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Recruiting & Retention
21 April 2012
Jim Crone, Major CAP Recruiting and Retention Officer, Georgia Wing HQ
2012 Georgia Wing Conference
Discussion Guide• Value of Recruiting & Retention in CAP
• Georgia Wing Membership Trends
• Highlights from GAWG 2011 Member Survey
• CAP Recruiting Tools Review
2012 Georgia Wing Conference
How Do New Members Help CAP?• Bring new skills to the organization
• New ideas and thinking
• Reduces active member burnout
• Increases Unit’s operational capacity
2012 Georgia Wing Conference
Recruiting Is Not Our Challenge
2012 Georgia Wing Conference 24 March 2012
2009 2010 20110
100
200
300
400
500
600
700
215
406
603
Georgia Wing New Members 2009 - 2011Source = CAP eServices Member Reports
GAWG Senior Recruiting 2010-2011
2012 Georgia Wing Conference 24 March 2012
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
5
10
15
20
25
2010 New Seniors2011 New Seniors
GAWG Cadet Recruiting 2010-2011
2012 Georgia Wing Conference 24 March 2012
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
10
20
30
40
50
60
70
2010 New Cadets2011 New Cadets
Recruiting Is Not Our Challenge
2012 Georgia Wing Conference 24 March 2012
2009 2010 20110
100
200
300
400
500
600
700
215
406
603
In 2012, 145 New CAP Members165 Members Did Not Renew
2011 Georgia Wing Cadet and Adult Member Survey
Results Report
2012 Georgia Wing Conference
Prepared ByJim Crone, Major CAP
Recruiting and Retention Officer Georgia Wing Headquarters SER-GA-001
Surveys Background• GAWG’s Recruiting & Retention Team surveyed
all active members annually since 2009 • 2011 member surveys opened 13 November
and closed 27 November 2011– Email invitations sent to all members in eServices
• Reminder email sent 19 November – Constant Contact survey and email tools used
• Minimized multiple responses • “White mail” features minimized SPAM filter impact• Results tabulated using consistent method
2012 Georgia Wing Conference
2011 GAWG Cadet Member Response Similar to 2010
2012 Georgia Wing Conference
Date of Invite Email 11/13/2011 11/27/2010 5/5/2009
Emails Sent 993 100% 934 804Invalid eServices eMail 49 5% 75 66Delivered Email 944 95% 859 738
Opened 337 36% 689 252Click-thru 161 17% 293 104
Survey Response 186 20% 186 83Response Rate vs. Total Sent 20%
Open Ended Comments 119 13% 125 53
GAWG Senior Members Remain Very Responsive in 2011
2012 Georgia Wing Conference
GAWG Member Survey Adult 2011 % Adult 2010 Adult 2009
Date of Email 11/13/2011 11/27/2010 12/9/2009
Emails Sent 1119 100% 1082 1028Invalid eServices eMail 64 6% 87 84Delivered Email 1055 94% 995 944
Opened 518 49% 883 556Click-thru 259 25% 444 350
Survey Response 391 37% 391 337Response Rate vs. Total Sent 37%
Open Ended Comments 141 13% 158 171
GAWG Cadet Member SatisfactionImproved Slightly
2012 Georgia Wing Conference
GAWG Member Survey Cadets 2011 % Cadets 2010 % Cadets 2009
Satisfaction with CAP Service Extremely Satisfied 79.00 42% 80 43% 37Generally Satisfied 76.00 41% 66 35% 37
83% 78%Recommend CAP MembershipRecommend Enthusiastically 121.00 65% 118 63% 64Recommend Membership 50.00 27% 55 30% 14
92% 93%
GAWG Adult Member SatisfactionDeclined Slightly
2012 Georgia Wing Conference
GAWG Member Survey Adults 2011 % Adults 2010 % Adults 2009
Satisfaction with CAP Service Extremely Satisfied 90 25% 110 28% 76Generally Satisfied 162 46% 170 43% 143
71% 72%Recommend CAP MembershipRecommend Enthusiastically 181 51% 221 57% 155Recommend Membership 128 36% 126 32% 124
87% 89%
Cadets and Adults Join CAP For Very Different Reasons
• Top 2011 reasons Cadets join CAP:– 25% (vs. 28% in 2010) learn to fly and/or
aerospace education– 49% (vs. 46%) interest in military service and/or
training • Top reasons adults join CAP:
– 22% (vs. 21%) to support CAP’s Cadet Program– 24% (vs. 23%) community and national service– 30% (vs. 32%) support CAP’s ES Mission
2012 Georgia Wing Conference
Important Discussion Note• The lower the score, the higher the rating
– Like golf, the low score wins the day• Member Survey Rating System
1 = Outstanding2 = Above Average3 = Average4 = Below Average5 = Unsatisfactory
2012 Georgia Wing Conference
Cadets Seek Help• In 2011, 69% of all Cadets respondents less
than 1 year service in CAP• Ratings of note:
– “Helping you understand what is required to be promoted to the next level” Rating Score 2.1
– “Offering Cadets a clear path to obtaining an orientation flight” 2.2
– Providing a helpful GAWG website for Cadets 2.4
2012 Georgia Wing Conference
Cadets Want CAP Opportunities• “Offering Cadets opportunities to learn to fly”
Rating Score 2.2
• “Offering opportunities to participate in Color Guard and/or Honor Guard program” 2.3– 20% Average– 11% Below Average– 6% Unsatisfactory
2012 Georgia Wing Conference
Cadets Still Want To Contribute Via ES
• “Offering Cadets opportunities to participate in Emergency Services Missions” 2.5 – 23% Average rating in 2011 vs. 18% in 2010 – 15% Below Average rating vs. 13%– 10% Unsatisfactory rating vs. 7%
2012 Georgia Wing Conference
2011 Senior Member Survey Highlights• Senior Members with no prior military service
increased to 51% from 49.5% in 2011– 41% Veterans– 8% currently serving
• 16% of adults report themselves as top 10% contributors in CAP
• Highest rated GAWG CAP attribute:– Having high quality members, rating 1.9
2012 Georgia Wing Conference
2011 Senior Members Opportunity Areas
• Offering Emergency Services training, rating 2.3• Offering effective ES training, 2.4• Offering a GAWG websites of value, 2.4
– Improved from 2.6 rating in 2010• Offering clear path to advancement, 2.5• Offering Unit website of value to members, 2.6• Opportunities to participate in ES missions, 2.6
– Third year straight this item received lowest rating
2012 Georgia Wing Conference
R & R Officer Support Resources
Jim Crone, Major CAP Recruiting and Retention Officer, Georgia Wing HQ
2012 Georgia Wing Conference 24 March 2012
CAP R&R Training Resources
2012 Georgia Wing Conference 24 March 2012
• CAPR 39-2 CAP Membership– http://members.gocivilairpatrol.com/media/cms/R039_002_A74FDA9552C2D.pdf
• CAPP 226 R&R Officer Specialty Track Guide– http://members.gocivilairpatrol.com/media/cms/P226.pdf
• CAP Recruiter’s Online Toolkit– http://www.capmembers.com/cap_national_hq/member_services/recruiting/
• Five Stages of CAP Recruiting & Retention– http://www.capmembers.com/cap_national_hq/member_services/recruiting/five_stages/index.cfm
CAP Recruiting Support Resources
2012 Georgia Wing Conference 24 March 2012
• National Recruiting Website– www.gocivilairpatrol.com
• Find A CAP Unit Near You Tool– http://cap.findlocation.com/
• Request Information on CAP– https://www.capnhq.gov/CAP.CapProspects.Web/CAPProspects.aspx
• NHQ Provided Recruiting Materials– Brochures/Flyers/Posters/Presentations/Open House – http://www.capmembers.com/cap_national_hq/recruiting_and_retention/recruiting_material.cfm
• DDR Cadet Ken & GAWG Booth – http://www.capmembers.com/cadet_programs/drug_demand_reduction/cadet-ken/– For GAWG display booth contact [email protected]
CAP Retention Support Resources
2012 Georgia Wing Conference 24 March 2012
• Cadet Program Information– Cadet Program Strategic Overview
• http://www.capmembers.com/media/cms/Todays_Cadets_2009_Layout_1_3A50C4A38A06F.pdf
– Parent’s Guide to CAP (Spanish version available)• http://www.capmembers.com/media/cms/Parent_Guide_2009_Reduced_284244717E11B.pdf
• CAP Great Start Program – Adult CAP Great Start Guide
• http://members.gocivilairpatrol.com/media/cms/Great_Start_Guide__lores__cropped_E4FAFED36450E.pdf
– Cadet Great Start Program• http://members.gocivilairpatrol.com/cadet_programs/library/cadet_great_start.cfm
• CAP Knowledgebase– www.capnhq.custhelp.com/
Recruiting Insights
2012 Georgia Wing Conference 24 March 2012
• Recruiting Posters and Free Ads Work– At FBOs, flight schools, middle schools… – On sites including Craig’s List (volunteers)
• Keep Unit Website/Facebook Up to Date• Check contact info in CAP Find a Unit Directory
– Return emails and phone calls from prospects• Encourage Cadets to Wear Uniform to School
Monthly– BDUs Attract Cadets - it shows activity
Recruiting Insights
2012 Georgia Wing Conference 24 March 2012
• Attending a CAP Meeting Can Be Intimidating– Recognize and spend time with these brave souls– Follow-up, thank them and invite them back
• Manage Expectations, Focus on Volunteer Service– CAP is not for “cheap flight hours” nor combatants
• Actively Advise Your Unit Commander– Ensure meetings are planned and well executed
• Remember Cadet & Senior motivators differ
– Recognition is a volunteer’s pay - be proactive • Many recognition options in CAPR 39-3 & CAPR 35-6
GAWG Member Insights
2012 Georgia Wing Conference 24 March 2012
• Support Volunteers Who Must “Step-Back” as Well as “Step-Up”– CAP Member “burnout” a major issue
• #1 Sign A Member Will Not Renew is an Invalid eMail in eServices
R&R Officers Need Member Reports Restricted Application Access
2012 Georgia Wing Conference 24 March 2012
Monitor Unit Prospective Member List
2012 Georgia Wing Conference 24 March 2012
Prospective Member ReportProvides contact information forAll Individual Expressing Interest in CAP Membership with a specified Radius to Your Unit
• Information Sent to Unit CC:• Agree on a follow-up Plan• Reach-out and introduce Unit
A Wide Range of Unit Information
2012 Georgia Wing Conference 24 March 2012
Membership ReportProvides ability to obtain list of Unit members whose membership has expired in the last 90 days
Contact Recently Expired Members
2012 Georgia Wing Conference 24 March 2012
Select “View Inactive Members Within Past 90 Days• Report show recently expired
with contact information• Recommend email contact
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