What makes Women
Decide to
Join or Stay in an
Organization Today?
AAUW New York State Summer Leadership Conference
July 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
50 46.6
45 Male
Female
45 40
38.1 38.4
40 36.2
35
Population (millions)
30
23
25
17.4
20
15
10
5
0
Millennial GenerationX Baby Boomer Builder/Veteran
Labor Force Participation (16 years+)
90%
80%
70%
Male
60%
50%
40%
Female Last data: 2010
Male: 63.7%
Female: 53.6%
30%
Generations at age 25:
Builder Baby Boomer Generation X Millennial
20%
1940 1950 1960 1970 1980 1990 2000 2010 2020
Bachelor’s Degree or Higher
35
Number (millions)
with Bachelor's degree or higher
2007
30 25 years and older
25
20
Male
15
Female
10
Last data: 2010
Male: 29.2 M
Female: 30.7 M
5
0
1940 1950 1960 1970 1980 1990 2000 2010 2020
AAUW’s Every Member Survey
AAUW Every Member Survey
• How satisfied overall are you with your AAUW membership?
Why Join? Top Five Reasons
AAUW Every Member Survey Prospective Member Studies
1. Connection with women of 1. Interested/passionate
similar interests about cause
2. A friend asked me 2. Ability to manage
commitment/time
3. Belief in mission 3. Organization has track
record of success
4. Participation in local 4. Agreement with values and
programs goals
5. Participation in 5. I am personally affected
philanthropic activities
Why Stay a Member? Top Five Reasons
AAUW Every Member Survey Prospective Member Studies
1. I believe in the mission 1. The organization works on
causes I believe in
2. I enjoy branch activities 2. I am personally impacted
by the cause
3. I want to connect with 3. The organization has track
women of similar interests record of success
4. I participation in local 4. I feel connected through
programs and activities outreach materials / events
5. I support AAUW’s advocacy 5. Friends, family, co-workers
positions and efforts are involved
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 Women
and 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
Tips for getting Millennials
involved in your Organization
• 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
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.
AAUW Membership!!
It takes YOU to help AAUW grow
so WE can …
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.org
Website: aauw.org; AAUW’s twitter: @AAUW