This document discusses research, realities, and relationships for membership growth at the International Federation of Training and Development Organizations (IFTDO). It summarizes research conducted with current and past members to understand satisfaction levels and improvement opportunities. It also discusses collaborating with other societies to increase value for members through reciprocal memberships and shared resources. The document proposes actions like updating membership categories and benefits, as well as using global conferences to promote membership and transition concepts discussed into tangible actions.

1. Research, Realities & Relationships
for membership growth
Christine Marsh CPT
Principal
Prime Objectives
cmarsh@primeobjectives.com

2. Research, Realities & Relationships
for membership growth
Christine Marsh CPT
IFTDO Board Member
Membership Committee

3. Federation of organisations,
not a membership
organisation seeking
individual memberships
Currently represents more than
500,000 professionals in over
30 countries
www.iftdo.net

4. 1. Research: undertaken & key findings
2. Reality: meeting member expectations
3. Relationships: collaborating with other
societies and organisations
4. On-going research: improvements that
could add value
5. Transition: concept into actions

5. Founded in 1972 in order to:
develop & maintain a worldwide network
committed to the identification, development
& transfer of knowledge, skills & technology
to enhance personal growth, human
performance, productivity & sustainable
development

6. Structure and Governance
Executive Board supported by an Secretary General
and working committees.
Egypt, Poland, Nigeria, India, UK, US, Bahrain, Jordan, Australia, Mauritius, Ireland, Kuwait
A truly diverse body acting on behalf the most multinational,
multicultural Training and Development organisation in the world.

7. Interdependent Committees
• Conference Coordinating Committee
• Membership
• Developing Countries
• Global Awards
• Resources
.

8. Internal Customer- Supplier Network
The Organization
Function
A
Function
C
Function
B
CMP Associates cmp@orgmap.com.

9. IFTDO Board - Committees Marketplace
Conference Coordinating Committee
Host Message Host Candidates
Requirements
Updated (Value
Content &
Communication
Identified/
Developed &
Host Proposals
Presented (as
Appropriate) for
IFTDO
Proposition-Host Vehicles Proposals
& IFTDO) Determined Obtained
Board Action
Value Competing
Prop.
“Investment”
Opportunities
Membership
IFTDO Services Offerings Message Membership
Value Designed &/or Profile Content Trends
Proposition Modified as Finalized & Established (as Want/ Need &
Presented & Approved) & Improvements
Updated Approved Updated Communicated
Updated
Develop’g IFTDO
Countries Current
Members Associate
Awar ds Re sources
Members
Full
¥ Members
Carol M. Panza, May 17, 2011

10. Data Interpretation – Viewpoint?
How do you use data to make an informed decision?
Spin on the same data:
W = We/The Company
W
W
W
W
= Presenting Figures
W
= Me/W.I.I.F.M?
W
W
= Environment/Market
© Prime Objectives, 2012. All rights reserved.

11. 1. Research: undertaken & key findings
The Voice of the Customer
How do we ensure that our value proposition
really has value?
How can we listen to the voice of the customer:
- Current
- Lost
- Potential

12. IFTDO October 2011 - Member Research
Survey Questions
Demographics
1.Membership Category
2.Organization Type
3.“Respondent” Position/Title
Content
4.Why we joined IFTDO
5.Satisfaction and Improvement Opportunity
6.How IFTDO can encourage membership renewal
7.Issues facing clients, constituents, or members
8.How you could strengthen or promote IFTDO

13. Why we joined
Most frequently occurring responses
• Interaction/networking opportunities
• Reputation as a prestigious organization
• Availability of up-to-date research

14. Satisfaction
•Good
• We trust IFTDO – Prestige
• Contacts and conferences
• Learning expertise
• Dissemination of useful information

15. How IFTDO can encourage
membership renewal
• Research - up to date with latest and best
practice available
• Networking/exchange partnership &
business development
• Credentials and accreditation requirements

16. Membership Committee – Action Plans
• Establish and/or modify member services
• Develop IFTDO’s web site to provide several services to
members
• Identify appropriate organisations and “negotiate” Reciprocal
Memberships
• To identify potential new members and consider incentives for
attracting them to join
• To take maximum advantage of the opportunity to communicate
our IFTDO value proposition (attract new members) at and/or
via World Conferences
• To upgrade IFTDO booth at the Conferences

17. 2. Reality: meeting member expectations
• Global and Regional conferences
• Committee and Board Participation
• Publish and Present
• Awards and Recognition
• Resources
• Representation
• Projects

18. 2011
WARSAW

21. Global Awards & Certificates of Merit

23. Warsaw Castle – Awards Event

26. 2012
KUWAIT

30. Under the Patronage of The Prime Minister

33. 41st IFTDO World Conference, Kuwait 15 – 18 April 2012
Challenge of Expansion
Resolving Issues that Impact on Performance
© Prime Objectives, 2012. All rights reserved.

34. IFTDO
Board Members

35. 2014
DUBAI 2013
NEW 2015
DELHI KUALA
LUMPAR

38. 3. Relationships: collaborating with other
societies and organisations

39. Leading international association dedicated
to improving productivity and performance
Evidence based performance improvement
• Performance analysis
• Cause analysis
• Intervention selection
www.ispi.org

42. American Society for Training and Development
Empower professionals to develop
knowledge and skills successfully
www.astd.org

44. Chartered Institute of Personnel and Development
Supporting and developing those responsible
for the management and development of people
within organisations
www.cipd.co.uk

45. 4. On-going research: improvements that
could add value

46. 5. Transition: concept into actions
• New Membership Category
• Web Site – Planned Upgrade
• Global Awards and Publications
• Benefits of Membership

47. Global Award & Certificate of Merit
and Publications
Solicitation of abstracts and articles for publication
- IFTDO Newsletter/website

48. Benefits of Membership
• A session and space to promote
membership
at the next IFTDO Conference in New Delhi,
India. 22 – 25 April 2013

50. Research, Realities & Relationships
for membership growth
Christine Marsh CPT
IFTDO Board Member
Membership Committee