AAO and Recruitment, Retention of Gen Y Members · Millennial Generation Research Review • 62% of...
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AAO and Recruitment, Retention of Gen Y Members February 8, 2018
AAO and Recruitment, Retention of Gen Y Members · Millennial Generation Research Review • 62% of professional associations experiencing flat or declining membership • Associations
• Facts about Gen Y (“Millennials,” “Generation We”) • Why Gen Y is important to AAO’s success • Changing “Business as Usual” • Recruitment and Retention of Gen Y’s • How engaging with Gen Y members can serve ALL
membership segments
• Sarah L. Sladek
• Author Knowing Y – Engage the Next Generation Now • CEO, founder XYZ University • Research to bridge organizations’ generation gaps
With Thanks to…
Presenter
Presentation Notes
With thanks to author Sarah Sladek, many of the statistics I will cite in this presentation come from her book, “Knowing Y – Engage the Next Generation Now.”
By Way of Introduction
…but didn’t know you should ask
Everything You Ever Wanted to Know About Gen Y
Everything You Ever Wanted to Know About Gen Y • Largest generation
in history • Born 1982-1995;
now ages 22-35
Presenter
Presentation Notes
Largest generation in history. Born 1982 to 1995. They perceive value and expect to receive value in different ways.
Everything You Ever Wanted to Know About Gen Y • First generation raised with
First generation raised with access to technology Instant gratification Research every company and check all the online reviews Want to break the mold and try new things, expects their association to be cutting edge or at least have a cutting-edge mindset
• Research every company and check on line reviews • Hate to be sold anything • Want to break the mold • Willing to try new things • Expect cutting edge
Everything You Ever Wanted to Know About Gen Y
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Socially networked Hate to be sold anything Spends $200 Billion but ignores advertising Want to be well informed and able to become involved quickly
Everything You Ever Wanted to Know About Gen Y
Convenience
Quality
Great Service
Great Experience
• Want to be connected • Spend $200B but ignore ads • Want to be well informed • Want to be involved quickly • Connections start with technology • Believe in the sharing economy • Value convenience
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These expectations are interrelated. Value convenience Unwavering focus on quality and great service Renowned for YOLO (You Only Live Once) attitudes Expects a great experience Forgoing the hassles of ownership and instead want access Refuse to engage in anything negative, stressful, unorganized or draining of time and energy
• Be part of something bigger than they are
Everything You Ever Wanted to Know About Gen Y
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Want to affiliate themselves with a great cause
NIELSEN FUN FACTS • Sleep with smartphone • Twice as likely to use social
media in bathroom • Value technology more than
dating
Everything You Ever Wanted to Know About Gen Y
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Nielson reports that 83% of Ys sleep with their smartphones and they are twice as likely (40%) to use social media in the bathroom. They value technology more than dating.
Why Gen Y Matters to AAO
• The days of buying and holding on to a
membership for several years, or decades, is over
Presenter
Presentation Notes
We must focus on ways to generate collaboration and build a sharing community that makes the lives of members’ easier/happier/better – this is why.
Millennial Generation Research Review • 62% of professional associations experiencing flat or
declining membership • Associations of 5,000+ reported greatest challenge is
engaging members of the younger generation
Why Gen Y Matters to AAO
Presenter
Presentation Notes
Similar findings by other organizations.
AAO must deliver: • Continued, quick and easy access to new content and
information • Valuable products and services • Meaningful relationships • Experiences that deliver a real return on investment
Why Gen Y Matters to AAO
Presenter
Presentation Notes
Note the growth among Gen Y/Millennial members.
RECRUITMENT OF STUDENT MEMBERS • 96% or higher of all residents, U.S. and Canada, within
one year of starting their programs
Why Gen Y Matters How has AAO been doing?
Presenter
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Let’s look at some numbers to see how AAO has been doing with Gen Y members. We build the AAO foundation on membership. AAO successfully recruits 96% or higher of all U.S. and Canadian residents to join as student members within a year of starting their residency programs. AAO outreach begins as soon as individuals are accepted.
CONVERTING STUDENT MEMBERS TO ACTIVE MEMBERSHIP
Why Gen Y Matters How has AAO been doing?
2015 96.9% 2016 95.0% 2017 93.6%
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Percentages of student members who convert to the “active” category of membership are strong, but are beginning to trend downward. Students who graduated in 2015 are now average age 33; 2016 grads are 32; and 2017 grads average around age 31. - all Gen Y-ers, and the leading edge of Gen Y for the AAO.
RETENTION OF YOUNGER ACTIVE MEMBERS • 92% of members transitioning from first to second year
of active membership retained in 2017 • Members 5 or fewer years from graduation comprise
largest segment (9.4%) of members who were dropped in January 2018 for non-payment
Why Gen Y Matters How has AAO been doing?
Presenter
Presentation Notes
AAO still has very high retention rates overall – above 97% for 2015, 2016 and 2017. But a trend is surfacing among new and younger members who are dropping memberships earlier in their tenure as practicing orthodontists and active AAO members. Why? According to the most recent member needs assessment study, member exit surveys and anecdotal feedback, it’s lack of perceived value.
Changing “Business as Usual”
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What does this mean for AAO regarding how to attract and retain the Gen Y member?
• Accommodate Gen Y’s wants, needs, interests
Changing “Business as Usual”
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AAO needs to change to accommodate Gen Y’s wants, needs, interests – it goes back to seeing AAO through Gen Y’s eyes – this is necessary for being relevant and profitable going forward.
Why Gen Y Matters Changing “Business as Usual”
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Examples of Gen Y’s disruptive changes – decline in retail in favor of rise in online shopping
Why Gen Y Matters Changing “Business as Usual”
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Rise in smartphones at the expense of home phone landlines
Why Gen Y Matters Changing “Business as Usual”
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Use of streaming services for entertainment vs. cable TV or broadcast TV/radio
Changing “Business as Usual”
• Shift expectations to:
• Access • Engagement
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Associations must now shift expectations and think in terms of ACCESS and ENGAGEMENT.
Changing “Business as Usual” to AAO
• Associations must deliver quick, easy
access to new content, information • Valuable products, services • Meaningful relationships • Experiences that deliver real ROI
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It’s not just AAO – these points apply to all associations.
• Focus on ways to generate collaboration • Build sharing community • Make lives of members easier, happier, better
Changing “Business as Usual”
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MOST IMPORTANT DECISION AN ORGANIZATION WILL MAKE IS: How to create, deliver and capture VALUE – QUICKLY! Remember – Gen Y is the largest generation in history. Let’s look at some recent membership statistics
• Gen Y is AAO’s future • “Trickle-up Effect” • Gen Y engagement
benefits all member segments
How AAO Can Recruit, Retain Gen Y Members
Presenter
Presentation Notes
Gen Y is AAO’s future; employ the trickle-up effect; successful engagement of Gen Y should significantly improve engagement and revenue overall among all member segments The Trickle-Up Effect where the youngest generation influences the older generations and this is how widespread change often occurs. I think the Trickle-Up Effect is a phenomenon that will impact associations. So, if we concentrate on making things better for the younger generation, it implies that it will better for everyone no matter what their age or stage. Trickle-up effect, also known as “bubble-up effect” is a term that has been used to describe the flow of wealth and fashion trends. In both cases, movement is from the bottom up and eventually influences the majority. In other words, if membership is declining for Gen Y, it will eventually impact all generations. So, the idea of focusing on the successful engagement of Gen Y should significantly improve the engagement and revenue overall. Facebook – Example where young people starting using and then adults jumped on the bandwagon. .
Why Gen Y Matters Gen Y Expectations
Convenience
Quality
Great Service
Great Experience
• ROI • Value • Access via technology • Social networking • Be part of something
bigger
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AAO can be successful in service to members and their patients if Gen Y’s expectations are fulfilled.
Being Part of Something Bigger
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NASA Story - In 1961 JFK was visiting NASA headquarters for the first time. While touring, he introduced himself to a janitor who was mopping the floor and JFK asked him what he did. The janitor replied, “I am helping to put a man on the moon.”
“Why” Statements of Other Organizations
• To make people happy
“Why” Statements of Other Organizations
• To provide access to the world’s information in one click
“Why” Statements of Other Organizations
• To capture and share the world’s moments
“Why” Statements of Other Organizations
• To help people save money so they can live better
“Why” and “Y”
• Keeping AAO’s “why” relevant
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Determine WHY we exist and how we will make our members lives: Less stressful More successful
Plan for Future Success
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You may be aware the AAO recently held a Strategic Planning conference to study and plan for the future of members, patients and the AAO. This draft of the proposed strategic plan captures the essence of the participants’ vision about the direction AAO members want the association to go, and where to focus its energy and resources. Meeting attendees included a number of Gen Y AAO members as well as other stakeholders. The draft will be presented to the 2018 House of Delegates.
See AAO Through Gen Y’s Eyes
Convenience
Quality
Great Service
Great Experience
• Understand Gen Y’s expectations, motivations
Presenter
Presentation Notes
Identify what Gen Y members want to feel – what are their value triggers. Remember, perception is based on brand and partially on customer service. Is AAO delivering convenience, quality, great service and a great experience? If the association’s reputation and ability to engage members hinges entirely on first impressions, are all the places where those impressions occur, on-line and in-person, truly exceptional? Identify ways to make every interaction and experience member-centric and service-oriented.
• Tackle what Gen Y thinks is important
How AAO Can Recruit, Retain Gen Y members
Presenter
Presentation Notes
Tackle what Gen Y thinks is important, not what we think is important. (interact with audience – describe AAO in one work; what organizations do you admire and why; if you could create an ideal association experience what would it be like?)
• See AAO through Gen Y’s eyes
How AAO Can Recruit, Retain Gen Y members
Presenter
Presentation Notes
Auto Repair Franchise Wake Up Call A consultant was asked to identify ways to improve profitability and more customers for an auto repair franchise. She spent a great deal of time visiting the company’s locations and interviewing customers. A few months later, she sat down with company leaders and they asked her anxiously, “What are your recommendations?” She said, “It’s simple – improve your waiting rooms.” The executives were shocked and disappointed with her advice. Certainly, waiting rooms were not the answer! They were convinced it was revolutionary marketing strategies, business models and productivity. The consultant assured them that those things had been addressed in her report but if the company did not invest in waiting rooms first, none of that would matter. “The customer experience is awful – your waiting rooms are dark and dirty and the receptionists are not particularly friendly.” “If the customer does not feel good about walking into your place of business, the customer will not want to return. Then it won’t matter how many radio ads you produce or how productive your business is running. The customer experience must be exceptional. Improve your customer experience and the rest will follow.” You want to make sure you are tackling what Gen Y thinks is important, not what we think is important. REMEMBER: Your goal is to create a membership experience that is relevant and engaging to Gen Y, so actually knowing Gen Y is essential.
• Personal values, goals • Use situation • Perception • Resources • Influencers
Value Triggers
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Presentation Notes
PERSONAL VALUES AND GOALS - Identify what Gen Y members need to succeed and create products, services, member benefits, and messaging focused on these needs. USE SITUATION - Identify what Gen Y members need to engage in the association – such as online access, convenience, speed, affordability, and community building – and determine areas where AAO needs to adapt to these needs. PERCEPTION - Identify what Gen Y members need to feel. Perception is based on brand and partially on customer service. Ask Gen Y for one-word descriptions of AAO. What words are most often used? Are they positive or negative? Is this the perception AAO wants to convey or is it something else entirely? Look for common themes and identify areas of focus. RESOURCES - Review where AAO spends resources and “you will find its heart.” Now that AAO knows Y and why, is the organization investing in the right things? The right things are those that meet the needs and expectations of Gen Y, requiring the least amount of effort for the most gain. Sacred cows that have been fenced in need to be sent off to slaughter. This is necessary for survival and future growth. AAO must be focused, nimble, and capable of nothing less than greatness. Anything that drains resources and yields minimal results should be put on the chopping block. INFLUENCERS - Good leaders wield influence and have people to follow them regardless of title. When implementing change, you must start with leaders – those of you who are here today. \
SHIFT FOCUS What can we sell you? How can we help you?
How AAO Can Recruit, Retain Gen Y Members
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Shift AAO’s focus from selling to helping. The perception of value is critical to growing Gen Y members.
How AAO Can Recruit, Retain and Help Gen Y Members
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Here’s an example of a recent success of AAO providing something that Gen Y-ers think is important – the Buzzfeed video you saw earlier. It proved to be meaningful and valuable for a number of AAO’s younger members – most in Gen Y. They are paying attention.
Help Gen Y Members Be Successful
AAO Practice Opportunities & Careers
New Member Legal Starter Kit
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The here and now are important, too – and here are examples of a few of the fine programs AAO has in place to help members be successful – mentoring, advocacy, career assistance, practice management information from the free Business of Orthodontics live and recorded Webinars, as well as the Business of Orthodontics podcasts. Are these meeting the needs of current and future Gen Y members? Are there other ways to serve the needs of Gen Y?
Help Gen Y’s be Successful
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Presentation Notes
Communication is a two-way street. Today’s environment dictates that communication must come from multiple fronts. Communications can be initiated, but if the intended recipient ignores the message, the effort is wasted. It’s critical that communications break through the clutter. AAO will continue to communicate with members, using channels like the eBulletin, the Bulletin and social media, but AAO can’t do it alone. And that’s where you come in.
Why Gen Y Matters
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LYNNE SUCCESS STORY 2
Give and Get Gen Y-ers’ Attention
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Your efforts are essential to the success of helping grassroots members – especially Gen Y – understand the value of AAO membership. As leaders, you can wield your influence and share your vision; win the hearts and minds of Gen Y members and all generations. Your initiative, passion and motivation will move the association forward. So at the next component, constituent or AAO meeting you attend, start a conversation and get to know them; send an e-mail; place a phone call. Help members understand the value of belonging to the AAO.
• Communication from
all levels to Gen Y • Reverse mentoring
Communicate Value to Recruit and Retain Gen Y Members
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Communication is a fundamental function of a successful association, never more so than with Gen Y. This is how to influence change.
