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NAEYC Membership Needs Assessment. Wayne W Carley, PhD & Talisa Thomas-Hall WWC Associates, LLC 17 February 2009. Goals of the Membership Assessment.

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naeyc membership needs assessment

NAEYC Membership Needs Assessment

Wayne W Carley, PhD & Talisa Thomas-Hall

WWC Associates, LLC

17 February 2009

goals of the membership assessment
Goals of the Membership Assessment
  • Evaluate all existing benefits and ascertain which current or proposed programs resonate with members and will most benefit their need for professional development
  • Determine how people assess the value of NAEYC programs
  • Identify the personal and professional motivators that drive people to become and remain members of NAEYC
  • Create a set of recommendations NAEYC can act upon to grow its membership and its revenue

17 February 2009

WWC Associates, LLC for NAEYC

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survey response rates
Survey Response Rates

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tenure as an naeyc member is short
Tenure as an NAEYC Member Is Short

Although both members and lapsed members who responded have been (or were) members for only a short time, the drop-off is significantly greater for lapsed members, suggesting a need for a “hook” for new members

WWC Associates, LLC for NAEYC

naeyc members are better educated than the general population of early childhood educators
NAEYC Members Are Better Educated than the General Population of Early Childhood Educators

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differences between member and former member respondents
WWC Associates, LLC for NAEYCDifferences Between Member and Former Member Respondents
  • Members Earn More than Lapsed Members
    • $40,500 vs. $35,000
  • Members Are More Experienced than Lapsed Members
    • 60% of Members Have Been in ECE More than 15 Years
    • 51% of Lapsed Members Have Been in ECE Less than 15 Years
  • Former Members Pay for More Professional Development with Personal Funds
    • 83% vs. 64% for Dues
    • 61% vs. 47% for Conference Attendance
additional observations about members and former members
WWC Associates, LLC for NAEYCAdditional Observations about Members and Former Members
  • The #1 Reason for Leaving Early Childhood Is Retirement (45 – 55%)
  • Members Have Good Access to Technology
    • 81% Have Daily Access to a Computer
    • 70% Have High Speed Internet at Home
  • 70% Have a Bachelor’s or Master’s Degree
  • 98% Are Female
  • 80% Are White or Caucasian
overall value of naeyc
How Do Early Childhood Educators View and Value NAEYC as an Organization and How Well Does NAEYC Meet Their Needs?Overall Value of NAEYC

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current naeyc programs
How Do Early Childhood Educators Rate NAEYC and Its Programs, Products and Services?Current NAEYC Programs

WWC Associates, LLC for NAEYC

which naeyc programs do early childhood educators value
Which NAEYC Programs Do Early Childhood Educators Value?

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former members don t value
WWC Associates, LLC for NAEYCFormer Members Don’t Value. . .

Bottom 5 Programs & ServicesRelative Ranking

  • NAEYC Global Alliance 1.00
  • NAEYC Interest Forums 0.77
  • NAEYC Conference and Expo 0.56
  • NAEYC Position Statements 0.35
  • Federal Public Policy and Advocacy 0.32
members rank importance and satisfaction with naeyc programs
Members Rank Importance and Satisfaction with NAEYC Programs

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gap analysis of naeyc programs
Gap Analysis of NAEYC Programs

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former members and non members use and value naeyc programs
Former Members and Non Members Use and Value NAEYC Programs

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naeyc books are the most highly rated member service
WWC Associates, LLC for NAEYCNAEYC Books Are the Most Highly Rated Member Service
  • 76% of Members Purchase at Least 1 NAEYC Book per Year
    • 22% Are Comprehensive Members Who Receive Books with Their Membership
    • 7% (of Non-Comprehensive Members) Purchase 4 or More Books per Year
  • Quality of NAEYC Books: 4.28 / 5.0
  • Relevance of NAEYC Books: 4.25 / 5.0
naeyc conferences are valued but not used by many
WWC Associates, LLC for NAEYCNAEYC Conferences Are Valued but Not Used by Many
  • 32% of Members Have Not Attended a Conference in 10 Years
  • 42% Have Attended 3 or Fewer in the Past 10 Years
  • 68% of Attendees Rate the Conference as “Good” or “Exceptional Professional Value”
  • The Greatest Barriers to Participation Are:
    • Cost too High for Budget: 38%
    • Distance: 27%
naeyc members and former members visit www naeyc org
WWC Associates, LLC for NAEYCNAEYC Members and Former Members Visit www.naeyc.org
  • 14% of Members Have Not Visited the Web Site
  • 63% of Members Visit the Web Site at Least Once a Month
    • 11% visit www.naeyc.org at least weekly
  • 63% of Lapsed Members visited the NAEYC Web site in the past 12 months
    • 11% visit www.naeyc.org at least weekly
naeyc is an effective advocate
WWC Associates, LLC for NAEYCNAEYC Is An Effective Advocate

Current Members

Lapsed Members

71% “Highly Value” NAEYC as an Advocate

98% “Somewhat Value” or “Highly Value” NAEYC as an Advocate

  • 49% Regard NAEYC as an “Highly Effective” Advocate
  • 98% Regard NAEYC as a “Somewhat Effective” or “Highly Effective” Advocate
potential new naeyc programs
What Programs and ServicesWould Current Members and Former Members Like to See NAEYC Offer?Potential New NAEYC Programs

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foreign language materials have limited appeal
WWC Associates, LLC for NAEYCForeign Language Materials Have Limited Appeal
  • 9% of Members and Lapsed Members are “Likely” or “Very Likely” to Use Spanish-Language Content
  • 6% of Members and Lapsed Members are “Likely” or “Very Likely” to Use Content in a Language Other than Spanish or English
educators desire web based programs from naeyc
Educators Desire Web-based Programs from NAEYC

4 Electronic or Web-based programs emerged as having strong interest among respondents. These programs mirror the emphasis on teaching strategies and content seen in other areas of the surveys.

This question was asked only of former members. Technology-based questions were not included in the Member Survey to reduce the length of the survey and increase likelihood of completion.

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naeyc goals reflect the needs and values of early childhood educators
NAEYC Goals Reflect the Needs and Values of Early Childhood Educators

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how early childhood educators rank naeyc s 7 objectives
How Early Childhood Educators Rank NAEYC's 7 Objectives

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naeyc compared with other organizations
NAEYC Members Belong to Many Different Associations, but NAEYC Provides the Greatest Value of MembershipNAEYC Compared with Other Organizations

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motivation the decision to join naeyc
Why Do Early Childhood Educators Join and Leave Professional Associations and the Early Childhood Profession?Motivation: The Decision to Join NAEYC

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what are the barriers to participation in naeyc
WWC Associates, LLC for NAEYCWhat Are the Barriers to Participation in NAEYC?
  • 67% of Members and Former Members Say Time Is the Greatest Barrier to Contributing to NAEYC
  • 38% of Members and 60% of Lapsed Members Say the Cost of Attending the Conference Is Too High for their Budgets
conclusions and recommendations
Conclusions and Recommendations

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observations naeyc overall
Observations:NAEYC Overall
  • Overall, NAEYC Does a Good, But Not Great, Job
  • Teaching Techniques and Materials are the Key Benefit to NAEYC Membership.
  • Members are Very Concerned about Accreditation
  • Significant Gaps Exist between Importance/Value and Satisfaction/Effectiveness
  • Potential Members Are Looking for Alternative Membership Models

WWC Associates, LLC for NAEYC

observations programs and services
Observations:Programs and Services
  • Young Children Is the Most Important NAEYC Program, but Not the Most Highly Rated
  • The Conference Is Also Valued
  • www.naeyc.org is Especially Important to Former Members
  • Electronic and Web-based Programs Will Increase in Importance
  • Advocacy Is Important but Member Response Is Mercurial
  • Significant Potential Exists for Non-Dues Revenue through Books and Electronic Offerings

WWC Associates, LLC for NAEYC

observations members
Observations:Members
  • NAEYC Has a High Turnover of New Members
  • NAEYC Membership Is Aging
  • Cost Is a Significant Factor in Many Decisions about Membership and Program Participation

WWC Associates, LLC for NAEYC

recommendations overall
Recommendations:Overall
  • Define Value Proposition
    • “NAEYC Can Help You In Your Classroom Tomorrow”
  • Clarify NAEYC ‘s Market
    • Members or the Profession?
  • Celebrate Success –
    • Promote Achievements that Reflect “Mission Accomplished”
  • Revise Objectives
    • Include Teaching Materials & Resources
    • Create a Network of People

WWC Associates, LLC for NAEYC

recommendations programs services
Recommendations:Programs & Services
  • Emphasize Development of Teaching Materials and Resources
  • Web and Electronic Programs
    • Create Abundant Classroom Content on the Web Site
    • Develop Online Courses, Webinars, Web- and Podcasts
  • Conferences
    • Communicate Value
    • Enhance Value (e.g., by Increasing Teaching Resources Presented)
    • Explore Alternative Models
    • Explore Subsidizing Participation

WWC Associates, LLC for NAEYC

recommendations membership
Recommendations:Membership
  • Create an Electronic Membership Category with Full Access to NAEYC Resources
  • Create Avenues for Member Engagement with Limited Time Commitments
  • Develop Ways for Members to Connect and Communicate
  • Explore Membership Options for Entry-Level Staff

WWC Associates, LLC for NAEYC

recommendations action items
Recommendations:Action Items
  • NAEYC Action Items:
    • Survey Members on Technology Use and Interest
    • Delve Deeper into Individual Members’ Perceptions of Accreditation
    • Find Out Why Networking is So Low on the Benefit Ranking

WWC Associates, LLC for NAEYC

thank you
WWC Associates, LLC for NAEYCThank You

Wayne W Carley, Principal

WWC Associates, LLC

1813 Old Post Terrace

Woodbridge VA 22191-3809

www.wwcassociates.com

703.888.6033 (Phone)

888.234.3720 (Fax)

wcarley@wwcassociates.com