The New(?) Trends & Culture of Volunteerism Presented to ECNE on December 8 th 2004 © 2004, Peter de Jager For bookings contact Peter at [email protected].

The New(?) Trends & The New(?) Trends & CultureCulture

of Volunteerismof Volunteerism

Presented to ECNEPresented to ECNEonon

December 8December 8thth 2004 2004

© 2004, Peter de Jager© 2004, Peter de JagerFor bookings contact Peter at [email protected] bookings contact Peter at [email protected]

The Survey ResultsThe Survey Results

• What Opportunities?What Opportunities?– Increase MembershipIncrease Membership– Become more of a Lobbying OrganizationBecome more of a Lobbying Organization– Increase Educational OpportunitiesIncrease Educational Opportunities– Increase ProminenceIncrease Prominence– Reach out to MembersReach out to Members

Items in Items in RedRed, are central to our focus., are central to our focus.

The ResultsThe Results

• What Likely Trends?What Likely Trends?– Declining EconomyDeclining Economy– Declining MembershipDeclining Membership– Increased Access to InformationIncreased Access to Information– Consolidation of IndustryConsolidation of Industry– Decline in VolunteerismDecline in Volunteerism– Demographic ShiftDemographic Shift

The ResultsThe Results

• What Threats?What Threats?– CompetitionCompetition Decline in Decline in

MembershipMembership– Lack of ChangeLack of Change Decline in EconomyDecline in Economy– Demographic ShiftDemographic Shift Regulation Regulation– Consolidation Consolidation Decline in Decline in

VolunteerismVolunteerism– Increased Access to InformationIncreased Access to Information– RelevanceRelevance

Initial ObservationsInitial Observations

• Volunteerism isn’t dying… Volunteerism isn’t dying… …but the competition for time has …but the competition for time has increasedincreased

• The primary objective of any AssociationThe primary objective of any Association now more than ever… now more than ever… …is to be relevant to their …is to be relevant to their members.members.

• Relevance to Members drives Relevance to Members drives allall success success factors;factors;– Membership NumbersMembership Numbers– ParticipationParticipation– Long Term InvolvementLong Term Involvement

““Volunteerism” on the RiseVolunteerism” on the Rise

• Dr. Patrick Dixon – FuturistDr. Patrick Dixon – Futurist

– Approximately 60% of Americans work Approximately 60% of Americans work without pay for some cause or other.without pay for some cause or other.

– Average volunteer gives 200 hours Average volunteer gives 200 hours annuallyannually

– 4.5% of USA GDP arises from 4.5% of USA GDP arises from VolunteerismVolunteerism

““Volunteerism” is LegitimateVolunteerism” is Legitimate

• LBG AssociatesLBG Associates

– 100% of Executives believe Senior Mgmt. 100% of Executives believe Senior Mgmt. should volunteershould volunteer

– 100% of Executives believe their companies 100% of Executives believe their companies should financially support volunteerismshould financially support volunteerism

– 85% of companies allow volunteers to use 85% of companies allow volunteers to use their workdaytheir workday

– 60% of Executives believe that volunteerism 60% of Executives believe that volunteerism is part of being a good corporate citizenis part of being a good corporate citizen

The CommentariesThe Commentaries

• Relevance: Pg 3 – Item 5Relevance: Pg 3 – Item 5– What is an association but an organizational What is an association but an organizational

manifestation of "we"? manifestation of "we"?

– What is the modern association's role in defining, What is the modern association's role in defining, strengthening and leveraging "we"?strengthening and leveraging "we"?

i.e. i.e. Why do ‘we’ choose to Why do ‘we’ choose to associate…?associate…?


• Relevance: P 4 – I 7Relevance: P 4 – I 7– Become a strategically aligned Become a strategically aligned

responsive industry resource. After responsive industry resource. After 70+ years we are struggling with our 70+ years we are struggling with our identity, our structure, and remaining identity, our structure, and remaining relevant to our target audience.relevant to our target audience.

– If we don't, we won't be here in 5-10 If we don't, we won't be here in 5-10 years.years.

– Right now we're doing little Right now we're doing little constructively to achieve it.constructively to achieve it.


• Increased access to Information:Increased access to Information:

– P 5 – I 8: P 5 – I 8: The growing dominance of the gray and The growing dominance of the gray and white space, where a lot of people are finding white space, where a lot of people are finding community and education and advocacy, and community and education and advocacy, and which is outside the field of vision (which is outside the field of vision (let alone the let alone the realm of controlrealm of control) of traditional associations. ) of traditional associations.

– P 5 – I 11: Internet = P 5 – I 11: Internet = alternative means of alternative means of communicating, coalescing and gathering communicating, coalescing and gathering information, which information, which are(?)are(?) the cornerstones of the cornerstones of association work and therefore association association work and therefore association relevance.relevance.


• Declining VolunteerismDeclining Volunteerism

– P 5 – I 2: P 5 – I 2: We need members to step up We need members to step up and become involved with the and become involved with the association, which will provide a new association, which will provide a new cadre of association leaders in the cadre of association leaders in the future.future.

– P 5 – I 3: P 5 – I 3: Weak leadership will cause a Weak leadership will cause a ripple effect in our membershipripple effect in our membership


• Demographic ShiftDemographic Shift

– P 7 – I 6: P 7 – I 6: Younger educators are less Younger educators are less inclined to become principals, given the inclined to become principals, given the stress, hours, longer working year, etc. stress, hours, longer working year, etc.

– P 7 - I 7: Culturally, in the US, we do P 7 - I 7: Culturally, in the US, we do not join organizations like our parent's not join organizations like our parent's generation did. generation did.


• Decline in MembershipDecline in Membership– P 7 – I 2: P 7 – I 2: Association membership used to Association membership used to

be a “take it for granted, of course you do be a “take it for granted, of course you do that” thing. Now in such a tight budget that” thing. Now in such a tight budget environment, we have to justify our environment, we have to justify our existence with many firms every year. “Why existence with many firms every year. “Why should we pay those dues again?”should we pay those dues again?”

– P 7 – I 5: P 7 – I 5: In spite of large amounts of In spite of large amounts of money and programs and recruitment money and programs and recruitment campaigns, membership continues to campaigns, membership continues to decline decline


• Increase MembershipIncrease MembershipP 7 – I 2: P 7 – I 2: Develop new or enhance Develop new or enhance existing member benefits to existing member benefits to maximize the membership value maximize the membership value proposition. This is important proposition. This is important because because future member value future member value perceptions will determine whether perceptions will determine whether associations retain and add members, associations retain and add members, or whether they experience a or whether they experience a shrinking membership base.shrinking membership base.


• Increase MembershipIncrease Membership

– P 8 – I 3: P 8 – I 3: Double our membership - that Double our membership - that drives everything else in the association drives everything else in the association (seminars, non dues revenue, impact on (seminars, non dues revenue, impact on the legislature, etc.) - holding the legislature, etc.) - holding membership campaigns, incentive membership campaigns, incentive programs, more activities at local level, programs, more activities at local level, surveying members, etc.surveying members, etc.


• CompetitionCompetition– P 10 – I 4: P 10 – I 4: Increasing ease of using the Increasing ease of using the

web, increasing ease of creating web, increasing ease of creating coalitions/interest groups through the coalitions/interest groups through the web and other sources.web and other sources.

– P 10 – I 6: P 10 – I 6: Competitors that were once Competitors that were once thought of as niche groups, expanding thought of as niche groups, expanding their offerings to entice our members to their offerings to entice our members to join their organization.join their organization.


• Educational opportunitiesEducational opportunities– P 12 – I 2: P 12 – I 2: An ongoing series of An ongoing series of

educational programs to develop educational programs to develop leadership skills within our leadership skills within our membership. People graduate with membership. People graduate with little if any leadership skills. They little if any leadership skills. They are take positions of leadership are take positions of leadership within their organization and in within their organization and in voluntary associations and have no voluntary associations and have no idea what to doidea what to do. .

American Cultural DriversAmerican Cultural Drivers

• Center for Cultural Studies & AnalysisCenter for Cultural Studies & Analysis– Individuals should determine their own Individuals should determine their own

destinydestiny– Individuals should control their social and Individuals should control their social and

physical environmentphysical environment– Actions should be judged in a moral lightActions should be judged in a moral light– Authority/bigness should be viewed with Authority/bigness should be viewed with

suspicionsuspicion– We should have as many choices as possibleWe should have as many choices as possible– Anything can, and should be improvedAnything can, and should be improved– The Future should be better than the pastThe Future should be better than the past

Why People VolunteerWhy People Volunteer

• Incentives for VolunteeringIncentives for Volunteering– AchievementAchievement– Recognition and FeedbackRecognition and Feedback– Personal GrowthPersonal Growth– Giving Something BackGiving Something Back– Bringing about Social ChangeBringing about Social Change– Family TiesFamily Ties– Friendship, Support and a feeling of Friendship, Support and a feeling of

belongingbelonging

Ford Volunteerism Case StudyFord Volunteerism Case Study

• Employees’ personal values, Employees’ personal values, attitudes, and objectivesattitudes, and objectives

– A strong sense of the value of ‘Giving A strong sense of the value of ‘Giving Back’ to their community.Back’ to their community.


• The nature of the programThe nature of the program– Time off work was a major motivating Time off work was a major motivating

factorfactor

– The ability to work with their peers on a The ability to work with their peers on a non-work related project was seen as non-work related project was seen as extremely positive team building.extremely positive team building.

– Although… some individuals did prefer Although… some individuals did prefer to work alone.to work alone.


• Kinds of opportunities availableKinds of opportunities available– The opportunities available were seen The opportunities available were seen

as desirable, because they were as desirable, because they were different.different.

– The opportunity to suggest their own The opportunity to suggest their own projectsprojects


• Company Support for ParticipationCompany Support for Participation

– Not only were people allowed to Not only were people allowed to Volunteer, but their workloads were Volunteer, but their workloads were modified to accommodate the hours modified to accommodate the hours spent on Volunteering. spent on Volunteering.


• Personal Support for ParticipationPersonal Support for Participation

– Support by family, friends, peers was Support by family, friends, peers was crucial to the willingness to volunteer. crucial to the willingness to volunteer.

– Allowing family members to be involved Allowing family members to be involved increased the willingness to volunteerincreased the willingness to volunteer


• Degree of satisfaction with the Degree of satisfaction with the Volunteer experienceVolunteer experience

– Support during the project was a major Support during the project was a major motivating factor for repeat motivating factor for repeat volunteerismvolunteerism

– The work The work mustmust be seen by the volunteer be seen by the volunteer

as as worthwhile worthwhile – Recognition for effort was also crucial to Recognition for effort was also crucial to

the sense of accomplishment.the sense of accomplishment.


• ConclusionConclusion– Create positive attitudes towards Create positive attitudes towards

VolunteeringVolunteering– Make it as appealing as possibleMake it as appealing as possible– Create interesting and meaningful Create interesting and meaningful

opportunitiesopportunities– Make it easy for employees to volunteer Make it easy for employees to volunteer

and then support their effortsand then support their efforts– Build on personal and co-worker supportBuild on personal and co-worker support– Ensure that they have a positive volunteer Ensure that they have a positive volunteer

experienceexperience

Why People don’t, or stop Why People don’t, or stop VolunteeringVolunteering

• The disincentivesThe disincentives– Disorganized managementDisorganized management– Lack of board supportLack of board support– Staff indifferenceStaff indifference– Limited training and orientationLimited training and orientation– Lack of contact and supportLack of contact and support– Wrong assignmentWrong assignment– Perks that are withdrawnPerks that are withdrawn– Insufficient fundingInsufficient funding

The trends is a nutshellThe trends is a nutshell

• Decline in number of volunteersDecline in number of volunteers• Increase in hours of volunteerismIncrease in hours of volunteerism• Pareto’s rule still in effect – 80/20 RulePareto’s rule still in effect – 80/20 Rule• Increase in ‘Lack of Time’ as primary reason Increase in ‘Lack of Time’ as primary reason

for not volunteeringfor not volunteering• Increase in Job Skill Acquisition as a Increase in Job Skill Acquisition as a

motivatormotivator• Increase in employer support for Increase in employer support for

volunteeringvolunteering• ““What’s in it for me” is still the challengeWhat’s in it for me” is still the challenge• The rise of ‘Virtual Volunteering’The rise of ‘Virtual Volunteering’

So What?So What?

• #1 – There is huge competition for #1 – There is huge competition for our time and attention.our time and attention.

• #2 – People will, and do, give freely #2 – People will, and do, give freely of their time for something of their time for something theythey believe in.believe in.

• #3 – Most associations have lost their #3 – Most associations have lost their relevance to membership… which relevance to membership… which compounds the negative impacts of compounds the negative impacts of #1 & #2#1 & #2

Now What?Now What?

• Two Challenges face all AssociationsTwo Challenges face all Associations

–Regaining Relevance for Regaining Relevance for membersmembers

–Instilling Focus throughout Instilling Focus throughout the Organizationthe Organization

How What? The Hedgehog How What? The Hedgehog StrategyStrategy

• Decide Decide DiscoverDiscover the one thing that the one thing that– You can become the best at…You can become the best at…– That you are passionate about…That you are passionate about…– That powers your economic engine…That powers your economic engine…

And… And…

(the difficult part) STOP doing (the difficult part) STOP doing everything else!everything else!

Peter de JagerPeter de Jager

www.Technobility.comwww.Technobility.com

© 2004, Peter de Jager© 2004, Peter de JagerFor bookings contact Peter at [email protected] bookings contact Peter at [email protected]

The New(?) Trends & Culture of Volunteerism Presented to ECNE on December 8 th 2004 © 2004, Peter de Jager For bookings contact Peter at [email protected].

Documents

volunteerism slide

information relevance

association relevance

volunteerism increased

commentaries relevance

trends culture of volunteerism

membership increased

competition decline