Understanding the New Volunteer


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Volunteerism has changed and its rocking the association world. Explore the questions, the trends, and the how-to's for engaging members in volunteering for your association.

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  • Rule of thumb*: 1/3 currently engaged (that means even on a 1-up task), 1/3 recently, 1/3 uninvolvedInteresting that this is a metric rarely measured. Research** – where members reported their activity – indicates 14.6% assn members involved in governance while another 15.5% in an ad hoc role*Source: 10 Lessons for Cultivating Member Commitment, ASAE 2012 – DTV 2007 and repeat late 2011** Source: Decision To Volunteer, ASAE 2008
  • Why important? Drives growth!Performing one simple task for the association moves perception of the assn value up substantially – from 38% to 44% on NPS scale (Source: 10 Lessons, ASAE 2012)15% of dropped members cited lack of involvement, only budget cuts was cited more often at 18% (Source: Marketing General Inc 2013 Membership Marketing Benchmarking Report)BETTER ENGAGEMENT MEANS BETTER RENEWALS according to MGI Research shows that in the past year members who…upgraded their membership to a higher level of service were 12% more likely to renew…ordered a product in the past year were 28% more likely to renew…were also chapter members were 17% more likely to renew…attended an association meeting in the past year were 19% more likely to renew…attended four or more meetings were 30% more likely to renew
  • Here’s the problem – the old model doesn’t fit!• It ignores the reality of generational differences.• It handcuffs organizational decision-making.• It limits opportunities for involvement.
  • http://bit.ly/13Wwe1F
  • Today’s volunteer is looking for meaning not
  • Handcuffs (those multi-year, big jobs)
  • The NEW definition of volunteer is giving one’s time and talent to drive mission. This new definition draws on two intrinsic motivations to volunteer, with the focus on the outcomes of volunteering and the functions needed to drive those outcomes. This turns the image of volunteering, which traditionally starts with a Board and trickles down or begins with the job title and then the description, upside down.
  • And it’s based on a continuum of engagement …
  • The first isn’t a surprise for many of us: Time & FlexibilityTime = both in terms of how much and whenFlexibility = where, how
  • Think short-term, easy to complete tasks Maybe reoccurring but not long-term
  • Top 5 reasons for not volunteering (ASAE, Decision To Volunteer) include the critical lack of ad-hoc oppty!1. Lack of Information about Opportunities to Volunteer2. Conflict with other volunteering activity3. Never asked to volunteer4. Lack of information about virtual volunteering5. Lack of information about short-term assignments
  • This is important to note … the magic age is 30Why, perhaps: Settled down a it Clarified their career intentions Come to understand how and the importance of fueling requirements for thatSource: ASAE, 10 Lessons, 2012; Generations & The Future of Association Participation, William E. Smith Institute for Association research (2006) based on Social Capital & Community Benchmark Study, 2000 and Syracuse University similar study, 2004
  • The second trend to look at is Motivation – and it may surprise you.
  • Have you … you shouldASAE did …
  • Which means it has to address both sides …
  • Top 5 Drivers for Volunteering (ASAE, Decision To Volunteer) – are largely outward-facing!
  • Top 5 Drivers for Volunteering (ASAE, Decision To Volunteer) – are largely outward-facing!1. It’s important to help others2. Do something for profession/cause important to me3. Feel compassion for others4. Gain new perspectives5. Explore my own strengths
  • With 4 generations in the workplace, 2 of which are often referred to digital natives … the third shift is work stylesI don’t like to look at this as generational but rather as diversity … especially since we know that younger generations are not that different when it comes to the why
  • Be Flexible: Focus on “Associating”
  • Embrace micro-volunteering – ad-hoc jobs, job-sharing, shorter termsHarness technology to engage members & streamline the volunteer jobCreate volunteer portals so its easy to find options & sign-up
  • Traditional governance roles (e.g. board, committee with annual terms)Task force and project team assignments (limited or shorter-term engagement) Virtual volunteer roles (short or longer term)One-time volunteer opportunities (can be served in one or very limited commitment)Should answer “all of the above!”
  • Be Motivational: Create the balance of good for the order / good for me
  • Sell the need to care about the good of the professionSharpen the personal benefits … creates a balanced package
  • Source: http://www.macpa.org
  • Source: https://www.diabeteseducator.org/Members/GetInvolved.html
  • Put all the opportunities into a matrix – helps visualize the larger program, helps you see the “holes”, helps members see the requirements. Members become more proactive in seeking education and training.
  • Show members the volunteer pathway. Include the skills, knowledge and experience they need at each level.
  • Sources: AADE Get Involved: https://www.diabeteseducator.org/Members/GetInvolved.htmlNJSCPA Volunteer & Contribute: http://www.njscpa.org/volunteer-contribute
  • Sources: ONS Participate: http://www.ons.org/Membership/ParticipatePMI Get Involved: http://www.pmi.org/Get-Involved.aspx
  • Sources: ACS Get Involved, Stay Involved: http://www.acs.org/content/acs/en/membership-and-networks/acs/getinvolved.htmlParental Drug Association Membership-Volunteer Opps: http://www.pda.org/Membership/Volunteer-Opportunities.aspx
  • Source: ASAE, https://www.asaecenter.org/gettrilogy.cfm?ItemNumber=52403
  • Understanding the New Volunteer

    1. 1. Building a Spirit of Engagement: The New Volunteerism
    2. 2. Peggy Hoffman, CAE @peggyhoffman Mariner Management Association Management, Training & Consulting Home of PRSA MD, ISES DC, AIDC, Maryland Recycling Network
    3. 3. What percentage of your members volunteer for your association?
    4. 4. Available from ASAE  www.asaecenter.org
    5. 5. Plug in  Increase Value  Increase retention  Increase acquisition
    6. 6. The Committee Model Is Broken Reality looks more like this: Source: The Mission Driven Volunteer – Peggy Hoffman & Elizabeth Weaver
    7. 7. Looking for meaning
    8. 8. Not …
    9. 9. CONSUMING (viewing, reading, attending) PROMOTING (liking, sharing, recommending) CREATING (contributing, commenting, survey respondent) SERVING (volunteer in non-governing role) GOVERNING (volunteer in a leadershievauap role)
    10. 10. Time/Flexibility
    11. 11. prefer ad hoc or episodic volunteering
    12. 12. Source: Decision To Volunteer, ASAE
    13. 13. getting involved is cyclical … tied to family & profession stages
    14. 14. prefer short terms not “jail terms”
    15. 15. Motivation
    16. 16. Have you surveyed your members or your volunteer pool about why they volunteer?
    17. 17. Volunteers are Pro-Social
    18. 18. Its about the cause, the people … and me
    19. 19. Top 5 Volunteering Drivers … 1. It’s important to help others 2. Do something for profession/cause important to me 3. Feel compassion for others 4. Gain new perspectives 5. Explore my own strengths Source: Decision To Volunteer, ASAE
    20. 20. Work Styles
    21. 21. We think differently, work differently, speak differently … on our way to the same place
    22. 22. Be flexible
    23. 23. Embrace micro-volunteering and harness technology
    24. 24. What volunteer opportunities do you offer members?
    25. 25. Be motivational
    26. 26. Community Professional development Service to others
    27. 27. Be outcome focused
    28. 28. Switch from giving direction to defining the goal
    29. 29. Open to new structures, new formats
    30. 30. Inventory • consider every opportunity, share, gather input
    31. 31. Inventory Committee Review • consider every opportunity, share, gather input • Term • Task • Role within the association
    32. 32. Inventory Committee Review • consider every opportunity, share, gather input • Term • Task • Role within the association Individual Job Review • can you unbundle? • categorize (occasional, limited/shortterm, annual/ongoing, national governance)
    33. 33. Matrix Position Type of Commitment Skill/ Knowledge Level Individual/ Group Location Time Commitment Key Tasks e.g., Virtual, Tele conference, Face-to-face Est. number of hours req’d or term, temporary, occasional, interim List Position e.g., Governance, Standing, AdHoc e.g. Vol level 1, 2, 3, 4, 5 Writer AdHoc Vol Level 1 Individual Virtual 1-3 hours Write eletter article of 300 words Committee Chair Governance Vol Level 4 Group Combo 1-yr term (list key tasks)
    34. 34. Inventory Committee Review • consider every opportunity, share, gather input • Term • Task • Role within the association Individual Job Review • can you unbundle? • categorize (occasional, limited/shortterm, annual/ongoing, national governance) Create & visualize your volunteer pathway
    35. 35. Pathway 5 - Strategic Volunteers Leader 4 - Experienced Volunteer Leader 3 - New Volunteer Leader 2 - Learning Volunteer 1- Prospective Volunteers
    36. 36. Members as Citizens
    37. 37. Questions … Let’s connect … Phone: 301.725.2508 Web: www.marinermanagement.com Twitter: @peggyhoffman LinkedIn: Peggy Hoffman