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Membership, Volunteering & Marketing Developing a single strategy Peter Templeton. Eastern Region AGM November 2011. Background. 50,000 members – 42% of them new to WEA in last year (6,500/38% in Eastern)

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Membership volunteering marketing developing a single strategy peter templeton

Membership, Volunteering & MarketingDeveloping a single strategyPeter Templeton

Eastern Region AGM

November 2011


  • 50,000 members – 42% of them new to WEA in last year (6,500/38% in Eastern)

  • Longstanding questions about how to develop volunteering in the WEA today – more/different, role of branches, Community Learning Champions, etc.

  • Desire to promote provision more effectively for course viability and profile

  • Need to raise funds to improve WEA’s independence

2010 11 wea self assessment
2010-11 WEA Self Assessment

  • Some strategic support services lack an understanding of operational teaching and learning needs in dispersed provision.

  • Ineffective communication with and between trustees, regional governance, members and staff during a period of restructuring.

  • Insufficient progress on sustaining alternative models, opportunities, voice and influence for new volunteers.

Interim strategy
Interim Strategy

  • For Membership, Volunteering & Marketing

  • Working on it now - to go to Trustees in December following Association Committee

  • Communications & Governance Reference Group arising from July meeting in Birmingham

  • Taking account of motions from Conference arising from themes

Conference themes
Conference themes

  • Theme A: Mission and distinctiveness of WEA provision

  • Theme B: The voluntary movement, membership, and inclusive democratic structures

  • Theme C: Accessible adult education for all

  • Theme D: Successful campaigning with many partners

Elements of the strategy
Elements of the Strategy?

  • Volunteering

  • Membership

  • Marketing/Promotion/Public relations

  • Fundraising

  • Governance

  • Campaigning/alliances

  • Communication/Engagement

How to make it one strategy
How to make it one strategy

  • Keep it simple – or (at least) clear!

  • Make it ‘all one thing’

  • Define/differentiate the elements

  • Say where we want to be in 3 years

  • Set actions for each year

  • Identify the data

  • Set sensible measures

  • Report and Review/Evaluate regularly and adjust annually

  • Communicate!

By december 2014 1
By December 2014 (1):

  • A more active and growing membership

  • A valued and well understood range of voluntary activity across the Association

  • More confident, effective and representative governance leading the Association forward at all levels, sustaining the WEA as a healthy democratic movement in the long term

By december 2014 2
By December 2014 (2):

  • A vibrant set of alliances, campaigning with us and building our reputation and influence

  • More income, work, influence and profile through effective promotion and marketing

  • Discretionary income through fundraising exceeding £500,000 per year

  • Communication just right

Communication how
Communication – how?

  • Create a communication schedule linked to all elements. Make it realistic and stick to it

  • Prioritising tutors and branches

  • Achieve a balance of communication inside the WEA – no single way: local/regional/national; electronic, face-to-face, phone

  • Social Media, Website, Moodle(s)

  • A two-way and continuous process

  • Values and behaviours in communications should be true to the WEA

Questions for you
Questions for you

  • What are the issues around membership and volunteering in Eastern Region?

  • How do you engage new learners and members (38-39% last year in Eastern)?

  • What should be the balance between local, regional and Association level?

  • How can we make voluntary activity more enjoyable, relevant and true to WEA mission?