science
HOW LONG HAVE YOU BEEN A MEMBER OF NCLA?
51.52%
25.25%
14.14%
9.09%
TYPES OF MEMBERS93% library staff3.5% students1.5% retired2.5% other
47.6% public library32.8% college/ university
13.2% community college
~6% other
HOW DID YOU LEARN ABOUT NCLA MEMBERSHIP?
VALUE PROVIDED BY NCLA
Networking and continuing education are ranked as the most-important reasons to be a member of NCLA.
WHAT ENCOURAGES / WOULD ENCOURAGE YOU TO JOIN / REJOIN
WHY DIDN’T JOIN OR RENEW
REPRESENTATIVE ‘OTHER’ REMARKS Just moved to NC; haven't decided whether to join Inertia Sometimes late renewing Was never advertised to students as something they
could join Website is confusing - I can't remember if I've renewed
or not. And I forget my user ID There were no reminders, or the reminders came at
inexplicable times and had incorrect info. I have trouble keeping up with when my renewal is due I have to wait until our budget resets
SIGNIFICANCE OF WEBSITE
41.88% of respondents rated website as #1 preferred source to access NCLA info
9.2% of current members found out about membership through the website
33.33% of respondents who aren’t sure if they’re members want a simpler renewal process
WEBSITE TESTING
Before making significant changes to the website, it might be helpful to conduct some website testing
e.g., Nibbler: http://nibbler.silktide.com/ (free!)
MEMBER OF SECTION OR ROUNDTABLE
78%
22%
TOP 5 SECTIONS / ROUNDTABLESPublic Library = 27.7% Library Admin & Management = 24.1%College & University = 20.6%Technology & Trends = 15.6%Resources & Technical Services = 12.77%
SECTIONS/ROUNDTABLE CONTENT CONSISTENCYMay be useful to provide each section and roundtable with a template to ensure consistent information is provided
Base the template on what members want to know
SOCIAL MEDIA USE (88%)
NCLA SOCIAL MEDIA VISITS IN LAST MONTH
WHAT FEATURES MOST INTERESTED IN SEEING ON NCLA SOCIAL MEDIA
NCLA BIENNIAL CONFERENCE More than 10% of respondents learned about NCLA membership through the conference
53% of members said a conference discount would encourage them to join or renew
Perceived lack of variety in conference programming
Opportunity to leverage various existing communication tools with conference messaging
Although a few recommended live-streaming, most expressed concern that live-streaming would deter member involvement
THE BALANCING ACT: CONDUCTING RESEARCH Gaining regular feedback and input from members without taxing NCLA’s resources or members’ time constraints
Being responsive to respondents’ views Share results Call for assistance to enact recommendations
Value of website and social media analytics NCLA’s responsiveness is evident –
2007 survey indicated the website was respondents’ least “Preferred Means of Communication”
Website changes were implemented, including the addition of a blog, online member renewal and registration
COMING UP NEXT!
Teams will use the survey research and other input to make some recommendations to enhance the NCLA’s marketing communication efforts.
Mid-November presentations
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