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Membership Report

EBD #12.202019-2020

ALA Survey Results October 2018 2

Though roughly half of members are satisfied, few are extremely satisfied with their ALA membership.

2%

7%

34%

49%

8%

0%

10%

20%

30%

40%

50%

60%

Extremely dissatisfied Dissatisfied Neutral Satisfied Extremely satisfied

3

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.

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

4

Net Promoter Score

NPS (Net Promoter Score)

% Promoters - % Detractors =

-100 +100

39%

35%

26%Promoters

Passives

Detractors

Number of Results per Total Score

Total score

Nu

mb

er o

f re

sult

s

PromotersPassivesDetractors

1% 1%2%

2% 2%

8%10%

16%

19%

10%

29%

0 1 2 3 4 5 6 7 8 9 10

5

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.

35%

51%

15%

0%

10%

20%

30%

40%

50%

60%

Less than the cost Equal to the cost Greater than the cost

6

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

Current and

Enhanced

Regular Student

Support Staff/ Retired/ Non-

SalariedInternational

Associate/ Trustee/ Friend

Two Tier

Informed*

(Basic Package)

All Access* (Enhanced Package)

*Discounted Price for Informed and All Access is Recommended

How to Increase the Value of Membership?

5 Increase state/local advocacy (19%)

5

How to Increase the Value of Division Membership?

4 More opportunities to increase skillsets (20%)

4

3 Improve accessibility of resources on website (20%)

3

2 More virtual conferences (24%)

2 More virtual conferences (22%)

1Free registration to a CE course/webinar with membership (52%)

1Free registration to a CE course/webinar with membership (44%)

Make it easier to find resources online (17%)

More opportunities to increase skillsets (16%)

Increase state/local advocacy (16%)

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