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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

background
Background
  • 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?
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