american library association communications study members november 2006 llegheny arketing roup he t...

AMERICAN LIBRARY ASSOCIATION

COMMUNICATIONS STUDY

Members

November 2006 LLEGHENYARKETING

ROUP

HETA

MG

Planning & researchto achievemarketplace advantage

TABLE OF CONTENTSTABLE OF CONTENTS

Presented by: The Allegheny Marketing Group (412) 787-4166

I. EXECUTIVE SUMMARY

II. OBJECTIVES/METHODOLOGY/DATABASE RESOLUTION

III. STUDY RESULTS

IV. COMPARISONS

V. CONCLUSIONS

VI. OBSERVATIONS/SUGGESTIONS

AMERICAN LIBRARY ASSOCIATION – COMMUNICATIONS STUDY – NOVEMBER 2006

I. EXECUTIVE SUMMARY


Presented by: The Allegheny Marketing Group RC06-756

EXECUTIVE SUMMARYEXECUTIVE SUMMARY

Page i

The American Library Association (ALA) requested the Allegheny Marketing Group (AMG) to conduct an online survey with its members to identify areas where communication can be improved, and note any changes from the 2004 study.

A total of 2,226 members completed the survey, representing a return rate of 14%. The 2,226 members represent a statistically reliable sample of the member population.

Seventy-six percent (76%) of the respondents were regular members with an average tenure of 13 years with ALA. Twenty-two percent (22%) have been with ALA for over 20 years.

Thirty-three percent (33%) of the members belong to more than one Division.

Like most large associations, not all members are very active in their association and join to either support the industry or practice and/or obtain the industry publications. ALA is no different, with 22% of the members participating or using ALA programs at least once a month.



EXECUTIVE SUMMARY (Continued)


Page ii

Although the frequency of communication remained low, there has been an increase of members using the website to find information, and less members having to call the 800-number or send emails.

Frequency Accessing ALA Website

20042004 20062006

• At least weekly 24%32%

• Monthly 45%44%

• Several times per year 29%23%

• Never use 2%1%

Frequency of Using 800-Number

20042004 20062006

• At least monthly 4%4%

• Quarterly 16%8%

• Annually 38%28%

• Never use 42%60%

Frequency of Sending Emails

2004 2006

• At least monthly 11%8%

• Quarterly 23%18%

• Annually 44%41%

• Never use 22%33%





Page iii

Satisfaction levels with different communications methods and functions were as follows:

Extremely Satisfied

Very Satisfied

Somewhat Satisfied

Not Satisfied

Extremely Satisfied

Very Satisfied

Somewhat Satisfied

Not Satisfied

Speed of Communication Response

Accuracy of Answers

77%

23%

65%

35%3%

32%

9%

56%

0% 10% 20% 30% 40% 50% 60% 70%

Percent of Respondents

2%

62%

15%

21%

0% 10% 20% 30% 40% 50% 60% 70%






Page iv

Extremely Satisfied

Very Satisfied

Somewhat Satisfied

Not Satisfied

Extremely Satisfied

Very Satisfied

Somewhat Satisfied

Not Satisfied

Accuracy of Financial Transaction Response

Speed of Financial Transaction Response

78%

22%

74%

26%3%

23%

15%

59%

0% 10% 20% 30% 40% 50% 60% 70%Percent of Respondents

2%

60%

18%

20%


Extremely Satisfied

Very Satisfied

Somewhat Satisfied

Not Satisfied

55%

45%

ALA's Website

2%

60%

18%

20%


7%

49%

6%

38%

0% 10% 20% 30% 40% 50% 60% 70%






Page v

There have been improvements made to the ALA website and a 28% increase in satisfaction. Despite this there are still improvements that ALA can make, the website was the number one area members would like to see improvements made, they are having the most trouble with the navigation of the site.

The number of 800 number calls has gone down since 2004. If more improvements are made to the website this number should go down even more because the information the members are calling for is things they could not find on the web.

Some ALA members had very opinionated comments about ALA, selected comments are noted throughout the study, all comments can be found in the verbatims section of the appendix.

II. OBJECTIVES/METHODOLOGY/DATABASE RESOLUTION



OBJECTIVESOBJECTIVES

Page vi

Purpose of Study

To assist the American Library Association (ALA) in identifying areas in their communications with members where improvements can be made (if any, are needed). And to note any key changes since the 2004 study.

Objectives

Determine the methods ALA uses to communicate with ALA members and the methods members use to communicate with ALA.

Determine the frequency of communication with members relative to the method of communication.

Access the response time it takes ALA to provide members with the information requested.

Obtain members’ satisfaction level with the overall speed and accuracy of communications.

Determine the frequency of access to ALA’s website.

Obtain members’ opinions regarding ALA’s website.

Obtain suggestions from members on ways to improve communications.

To note any changes in the means of communication since the 2004 study.



METHODOLOGYMETHODOLOGY

Page vii

Pre-Project Planning• A kickoff meeting via conference call was held on August 10, 2006.• Revisions to the 2004 questionnaire were made.

• ALA provided a database of approximately 41,000 names/email addresses. This was based on obtaining approximately 1,200 completed interviews with ALA Division members.

Database Management

Data Collection

• All interviews were conducted online using AMG’s website.• An invitation letter from Keith Michael Fields, ALA Executive

Director, directed members to AMG’s website.• Email invitations were transmitted in batches of

approximately 1/3 of the database at a time. Reminder emails were sent one week after the initial invitations only to members in divisions where the quota had not been met yet.

Report Processing • All data was analyzed and appropriate charts, tables, graphs and spreadsheets were generated.



DATABASE RESOLUTIONDATABASE RESOLUTION

Page viii

A total of 15,420 email invitations were transmitted to ALA members.

The table below shows the emails sent, the questionnaires returned, and the return rate by ALA Division.

Member Segment By Division Emails Sent

Questionnaires Returned % Returns

AASL 1,592 204 13%

ACRL 1,697 326 19%

ALCTS 832 157 19%

ALSC 919 153 17%

ALTA 470 54 11%

ASCLA 552 127 23%

LAMA 732 121 17%

LITA 863 109 13%

PLA 1,731 194 11%

RUSA 864 146 17%

YALSA 906 99 11%

Non-Divisional 4,262 536 13%

TOTAL: 15,420 2,226 14%

III. STUDY RESULTS

• DEMOGRAPHICS/ COMMUNICATIONS PRACTICES



• A total of 2,226 respondents completed the survey.

• Mainly regular members (76%) participated.

• A total of 2,226 respondents completed the survey.

• Mainly regular members (76%) participated.

EXHIBIT 1TYPE OF MEMBERSHIP

EXHIBIT 1TYPE OF MEMBERSHIP

( ) = Number of respondents or times mentioned.

Page 1

(2,226 Respondents)

MEMBERS

Key Points

What type of membership do you currently have with ALA?

*Other includes: Inactive, unemployed, associates.

Regular (1,701)

Student (236)

Retired (88)

Life or Continuing (55)

Library Support Staff (55)

Trustee (32)

International (26)

Other* (33)

Type of Membership

3%

1%

1%

1%

3%

76%

11%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Percent of Respondents (2,226)



EXHIBIT 2DIVISION MEMBERSHIP



Page 2

(2,226 Respondents)

Key Points

• 32% of respondents belong to more than one division, down 25% from 2 years ago.

• 19% do not belong to any division, up 13% from 2004.

• 32% of respondents belong to more than one division, down 25% from 2 years ago.

• 19% do not belong to any division, up 13% from 2004.

Which of the following ALA divisions are you currently a member of?

MEMBERS

ACRL (603) 27%

PLA (485) 22%

AASL (310) 14%

LAMA (252) 11%

RUSA (237) 11%

ALCTS (208) 9%

YALSA (190) 9%

ALSC (174) 8%

LITA (174) 8%

ASCLA (107) 5%

ALTA (60) 3%

None (430) 19%

Total: (3,230)

Average:1.45 Divisons

per Respondent

AASL Only (187)ACRL Only (294)ALCTS Only (87)ALSC Only (51)ALTA Only (22)ASCLA Only (39)LAMA Only (25)LITA Only (21)PLA Only (188)RUSA Only (50)YALSA Only (47)

Subtotal: (1096) 49%

Two Divisions (501) 23%Three Divisions (146) 7%Four Divisions (32) 1%Five Divisions (11) 1%Six or More Divisions (10) 1%

None (430) 19%

Total: (2,226)



EXHIBIT 3MEMBERSHIP LONGEVITY

EXHIBIT 3MEMBERSHIP LONGEVITY


Page 3

(2,226 Respondents)

Key Points

• An average of almost 13 years membership shows there is loyalty to the organization.

• An average of almost 13 years membership shows there is loyalty to the organization.

How many years have you been a member of ALA?

Average*:

12.7 Years

*Assumes:

< 1 Year = 0.5 years1-2 Years = 1.5 years3-5 Years = 4 years6-10 Years = 8 years11-20 Years = 15 years> 20 Years = 25 years

MEMBERS

Less Than 1 Year (205)

1-2 Years (256)

3-5 Years (427)

6-10 Years (391)

11-20 Years (454)

More Than 20 Years (493)

Number Years Membership In ALA

22%

20%

18%

9%

12%

19%

0% 5% 10% 15% 20% 25% 30%




EXHIBIT 4LIBRARY WORKFORCE LONGEVITY

EXHIBIT 4LIBRARY WORKFORCE LONGEVITY


Page 4

(2,226 Respondents)

Key Points

• Over 40% of the members have been part of the work force for more than 20 years.

• Over 40% of the members have been part of the work force for more than 20 years.

How many years have you been part of the library workforce?

Average*:

15.8 Years

*Assumes:

< 1 Year = 0.5 years1-2 Years = 1.5 years3-5 Years = 4 years6-10 Years = 8 years11-20 Years = 15 years> 20 Years = 25 years

MEMBERS

Less Than 1 Year (123)

1-2 Years (98)

3-5 Years (214)

6-10 Years (325)

11-20 Years (515)

More Than 20 Years (951)

Years in Library Workforce

23%

43%

15%

6%

4%

10%

0% 10% 20% 30% 40% 50%




EXHIBIT 5AGE OF MEMBER

EXHIBIT 5AGE OF MEMBER

( ) = Number of respondents.

Page 5

(2,226 Respondents)

Key Points

• 68% of ALA members are 45 years or older.• ALA may have a drop in membership with such a large percent

being older, they should be striving to get younger members.• The majority of the student members must be completing a

masters or doctorate degree.

• 68% of ALA members are 45 years or older.• ALA may have a drop in membership with such a large percent

being older, they should be striving to get younger members.• The majority of the student members must be completing a

masters or doctorate degree.

MEMBERS

All Respondents (2,226) (39) 2% (291) 13% (385) 17% (656) 30% (719) 32% (136) 6%

Regular (1,701) (12) 1% (174) 10% (302) 18% (554) 33% (609) 36% (50) 3%

Student (236) (26) 11% (100) 42% (55) 23% (44) 19% (11) 5%

Retired (88) (6) 7% (36) 41% (46) 52%

Life or Continuing (55) (2) 4% (3) 5% (7) 13% (21) 38% (22) 40%

Library Support Staff (55) (1) 2% (10) 18% (10) 18% (16) 29% (17) 31% (1) 2%

Trustee (32) (3) 9% (2) 6% (11) 34% (16) 50%International (26) (3) 12% (8) 31% (11) 42% (4) 15%Other (33) (2) 6% (4) 12% (16) 49% (10) 30% (1) 3%

--

-

-

-

Less than 25 Years

55-64 Years

-

-

-

-

-

65 Years And Older

25-34 Years 35-44 Years 45-54 Years



EXHIBIT 6COMMUNICATING WITH ALA



Page 6

(2,226 Respondents)

Key Points• The website by far is the place members

go most often to get information, this jumped 71% in the past two years.

• The website by far is the place members go most often to get information, this jumped 71% in the past two years.

When you have questions or need information about ALA or ALA’s services, how do you currently communicate with ALA?

Typical Member Communications With ALA

1.7 Different Ways

*Other includes:

Colleagues (5)<1% The Library

(3)<1% Listserves

(2)<1% Paper handbooks

(2)<1% In person

(2)<1% Conferences

(1)<1% Google

(1)<1%

Have never communicated (30)1%

MEMBERS

Website (1,810)

Email (1,083)

Phone (757)

Regular Mail (69)

Fax (47)

Other* (46)

Don't Know/ Refused (11)

Method of Communicating With ALA

2%

2%

3%

82%

49%

34%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%





(Continued)


(Continued)


Page 7

(2,226 Respondents)

Key Points

• There are not many major differences in what age you are and what types of communication you use.

• The 65 years and older age group are a little less likely to use the website, and a little more likely to use phone, fax, and regular mail.

• There are not many major differences in what age you are and what types of communication you use.

• The 65 years and older age group are a little less likely to use the website, and a little more likely to use phone, fax, and regular mail.


MEMBERS

Method of Communicating with ALA

Less than 25 Years

25-34 Years

35-44 Years

45-54 Years

55-64 Years

65 Years And Older

Website 86% 83% 83% 84% 81% 64%

Email 46% 39% 49% 49% 52% 52%

Phone 21% 22% 30% 32% 40% 50%

Fax - 1% 2% 2% 2% 7%

Regular Mail - 2% 1% 3% 3% 13%

Other - 2% 1% 2% 2% 6%



EXHIBIT 8COMMUNICATIONS FROM ALA



Page 8

(2,226 Respondents)

Key Points

• Email is the most common way for ALA to respond to it’s members.

• Email is the most common way for ALA to respond to it’s members.

When ALA communicates back to you, what is the normal means of communication?

*Other includes:

• Rarely do they communicate back (13)

• Not applicable (42)

• Website (5)

MEMBERS

• In person/director (4)

• Conference (1)

• Library (1)

Email (1,989)

Phone (431)

Regular Mail (475)

Fax (38)

Other Methods* (66)


Method of Communicating From ALA

3%

2%

92%

20%

22%

0% 20% 40% 60% 80% 100%




EXHIBIT 9FREQUENCY OF PARTICIPATON

EXHIBIT 9FREQUENCY OF PARTICIPATON


Page 9

(2,226 Respondents)

Key Points

• Only 22% of ALA members are frequent participants in ALA programs.

• Students and retired members are least likely to participate.

• Only 22% of ALA members are frequent participants in ALA programs.

• Students and retired members are least likely to participate.

How frequently do you participate in or use ALA programs and services?

All Members

MEMBERS

37%34%

8%

15%

7%

0%

10%

20%

30%

40%

VeryFrequently(Weekly)

(164)

Frequently(Monthly)

(323)

Occasionally(Several Times

Per Year)(817)

Seldom(Once/Twice

Per Year)(755)

Never(167)

% o

f R

esp

on

den

ts (

2,22

6)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f R

es

po

nd

en

ts

Respondents

Who Did Not

Know Tons

by Produ

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f R

es

po

nd

en

ts

Type of Membership

VeryFreq. Freq.

Occas-ionally Seldom Never

Regular 8% 15% 39% 33% 5%

Student 5% 14% 28% 35% 19%

Trustee 3% 3% 44% 41% 9%

International 8% 8% 27% 50% 8%

Retired 6% 10% 25% 42% 17%

LSS 2% 7% 31% 45% 15%

Life or Cont. 7% 16% 45% 27% 4%

Other 3% 9% 24% 39% 24%

• WEBSITE



EXHIBIT 10FREQUENCY OF ACCESSING WEBSITE



Page 10

(2,226 Respondents)

Key Points

• 32% of members are frequent users of ALA’s website, this is up 8%.

• Trustees and retired members may not have as many reasons to access the site.

• 32% of members are frequent users of ALA’s website, this is up 8%.

• Trustees and retired members may not have as many reasons to access the site.

How frequently do you access ALA’s website?

All Members

MEMBERS

44%

23%

1%

29%

3%

0%

10%

20%

30%

40%

50%

VeryFrequently

(Daily)(77)

Frequently(Weekly)

(634)

Occasionally(Monthly)

(979)

Seldom(Several Times

Per Year)(517)

Never(19)

% o

f R

esp

on

den

ts (

2,22

6)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Type of Membership

VeryFreq. Freq.

Occas-ionally Seldom Never

Regular 4% 28% 44% 23% 1%

Student 2% 37% 52% 9% -

Trustee 3% 9% 41% 41% 6%

International - 15% 50% 35% -

Retired 1% 25% 30% 39% 6%

LSS 5% 25% 40% 29% -

Life or Cont. 4% 31% 33% 29% 4%

Other - 21% 33% 45% -



EXHIBIT 11SATISFACTION WITH WEBSITE



Page 11

(2,226 Respondents)

Key Points

• Satisfaction with the website has gone up 28% from 2004.

• Still 45% of members are only somewhat or not satisfied.

• Satisfaction with the website has gone up 28% from 2004.

• Still 45% of members are only somewhat or not satisfied.

Overall, how satisfied are you with ALA’s website?

55%

45%

MEMBERS

Extremely Satisfied (135)

Very Satisfied (1,070)

Somewhat Satisfied (847)

Not Satisfied (155)7%

38%

6%

49%

0% 10% 20% 30% 40% 50%




EXHIBIT 12USE OF WEBSITE

EXHIBIT 12USE OF WEBSITE


Page 12

(2,207 Respondents)

Key Points

• Members are frequently checking for new information on conferences.

• Members are using the website for an average of 2 more functions than they were 2 years ago.

• Members are frequently checking for new information on conferences.

• Members are using the website for an average of 2 more functions than they were 2 years ago.

For which of the following functions do you use the ALA website?

Note: Others are listed in next Exhibit.

Typical Member Uses ALA Website for 5.2 Different

Functions

MEMBERS

Conferences (1,672)

Membership (1,121)

News (1,083)

ALA Division Web Pages (1,082)

Products/ Publications (954)

Issues & Advocacy (813)

Professional Tools (723)

American Libraries Online (653)Continuing Education forprofessional development (641)

Education/ Careers (638)

Job search/ Job list (595)

Awards/ Scholarships (543)Links included in American Libraries (448)

Blogs, Wiki's & RSS Feeds (209)

ALA Office Web Pages (142)

Fundraising (39)

Others (67)

Not Answered (4)

Website Functions

37%

33%

30%

29%

29%

27%

20%

10%

6%

2%

3%

43%

25%

49%

76%

51%

49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%




EXHIBIT 13OTHER USES OF ALA WEBSITE

EXHIBIT 13OTHER USES OF ALA WEBSITE

( ) = Number of times mentioned.

Page 13

(67 Respondents)

Key Points

• There are a large variety of reasons members access ALA’s website.

• There are a large variety of reasons members access ALA’s website.

For what other functions do you use the ALA website?

MEMBERS

• Book Lists (5)

• Banned Books (5)

• Directories (4)

• Round Table (4)

• Division Groups (3)

• Elections Information (3)

• Grants (3)

• Graphics (2)

• Committees (2)

• Research (2)

• ALA Store (2)

• Public Relations (2)

• Surveys (2)

• Copyright (2)

• Award Winners (2)

• General Info (24)



EXHIBIT 14FINDING INFORMATION ON WEBSITE



Page 14

(2,207 Respondents)

Key Points

• About 25% of the members have trouble locating what they’re looking for.

• 83 respondents mentioned trouble finding conference info which is the number one reason to visit the site.

• About 25% of the members have trouble locating what they’re looking for.

• 83 respondents mentioned trouble finding conference info which is the number one reason to visit the site.

Do you find what you are looking for on ALA’s website?

What can’t you find on ALA’s website that you need?

MEMBERS

7%

69%

1%2%

22%

0%

10%

20%

30%

40%

50%

60%

70%

Always(150)

Most ofThe Time

(1,518)

Sometimes(489)

Rarely(44)

Never(6)

% o

f R

esp

on

den

ts (

2,20

7)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Professional tools (129) 24%ALA division web pages (90) 17%Issues and advocacy (85) 16%Conferences (83) 15%Products/Publications (83) 15%Continuing education for prof. devlopment (81) 15%Membership (60) 11%News (53) 10%Awards/Scholorship (43) 8%Education and careers (39) 7%Job search/joblist (39) 7%Blogs, wikis, & RSS feeds (31) 6%ALA office web pages (26) 5%Links included in American Libraries Dir. (19) 4%American Libraries online (18) 3%Fundraising (14) 3%Other (165) 31%





Page 15

(2,207 Respondents)

Do you find what you are looking for on ALA’s website?

MEMBERS

Key Points• Even the younger members and frequent

users are having a hard time, this should be a red light that improvements can be made.

• Even the younger members and frequent users are having a hard time, this should be a red light that improvements can be made.

Very Frequent/Frequent Users

Occasional/Seldom Users

8%

70%

22%

0%

20%

40%

60%

80%

Always Most ofThe Time

Some-times/Rarely

% o

f R

esp

on

den

ts

6%

70%

24%

0%

20%

40%

60%

80%


Some-times/Rarely

% o

f R

esp

on

den

ts

Less than 35 Years Old

7%

66%

27%

0%20%40%60%80%


Some-times/Rarely

% o

f R

esp

on

den

ts

45-54 Years

8%

69%

23%

0%20%40%60%80%


Some-times/Rarely

% o

f R

esp

on

den

ts

35-44 Years

6%

68%

26%

0%20%40%60%80%


Some-times/Rarely

% o

f R

esp

on

den

ts

55 Years or Older

7%

70%

23%

0%20%40%60%80%


Some-times/Rarely

% o

f R

esp

on

den

ts

By Age Group



EXHIBIT 16ACTIONS TAKEN TO FIND INFORMATION

EXHIBIT 16ACTIONS TAKEN TO FIND INFORMATION


Page 16

(539 Respondents)

Key Points

• Improvements to the website may reduce the number of emails and phone calls coming in.

• Improvements to the website may reduce the number of emails and phone calls coming in.

When you can’t find what you are looking for on ALA’s website, what do you do?

MEMBERS

Look Somewhere Else (346)

Call the 800-Number (89)

Email Someone at ALA (41)

Call Someone I Know at ALA (30)

Send Email to Webmaster (28)

Nothing (133)


Actions Taken

25%

5%

6%

65%

17%

8%

0% 10% 20% 30% 40% 50% 60% 70%

Percent of Respondents (536)



• There seems to be a correlation between finding what you’re looking for and overall satisfaction.

• There seems to be a correlation between finding what you’re looking for and overall satisfaction.

EXHIBIT 17DRIVERS OF WEBSITE SATISFACTION

EXHIBIT 17DRIVERS OF WEBSITE SATISFACTION


Page 17

(2,207 Respondents)

Key Points

MEMBERS

All Respondents

Extremely Very Somewhat Not

(2,207) (135) (1,070) (847) (155)

Very Frequently 4% 7% 3% 3% 5%Frequently 29% 42% 28% 27% 34%Occasionally 44% 33% 47% 43% 39%Seldom 23% 19% 21% 27% 23%Never 1% - - - -

Always 7% 39% 9% 1% 1%Most of the Time 67% 59% 86% 59% 12%Sometimes/Rarely/Never 24% 1% 5% 40% 85%

23- 34 Years 15% 15% 13% 17% 20%35- 44 Years 17% 14% 17% 17% 25%45- 54 Years 30% 31% 29% 30% 25%55 Years and Older 39% 40% 41% 36% 30%

Age

Overall Satisfaction With ALA's Website

Frequency of Use

Find What They Are Looking For

• 800-NUMBER



EXHIBIT 18FREQUENCY OF 800-NUMBER CALLS



Page 18

(2,226 Respondents)

Key Points• 36% of respondents are calling 4 times

or less a year.• 60% never use the 800-number at all.

• 36% of respondents are calling 4 times or less a year.

• 60% never use the 800-number at all.

How frequently do you contact ALA with questions or requests for information on their 800-number?

All Members

Total 800-Number Calls: 2,824

Average Number of 800 Calls Per Member: 1.3 Per Year

Times Per YearDaily: 365Every Other Day: 182Weekly: 52Bi-Weekly: 26Monthly: 12Quarterly: 4Annually: 1Never: 0

MEMBERS

0% 1% 1% 1% 1%

60%

8%

28%

0%

10%

20%

30%

40%

50%

60%

Daily(0)

EveryOtherDay(4)

Weekly(2)

Bi-Weekly(11)

Monthly(29)

Quarterly(180)

Annually(638)

Never(1,362)

% o

f R

esp

on

den

ts (

2,22

6)

B. Maintenanc

e Toolin

g (41)**

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Ann

ually

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f



• Membership info is the number 1 reason to call.

• 45% are calling for conference information, this may be because they had trouble finding it on the web.

• Membership info is the number 1 reason to call.

• 45% are calling for conference information, this may be because they had trouble finding it on the web.

EXHIBIT 19REASONS FOR CALLING 800-NUMBER

EXHIBIT 19REASONS FOR CALLING 800-NUMBER


Page 19

(864 Respondents)

Key Points

When you call ALA’s 800-number, which of the following are reasons you normally are calling?

MEMBERS

Membership Information (447)

Conference Information (384)

Contact ALA division staff member (181)

Products/ Publications Information (155)

Contact an ALA Office staff member (147)

Place orders for books (127)

Place orders for graphics (119)

Issues & Advocacy Information (64)Continuing Education forprofessional develpoment info. (44)

Education/ Course Information (42)

Professional Tools (37)

Request a catalog (35)

Awards/ Scholarships Information (26)

News (18)

Others (11)

Reasons For Calling 800-Number

17%

15%

14%

8%

5%

5%

4%

3%

2%

1%

21%

45%

53%

18%

4%

0% 10% 20% 30% 40% 50% 60%




EXHIBIT 20BUSINESS HOURS

EXHIBIT 20BUSINESS HOURS


Page 20

(864 Respondents)

Key Points

• 87% of members are okay with the current business hours.

• Suspect that most of the (114) are on the west coast.

• 87% of members are okay with the current business hours.

• Suspect that most of the (114) are on the west coast.

ALA’s normal business hours are 8:30 am to 4:30 pm US central time. Are these business

hours sufficient to meet your needs?

114 Respondents114 Respondents

What business hours (US central time) would you like ALA to be open?

See Next Exhibit

MEMBERS

No (114)13%

Yes (750)87%

Frequency of Phone Calls Yes No

Monthly or Less 78% 22%Quartery/ Annually 87% 13%



EXHIBIT 21SUGGESTED BUSINESS HOURS

EXHIBIT 21SUGGESTED BUSINESS HOURS

( ) = Number of times mentioned.Note: Many respondents did not know or answer.

Page 21

(114 Respondents)

Key Points

• It appears members would like ALA’s offices to stay open later in the evenings, like 6:00pm or 7:00pm.

• It appears members would like ALA’s offices to stay open later in the evenings, like 6:00pm or 7:00pm.

What business hours (US Central Time) would you like ALA to be open?

MEMBERS

Starting Hours (am)

Closing Hours (pm)

Times Mentioned

Starting Hours (am)

Closing Hours (pm)

Times Mentioned

4:30 (1) 4:30 (1) 5:00 am to 8:00 pm (2)5:30 (1) 5:00 (4) 5:00 am to 9:00 pm (2)6:00 (2) 5:30 (5) 6:00 am to 6:00 pm (1)7:00 (6) 6:00 (3) 6:00 am to 7:00 pm (1)9:00 (1) 6:30 (1) 6:00 am to 8:00 pm (2)

7:00 (3) 6:00 am to 9:00 pm (1)4:30 (4) 7:30 (1) 6:30 am to 5:00 pm (1)6:00 (1) 8:30 (1) 10:00 am to 8:30 pm (1)7:00 (1) 9:00 (3)

4:30 (2) 4:30 (1) Evenings (4)5:00 (9) 5:00 (1) Earlier in the morning (1)5:30 (2) 6:00 (3)6:00 (13) 7:00 (6) Don't Know (1)7:00 (7) 9:00 (1)8:00 (5)9:00 (2)10:00 (3)

Other Times Mentioned

8:30

9:00

7:00

7:30

8:00



EXHIBIT 22RECORDED MESSAGE – 800-

NUMBER

EXHIBIT 22RECORDED MESSAGE – 800-

NUMBER


Page 22

(864 Respondents)

Key Points

• It would appear the members who are not satisfied, are not actually getting to talk to someone.

• It would appear the members who are not satisfied, are not actually getting to talk to someone.

When you call ALA’s 800-number before or after business hours, does the recorded

message satisfy your needs?

195 Respondents195 Respondents

Which of the following best describes why your needs are not met?

• Needed information immediately (105)54%

• Options available did not cover what I needed (97)

50%

• Recorded message did not work (10)5%

• Calling for a live person (4)2%

• Options are confusing (4)2%

• Have specific questions (3)2%

• Don’t like recordings (1)1%

• Don’t Know/Never heard message (22)11%

MEMBERS

No (195)23%

Yes (669)77%

Frequency of Phone Calls Yes No

Monthly or Less 70% 30%Quartery/ Annually 78% 22%



EXHIBIT 234-DIGIT EXTENSIONS – 800-

NUMBER

EXHIBIT 234-DIGIT EXTENSIONS – 800-

NUMBER


Page 23

(864 Respondents)

Key Points

• Not having an automated system may help decrease members frustrations, because they could be transferred to the right person.

• Not having an automated system may help decrease members frustrations, because they could be transferred to the right person.

When you call ALA’s 800-number and are trying to reach a specific person, do you know that person’s 4-digit extension?

MEMBERS

Yes -- Most of the Time (58) 59% 6%

Yes -- Sometimes (151) 29% 17%

No (311) 6% 37%

Do Not Call for a Specific Person (344) 6% 40%

All Members

Frequent Caller

Infrequent Caller

40%

36%

7%

17%

0% 10% 20% 30% 40% 50%




EXHIBIT 24GETTING TRANSFERRED – 800-NUMBER

EXHIBIT 24GETTING TRANSFERRED – 800-NUMBER

( ) = Number of respondents or times mentioned.*43 Respondents said, “Don’t know” or refused to answer.

Page 24

(864 Respondents)

Key Points• 30% of callers have to be transferred, this is down 10%.• 89% of those who get transferred say it happens more

than 50% of the time.

• 30% of callers have to be transferred, this is down 10%.• 89% of those who get transferred say it happens more

than 50% of the time.

When you call ALA’s 800-number, do you have your questions answered immediately, or do you get transferred to another department or person?

Frequent Infrequent All Members Callers Callers

Questions Answered Immediately (139) 16% 24% 16%

Questions Answered in a Short Time (461) 53% 41% 54%

Get Transferred to Another Department

or Person (264) 31% 35% 30%

How frequently do you get transferred to another department or person?*

Frequent Infrequent All Members Callers Callers

• Frequently (80% of the time) 43% 50% 43%

• Occasionally (50% of the time) 46% 33% 46%

• Infrequently (20% of the time) 11% 17% 11%

MEMBERS



EXHIBIT 25RESPONSE TIME – 800-

NUMBER

EXHIBIT 25RESPONSE TIME – 800-

NUMBER


Page 25

(264 Respondents)

Key Points

• Some of the members are having a very hard time getting a hold of the right person to help them.

• These numbers have gotten worse from 2004.

• Some of the members are having a very hard time getting a hold of the right person to help them.

• These numbers have gotten worse from 2004.

How long does it take for the other departments or persons to provide the

answers or information you need?

• Immediately (56)21%

• Within 24 Hours (147)56%

• Longer than 24 Hours (61)23%

Do you sometimes get transferred to more than one other department or person to

receive the answers you need?

Not Applicable/Don’t Know (77)

MEMBERS

No (69)37%

Yes (118)63%



EXHIBIT 26HANG UP FACTOR – 800-

NUMBER

EXHIBIT 26HANG UP FACTOR – 800-

NUMBER


Page 26

(864 Respondents)

Key Points

• 56% of the time a person is on the phone in 1 minute or less. • Members are willing to wait longer than you would think.• 56% of the time a person is on the phone in 1 minute or less. • Members are willing to wait longer than you would think.

When you place a call to any 800-number and get put on hold,

about how long do you wait until you finally hang up?

About how long does it take ALA to have a live person talk to you when you call the 800-number?

MEMBERS

(16) Immediately (64)

(151) 1 Minute or Less (427)

(424) 2-5 Minutes (343)

(117) Longer than 5 Minutes (30)

(156) However Long it Takes (0)0%

4%

7%

49%

40%

0% 10% 20% 30% 40% 50% 60%


14%

18%

49%

18%

2%

0%10%20%30%40%50%60%




EXHIBIT 27VOICE MAIL

EXHIBIT 27VOICE MAIL


Page 27

(864 Respondents)

Key Points

• 94% feel it should take 1 day or less. But ALA takes 1 day or less 83% of the time – thus about 11% are likely to be unhappy.

• 94% feel it should take 1 day or less. But ALA takes 1 day or less 83% of the time – thus about 11% are likely to be unhappy.

When you leave a voice mail message for someone at ALA, how long should it take ALA to return

your call with an answer to a typical, not complex question?

How long does it typically take ALA to return your call with answers to

your typical, not complex questions?

MEMBERS

(90) One Hour or Less (99)

(180) 2-3 Hours (159)

(148) 4-8 Hours (122)

(394) 1 Day (343)

(41) 2-3 Days (110)

(11) More than 3 Days (31)

40%

13%

14%

18%

11%

4%

0% 10% 20% 30% 40% 50%


46%

1%

5%

17%

21%

10%

0%10%20%30%40%50%


• EMAILS



EXHIBIT 28FREQUENCY OF EMAILS



Page 28

(2,226 Respondents)

Key Points

• 59% of respondents send 4 or less emails per year.

• 33% do not send any.

• 59% of respondents send 4 or less emails per year.

• 33% do not send any.

How frequently do you send emails to ALA?

All Members

Total Emails Sent: 9,946

Average Number of Emails Per Member: 4.3 Per Year

Times Per YearDaily: 365Every Other Day: 182Weekly: 52Bi-Weekly: 26Monthly: 12Quarterly: 4Annually: 1Never: 0

MEMBERS

1% 1% 1% 1%4%

33%

41%

18%

0%

10%

20%

30%

40%

50%

Daily(9)

EveryOtherDay(3)

Weekly(23)

Bi-Weekly(28)

Monthly(96)

Quarterly(416)

Annually(925)

Never(726)

% o

f R

esp

on

den

ts (

2,22

6)

B. Maintenanc

e Toolin

g (41)**

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Ann

ually

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f



EXHIBIT 29RESPONSE TIME --

EMAILS


EMAILS


Page 29

(1,500 Respondents)

Key Points

• 86% expect a response within one day, but ALA responds to email messages in one day only 72% of the time. This is 4% higher than 2 years ago.

• 86% expect a response within one day, but ALA responds to email messages in one day only 72% of the time. This is 4% higher than 2 years ago.

When you email someone at ALA, how long should it take to receive

a response back?

How long does it take ALA to respond to your emails and answer

your questions?

MEMBERS


(85) 1 Hour or Less (69)

(169) 2-3 Hours (132)

(210) 4-8 Hours (203)

(813) 1 Day (660)

(199) 2-3 Days (322)


14%

43%

7%

9%

5%

1%

21%

0% 10% 20% 30% 40% 50% 60%


14%

54%

13%

1%

11%

6%

1%

0%10%20%30%40%50%60%





EMAILS


EMAILS


Page 30

(1,500 Respondents)

Key Points

• Frequent emailers receive responses faster than the infrequent senders.

• Frequent emailers receive responses faster than the infrequent senders.

How long does it take ALA to respond to your emails and answer your questions?

MEMBERS


(8) 1 Hour or Less (61)

(7) 2-3 Hours (125)

(13) 4-8 Hours (190)

(22) 1 Day (638)

(7) 2-3 Days (315)


Frequent Senders of Email(Monthly or More Frequently)

Infrequent Senders of Email(Quarterly/ Annually)

13%

44%

6%

9%

4%

1%

22%

0% 10% 20% 30% 40% 50%


21%

35%

11%

10%

11%

13%

0%

0%10%20%30%40%50%


• COMPARISON TO OTHER ASSOCIATIONS



EXHIBIT 31MEMBERSHIP IN OTHER ASSOCIATIONS

EXHIBIT 31MEMBERSHIP IN OTHER ASSOCIATIONS

Note: Refer to Appendix, Respondent Verbatims Section, Question 33, for a complete list of associations.( ) = Number of respondents or times mentioned.

Page 31

(2,226 Respondents)

Key Points• About 50% of members are involved

in other associations, these mostly include state library associations.

• About 50% of members are involved in other associations, these mostly include state library associations.

Are you a member of any other associations that may be similar to ALA (but not affiliated

with ALA)?

1,122 Respondents1,122 Respondents

Of which association(s) are you a member?

• Majority are state library associations – examples:

– California (62)– Texas (59)– New York (42)– Illinois (33)– New Jersey (35)– Michigan (31)– Florida (25)– Colorado (23)– Pennsylvania (19)– Ohio (19)– Wisconsin (18)– North Carolina (17)– Washington (15)– Thirty four other state library associations

were mentioned more than once

• Special Library Association (96)• Library Associations dealing with other countries

(46) • Medical Library Association (35)• Music Library Association (14)• American Association of Law Libraries (12)• Refused to answer (16)

MEMBERS

No (1,104)49%

Yes (1,122)51%



EXHIBIT 32COMMUNICATIONS – ALA VERSUS OTHERS



Page 32

(1,122 Respondents)

Key Points

• Almost 30% feel ALA’s communication is better than the other organizations they belong to.

• Almost 30% feel ALA’s communication is better than the other organizations they belong to.

In terms of communications, how does ALA compare to the other associations you belong to?

All Members

MEMBERS

29%

7%

22%

59%

12%

1%0%

10%

20%

30%

40%

50%

60%

MuchBetter(78)

Better(242)

About theSame(658)

Worse(129)

MuchWorse

(15)

% o

f R

esp

on

den

ts (

1,12

2)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Type of Membership

MuchBetter Better Same Worse

MuchWorse

Regular 7% 20% 59% 13% 1%Student 9% 27% 57% 5% 2%Retired 8% 31% 58% 3% -Life or Continuing - 29% 58% 10% 3%Library Support Staff - 35% 50% 15% -Trustee - 19% 62% 19% -International 26% 11% 58% 5% -Other 6% 31% 44% 19% -



EXHIBIT 33OVERALL SATISFACTION



Page 33

(2,226 Respondents)

Key Points

• 65% are very/extremely satisfied with the speed, this is 8% higher than 2004.

• 77% are very/extremely satisfied with accuracy, up 7%.

• 65% are very/extremely satisfied with the speed, this is 8% higher than 2004.

• 77% are very/extremely satisfied with accuracy, up 7%.

Overall, how satisfied are you with the speed of

communications response from ALA?

Overall, how satisfied are you with the accuracy of answers you

receive from ALA?

MEMBERS

(203) Extremely Satisfied (329)

(1260) Very Satisfied (1385)

(702) Somewhat Satisfied (471)

(61) Not Satisfied (41)2%

21%

62%

15%

0% 25% 50% 75%


3%

32%

9%

56%

0%25%50%75%







Page 34

(2,226 Respondents)

Key Points

• A majority of members are very or extremely satisfied with the speed and accuracy of their financial transactions.

• A majority of members are very or extremely satisfied with the speed and accuracy of their financial transactions.

How satisfied are you with your financial transactions with ALA in

terms of speed of response?

How satisfied are you with your financial transactions with ALA in

terms of the accuracy of transactions?

MEMBERS


(1,312) Very Satisfied (1,334)

(497) Somewhat Satisfied (450)

(75) Not Satisfied (51)

20%

2%

60%

18%

0% 10% 20% 30% 40% 50% 60%


23%

3%

15%

59%

0%10%20%30%40%50%60%




EXHIBIT 35SATISFACTION DRIVERS



Page 35

(2,226 Respondents)

Key Points• Frequent users of communications are only slightly more

satisfied with speed and accuracy. • They are probably not driving forces for members opinions.

• Frequent users of communications are only slightly more satisfied with speed and accuracy.

• They are probably not driving forces for members opinions.

MEMBERS

Ext. VerySome-what

Not Ext. VerySome-what

Not

Very Frequently/Frequently 13% 54% 30% 4% 22% 60% 16% 3%Occasionally 9% 59% 30% 2% 15% 65% 20% 1%Seldom 8% 56% 34% 2% 12% 62% 24% 2%Never 6% 57% 32% 5% 8% 58% 34% 4%

Very Frequently/Frequently 12% 56% 29% 3% 19% 60% 18% 2%Occasionally/Seldom 8% 57% 33% 2% 13% 64% 22% 2%Never - 37% 53% 11% 5% 37% 47% 11%

Monthly Plus 17% 50% 28% 4% 22% 65% 13% 0%Quarterly/Annually 9% 56% 32% 4% 18% 61% 20% 2%Never 9% 57% 32% 2% 13% 63% 22% 2%

Monthly Plus 11% 55% 31% 2% 23% 60% 16% 1%Quarterly/Annually 9% 56% 32% 3% 15% 63% 21% 2%Never 10% 57% 30% 3% 13% 62% 23% 2%

Frequency of 800-Number Calls

Frequency of Sending Emails

Overall SatisfactionSpeed of Response

Overall SatisfactionAccuracy of Response

Frequency of Use of ALA Website

Frequency of Participation in ALA Programs/ Services





Page 36

(2,226 Respondents)

Key Points• Most of the members satisfied with the website are also

satisfied with the speed - probably because they are not having to wait for someone to get back to them.

• Most of the members satisfied with the website are also satisfied with the speed - probably because they are not having to wait for someone to get back to them.

MEMBERS

Ext. VerySome-what

Not Ext. VerySome-what

Not

Extremely Satisfied 54% 44% 2% - 59% 41% 1% -Very Satisfied 9% 76% 5% 1% 16% 76% 8% 1%Somewhat Satisfied 3% 41% 53% 2% 8% 55% 35% 2%Not Satisfied 5% 19% 56% 20% 8% 27% 52% 13%

Immediately 10% 18% 4% -1 Minute or Less 3% 22% 8% 1%2- 3 Minutes 2% 23% 21% 3%Longer Than 3 Minutes 2% 10% 34% 3%

Questions Answered Immediately 27% 63% 10% - 36% 58% 6% -Questions Answered Short Time 7% 64% 28% 1% 16% 68% 16% 1%Get Transferred 3% 38% 48% 10% 12% 51% 32% 5%

Getting Transferred

Overall SatisfactionSpeed of Response

Overall SatisfactionAccuracy of Response

Satisfaction With ALA Website

Time For Live ALA Person to Talk to You on 800-Number



EXHIBIT 37MEMBER SUGGESTIONS TO IMPROVE COMMUNICATIONS



Page 37

(2,226 Respondents)

MEMBERS

What suggestions can you provide to help ALA improve communications with members? (Unaided)

With so many open-ended responses, it is both time-consuming and irrelevant to list all the comments/suggestions. The next several Exhibits categorize the comments with only selected comments shown. Refer to the Appendix, Respondent Verbatims Section, for the complete list.

The categories shown are:

• Website-related (324)15%

• Survey (47)2%

• Organization (39)2%

• Responsiveness-related (35)2%

• Member Service (34)2%

• Newsletter (29)1%

• Other suggestions (115)5%

• No suggestions (1,734)78%

• Improvements to the website are what most members would like to see.

• Improvements to the website are what most members would like to see.Key Points




(Continued)


(Continued)

Page 38

(2,226 Respondents)

MEMBERS

What suggestions can you provide to help ALA improve communications with members?


Website Improvement Subjects (324)

• Make the website easier to navigate (138)

• Improve the search feature (38)

• Needs completely redone (27)

• Too many broken links (23)

• Needs improved (17)

• It’s too slow (14)

• Update the website more often (14)

• Simplify and shorten the URLs (7)

• Provide more information (6)

• More blogs (6)

• More wiki’s (5)

• More RSS feeds (5)

• Provide a staff directory phone list (5)

• Other subjects (19)• Some of the same complaints as two years ago, hard to navigate, search features, and broken links.

• Some of the same complaints as two years ago, hard to navigate, search features, and broken links.

Key Points




(Continued)


(Continued)

Page 39

(2,226 Respondents)

MEMBERS

What suggestions can you provide to help ALA improve communications with members? (Selected Comments)

Website Improvement Suggestions (324)

• “Get a better website. You need to redo the entire thing! It is poorly organized, difficult to read and not helpful at all. More so it is an embarrassment to a field of supposed “organization” professionals.”

• “Improve your website – a usability study would be a good idea. Overall, the navigation is not intuitive nor are the navigation labels user/task oriented. Also, the search function is not very effective.”

• “Redesign the website so that links are current and categories are clear.”

• “Simplify the website. Make navigation less dependent on organization structure. Right now, one has to understand the complexities and hierarchy of the organization in order to access information at the divisional, committee, or round table level.”

• “Obviously you need to completely redesign the website. I’ve been a member of other professional organizations and ALA’s site is the worst website I have ever seen for a large professional association.”

• “I think the website needs a lot of work – it is embarrassing that a website for information professionals is so poorly organized and difficult to use.”

• “Website can be difficult to navigate. I generally have to use the search box to find what I’m looking for.”

• “Recreate the website. Navigation is so difficult that I use other search engines to find the information on the ALA site.”




(Continued)


(Continued)

Page 40

(2,226 Respondents)

MEMBERS


Survey (47)

• Need to have not applicable/don’t know options (31)

• Did not know what a financial transaction was (5)

• Survey was not about what you portrayed it to be (3)

• Please use our answers and do something with them (2)

• Not sure what you are hoping to get out of this survey (2)

• Do not send emails for survey, post link on your site (2)

• When I used the back option I lost my answers (1)

• Keep doing surveys like this (1)

• Some respondents found it hard to answer some of the questions and would like to see more questions have not applicable options.

• Some respondents found it hard to answer some of the questions and would like to see more questions have not applicable options.

Key Points





(Continued)


(Continued)

Page 41

(2,226 Respondents)

MEMBERS


Survey (47)

• “Surveys such as this should always allow a respondent to say something isn’t applicable without forcing an answer to every question.”

• “This survey should have “do not know” for the phone number questions – I haven't called enough to be able to give you good feedback, yet I was required to answer.”

• “Redesign your survey so that N/A is a response option.”

• “I wasn’t sure what financial transaction with ALA in this survey meant.”

• “Next time you do a survey leave an option for people who do not use a service. For instance, I’ve never had to call ALA before or after hours, but was required to answer the question.”

• “Just keep working on things and doing surveys like this to see if what you’re doing is working.”

• “Need to have a does not apply or not sure option.”

• “Many questions is this survey may not apply, and there is no way to say so.”

• “I’m retired and do not have much communication with ALA, making this survey not applicable to me.”




(Continued)


(Continued)

Page 42

(2,226 Respondents)

MEMBERS


Organization (39)

• Leave politics out of the organization (10)

• Pay more attention to your members (8)

• Cater to members with disabilities (5)

• Follow through with your promises (2)

• Do not sell your mailing list (2)

• Help with professional development (2)

• Clean out your staff (2)

• Support local chapters (2)

• Decentralize (1)

• Use common sense about controversy (1)

• You have to know someone to move up (1)

• Organization is too complex (1)

• Use censorship (1)

• Keep making improvements (1)

• Some members expressed anger in ALA making the association so political.

• Others do not feel ALA really cares about its members.

• Some members expressed anger in ALA making the association so political.

• Others do not feel ALA really cares about its members.Key Points





(Continued)


(Continued)

Page 43

(2,226 Respondents)

MEMBERS


Organization (39)

• “Shared governance. Unilateral decisions are too common in ALA, and a better utilization of funds is necessary. There are many things ALA could put forth money and efforts towards besides politics.”

• “Use more common sense about those issues that cause controversy. Some of us in the field shake our heads when we see common sense going out the window but being replaced with political correctness. It makes us cynical about communications from and with ALA.”

• “I suggest that you get off your high anti-censorship horse and realize the online pornography is criminal and should not be defended. The librarians who sued in MN should have named ALA as a co-defendant.”

• “Leave politics out of the organization. No one cares about the boards stance on Iraq war and all the other political stuff they involve themselves in.”

• “When you are willing to be a member of the committee, even when you express your intention, nobody replies. Maybe because to be on committees you have to know someone who can bring you up. In other words, everyone needs an umbrella to belong on the committee. That’s sad.”

• “ALA assumes every library has a huge budget, can afford to build a blooming palace, hire as much staff and have as large a book budget as it might dream up, and essentially live in a dream world, lets get real! Most libraries are pitifully under funded and struggle to survive. How about addressing the real needs?”

• “Cut to the chase. Stop focusing on the organization and turn your attention to members and services. Why do conferences spring up? Because ALA is not doing their job. I don’t care about ALA’s bylaws or internal problems, I care about the information I need to do my job.”




(Continued)


(Continued)

Page 44

(2,226 Respondents)

MEMBERS


Member Service (34)

• Train your staff better (9)

• Hire more staff (7)

• Have longer hours (6)

• Have friendlier staff (5)

• Have real people answer the phone (5)

• Have better communication (2)

• A few members mentioned training the staff better and hiring more staff.

• A few members mentioned training the staff better and hiring more staff.

Key Points





(Continued)


(Continued)

Page 45

(2,226 Respondents)

MEMBERS


Member Service (34)

• “Better communication from special divisions, i.e. RUSA, I get virtually no communications from them.”

• “Have someone available to answer telephones and make answering phones a part of the service culture. I’ve called as many as 12 numbers and never talked to a person, even when it said call this number to get a person I just got voice mail, and finally I just gave up!”

• “Need customer service training for phone in Chicago.”

• “Have a real live person who can talk with the caller if the person you are calling isn’t available.”

• “Hire an 800 phone reception staff who are friendly and act like they wish to help.”

• “It would be nice to not be on hold for several minutes.”

• “The sooner a real person answers the better.”

• “Cross train staff; often they don’t know answers. Too often they don’t answer their phones and I’m put into voice mail.”




(Continued)


(Continued)

Page 46

(2,226 Respondents)

MEMBERS


Newsletter (29)

• Keep sending it by email (18)

• Shorten it (4)

• It’s outdated upon receiving it (3)

• Would like to receive one (2)

• Would like to get it by email (2)

Be More Responsive (35)

• No response to messages:

- Email (18)

- Phone/Voicemail (7)

• Should be faster (8)

• Should show some acknowledgement (2)

• Some respondents are not getting replies to their emails.

• Others hope to continue to get AL Direct in email format.

• Some respondents are not getting replies to their emails.

• Others hope to continue to get AL Direct in email format.

Key Points





(Continued)


(Continued)

Page 47

(2,226 Respondents)

MEMBERS


Newsletter (29)

• “I like the AL Direct newsletter, and the links to the articles.”

• “By the time AL Direct hits my inbox, I have seen most of it already.”

• “I think the emailed American Libraries Direct has been a very useful communication tool.”

Be More Responsive (35)

• “Don’t transfer calls to places where no one will answer. Actually answer emails.”

• “Better response time. On more than one occasion I’ve contacted AlA headquarters, left a phone message and never received a reply back.”

• “Improve email response time. I sent an email Monday and at the end of Tuesday I still do not have a response, I’d like a response within a day.”

• “Respond to emails in a timely fashion, or forward email questions to the appropriate person.”




(Continued)


(Continued)

Note: Others were not mentioned more than three times.( ) = Number of times mentioned.

Page 48

(2,226 Respondents)

MEMBERS


Miscellaneous Subjects (115)

• Having trouble with scheduling and reservations for conferences (24)

• Takes forever for personal info and dues payments to be updated (12)

• Provide more information on ALA services for new members (8)

• Make log-in easier/remember you (8)

• Make dues more affordable (7)

• Improve Job Search tool (6)

• Make conferences more affordable (4)

• Other (46)

• There were many other miscellaneous subjects mentioned, but problems with conference info and also updates to personal info were mentioned most.

• There were many other miscellaneous subjects mentioned, but problems with conference info and also updates to personal info were mentioned most.

Key Points

IV. COMPARISONS






Page 49

Key Points

• There has been a decrease in participation among ALA divisions in the past two years.

• There has been a decrease in participation among ALA divisions in the past two years.

Which of the following ALA divisions are you currently a member of?

MEMBERS

ACRL (278) 12% (603) 27%

PLA (686) 31% (485) 22%

AASL (241) 11% (310) 14%

LAMA (288) 13% (252) 11%

RUSA (97) 4% (237) 11%

ALCTS (178) 8% (208) 9%

YALSA (473) 21% (190) 9%

ALSC (355) 16% (174) 8%

LITA (613) 27% (174) 8%

ASCLA (438) 20% (107) 5%

ALTA (311) 14% (60) 3%

None (140) 6% (430) 19%

Total: (4,098) (3,230)

2004 2006

AASL Only (86) (187)ACRL Only (123) (294)

ALCTS Only (43) (87)ALSC Only (76) (51)ALTA Only (39) (22)ASCLA Only (59) (39)LAMA Only (32) (25)LITA Only (55) (21)PLA Only (184) (188)RUSA Only (72) (50)YALSA Only (63) (47)

Subtotal: (832) 37% (1,096) 49%

Two Divisions (864) 39% (501) 23%Three Divisons (287) 13% (146) 7%Four Divisons (65) 3% (32) 1%Five Divisons (30) 1% (11) 1%Six or More Divisions (17) 1% (10) 1%

None (140) 6% (430) 19%Don't Know (16) (0)

Total: (2,251) (2,226)

2004 2006






Page 50

Key Points • There has been a major increase of website usage instead of email or phone.

• There has been a major increase of website usage instead of email or phone.


Typical Member Communications With ALA

1.7 Different Ways

MEMBERS

(234) Website (1,810)

(1,746) Email (1,083)

(1,340) Phone (757)

(284) Regular Mail (69)

(163) Fax (47)

(23) Other (46)

(90) Don't Know/ Refused (11)


2%

2%

3%

82%

49%

34%

0% 20% 40% 60% 80% 100%


11%

81%

62%

13%

8%

1%

0%20%40%60%80%100%


Typical Member Communications With ALA 1.7 Different Ways

2004 2006






Page 51

Key Points

• ALA has made a major increase in using email over making phone calls or sending faxes.

• ALA has made a major increase in using email over making phone calls or sending faxes.

When ALA communicates back to you, what is the normal means of communication?

MEMBERS

2004 2006

(68) Email (1989)

(1,280) Phone (431)

(15) Regular Mail (475)

(336) Fax (38)

(99) Other Methods (66)

(153) Don't Know/ Refused (64)


3%

2%

92%

20%

22%

0% 20% 40% 60% 80% 100%


3%

61%

1%

16%

5%

0%20%40%60%80%100%







Page 52

Key Points

• Despite all the changes and the more frequent usage, there has only been an 8% increase in how often members access the website.

• Despite all the changes and the more frequent usage, there has only been an 8% increase in how often members access the website.

How frequently do you access ALA’s website?

2004

MEMBERS

44%

23%

1%

29%

3%

0%

10%

20%

30%

40%

50%

VeryFrequently

(Daily)(77)

Frequently(Weekly)

(634)


(979)


Per Year)(517)

Never(19)

% o

f R

esp

on

den

ts (

2,22

6)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

2006

44%

23%

1%

29%

4%

0%

10%

20%

30%

40%

50%

VeryFrequently

(Daily)(77)

Frequently(Weekly)

(634)


(979)


Per Year)(517)

Never(19)

% o

f R

esp

on

den

ts (

2,22

6)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

B. Maintenanc

e Toolin

g (41)**

0

0.1

0.2

0.3

0.4

0.5

0.6

Annual Purcha

ses ($000s

omitted)

% o

f R

es

po

nd

en

ts (

41

)

Respondents

Who Did Not

Know Tons

by Product (17)

0

10

20

30

40

50

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0

0.1

0.2

0.3

0.4

0.5

0.6

Annual Purcha

ses ($000s

omitted)

% o

f R

es

po

nd

en

ts (

41

)

45%

29%

2%

21%

3%

0%

10%

20%

30%

40%

50%

VeryFrequently

(Daily)(85)

Frequently(Weekly)

(470)

Occasionally(Monthly)(1,005)


Per Year)(657)

Never(47)

% o

f R

esp

on

den

ts (

2,26

4)






Page 53

Key Points

• Satisfaction with the website has increased greatly, yet 45% are still only somewhat or not satisfied.

• Satisfaction with the website has increased greatly, yet 45% are still only somewhat or not satisfied.

Overall, how satisfied are you with ALA’s website?

MEMBERS


(558) Very Satisfied (1,070)

(1,062) Somewhat Satisfied (847)

(459) Not Satisfied (155)7%

38%

6%

49%

0% 10% 20% 30% 40% 50%


2%

26%

22%

50%

0%10%20%30%40%50%


20042006






Page 54

Key Points • 800-number usage has gone down.• 18% more members are not calling it at all.• 800-number usage has gone down.• 18% more members are not calling it at all.

How frequently do you contact ALA with questions or requests for information on their 800-number?



MEMBERS

1% 1% 1% 1%3%

0% 1% 1% 1% 1%

8%

28%

60%

42%

16%

38%

0%

10%

20%

30%

40%

50%

60%

Daily EveryOtherDay

Weekly Bi-Weekly Monthly Quarterly Annually Never

% o

f R

esp

on

den

ts

2004 (2,120) 2006 (2,226)B.

Maintenanc

e Toolin

g (41)**

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Ann

ually

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted%

of

02

1% o

f R

esp

on

den

ts

(2,1

20)








Page 55

Key Points • Email usage has also gone down, members are sending more than 2 less emails a year.

• Email usage has also gone down, members are sending more than 2 less emails a year.

How frequently do you send emails to ALA?



MEMBERS



1% 1% 2% 2%

6%

1% 1% 1% 1%4%

18%

41%

33%

22%

44%

23%

0%

10%

20%

30%

40%

50%

Daily EveryOtherDay

Weekly Bi-Weekly Monthly Quarterly Annually Never

% o

f R

esp

on

den

ts

2004 (2,062) 2006 (2,226)B.

Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Ann

ually

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Ann

ually

Annual Purcha

ses ($000s

omitted

% o

f






Page 56

Key Points

• Satisfaction with ALA compared to other associations has gone up 6% since 2004.

• Satisfaction with ALA compared to other associations has gone up 6% since 2004.

In terms of communications, how does ALA compare to the other associations you belong to?

2004

MEMBERS

29%

2006

23%

6%

17%

59%

16%

2%

0%

10%

20%

30%

40%

50%

60%

70%

MuchBetter(55)

Better(172)

About theSame(584)

Worse(163)

MuchWorse

(24)

% o

f R

esp

on

den

ts (

998)

7%

22%

59%

12%

1%0%

10%

20%

30%

40%

50%

60%

70%

MuchBetter(78)

Better(242)

About theSame(658)

Worse(129)

MuchWorse

(15)

% o

f R

esp

on

den

ts (

1,12

2)

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

Respondents

Who Did Not

Know Tons

by

0%

10%

20%

30%

40%

50%

Tons/Year

% o

f

B. Maintenanc

e Toolin

g (41)**

0%

0%

0%

0%

0%

1%

1%

Annual Purcha

ses ($000s

omitted

% o

f

V. CONCLUSIONS



CONCLUSIONSCONCLUSIONS

Page 57

Conclusion(s) Supporting Evidence From Study Results

• Confidence Level =

Confidence Level = = 0.97

Confidence Level = 97%

1. The results of the study are statistically reliable and valid. If the study were repeated 100 times on a random basis, the same results would be obtained 98 times.

• 22% of members participate in or use ALA programs at least monthly. (Exhibit 9)

2. When conducting studies with large associations, it is important to segment answers between very active members and not so active members. In most associations, the inactive (infrequent users) members outnumber the active members 4 to 1. ALA has a slightly more active membership than most large associations.

1 – N-n Nn

Where N = Universe = 41,209 n = Sample Size = 2,226

1 – 65,000-2,226 (65,000) (2,226)



CONCLUSIONS (Continued)


Page 58

• 68% of the members are 45 and older. 38% are 55 years and older. (Exhibit 5)

4. The membership as a whole represents an older than average age group.

• Average length of membership is about 13 years. (Exhibit 3)

• 42% have been a member over 10 years. (Exhibit 3)

3. ALA has a high percentage of loyal members. There are several ways to measure loyalty – with length of membership being one.






Page 59

• The website is the number one form of communication - 82% of members use it. (Exhibit 6)

• 76% of members use the website at least monthly. (Exhibit 10)

• Members use it for an average of 5.2 different functions. (Exhibit 12)

5. The ALA website is very important to members. Members rely on it to provide them with quick and accurate information.


6. The things members are using the website for most often are the same things they’re having trouble finding

• Professional Tools• Division Web Pages• Issues/Advocacy• Conferences• Products/Publications• Membership• News (Exhibits 12-14)

Function%

Use

% Can't Find

Professional Tools 33% 24%Division Web Pages 49% 17%Issues and Adovocy 37% 16%Conferences 76% 15%Products/ Publications 43% 15%Membership 51% 11%News 49% 10%





Page 60

• 18% more members do not use the 800 number at all, compared to 2 years ago. (Exhibit 54)

• An average of 1,374 less calls are being made per year. (Exhibit 54)

• The top reasons members are calling ALA are the same things they cannot find on the website. (Exhibit 19)

• 13% of members would like longer hours. (Exhibit 20)

• About 46% of these members would like to see hours extended to about 6:00pm or 7:00 pm. (Exhibit 21)

• 23% of members calling after hours are not satisfied with the recorded message, mainly because they need to talk with someone immediately. (Exhibit 22)

• 31% of members who get transferred when calling, usually get transferred more than once, and 23% of them still don’t end up with an answer in the next 24 hours. (Exhibits 24 & 25)

• About 11% of members are not called back after leaving a voice mail within a 24 hour period. (Exhibit 27)

7. Total 800-number calls has gone down greatly since 2004. If ALA continues to try and make improvements to the website this could go down more.

8. Customers who call the 800 line for things not on the website could be more satisfied with the 800 line if ALA had longer hours, causing them to not get the automated system or to have to leave voice mails.






Page 61

• 51% of ALA members also belong to other similar associations. (Exhibit 31)

• 29% feel ALA performs better, and another 59% feel ALA is the same as other associations. (Exhibit 32)

• 65% are very or extremely satisfied with the speed of response, and 77% are very or extremely satisfied with the accuracy. (Exhibit 33)

• Slightly higher amount of satisfaction is shown for the frequent users of programs, website, 800 number and email. (Exhibit 35)


9. ALA performs better than or the same as other similar organizations that its members belong to.

10. A majority of members are satisfied with the speed and accuracy of the responses they receive from ALA - frequent users especially.

VI. SUGGESTIONS/ OBSERVATIONS



SUGGESTIONS/OBSERVATIONSSUGGESTIONS/OBSERVATIONS

Page 62

AMG removed the don’t know options per ALA’s request, due to the large number of respondents who used it in 2004. This is something ALA might want to consider putting back into the survey if they do it again. They may want to do this because of complaints from some members that they felt they were being forced to answer questions where they were not sure of the answer.

It may be to ALA’s advantage to do a separate study just on their website. They have already made changes to the site and while more members are using it and more members are satisfied with the site almost 50% of members are still somewhat satisfied or not satisfied. They may want to really get into what members find wrong with it and how they feel it can be improved. This is a major area ALA needs improvement on to keep their members satisfied.

Although not many members mentioned the American Libraries Direct Online Newsletter, the ones who did seemed happy to be receiving it. It may also be assumed that the newsletter being sent in email form can be connected to the 89% increase of members who said they receive emails from ALA.

american library association communications study members november 2006 llegheny arketing roup he t...

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