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AARP Volunteer & Member Engagement Initiative Case Study (2008)
- 1. 2008 AARP Oregon Volunteer & Member Engagement Initiative Julie Williams Versatile Creative LLC Integrated Marketing Communications Case Study ©2014 1
- 2. Julie Williams Award-winning Strategic Communications Consultant Owner, Versatile Creative LLC Master’s in Strategic Communication & Journalism University of Oregon Accredited in Public Relations 2 Vast experience designing and implementing successful integrated marketing communications programs
- 3. Versatile Creative Helps brands communicate with integrity 3
- 4. Versatile Creative How? Consider the whole Speak from the heart Do the right thing Do it well 3
- 5. Versatile Creative How? Consider the whole Speak from the heart Do the right thing Do it well 3 Who? Nike, OHSU, AARP, Concordia University, Hatch Innovation, Elemental Technologies, and more
- 7. 2008 5 $
- 8. 2008 5 $
- 9. 6 Agency: GSD&M, Source: http://www.jcabbruzzi.com/AARP-Divided-We-Fail
- 10. 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. 7
- 11. Since 2011, 8,000 boomers turn 65 every day. 8
- 13. 9 More boomers More members More impact
- 14. 9 More boomers More members More impact + More volunteers
- 15. “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 10
- 16. 11 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
- 17. 12 In 2008,150 AARP Oregon volunteers represent 500,000 members.
- 18. Timeframe 13
- 19. 2007 14
- 20. 2008 14
- 21. 2008 May June August November AARP Presents Strategic Plan; People Strategy Presidential Election Conduct Research End of Contract 14
- 22. 2008 May June August November AARP Presents Strategic Plan; People Strategy Presidential Election Conduct Research End of Contract AARP Oregon Volunteer & Member Engagement Initiative 14
- 23. 2008 May June August November AARP Presents Strategic Plan; People Strategy Presidential Election Conduct Research End of Contract AARP Oregon Volunteer & Member Engagement Initiative 14
- 24. Research 15
- 25. Literature Review Volunteer & Member Engagement Initiative Research Focus Groups *According to a report by the Corporation for National and Community Service Telephone Survey 16
- 26. 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 16
- 27. 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 16
- 28. 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 16
- 29. 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 16
- 30. Goal 17
- 31. Goal Engage members and volunteers through congressional district-based outreach. 18
- 32. Objectives 19
- 33. Objectives 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 20
- 35. 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 22
- 36. Strategies 23
- 37. Enhance our capacity and efficacy in grassroots mobilization 24
- 38. Build our presence and influence in congressional districts around Oregon 24
- 39. Help meet the goals of AARP’s People Strategy & Volunteer Engagement Initiative 24
- 40. Engage diverse, boomer members with a focus on local, self-directed volunteering 24
- 41. Tactics 25
- 42. 410 Two recent studies 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 healthand lowerratesofdepres- 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 tters,” a report by the ah County Task Force on Vital Aging. The report noted that boomers have a higher vol- unteerratethanotheragegroups. PortlandwasalsotheNo.6cityin 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. OrganizationslikeAARPcanpro- 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. ww.aarp.org/or d , k about make a rmation, l free or rg. office, 9200 SE d., Suite 410 nn, 200 N. Riverside – noon ande 31 on County Fair 604 N. 2nd St. AARP Chapter booth 10 a.m. – 2 p.m. Don’t miss a thing. in the loop with AARP ws, information, r ways and ed. Sign org Non-Profit Org. U.S. Postage PAID Permit No. 43 Long Beach, CA HelpOthersto HelpYourself 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. ommunity and Volunteer Engagement Volunteering at community events sparks reunions and OR 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 26
- 43. 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 educatio on these and many other issues, we need your and expertise. Opportuniti Tactics 26
- 44. 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 educatio on these and many other issues, we need your and expertise. Opportuniti Tactics Peer referrals Partner outreach & referrals Speaker’s Bureau 26
- 45. Resources 27
- 46. Resources 12+ 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, AAA 28
- 47. Budget 29
- 48. Budget *Estimated costs, actual budget confidential to AARP Personnel Postage & Printing Events 30
- 49. Personnel (60%) Staff Time: $100,000* Volunteers: $1,500* Designer: $1,000* Budget *Estimated costs, actual budget confidential to AARP Personnel Postage & Printing Events 30
- 50. 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 30
- 51. 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 30
- 52. 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 Total: $174,250* 30
- 53. Outcomes 31
- 54. 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 32
- 55. 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 2 4 25 as
- 56. of
- 57. July
- 58. 2008 32 (Medford
- 60. Bend) X X
- 61. Evaluation 33
- 62. Project Debrief Inquiries (mail, email, call) Community Action Teams Activity Event attendance survey completion AARP Dashboard 34 Tools for measuring success learning Evaluation
- 64. 2014 36
- 65. 2014 36 Consider the whole Speak from the heart Do the right thing Do it well Versatile Creative approach:
- 66. 2014 36 Consider the whole Versatile Creative approach: Stronger outcome-based goal SMART objectives Research before Planning
- 67. Goal State 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. 37
- 68. Goal State 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. 37
- 69. Goal State 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. 37
- 70. Goal State 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. 37
- 71. 2014 38 Consider the whole Speak from the heart Meaningful key messages Versatile Creative approach:
- 72. 2014 39 Consider the whole Speak from the heart Do the right thing Social Media Blog Media Relations Versatile Creative approach:
- 73. 2014 40 Consider the whole Speak from the heart Do the right thing Do it well Evaluate integration Versatile Creative approach:
- 74. Thank you! 41
- 75. Say what you mean, mean what you say 41