Membership Report ALA Survey Results October 2018 2 Though - PowerPoint PPT Presentation

EBD #12.20 2019-2020 Membership Report

ALA Survey Results October 2018 2

Though roughly half of members are satisfied, few are extremely satisfied with their ALA membership. 60% 49% 50% 40% 34% 30% 20% 3 10% 8% 7% 2% 0% Extremely dissatisfied Dissatisfied Neutral Satisfied Extremely satisfied

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. 4 *Avenue M’s database includes professional membership associations from a range of industries.

Net Promoter Score Number of Results per Total Score NPS (Net Promoter Score) % Promoters - % Detractors = Detractors Passives Promoters 29% Number of results 19% -100 +100 16% 10% 10% 8% 5 Promoters 26% 39% Passives 2% 2% 2% 1% 1% 35% Detractors 0 1 2 3 4 5 6 7 8 9 10 Total score

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. 60% 51% 50% 40% 35% 30% 20% 6 15% 10% 0% Less than the cost Equal to the cost Greater than the cost

Overarching Recommendation: Enhance and Clarify the Value of Membership

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

Avenue M Research Membership Models Why Consider a New Model? • Personalization • Flexibility • Simplicity

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

Regular Student Current and Support Staff/ Retired/ Non- International Enhanced Salaried Associate/ Trustee/ Friend

Informed* (Basic Package) Two Tier All Access* (Enhanced Package) *Discounted Price for Informed and All Access is Recommended

How to Increase the Value of How to Increase the Value of Membership? Division Membership? Free registration to a Free registration to a 1 1 CE course/webinar CE course/webinar with membership with membership (52%) (44%) 2 2 More virtual More virtual conferences (24%) conferences (22%) 3 3 Improve accessibility Make it easier to find of resources on resources online (17%) website (20%) 4 4 More opportunities to More opportunities to increase skillsets (20%) increase skillsets (16%) 5 5 Increase state/local Increase state/local advocacy (16%) advocacy (19%) 13

• What Models Resonate With You? • What Do You Believe Is the Value of ALA Membership?

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

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