What makes Women Decide to Join or Stay in an Organization Today? AAUW New York State Summer Leadership ConferenceJuly 16, 2011

Claudia Richards: AAUW, Senior Branch Field Relations Manager

Overview• Quick trends overview

• Results of AAUW’s recent Every Member Survey

• Trend studies: prospective AAUW members and Association Trends

• Baby Boomer, Generation X, & Millennials: Get them to join, get them to stay

Quick Trend Overview

0

5

10

15

20

25

30

35

40

45

50

Millennial GenerationX Baby Boomer Builder/Veteran

38.1

46.6

38.4

17.4

36.2

45

40

23

Popu

latio

n (m

illio

ns)

MaleFemale

Labor Force Participation (16 years+)

20%

30%

40%

50%

60%

70%

80%

90%

1940 1950 1960 1970 1980 1990 2000 2010 2020

Male

Female Last data: 2010Male: 63.7%

Female: 53.6%

Generations at age 25:

Builder Baby Boomer Generation X Millennial

Bachelor’s Degree or Higher

0

5

10

15

20

25

30

35

1940 1950 1960 1970 1980 1990 2000 2010 2020

Last data: 2010Male: 29.2 M

Female: 30.7 M

Male

Female

Number (millions)with Bachelor's degree or higher

25 years and older

2007

AAUW Every Member Survey

•How satisfied overall are you with your AAUW membership?

AAUW’s Every Member Survey

Why Join? Top Five Reasons

1. Connection with women of similar interests

2. A friend asked me

3. Belief in mission

4. Participation in local programs

5. Participation in philanthropic activities

1. Interested/passionate about cause

2. Ability to manage commitment/time

3. Organization has track record of success

4. Agreement with values and goals

5. I am personally affected

Prospective Member StudiesAAUW Every Member Survey

Why Stay a Member? Top Five Reasons

1. I believe in the mission

2. I enjoy branch activities

3. I want to connect with women of similar interests

4. I participation in local programs and activities

5. I support AAUW’s advocacy positions and efforts

1. The organization works on causes I believe in

2. I am personally impacted by the cause

3. The organization has track record of success

4. I feel connected through outreach materials / events

5. Friends, family, co-workers are involved

AAUW Every Member Survey Prospective Member Studies

Why Stay a Member?

Reasons for Remaining a Member

Children/Grandchildren as Potential Members

Level of Familiarity

ASAE’s 2009 “Decision to Join”

Prospective Member Awareness of AAUW

• Only 1% of prospective members are aware that AAUW is an advocate for women (near 0% for younger women)

• When prospective members become informed about AAUW actions, advocacy and philanthropy, the likelihood that they will consider joining or donating increases dramatically

The AAUW Experience

Biggest Issues faced by Womenand Girls Today

Advocating for AAUW Membership

Advocating for AAUW Membership

Potential Barriers

AAUW branch membership as primarily a social activity

Dues cost (branch + state + national)

Legislation and work around political representation can be seen as too partisan. Lobbying is also less appealing.

Address the perception that AAUW might be a feminist organization. This is a detriment for some and they note this as what they like least about the organization.

Increasing Awareness

Who are Millennials?

• Individuals born between 1976 and 1996

• They are the largest and most diverse generation in the United States, representing over 80 million people

What makes Millennials unique?

• Their use of technology– 90% use the internet– 94% have a cell phone– 75% use social networking sites (and 55% check social

networking sites at least once a day)– 88% use a cell phone to text – 59% get most of their news from internet– 14% use twitter

Why are they important to AAUW

• The Millennial generation is slightly more supportive to efforts to ensure equal rights than are members of other generations

• Millennials represent over 15% of the workforce and this percentage is growing

• Millennials volunteer more than those of other generations – 57% of Millennials said they volunteered in the past 12 months

What motivates Millennials to volunteer for an organization?

– Compelling mission and cause (84%)– Friends or family involved (55%)– Networking or professional development (40%)

What motivates Millennials to donate to an organization?

• Compelling mission or cause (85%)• Personal connection or trust in leadership of the

organization (56%)• Friend or peer endorsement (55%)• Family endorsement (42%)• Workplace fundraising drive (34%)

Tips for getting Millennials involved in your Organization

• Ask Millennials their opinions (don’t make assumptions)

• Provide leadership opportunities• Offer specific opportunities with a clear mission• Make it clear that you want to hear from

Millennials and their voices count

• Provide opportunities to work with leadership• Engage Millennials in reaching out to others• Share regular information/updates• Face-to-face interactions with Millennials are

important

Tips for getting Millennials involved in your Organization

A passionate leader

Two Truths

1. Each of us holds the success of the AAUW community in our own hands. 

2. All generations have something to teach and something to learn.

It takes YOU to help AAUW grow

so WE can …

AAUW Membership!!

Thank you for your time!

Claudia Richards AAUW, Senior Branch Field Relations Manager

E-mail: Richardsc@aauw.org Twitter @ClaudiaAAUW

CONNECT: 1-800-326-2289; connect@aauw.orgWebsite: aauw.org; AAUW’s twitter: @AAUW