Download - THE BIG SURVEY!
THE BIG SURVEY!
THE BIG SURVEY Current Members 2005
Methodology– GfK (NOP World / Roper Starch)– Over 5,000 questionnaires mailed to random
sample of current Junior Leagues members in all membership categories in all Junior League countries
– Data collection June and July, 2005
TEN BIG ONES!
Satisfaction is KEY1• Overall Satisfaction is HIGH – 67%• Actives are the LEAST Satisfied – 19%• Sustainers the MOST Satisfied – 39%
TOTAL PROVISIONALS ACTIVES SUSTAINERS
OVERALL SATISFACTION (TOP 2 BOXES)
67% 67% 65% 68%
OVERALL NOT SATISFIED (BOTTOM TWO BOXES)
5% 6% 7% 7%
VERY SATISFIED (TOP BOX)
31% 21% 19% 39%
Connection is KEY2• Overall Connection Lags Satisfaction • Sustainers are the LEAST Connected – 30%• (75% of Satisfied Members feel Connected)
TOTAL PROVISIONALS ACTIVES SUSTAINERS
OVERALL CONNECTION IS AN OPPORTUNITY (TOP 2 BOXES)
43% 49% 57% 35%
NOT CONNECTED A SUSTAINER ISSUE (BOTTOM TWO BOXES)
23% 14% 12% 30%
VERY CONNECTED AN OPPORTUNITY FOR ALL (TOP BOX)
13% 13% 20% 10%
Most Satisfied Members…– Get value out of multiple aspects of their Junior League
experience – friendship, volunteering, personal development and association with the League
Least Satisfied & Resigned Members…– Get the most value out of volunteering, feel the
League is not delivering in this area and also say they have failed to make key connections with other members
3 Satisfied League MembersValue the Whole Package
Satisfied Least Satisfied
Friendships through the League 57% 39%
Working in the Community 44% 56%
Opportunities for Training 40% 19%
Heritage of the League 35% 20%
League Members Value…3
1. Participating in a well-run League
2. Feeling personally connected with the League and its members
3. Expanding my personal development & growth
4. Developing leadership, management and administrative skills
5. Doing meaningful community work
The Five Factors in Member Satisfaction4
Five Factors VARY by Membership Category
In order of
importanceTOTAL MEMBERS
PROVISIONALS ACTIVES SUSTAINERS
1. Well-run League
Well-run League Personal Connection
Well-run League
2. Personal Connection
Personal Dev.& Growth
Well-run League
Leadership Skills
3. Personal Dev. & Growth
Personal Connection
Personal Dev.& Growth
Personal Dev.& Growth
4. Leadership Skills
Women in Similar Life stages
Meaningful Community Work
Personal Connection
5. Meaningful
Community Work
Leadership Skills Leadership Skills
Interests Outside Home or Job
4
Too Much Time
Not Enough Time
About Right
League Meetings 16% 2% 78%
Community Placement 7% 25% 61%
Fund Raising 8% 19% 64%
Other Administrative Tasks 10% 4% 74%
Actives –Are OK On Requirements5
• Nearly 8 in 10 want Active levels adapted to LIFESTAGE
• 66% want flexibility in placements and 69% in meeting requirements
• 70% want a long term sponsor or mentor; 65% want to be one
• 56% want more attention to their LIFESTAGE needs
6 Actives -Want
Why Do You Stay a Sustainer?
Total Younger Sustainers
Older Sustainers
Loyalty to the League 73% 82% 74%
To Give Back to the Organization That Gave Me So Much
37% 38% 33%
Want to Support the Work the League Does 39% 25% 48%
Sense of Prestige to Be a Member 29% 32% 24%
Habit 17% 16% 19%
Feel I’ve Made a Lifetime Commitment to the League
53% 59% 51%
7 Sustainers – Stay out of LOYALTY
How Did You Achieve Sustainer Status?
Total Younger Sustainers Older Sustainers
Reached Age Limit 67% 25% 93%
Fulfilled Years of Service 31% 74% 10%
Would You Have Remained Active?
Total Younger Sustainers
Older Sustainers
Yes 25% 9% 41%
No 63% 83% 46%
Do You Want to be More Involved?
Total Younger Sustainers Older Sustainers
Yes 51% 60% 40%
No 43% 39% 50%
8 Sustainers -Younger WANT to Sustain
Which of the Following League Activities
Would You Be Interested in Doing?
Total Younger Sustainers
Older Sustainers
Being Involved in the League’s Community Projects
68% 69% 57%
Attending Meetings (no requirements)
36% 59% 13%
Mentoring New Members / Actives
32% 47% 26%
Being Involved in League’s Fundraisers
32% 48% 21%
8 Sustainers -WANT Community
Sustainers were asked if they would like to be part of a first year Sustainer group
– Yes: …………………………………64%– No: …………………………………. 6%– League Already Does this: ……….19%– No Answer: ………………………...11%
8 Sustainers – WANT Connection
% ActiveMembers
% LeagueLeadership
% DiffLeadership vs Members
Friendly 94 62 -32
Responsible 91 72 -19
Caring 89 59 -30
Well-educated 88 65 -23
Warm 84 42 -42
Welcoming to people of different backgrounds 83 53 -30
Have many interests 83 48 -35
Willing to get hands dirty 82 46 -36
Time-pressed 74 50 -24
9 League Leaders must Connect/Communicate
• 46% post graduate degrees or education
• $161,800 Household Income
• 57% work outside the home– 78% Provisionals– 68% Actives– 48% Sustainers
• 48% hold managerial / professional positions
• 41% Roper Influentials, vs 12% women 18-54
Junior League Members - Attractive Demographics01
What Shall We Look at Next?
Methodology– GfK (NOP World / Roper Starch)– Over 5,000 questionnaires mailed to random
sample of current Junior Leagues members in all membership categories in all Junior League countries
– Data collection August - October, 2005 – Builds on data from Current Members Survey– Surveyed both Resigned Actives
& Sustainers
THE BIG SURVEY Resigned Members 2005
Why Do Members Resign?
ELEVEN BIG ELEMENTS!
Over 50% of RESIGNED ACTIVES resigned in their first THREE YEARS as Actives:
Nearly 40% of RESIGNED SUSTAINERS resigned in their first THREE YEARS as Sustainers:
Transition Years are Key1
Resigned ACTIVES
% Current
Actives
% RESIGNED ACTIVES
Joined for the Opportunity to Help Others / Give Back
70% 68%
2 Resigned Actives – Joined to Give Back (like Current Actives)
Resigned Actives
%
Important
%
Satisfied
+/- Difference
Doing Meaningful Charity Work /
Making a Difference93 39 -54
Personal Fulfillment from Volunteering 88 39 -49Contributing to Positive Change in my Community 90 44 -46
Being Involved in Causes I Care About 82 38 -44
Feeling Personally Connected with the League and its Members 61 19 -42
3 Resigned Actives- No Community Impact / Connection
Current Actives%
Important
%
Satisfied
+/-
Difference
Doing Meaningful Charity Work / Making a Difference 96 72 -24
Personal Fulfillment from Volunteering 92 76 -16
Contributing to Positive Change in my Community 93 71 -22
Being Involved in Causes I Care About 86 65 -21
Feeling Personally Connected with the League and its Members 70 44 -26
3 Current Actives- Need Community & Connection, Too
MAJOR REASON MINOR REASON NO IMPACT
LIFESTAGES
Change in Marital Status 88 2 4
Change in School Obligations 84 4 6
Didn’t Help Me Professionally 80 9 4
MOVING & TRANSFERRING
Moved – No League 83 2 8
New League Not as Good 83 3 6
Didn’t Feel Welcome as a Transfer 83 2 6
LEADERSHIP OPPORTUNITIES
Passed over for Position 90 1 1
Too Much Pressure to Lead 82 5 6
LEAGUE WORK
Forced to Rotate 89 2 1
Never Asked to Do Anything 82 8 2
Too Few Requirements 91 1 1
LEAGUE IMAGE
Community Didn’t Respect League 80 8 4
League Didn’t have Prestige / Image 85 4 5
PERSONALITY CONFLICTS W/ MEMBERS 81 6 6
4 Resigned Actives –Resigned for MANY Reasons
• 63% wanted to Take a Break & Come Back
• 61% wanted flexibility in meeting requirements
• 58% wanted flexibility in placement/community requirements
• 59% wanted greater FLEXIBILITY during LIFESTAGE events
5 Resigned Actives - Wanted
• Nearly 8 in 10 want Active levels adapted to LIFESTAGE
• 66% want flexibility in placements and 69% in meeting requirements
• 70% want a long term sponsor or mentor
• 65% want to be a sponsor or mentor
• 56% want more attention to their LIFESTAGE needs
5 Current Actives - Want , too
% Who Said “YES” They Had Someone To Call
To Help Guide Them Through Various Times…
CURRENT ACTIVES RESIGNED ACTIVES
Commitments Associated with Placements / Committees 80 54
League Rules & Regulations 81 54
Whether a Committee or Placement Would Be Right for Me 74 44
Procedures About Sabbaticals / Leaves of Absence 79 45
Whether to Take or Seek a Leadership Position 72 34
Whether You Can Move Off a Committee / Placement Mid-Year
73 35
How to Make Your League Involvement Meet Changing Lifestage Needs
64 32
Whether to Resign or Not 70 30
How to Become Involved as a Transfer 66 24
Whether to Sustain or Not 66 21
6 Resigned Actives - No One to Contact
% ResignedActives
% League
Leadership
% DiffLeadership vs Resigned
Friendly 93 35 -58
Caring 89 33 -56
Well-educated 84 44 -40
Warm 80 21 -59
Welcoming to people of different backgrounds 77 29 -48
Have many interests 83 28 -55
Willing to get hands dirty 83 21 -62
Time-pressed 74 33 -41
7 Resigned Actives –No Connection with Leadership
• 58% are still in touch with Current Members
• 63% were NOT contacted when they resigned
• 44% of those not contacted, would have been more likely to stay if they had been contacted
• 63% would have preferred to take a break rather than resign
• 31% have some interest in rejoining
8 Resigned Actives –A Pool for Membership
• 72% expect to do some type of volunteer work for the rest of their lives
• 64% are currently active in another organization– 3.8 hours per week
• 80% prefer this other organization to the JL– 57% Can Make a Meaningful Difference– 49% Fits Schedule Better– 38% No Meetings– 36% Shorter Commitment
8 Resigned Actives –A Pool for Membership
Resigned Sustainers
• 75% of Resigned Sustainers were Satisfied when they were Actives
• 66% of Resigned Sustainers felt Connected as Actives
• Only 16% were Satisfied as Sustainers• Only 12% felt Connected as Sustainers
9 Resigned Sustainers - Not Satisfied; Not Connected
MAJOR REASON MINOR REASON NO IMPACT
LIFESTAGES
Change in Marital Status 76 3 3
Change in School Obligations 76 2 4
Had Child 75 4 4
Increased Job responsibilities 62 9 10
MOVING & TRANSFERRING
Didn’t Feel Welcome as a Transfer Sustainer 71 2 10
LEAGUE ISSUES
Sustainer Activities Too Focused on Community
Work – not ALL Sustainers want Community Work
74 4 3
Didn’t Want to Sustain, Rules That I Had To 76 2 2
LEAGUE IMAGE
wasn’t Proud to be a Member 69 6 6
Resigned Sustainers - SEVERAL Reasons01
• 60% are still in touch with Current Members
• Only 29% felt there was someone in the League they could talk to about whether to resign or not
• 74% were NOT contacted when they resigned– 39% would have been more likely to stay if they had
been contacted
• 29% have some interest in rejoining
1 Resigned Sustainers - A Pool For Membership1
• 77% expect to do some type of volunteer work for the rest of their lives
• 64% are currently active in another organization– 5.2 hours per week
• 74% prefer this other organization to the JL– 44% Can Make a Meaningful Difference– 48% Fits Schedule Better– 35% No Meetings– 43% Shorter Commitment
1 Resigned Sustainers - A Pool For Membership1
Methodology– GfK (NOP World / Roper Starch)– Proprietary online survey in U.S. – 5,024 adult females, 18 – 54– Not current or past JL Members– Data collection September, 2005– Builds on data from Current & Resigned
Members Studies
THE BIG SURVEY Prospective Members 2005
FIVE BIG FINDINGS!
1. Highlights similarities and differences
2. Measures awareness and perceptions
3. Gauges interest in joining
4. Evaluates most compelling messages
5. Identifies best membership target group(s)
Prospective Member Search
% who describe themselves as…
League Actives
Women
18-54
Very Organized 86% 58%
Rules & Regulations are Important 85% 64%
Follow a Schedule 82% 51%
Like to Try New Things 78% 54%
Outgoing 75% 47%
1 League MembersAre Different
% who describe themselves as…
League Actives
Women Women Post Grad
Women HHI $125+
Friendly 94% 85% 91% 91%
Responsible 91% 82% 90% 89%
Caring 89% 85% 90% 88%
Well-educated 88% 45% 89% 73%
Warm 84% 81% 87% 84%
Welcoming to Diverse 83% 75% 87% 78%
Interested in Much 83% 72% 85% 71%
Will Get Hands Dirty 82% 76% 79% 82%
Time-Pressed 74% 42% 58% 53%
1 Differences Diminish WithEducation & Income
Roper Influentials are people who are “political and social activists” who influence the lives of other people in their communities. They are often trendsetters and pacesetters beyond city hall.
League
Members
Women
18-54
Education
Some College or Less College Graduate and More
Professional / Managerial Positions
Household Income (mean)
9%
83%
48%
$161,800
73%
26%
19%
$49,800
Roper Influentials* 41% 12%
1 League MembersDemographics are Different
*
% who rate the following as Important in the League or other activities/organizations
League Actives
Women
Doing Meaningful Charity Work 96% 57%
Participating in a well-run League (organization)
80% 43%
Personal Development 78% 68%
Personal Connections 70% 39%
Developing Leadership Skills 55% 44%
1 League MemberMotivations are Different
42% of Women 18 – 54 have heard of the JLAwareness Increases with Age (% Aware)
25 – 34 yrs. old 35 – 44 yrs. old 45 – 54 yrs. old
35% 47% 57%
Awareness Increases with Education (% Aware)
Some College College Grad Some Post Grad Post Grad Degree
45% 53% 60% 68%
Awareness Increases with Household Income (% Aware)
$50,000 - $74,999
$75,000 - $99,999 $100,000 - $124,999 $125,000 +
48% 50% 55% 68%
Awareness is High Among Roper Influentials 63%
2 JL Awareness is Low
What is the first thing you think of when you think of the Junior League?
(% of RESPONSES)
Don’t Know – No Response 36%
Wrong Identification 36% Baseball, sports, business , …
Negative Comments 7% Snobby, socialites, lunch ladies
Just the Name 3%
Organization of women 5%
Community Work 5%
Volunteers 2%
Fundraisers 2%
General Positive Comments 2% Leadership, established, hard work
Other 2%
Total 100%
2 Perceptions are Limited…Most Don’t Know
Among Those Who are Familiar with the Junior League
Favorable Impression Likely to Join
Favorable 45% Likely 17%
Somewhat Favorable 32% Somewhat Likely 34%
Not Favorable 7% Not Likely 41%
3 Familiarity Breeds Liking…But NOT Joining
Total Women
Post Grad Degree
$125,000+
% Ever Approached to Join 1% 6% 3%
% Considered Joining 5% 8%* 15%
* 12% of women with Some Post Grad
3 Most Women Not Asked…Haven’t Considered Joining
GfK developed 8 Messages based on Mission/Vision/Reaching-Out Statement
– Developing the Potential of Women– Being among Like-Minded Women– Working to Improve Your Local Community– Making a Meaningful Difference – Welcoming Diverse Members– Providing both Social and Volunteer Opportunities– Training and Community Work that Comes with Dues and
Requirements– Joining a Respected Organization with History
4 Most Compelling Messages
• ALL were believable – diversity the lowest• ALL left a better impression of the JL
Potential of Women
Like-Minded Women
Improve Community
Make a Difference
Diversity Socializing Require-ments
Prestige
% Believable
91% 91% 92% 91% 84% 93% 94% 91%
BETTER impression
49% 39% 47% 45% 47% 33% 34% 29%
Worse Impression
2% 4% 1% 2% 2% 5% 7% 6%
No Impact 49% 57% 52% 53% 50% 61% 60% 65%
4 Most Compelling Messages
GfK Developed 8 Target Groups– Intimates (“people” people)23% pop.– Renaissance Women 21% pop.– Priority Volunteers 37% pop.– Share JL Values 22% pop.– High Socio-Economic (SES) 4% pop.– High SES + Share JL 1% pop.– Intimates + Share JL 4% pop.– Renaissance + Share JL 6% pop.
5 Prospective MemberTargets
Share JL Values– Think rules are necessary, schedules important,
value being organized– Join women’s organizations– Belong to another volunteer organization– Don’t have many negative perceptions of JL– Large Target … 22% women 18 – 54– This is a group shaped around shared values not
demographics
5 BestTarget…
% who rate the following as Important in the League or other activities/organization
League Actives
Share Values
Target
Doing Meaningful Charity Work 96% 91%
Participating in a well-run League (organization)
80% 76%
Personal Development 78% 91%
Personal Connections 70% 64%
Developing Leadership Skills 55% 71%
5 Share Values Target…Most Like Actives
% who describe themselves as… League Actives
ShareValuesTarget
Very Organized 86% 86%
Rules & Regulations are Important
85% 100%
Follow a Schedule 82% 76%
Like to Try New Things 78% 78%
Outgoing 75% 66%
5 Share Values Target…Describe Like Actives
% who had a positive impression and were likely to join after one of the 8 messages
Women 18-54
Share Values
Target
Positive Opinion 33% 49%
Likely to Join 9% 23%
Improving Communities Message
More Likely to Join
25% 45%
Potential of Women Message
More Likely to Join
26% 43%
5 Share Values Target…More Likely to Join
Can be identified by like-minded women– In other Volunteer Work you do– Working in the Non-Profit sector (League Projects?)
Targeted with messages that play to their interests– Improving Communities– Structure, Organization– Opportunity for Personal Development– Making Friends
5 To Reach the Target
22% Means More than15 MILLION Women!
AJLI Next Steps
Next Phase Research• Follow-up Study to Learn More About Reaching
Share Values Target
Drop-In Articles about Research
THE BIG FINISH!
It’s All About…– Community– Connection– Communication– Flexibility
THE BIG FINISH!
THE BIG SURVEY!