aarp volunteer & member engagement initiative case study (2008)
TRANSCRIPT
2008 AARP Oregon Volunteer & Member Engagement InitiativeJulie WilliamsVersatile Creative LLCIntegrated Marketing Communications Case Study©2014
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Julie Williams
Award-winning Strategic Communications Consultant
Owner, Versatile Creative LLC
Master’s in Strategic Communication & Journalism University of Oregon
Accredited in Public Relations
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Vast experience designing and implementing successful integrated marketing communications programs
Versatile CreativeHelps brands communicate with integrity
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Versatile Creative
How? Consider the whole Speak from the heart Do the right thing Do it well
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Versatile Creative
How? Consider the whole Speak from the heart Do the right thing Do it well
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Who? Nike, OHSU, AARP, Concordia University, Hatch Innovation, Elemental Technologies, and more
Situation Analysis
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2008
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2008
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6Agency: GSD&M, Source: http://www.jcabbruzzi.com/AARP-Divided-We-Fail
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.
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Since 2011, 8,000 boomers turn 65 every day.
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More boomers More members
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More boomers More members
More impact
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More boomers More members
More impact
+ More volunteers
“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
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Volunteer Opportunities
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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
Volunteer Opportunities
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In 2008,150 AARP Oregon volunteers represent 500,000 members.
Timeframe
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2007
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2008
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2008 May June August November
AARP Presents Strategic Plan; People Strategy
Presidential Election
Conduct Research End of Contract
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2008 May June August November
AARP Presents Strategic Plan; People Strategy
Presidential Election
Conduct Research End of Contract
AARP Oregon Volunteer & Member Engagement Initiative
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2008 May June August November
AARP Presents Strategic Plan; People Strategy
Presidential Election
Conduct Research End of Contract
AARP Oregon Volunteer & Member Engagement Initiative
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Research
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Literature Review
Volunteer & Member Engagement Initiative Research
Focus Groups
*According to a report by the Corporation for National and Community Service
Telephone Survey
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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
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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
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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
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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
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Goal
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GoalEngage members and volunteers through congressional district-based outreach.
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Objectives
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Objectives1. 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 service20
Target Audience
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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
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Strategies
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Enhance our capacity and efficacy in grassroots mobilization
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Build our presence and influence in congressional districts around Oregon
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Help meet the goals of AARP’s People Strategy & Volunteer Engagement Initiative
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Engage diverse, boomer members with a focus on local, self-directed volunteering
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Tactics
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In This Issue
Behind the Scenes ............
..... 2
Meet some of the volunteers
who make AARP eff ective.
Q&A ...........
............
............
..... 3
“Older adults hold the key to
the human resource needs
of the nonprofi t sector.” Marc
Freedman
Divided We Fail ............
..........4
Volunteers make the diff erence.
AARP Oregon
9200 SE Sunnybrook Blvd., Suite 410
Clackamas, OR 97015
Two rec
ent stu
dies 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
health and lower rates of depres-
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
Matters,” a report by the
Multnomah County Task Force
on Vital Aging. The report noted
that boomers have a higher vol-
unteer rate than other age groups.
Portland was also the No. 6 city in
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.
Organizations like AARP can pro-
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 [email protected].
Oregon News
www.aarp.org/or
Calendar
Meet AARP Oregon.
Current volunteers and interested
members are invited to learn
about volunteer opportunities,
meet other members and talk
with the State Office staff about
ways to get involved and make a
difference. For more information,
call 1-866-554-5360 toll free or
e-mail [email protected].
Portland
Second Tuesdays
AARP Clackamas office, 9200 SE
Sunnybrook Blvd., Suite 410
10 a.m. – noon
Medford
July 1
Red Lion Inn, 200 N. Riverside
Ave.
10 a.m. – noon
La Grande
July 31
Union County Fair
3604 N. 2nd St.
AARP Chapter booth
10 a.m. – 2 p.m.
Don’t miss a thing.
Stay in the loop with AARP
Oregon news, information,
events, and other ways and
opportunities get engaged. Sign
up by e-mailing [email protected]
or visiting www.aarp.org/or.
Non-Profi t Org.
U.S. Postage
PAID
Permit No. 43
Long Beach, CA
Find tips on volunteering at www.nationalservice.gov/about/volunteering and www.aarp.org/makeadiff erence.
Studies show that AARP’s appointed volunteers provided more than $150 million worth of service to their communities in 2007.
Help Others to
Help Yourself
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.
Special Edition 2008: Community and Volunteer Engagement
Volunteering at community
events sparks reunions and
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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
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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 education
on these and many other issues, we need your passion, voices
and expertise. Opportunities to get involved in a variety of ways and make a
difference abound - from one day a year to several hours a week
or month. Help make your community and Oregon an even better, stronger
place to live. Join us on Wednesday,
June 4 to learn more!
Tactics
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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 education
on these and many other issues, we need your passion, voices
and expertise. Opportunities to get involved in a variety of ways and make a
difference abound - from one day a year to several hours a week
or month. Help make your community and Oregon an even better, stronger
place to live. Join us on Wednesday,
June 4 to learn more!
TacticsPeer referrals
Partner outreach & referrals
Speaker’s Bureau
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Resources
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Resources12+ 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, AAA28
Budget
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Budget
*Estimated costs, actual budget confidential to AARP
Personnel
Postage & Printing
Events
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Personnel (60%) Staff Time: $100,000* Volunteers: $1,500* Designer: $1,000*
Budget
*Estimated costs, actual budget confidential to AARP
Personnel
Postage & Printing
Events
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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
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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
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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
EventsTotal: $174,250*
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Outcomes
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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
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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
Outcomes2
4
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Evaluation
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Project Debrief
Inquiries (mail,
email, call)
Community Action Teams Activity
Event attendance &
survey completion
AARP Dashboard
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Tools for measuring success & learning
Evaluation
Lessons Learned
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2014
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2014
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Consider the wholeSpeak from the heartDo the right thingDo it well
Versatile Creative approach:
2014
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Consider the whole
Versatile Creative approach: Stronger
outcome-based goal
& SMART objectives
Research before
Planning
GoalState 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.
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GoalState 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.
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GoalState 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.
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GoalState 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.
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2014
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Consider the wholeSpeak from the heart
Meaningful key
messagesVersatile Creative approach:
2014
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Consider the wholeSpeak from the heartDo the right thing
Social Media & Blog
Media Relations
Versatile Creative approach:
2014
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Consider the wholeSpeak from the heartDo the right thingDo it well Evaluate
integration
Versatile Creative approach:
Thank you!
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Say what you mean,mean what you say
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QuestionsJulie Williams [email protected] www.linkedin.com/in/juliemariewilliams @oregonintegrity
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