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!