The Changes Needed: Involving and Building Membership

LWVOR ConventionMay 14, 2012

Mary SinclairMarnie LonsdaleSandra Smith Gangle

Things we’ll think about today

• Understanding the organization• Recognizing need for adaptation• Understanding membership needs

Remaining mindful of –The core values of the League–The mission of the League–Those that have supported the League

Expected outcomes

• A better understanding of organizational structures

• Why change is necessary and how to reduce the pain

• Specific examples of ways to support, engage and build membership

• Networking

OBWhat does it mean?

Oh Boy! Obstetrics

Organizational Behavior

How • the organization,• individuals, • and sub groups

Interact - the social system

What is Organizational Behavior?

• The base - philosophy, values, vision and goals.• The culture - the formal organization, informal

organization, and the social environment. –The culture determines the type of

leadership, communication, and group dynamics

Organization components

Members perception of the culture• the quality of member experience which

directs their degree of motivation.

Member final outcomes • performance, individual satisfaction, and

personal growth and development.

.

• From all these elements in combination the organization builds an operating framework

http://www.nwlink.com/~donclark/leader/leadob.html

Evaluating Organizations

• Lifecycle – where are we?

• Adaptability – is change possible?

• Member needs and expectations – do we act based on member needs?

TIME

http://najeraconsulting.com/wp-content/uploads/2009/12/The-NonProfit-Leadership-Challenge.pdf

• When a nonprofit reaches the Reactive stage, it is left only with three options.

– continue in its reactive mode and eventually cease to exist.

– be acquired (or conquered). Or,– attempt a massive restructuring of the status

quo. CHANGE!

Adapted from Najera Consulting Group, Inc The Nonprofit Leadership Challenge

http://najeraconsulting.com/wp-content/uploads/2009/12/The-NonProfit-Leadership-Challenge.pdf

• “Simply put, organizations are similar to any other living organism; they either adjust to their environment or they atrophy and die.”

Change Within Organizations Phil Pons, WBCCI Life Member# 1057, Mid-Atlantic Unithttp://www.wbcci2.org/Pons-on-change.pdf

Adaptablity

• Is change possible?

We don’t do it that way

We tried that once it didn’t work

Our members can’t do that

It’s not League like

This has always worked

Don’t gang up on new ideas!

• Change is difficult• Change is fast

–Change can be spontaneous• Change is on-going

What we know about modern change

Change is Difficult

• Audience is resistant• Requires stepping out of the safe box• Decisions must be made

– Which way to go?– Alternatives?– How to deal with resistance?

• Personal conflicts often- old vs new

Change is fast and Spontaneous

• Immediate response

• Small starts grow rapidly

• The Attention Span is Short

How do we begin to change?One step at a time

Identify alternatives:– Easiest– Quickest– Biggest bang for buck

You don’t have to do all of them, but proceed in a logical order – get moving

Find answers for objections – don’t ignore them.

Questions to ask

• Does it hurt anyone?• What is the worst case scenario?• Will it put us out of business?• Can we do it easily, quickly?• Can we afford it?• How can we address the objections?

Look at your structure. Where canyou make changes?

• Membership (today’s topic – but involves the entire organization)

• Action• By-laws• Grassroot structure• Activities – Education, Program Where are the quick changes?

Applying change to membership

• Getting out of the box

• How do we think about our membership?

Why Individuals choose Activities

John Nelson,What Color is your Parachute

Meaningful

Are we Upside Down?

What do we offer members?

• Do we have fun activities?• Do we have engaging activities?• Are our activities meaningful?• How much time for each?• Where is our emphasis?

What Motivates Membership?

• Basic Level: Self-serving drive• Secondary Level: Relational drive• Highest Level: Belief drive

The goal of membership is to move people to the belief drive. BUT YOU DON’T START THERE!!

Thomas McKeeWhy People volunteer

• People join for:• 1. Belonging• 2. Friendships• 3. Personal Interest• 4. Vocational interests• 5. Responsibility and authority • 6. Recognition and prestige

In simpler terms:

Therefore, - To keep members, organizations must:

• Fulfill at least one of the person’s reasons for joining• Provide opportunity for input and feedback • Share responsibility and decision making• Provide challenges and numerous opportunities for

involvement• Resist overwhelming members

– 7 hr/wk max rule for retirees,– come and go rule for youth

http://involvement.usf.edu/pdf/osotips/welcomingnew.pdf

Start by reviewing activities 3 EXAMPLES of Calendars

• League X - 5 activities:• Candidate forum at library • General meeting on welfare reform at library• Program planning meeting at library• Education study meeting at library• Action report - general meeting at library

League Y• Cocktail party – elected officials invited – private home• Luncheon fundraiser - restaurant• Program planning brunch – local club• Candidate forum at local college• Diversity dinners – private home

League Z•Sustainability demonstration at local fair•Candidate forum - partner with Tribal Council•General meeting on health care at retirement village•Wine and cheese – local agriculture discussion•Tour of recycling facility

Examples of Activities• Fun –

Fall social: classic high teas or wine tastingAwesome Aunties

• EngagingStudy trip to coastOne on one with politician – fireside chatExpert speaker (budget funds)

• Meaningful Voter Guide, voter registrationLobbying, studies, Action

PartnerPlanning trick 1

Brainstorm: Get to know your Membership

• Define target member interest groups – group into no more than 3 or 4 types

• Outline everything you know about each group• Identify group leaders• Learn what’s most important to each group• Craft persona of each group• Offer activities for the group• Shape your marketing message to potential

members for this persona

http://gettingattention.org/articles/924/audience-research/russian-spy-strategy-boost-marketing-results.html

Form a Baseball Team

• Don’t expect the same thing from everyone – but use everyone

• Identify the skills

• Let people run with them

• People need to get as well as give – runs/outs/great catch!

Link members to activities that interest them

• Make sure to cover all aspects:– Different venues– Different approaches (speakers, panels, role

playing, site visits)– Different times– Offer a social event open to friends, families

• Use the partnership tool

Approach new members with the pyramid in mind

• Start with the fun, friendship, companionship.• Build the engagement - target recruitment to

good events. Make sure the event allows time to socialize and network.

• Offer different times and venues.• Use different approaches to suit the potential

members – talk their language.• Provide networking.• Incorporate social media.

Talk the talk

Planning trick 2

networking

Planning tip 3

GET GET Technical – Technical – Use the Use the Web!Web!How about How about an App?an App?

An app or application is software used for business or entertaiment

Planning tip 4

Spend some money

• Be willing to–Pay for speakers–Invest in technology–Use interns, consultants–Partner with other groups

Social gardening

Lets start tending our garden?

Some Suggested Goals for 2011-12

• Plan a “fun” event and incorporate “fun” into two other events

• Build social time for networking into at least two of your events.

• Partner on at least one event• Use at least three different times and/or

locations

Now – time to share and Brainstorm

The purpose of the small group activities is • To network• To learn to think outside the box• To get started on “new ideas”• To act quickly and and collaboratively

Five preparation questions:

• Take a few minutes to jot down ideas on the provided work sheets

• Remember this is the time of rapid change, act quickly.

Workshop activities

1. What are the four biggest member interest groups in your League? (book club, action, voters service, studies, social events etc.)

2. What event this year got the largest attendance?

3. What fun event did you do?4. What engaging event did you do?5. What meaningful event did you do?

Workshop activities

About your Table (Team)

Quick Table Introductions:

Go around the table and say• Your name and League• Something you do well (talking, editing,

listening, technology, painting, creating order, research, etc)

• Your favorite dessert

Plan 2 activities ( 7 minutes each)

• Venue• Topic• The fun component • Cost• Partners• Time• Catchy, glitzy title – marketing scheme

Ideas

• Share ideas

Venues• Community college• Church Bus Tour• Library Water Resources• South Slough I5 bridge over Willamette River• Kitchen of Garden club Golf Course Club Room, Zoo, historic

museum oer Willamette River, Vinticulture school• Movie theater Farmers market Local Park Amphitheater,

Osepathic school in Lebanon• Local Park • Ski resort• Winery Scaerger hunt • School

Topic

The fun component• Sampling local food, • Jargon bingo, religious holiday food, election or

campaign oriented films, article of clothing from thrift store, snow shoe tour on resort ecology, wine tasting with CSA foods, good speaker, straw polls before and after speaker, election scavenger hunt – passport stamped at ballot boxes, theater party – meet your politicians, farm- eating and drinking “Eat drink and be infarmed” Being outside – “Whats on tap” Lets go see, Historic building in costume and alcohol, Earth day at South Slough – family outing – car pool and zip cars

Costs

• Theater party – fund raiser – take over theater and restaurant with a profit built in, Use school as venue and partner with school group to help with cost, involvement with sites on scavenger hunt - food and misc.

Partners

Time - Date

Catchy glitzy title/ marketing scheme

• Green st. Patrick's theme at CC, use websites etc, Invite REI to bring samples and market snow shoes, flyers at REI - tours – invites students to participate, stress the exclusivity of the event -

Project examples

• Entire event description - meet and greet for new members, focus usually social with educ. Local garden club partner, 2 step process, discussion with the Muslim community – how Ramadan was celebrated – some discussion, buy bulk food, after discussion lessons in cooking Saturday meeting.

Project

Resort Ecology – fun snow shoe tour, also have snow cats (electric) Do it at night and have telescopes to look at sky, - get REI to sponsor, buy food at resort reduce room rental, have ski clubs come and help teach, 10 – 10:30 in morning for skiing – on Saturday “Slippery slope of mountain diversity” - use college classes and do poster tour, invite ski clubs BLM.

Project

• Old fashion book review – focus on older members, dessert exchange, Dear Abigail, book as door prize. Evening in summer or younger members provide transport. Friends of library, historical society

Expected outcomes

• A better understanding of organizational structures

• Why change is necessary and how to reduce the pain

• Specific examples of ways to support, engage and build membership

• Networking