New E-Subscriber Model Presented at the June 2009 Affiliate Council

Meeting in Charlotte, North Carolina

Updated 10.09 – Please reference the “notes” section for more detailed information or

resources.

Guiding Principles

Adopted by the NAEYC Governing Board April 2009

NAEYC models are compatible with the NAEYC mission and vision.

NAEYC models are based upon the values of a high performing and inclusive organization.

NAEYC is data driven in the development of future models.

NAEYC membership offers member benefits and choices that are meaningful and relevant and offer opportunities for professional growth over the continuum of professional careers.

NAEYC seeks opportunities to broaden its outreach to potential members through strategic alliances.

NAEYC models create continued opportunity for the Affiliate Network to grow membership at the local and state levels.

NAEYC utilizes current technology to provide enhanced member benefits, resources and services within an economically sound business plan.

(* Models = membership, subscriber, strategic alliances, etc.)

History and Context

The proposed membership model is not a completely new concept, various similar concepts have been presented over the past 10 years and most recently with the Membership Advisory Group lead by Karen Hughes in 2005 and the Staff Membership Implementation Team (MIT) group in 2006-2007.

December 2006, NAEYC formed MIT to review the revised version of the NAEYC membership structure approved in spirit and principle by the Governing Board, building on the work done in the prior year by the Membership Advisory Group.

Consensus achieved in 2007 for the following recommendations;

Member access to online version of YC

Addition of TYC and option of choosing either TYC or YC as hard copy journal of choice

Addition of 3rd party subscriptions; Child Care Information Exchange, Highlights High Five, etc.

Notion of a value or “gift” card

Discount packages and new, simpler membership categories

Fall 2007 flaws discovered in the new dues model causes NAEYC to pause work temporarily

History and Context

2008 NAEYC commissions two surveys; Accreditation and Membership, plus a briefing paper on Innovative Membership Models.

The national survey targeted current and lapsed members, and “never been” members based on ASAE’s Decision to Join survey and report.

First comprehensive assessment of its membership in recent years

Evaluate all existing benefits to determine which have the most value

Identify “greater than self” personal and professional motivators that drive people to become and remain NAEYC members

Create a set of recommendations NAEYC can act upon to grow its membership and its revenue

The Problem

Facts:

Between September 2003 and March 2009 NAEYC membership declined over 12% or close to 2% each year. At this rate of decline and with the current and uncertain future of the economy NAEYC will not be able to continue to function at its current capacity.

Membership dues are too expensive and have become out of reach for many current and potential members. This has limited NAEYC’s ability to grow its membership base.

Member benefits have not kept up with the lifestyle of today’s generation. NAEYC and Affiliates need to determine if the benefits are still “relevant” and if they still provide “value”.

No consistent marketing/branding campaign has been conducted to address the retention and growth of the member base.

The relationship between NAEYC, Affiliates and Members needs to be reviewed and re-architected to reflect changing membership value.

Member Counts 2004 to 2009

Between Nov 2004 and Mar 2009 NAEYC lost 14K members

Aug 04 2005 2006 200920082007

Membership by Location

State

80% of Members come from 23 States

90% come from 33 States

CA is the top State NY , PA, FL , IL , OH, NJ, TX next highest membership

Membership by Type

Between September 2003 and March 2009

The biggest loss was from the “Regular” membership category

Data indicates growth in the Student category which could be

attributed to members looking for a “lower priced” membership

option

Member Type Sep 03 March 09 Change

Comprehensive 24,054 22,488 (1,566)

Regular 53,221 45,106 (8,115)

Student 11,898 14,137 2,239

Life Members * 3,146 3,146 -

Total 92,319 84,877 (7,442)

Biggest Loss

Dues 2004 2005 2006 2007 2008 2009 % Change since 04Comprehensive 85$ 218 256 321 261 369 494 227%Regular 45$ 663 563 624 677 828 863 130%Student 35$ 101 107 91 90 122 128 127%Total 982 926 1,036 1,028 1,319 1,485 151%% of previous yr 94% 112% 99% 128% 113%

MI

Iowa

0

200

400

600

800

1,000

1,200

1,400

1,600

2005 2006 2007 2008 2009

Comprehensive

Regular

Student

Total

Linear (Total)

Iowa

Dues 2004 2005 2006 2007 2008 2009 % Change since 04Comprehensive 110$ 747 734 810 866 914 867 116%Regular 75$ 1,560 1,646 2,148 2,370 2,274 2,423 155%Student 75$ 94 90 175 236 264 294 313%Total 2,401 2,470 3,133 3,472 3,452 3,584 149%

103% 127% 111% 99% 104%

Florida

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

2004 2005 2006 2007 2008 2009

Comprehensive

Regular

Student

Total

Linear (Total)

Florida

Welcome & Welcome Back! 

  Indiana AEYC would like to welcome the following new members, who joined

between January 13 and January 20: 

Marie Godar * Michelle Townsend * Hanan Osman * Leslie SeringAnita Lukemeyer * Julia Bauer * Sarah Lilley * Leslie Sondgeroth * Tiffany Highers

Lauren Suhre * Cynthia Enstrom * Debbie Spurlock 

Indiana AEYC would like to thank the following for renewing their membership between January 13 and January 20:

  Dr. Roselyn Cole * Linda Kaser * Colleen Richards * Monika Gilchrist * Christine Howard

Jill Thomas * Susan Walker * Lora Boggs * Judy Grotelueschen * Dafney Lavache Teressa Ledbetter * Sue Conley * Margo Grove * Carol Spencer * Jitka Horne * Melissa

GeibSara Smith * Gwen Kanning * Evelyn Ferguson * Karen Guess * Nancy Hoffman

Sheila Jolivette * Phyllis Shireman * Tracy Heyob * Jane Leatherman   

Thank you for your commitment to Indiana's young children!

  --back to top--

Reasons for Members Opting not to Renew

Main Reasons

Based on analysis of our recent membership survey and our final

renewal postcards the main reasons for not renewing are:• Cost (Perceived or Real)• Forgetting to renew• Content or not enough “value”

Sample reasons from surveyed members

Too expensive and the only benefit to me was getting the magazine. Wanted to renew, but at the time the money was short. I am looking to join again. I am not considered a student anymore and the cost is a little too much I can no longer afford the fee. Miss the journal.

Key Findings from 2008 Membership Survey

Potential population of over 2 million early childhood educators, NAEYC has less than a 5% market penetration

NAEYC has a high turnover of new members

NAEYC Membership is aging

Cost is a significant factor in many decisions about membership and program participation

Potential members are looking for alternative membership models

Significant potential exists for non-dues revenue through books and electronic offerings

Electronic and web-based programs will increase in importance

www.naeyc.org is especially important to former members

Teaching techniques and materials are the key benefit to NAEYC membership

The Path to Membership

NAEYC can create innovative pathways to membership by:

Creating value for “customers”; people who seek NAEYC out for products, services and information

Converting “customers” to “E-Subscribers”; people who value our products, services and information but want more content and connections

Converting “E-Subscribers” to “members”; people who choose to join to make a difference, and engage in local and state networks

NAEYC’s

E-Subscriber

Model

The New E-Subscriber Model

There will be two types of offerings to allow individuals to participate in the mission and values of NAEYC

Segment Description

The Member The Member is a person who: • Wants the right to vote • Wants to be part of the local ECE community through

the Affiliate membership• Is active in the ECE field (administrator, educator etc.)

The E-Subscriber

The E-Subscriber is likely to be a person who:• Is interested in the information offered by NAEYC • Possibly new to the ECE field• Has limited disposable income• May potentially become a member • May be a lapsed member

NAEYC currently has more customers than members based on survey results

The New E-Subscriber Model

  Benefits $25

Subscriber Discount on products (10%)

Digital Only Discount on NAEYC Conference ($25)

 Digital Editions of Young Children and/or Teaching Young Children

  E-Newsletter for Subscriber

  Subscribers Only Section of Website via dedicated portal

Subscriber Add Ons Digital Edition of Other Journal (via e-subscription) $10

Print Editions TYC $22

Print Editions YC $60

Book Benefits ( the 6 books) $70

Gift Cardsany

amount

E-Subscriber Overview

The purpose of the E-Subscriber model is to offer a low cost, limited yet content rich access to the resources offered by NAEYC

The E-Subscriber will have the option to add on additional resources such as the print versions of YC and TYC at additional cost, however this option will always have a higher price point than full membership

With this model NAEYC will be able to market and package this resource for Unions, Agencies, NAEYC Accredited Programs and other organizations

The E-Subscriber will “NOT” have voting rights

The E-Subscriber offerings will only be delivered electronically thus the cost to NAEYC will be minimal

The system will be designed to enable E-Subscribers to EASILY upgrade from E-Subscriber level to full membership

NAEYC will send State Affiliates $5 for every E Subscriber within their state

With this model NAEYC Affiliates will be able to market directly to the E-Subscriber for local events and membership recruitment

Next Steps

Build the IT platform to support the E-Subscriber ModelField test E-Subscriber model in up to 5 states (Ohio)Track and analyze results through a transparent communications planAnticipated launch October/November 2009 (Annual Conference)

July Governing Board discussion and decision regarding Membership models (approval process of framework and concept in order for staff to move forward)

Develop a plan for a phased roll out that is considerate of the Affiliate’s fiscal planning, and the impact any change will have on NAEYC and Affiliate revenueCreate multiple opportunities to engage Affiliates in phase two of new membership model design in 2010 Develop a communications and marketing campaign to promote the E-Subscriber and new membership models as approvedNew membership models implemented and operational by beginning of FY 2011

NAEYC…Building Better Futures for all Young Children

Questions / Discussion