bob's co-working space - american library association · ala survey results october 2018 2....
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Membership Report
EBD #12.202019-2020
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ALA Survey Results October 2018 2
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Though roughly half of members are satisfied, few are extremely satisfied with their ALA membership.
2%
7%
34%
49%
8%
0%
10%
20%
30%
40%
50%
60%
Extremely dissatisfied Dissatisfied Neutral Satisfied Extremely satisfied
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ALA Membership Satisfaction
• The proportion of ALA members who are extremely satisfied with membership is lower than the average of 25% observed in Avenue M’s database*.
• Satisfaction is higher among members who have been in the profession longer (21+ years), and it is lower for those newer to the field.
*Avenue M’s database includes professional membership associations from a range of industries.
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Net Promoter Score
NPS (Net Promoter Score)
% Promoters - % Detractors =
-100 +100
39%
35%
26%Promoters
Passives
Detractors
Number of Results per Total Score
Total score
Nu
mb
er o
f re
sult
s
PromotersPassivesDetractors
1% 1%2%
2% 2%
8%10%
16%
19%
10%
29%
0 1 2 3 4 5 6 7 8 9 10
5
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Though the value of membership is equal to the cost for about half of members, more than one-third of
members are concerned with ALA’s value proposition.
35%
51%
15%
0%
10%
20%
30%
40%
50%
60%
Less than the cost Equal to the cost Greater than the cost
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Overarching Recommendation: Enhance and Clarify the Value of Membership
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Immediate Action Items
• Highlighting member discounts on e-store
• Personalizing the member experience on ALA Connect
• Elevating the new member onboarding experience
• Revamping member value messaging
Initiatives across ALA to look at pricing and member discounts
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Avenue M Research
Membership Models
Why Consider a New Model?
• Personalization
• Flexibility
• Simplicity
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Attractive Models
• Create Options for Members to Upgrade to an Enhanced Package
• Allow Members to Choose Their Level of Engagement Annually
• Simplify “Dues Options” – Currently 11 Packages
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Current and
Enhanced
Regular Student
Support Staff/ Retired/ Non-
SalariedInternational
Associate/ Trustee/ Friend
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Two Tier
Informed*
(Basic Package)
All Access* (Enhanced Package)
*Discounted Price for Informed and All Access is Recommended
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How to Increase the Value of Membership?
5 Increase state/local advocacy (19%)
5
How to Increase the Value of Division Membership?
4 More opportunities to increase skillsets (20%)
4
3 Improve accessibility of resources on website (20%)
3
2 More virtual conferences (24%)
2 More virtual conferences (22%)
1Free registration to a CE course/webinar with membership (52%)
1Free registration to a CE course/webinar with membership (44%)
Make it easier to find resources online (17%)
More opportunities to increase skillsets (16%)
Increase state/local advocacy (16%)
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• What Models Resonate With You?
• What Do You Believe Is the Value of
ALA Membership?
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Still Exploring….
1. Financial Impact
2. Technological Impact
3. Benefits and Prices of Bundles
4. Confirmation that We Are Enhancing and Clarifying the
Value of Membership
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Next Steps
1. Membership Committee will meet this Fall to review
models
2. Avenue M will market test one or two models with 30
qualitative interviews (7 week process)
3. Outcomes will be either:
• Thumbs Up: No change needed
• Neutral: Modifications needed but on the right track
• Thumbs Down: Doubtful about success
4. Build a plan for success