The document discusses the importance of researching stakeholders for nonprofit lifelong learning organizations. It provides details about the North Carolina Center for Creative Retirement's (NCCCR) extensive stakeholder research, including annual member surveys, program attendee surveys, and surveys of new, lapsed and former members. This research helps NCCCR understand member needs, interests, satisfaction levels and reasons for joining or leaving. It guides planning and ensures NCCCR continues to meet the evolving needs of its stakeholders.

1. Researching Your Members DOES Matter! 2010 Southern Regional Conference for Institutes for Learning in Retirement July 23, 2010 How We Saw the Light

2. Researching Your Stakeholders DOES Matter! 2010 Southern Regional Conference for Institutes for Learning in Retirement July 23, 2010 How We Saw the Light

5. PROGRAMS

6. College for Seniors Center’s major program . Draws from members' experiences / professional expertise (+ UNC Asheville faculty sometimes) to offer four terms of 50 to >100 courses each year

7. Creative Retirement Exploration Weekend (CREW) Focuses on the challenges and opportunities of relocating in retirement and other issues as seen through that lens Goal is for participants to leave with the ability to make more informed decisions about relocating

8. Paths to Creative Retirement (PATHS) Focuses on personal transitions to a meaningful retirement - timing, identity, relationships and (for some) relocation Goal is for participants to leave with personalized plan for progress towards a meaningful retirement

9. Leadership Asheville Seniors (LAS) Outreach program for retirement aged people. Meet with community leaders / activists / politicians to gain in-depth understanding of area's history / people / institutions / challenges / opportunities Goal is for participants to become aware of new chances for making a difference in the community – program often used to re-evaluate choice of volunteer roles and/or find new ones

10. Stakeholder Research “ Stakeholder ”: Person, group or entity that has direct or indirect stake in an organization because it can affect or be affected by the latter’s policies, objectives and actions

11. Members Non-members Former members Instructors Volunteers Public program attendees Stakeholders? PATHS CREW LAS Retired Not retired AVL/WNC Elsewhere

15. “ RESEARCH”

18. Second… ‘ Statistical’ Quantitative ‘ Definitive’ = =

22. “ What % of members are over 65?” “ Any differences between CREW attendees this time versus last?” “ How will the Baby Boomers affect us?” “ Which subjects are of most interest?” “ Why do members lapse?” “ How did new members first hear about NCCCR?”

23. 2009 Annual Member Survey study =

26. Descriptive Information

27. Members Could these be your members? How might they be different?

28. Half 60-69 years; fewer 75+ 50% 20%

29. Majority are female

30. Most married / partnered

31. Highly educated; 59% earned Master’s +

32. Educational profile significantly above US average +34% -33%

33. Most retired – but nearly a quarter work part-time 23%

34. About evenly split between those working <10 and 10+ hrs/week 51% 49%

35. Most incomes $50K-$149.9K 27% <$50K 64% $50-$149.9K 9% $150K+ (“Income” = salary, investments, annuities, pensions, Social Security, etc.)

36. NCCCR income profile higher than US average

37. Two-thirds feel ‘comfortable’ with their financial situation Comfort level

38. Majority use no social networking sites

39. But when used, mainly Facebook

40. Most live 30 minutes or less from NCCCR – only 13% travel longer 13%

41. More volunteer in community than at NCCCR

42. New Members

44. Getting any younger? % under 60?

45. No – trending down slightly Trendline

46. % still working? Trendline up slightly

47. Aware of NCCCR before moving ? U p slightly

48. Majority aware ‘before’ said NCCCR played role in choice of AVL Played “major” or “some” role

49. % finding us within 6 months of arriving

50. Trending down - fewer within 6 months

51. Lapsed Members

52. BIG question Why'd you leave?

53. Other commitments , then courses and cost Courses - 36% Cost - 34% Personal Reasons 26% Reuter Center 21%

55. What might we be able to do… If anything? To help further understand, also ask…

56. How long did you belong?

57. Not long – most in <3 years 65%

58. Go away mad?

59. Most remain positive about NCCCR 66% 10%

60. Nearly half said “likely” to return 23% unlikely

61. NCCCR-Related Feelings/Needs/Behavioral Information

62. Why join?

63. Mostly for intellectual stimulation , then as social catalyst

64. Favorite Subjects?

65. 28 choices ‘ While you may have many more interests, please select up to four subjects which are of greatest interest to you.’ Cooking US/International history Contemporary Issues Language Literature WNC Contemporary Issues WNC Literature Recreation/sports Meditation Film Music Science/Math WNC Arts/Crafts Gardening Computing/Computers Business/Law Arts/Crafts Health/Wellness/Exercise WNC History Finance Fine Arts Gender Studies Religion WNC Music Theater Arts Personal Development Philosophy Psychology

66. Three subjects of most interest % US/International history 40 Contemporary Issues 39 Literature 32

67. Next six % US/International history 40 Contemporary issues 39 Literature 32 Health/Wellness/Exercise 23 Film 22 Music 20 Science/Math 19 Computing/Computers 19 Arts & Crafts 18

69. Computers/Computing Courses Which of most interest?

71. Result: similar course interests across platforms XP VISTA MAC Photo Editing Overview Overview Maintenance/Trouble shooting Building a Web Site Photo Editing Overview Photo Editing Advanced Photo Editing Security Security Building a Web Site Advanced Photo Editing Maintenance/Trouble shooting Maintenance/Troubleshooting

72. Interest in Health & Wellness courses?

73. More than half claimed overall interest 55% 24%

74. Which ones?

75. 13 choices “ Please indicate your interest in each of the following health & wellness programs.” Aerobics/cardio Hiking Walking Body mechanics/basic physiology Flexibility Pilates Tai Chi Yoga Water aerobics Swimming Strength training Dance Nia

76. Three of most interest % Very/somewhat interested Flexibility 69 Walking 61 Strength training 57

77. Rest % Very/somewhat interested Flexibility 69 Walking 61 Strength training 57 Aerobics/cardio 54 Hiking 54 Pilates 50 Yoga 48 Tai Chi 44 Body mechanics/basic physiology 35 Dance 35 Water aerobics 33 Nia 31 Swimming 30

78. “ How do you feel about…?” Late weekday afternoon/Saturday classes? Intergenerational courses? Satellite locations?

79. “ How often do/have you…?” Visit(ed) our website? Attend(ed) special events at the Reuter Center? Volunteer(ed) at Reuter Center/in local community?

80. Instructor workshops The Art Of Delivering Your Message Newcomer’s Intro To Learning Circles De-mystifying Our Newly Redesigned Instructor Computers Newcomers’ Introduction To CFS Audio-visual Capabilities How Questions Improve Class Participation Instructor Web Pages: Why And How To The World Cafe Instruction Method Matching Teaching Styles, Learning Styles & Subject Using The Internet To Research Your Course Content Understanding Senior Adult Learners Tailoring Your Course Through Participant Questionnaires Copyright Considerations For Instructors Show Video Clips Without Interrupting Your Presentation Designing Participant Hands-on Courses: Do's and Don'ts

81. Which of greatest interest? Will you be there?

82. Evaluative Information

83. Satisfaction! &quot;What did you think about / how do you feel about___?&quot; Courses / Programs

84. Formerly used paper

92. Two key planning questions How well did workshop address attendees’ most salient relocation / retirement issues? What might we have done better? How well did workshop address attendees’ most salient relocation / retirement issues? ?

95. “ Factors to understand when relocating”

96. Importance pre-CREW? 1 (Very unimportant) to 5 (Very important) Avg. = 4.4 1 2 3 4 5 Very unimportant Very important

97. Satisfaction post-CREW? 1 (Very dissatisfied) to 5 (Very satisfied) Avg. = 4.6 1 2 3 4 5 Very dissatisfied Very satisfied

98. So what?

99. Importance X (4.4) Importance Low High 2 3 4 5 1

100. Satisfaction X (4.6) High Satisfaction 5 4 3 2 1 Low

101. Importance vs. Satisfaction Hi Imp’t Hi Sat Lo Imp’t Hi Sat Lo Imp’t Lo Sat Hi Imp’t Lo Sat Importance High Low High Satisfaction 5 4 3 2 1 2 3 4 5

102. Importance vs. Satisfaction Importance Low High High Satisfaction X X I = 4.4 S = 4.6 I = 4.8 S = 2.2 Hi Imp’t Hi Sat Lo Imp’t Hi Sat Lo Imp’t Lo Sat Hi Imp’t Lo Sat “ Factors to understand…” 5 4 3 2 1 2 3 4 5

103. CREW results very positive

104. Price Elasticity

105. Current fee $250

106. Pay more? $250 $300? Yes No

107. Even more? $250 $300? Yes No $350?

108. Even more? $250 $300? Yes No $350? Yes No

112. Vision , innovativeness felt to be most Important % Clearly enunciated vision 54 Creative/innovative 52 Energetic/enthusiastic 45 Inspirational/motivating 42 Articulate 36 Good listener 27 Strong presentation skills 24 Engaging 11 Warm 3 Charismatic 2 = Most important

113. “ Based on what you heard from [CANDIDATE], how well do you feel each of the following describes her/him?” #1 #2 #3 % % % Clearly articulated vision 85 63 71 Creative/innovative 82 71 83 Energetic/enthusiastic 67 83 79 Inspirational/motivating 91 79 75 Articulate 87 75 85 Good listener 63 67 82 Strong presentation skills 71 91 67 Engaging 83 87 91 Warm 79 61 87 Charismatic 75 81 84 = Most important

114. “ To what extent can you envision [CANDIDATE] as the next NCCCR Executive Director?”

115. So…what’s it all mean?

116. Researching your stakeholders DOES matter! Here are some things we’re learning more about! Not a silver bullet, but…

119. Big one ‘ Nice to know’…adds to knowledge about subject…little / no relevance to our planning Provides information which helps us plan/ make decisions NCCCR  Where are you / where would you like to be? Institute for the Future of Retirement (IFR) “ Basic” Research “ Applied” Research ACTIONABLE INTERESTING

120. Other choices Focus groups Surveys Original / proprietary In public domain Qualitative Research Quantitative Research Primary Research Secondary Research

122. URL to report http://tinyurl.com/2692yug