Hollie Jordan Montana AEYC President Michael GonzalezFormer Houston Area EDCurrent board member Karen RainvilleExecutive Director of Connecticut AEYC Kelly LakePresident from California AEYC Jerlean Daniel Barbara Willer Group Peter Pizzolongo Kyle Snow Meredith McMillan Amy Shillady Who We Spoke To
What We Asked Sample questions include: What’s your background with NAEYC? How would you describe NAEYC to a colleague? What’s the value of belonging? Who’s the competition? What are NAEYC’s key differentiators? What are its strengths? Areas of improvement? What about the affiliate structure? A bottom up approach to membership? What are the challenges facing the early childhood education field?
What I’ve Been Hearing (In a Nutshell) • The organization is all things “early childhood education”…both good and bad • Internal issues with lack of investment in infrastructure…and frustration with silos… • Strong passion for early childhood education runs throughout organization and membership… • Advocacy needs to be clarified and driven home… • QUALITY comes through a lot…dedication to quality, delivering quality
What I’ve Been Hearing (In a Nutshell) • View of organization as a bridge in many ways, yet lack of clarity on best ways to do this • Academia and practical application • Association for professionals and professional association • The voice for children…and quality care for children • Now is the time for action!
Final Words of Advice/Words of Wisdom “I don’t think we do a good job of reaching out and bringing people back. I’m not sure our members are aware of the renewals. I would like to see a stronger system.” “People don’t know they’re not members.”
Final Words of Advice/Words of Wisdom “I would reiterate that we need to appeal to people’s sense of wanting to be part of a bigger group. That NAEYC can help them in their work with young children, achieve the goals that brought them to the industry in the first place. No other educator gets leg kisses—the child who hugs you when they first learned something. They’ll carry it with them for a lifetime. NAEYC focuses on early childhood and puts children first. We’re really in there for children. That tends to be very appealing.”
Final Words of Advice/Words of Wisdom “I think that if we’re going to do more than survive—become a robust, dynamic organization—we need our members to feel that this is their NAEYC. That they can come to this door and be nourished and challenged and grow. That piece of what we do needs to brought forward more. And I want us to continue to be the standard setters. That’s a role nobody else can do. But in everything we do, we need to bring more efficiency and higher intentionality.”
Very Initial Observations • Now is the time for action • Determine how to engage next generation • Understand real benefits and membership categories • What’s the path? • Regular to comprehensive (and downgrading?) • Student to regular • Local to national…national to local • How about the pre-selected books? • Role of conventions: use for more active recruiting
Welcome & Renewals—Goals • Make sure we recognize who we’re speaking to (copy and design) • Make sure we communicate to them “where they are” and acknowledge the relationship • Welcome looks like promotion (should extend previous contact) • Renewal looks like promotion (should be a business communication) • Email with monthly banner is an internal perspective and does not deepen the conversation or build brand • Differentiate copy to focus on different levels of urgency and themes
Welcome & Renewals—Goals • Extend current brand • Develop more effective AND cost-effective formats • Introduced tracking mechanism and establish target ROI
Renewals—Current Program • 60-day email • 45-day email • 35-day mail • 15-day email • Lapsed email • Lapsed mail Theory: Another effort would be worthwhile.
General Research Findings • A lot of member pride and enthusiasm • Appreciative; good listeners • Members citing multiple benefits…loving everything • Affiliation strongest with local affiliate; some assumed we were talking about the local • “New” new members appreciated call; loved hearing about benefits, how to log in and navigate the site
General Research Findings • Very little unhappiness in membership • Non-renewing had to do with career changes • Members aware of the emails • Some didn’t know they were members (had membership through company) • Key reasons for joining • Required by employer • To stay up to date • Publications • Certification
National Brand NAEYCStatus Update August 17, 2012
National Brand + States NAEYCStatus Update August 17, 2012
One State + Local Affiliates NAEYCStatus Update August 17, 2012
Key Program NAEYCStatus Update August 17, 2012
Key Program NAEYCStatus Update August 17, 2012
Final Words of Advice/Words of Wisdom “National has to decide the value of having affiliates. I can see how they value accreditation. The work around that is clear. Where do they perceive the value of the affiliate in supporting their work and promoting membership? I don’t think they understand the power: membership, potential grant opportunities, professional development. They don’t view us as having a key role in promoting memberships and its a missed opportunity.” Member Leader 2012 In January 2013 the NAEYC Governing Board demonstrated their belief in the value of “having affiliates” by receiving the Phase III Recommendations. The National Dialogue underscores the importance of the inter-dependent nature between all Association components.
When you close your eyes and think of NAEYC…what do you see? “I see a rock. That’s the image that comes. It’s not moving. It’s not big or small. It has some smooth edges, and some roughness to it as I feel it. It’s just sitting there.”
The Challenge:Thinking Outside of the Rock • Stronger direction from national • Importance of moving beyond we-they • Demonstrate commitment to infrastructure upgrades • Internal: frustration at not being able to make better decisions • External: frustration at not being able to access their files • Explore confusion between national, state, and local; determine key appropriate focus for each • Develop top-down and bottom-up approaches to membership
The Challenge:Thinking Outside of the Rock • Explore convention-membership disconnect • Use convention as driver for membership • Membership as driver for convention • Put a stake in the ground as to national brand • Begin/promote dialogue to unify national
Recommendations:Thinking Outside of the Rock • Critical: Brand is not a consensus decision; take a strong, deliberate, well-informed stand • In-depth survey of state and local branding will reveal potential national brand practices—start there. • Consider a tiered approach to brand • Over time • Extent to which affiliate participates • Decide between gradual…or ripping off the band aid