Transcript Slide 1

New E-Subscriber Model
Presented at the June 2009 Affiliate Council
Meeting in Charlotte, North Carolina
Updated 10.09 – Please reference the “notes”
section for more detailed information or
resources.
Guiding Principles
Adopted by the NAEYC Governing Board April 2009
NAEYC models are compatible with the NAEYC mission and vision.
NAEYC models are based upon the values of a high performing
and inclusive organization.
NAEYC is data driven in the development of future models.
NAEYC membership offers member benefits and choices that are
meaningful and relevant and offer opportunities for professional
growth over the continuum of professional careers.
NAEYC seeks opportunities to broaden its outreach to potential
members through strategic alliances.
NAEYC models create continued opportunity for the Affiliate Network
to grow membership at the local and state levels.
NAEYC utilizes current technology to provide enhanced member
benefits, resources and services within an economically sound
business plan.
(* Models = membership, subscriber, strategic alliances, etc.)
History and Context
The proposed membership model is not a completely new concept,
various similar concepts have been presented over the past 10 years
and most recently with the Membership Advisory Group lead by Karen
Hughes in 2005 and the Staff Membership Implementation Team
(MIT) group in 2006-2007.
December 2006, NAEYC formed MIT to review the revised version of
the NAEYC membership structure approved in spirit and principle by
the Governing Board, building on the work done in the prior year by
the Membership Advisory Group.
Consensus achieved in 2007 for the following recommendations;
Member access to online version of YC
Addition of TYC and option of choosing either TYC or YC as hard
copy journal of choice
Addition of 3rd party subscriptions; Child Care Information
Exchange, Highlights High Five, etc.
Notion of a value or “gift” card
Discount packages and new, simpler membership categories
Fall 2007 flaws discovered in the new dues model causes NAEYC to
pause work temporarily
History and Context
2008 NAEYC commissions two surveys; Accreditation and
Membership, plus a briefing paper on Innovative Membership
Models.
The national survey targeted current and lapsed members, and
“never been” members based on ASAE’s Decision to Join survey
and report.
First comprehensive assessment of its membership in recent
years
Evaluate all existing benefits to determine which have the
most value
Identify “greater than self” personal and professional
motivators that drive people to become and remain NAEYC
members
Create a set of recommendations NAEYC can act upon to
grow its membership and its revenue
The Problem
Facts:
Between September 2003 and March 2009 NAEYC
membership declined over 12% or close to 2% each year. At
this rate of decline and with the current and uncertain future
of the economy NAEYC will not be able to continue to
function at its current capacity.
Membership dues are too expensive and have become out of
reach for many current and potential members. This has
limited NAEYC’s ability to grow its membership base.
Member benefits have not kept up with the lifestyle of today’s
generation. NAEYC and Affiliates need to determine if the
benefits are still “relevant” and if they still provide “value”.
No consistent marketing/branding campaign has been
conducted to address the retention and growth of the member
base.
The relationship between NAEYC, Affiliates and Members
needs to be reviewed and re-architected to reflect changing
membership value.
Member Counts 2004 to 2009
Between Nov 2004 and Mar 2009 NAEYC lost 14K members
Aug 04
2005
2006
2007
2008
2009
Membership by Location
State
80% of Members come from 23 States
90% come from 33 States
CA is the top State
NY , PA, FL , IL , OH, NJ, TX next
highest membership
Membership by Type
Between September 2003 and March 2009
The biggest loss was from the “Regular” membership category
Data indicates growth in the Student category which could be
attributed to members looking for a “lower priced” membership
option
Member Type
Sep 03
March 09
Change
Biggest Loss
Comprehensive
24,054
22,488
(1,566)
Regular
53,221
45,106
(8,115)
Student
11,898
14,137
2,239
Life Members *
3,146
3,146
Total
92,319
84,877
(7,442)
Iowa
Dues
Comprehensive
$
85
Regular
$
45
Student
$
35
Total
% of previous yr
2004
218
663
101
982
Iowa
2005
256
563
107
926
94%
2006
321
624
91
1,036
112%
2007
261
677
90
1,028
99%
2008
369
828
122
1,319
128%
2009
% Change since 04
494
227%
863
130%
128
127%
1,485
151%
113%
1,600
1,400
MI
1,200
Comprehensive
1,000
Regular
800
Student
Total
600
Linear (Total)
400
200
0
2005
2006
2007
2008
2009
Florida
Dues
Comprehensive
$
110
Regular
$
75
Student
$
75
Total
2004
747
1,560
94
2,401
Florida
2005
734
1,646
90
2,470
103%
2006
810
2,148
175
3,133
127%
2007
866
2,370
236
3,472
111%
2008
914
2,274
264
3,452
99%
2009
% Change since 04
867
116%
2,423
155%
294
313%
3,584
149%
104%
4,000
3,500
3,000
2,500
Comprehensive
Regular
2,000
Student
Total
Linear (Total)
1,500
1,000
500
0
2004
2005
2006
2007
2008
2009
Welcome & Welcome Back!
Indiana AEYC would like to welcome the following new members, who joined
between January 13 and January 20:
Marie Godar * Michelle Townsend * Hanan Osman * Leslie Sering
Anita Lukemeyer * Julia Bauer * Sarah Lilley * Leslie Sondgeroth * Tiffany Highers
Lauren Suhre * Cynthia Enstrom * Debbie Spurlock
Indiana AEYC would like to thank the following for renewing their membership
between January 13 and January 20:
Dr. Roselyn Cole * Linda Kaser * Colleen Richards * Monika Gilchrist * Christine Howard
Jill Thomas * Susan Walker * Lora Boggs * Judy Grotelueschen * Dafney Lavache
Teressa Ledbetter * Sue Conley * Margo Grove * Carol Spencer * Jitka Horne * Melissa
Geib
Sara Smith * Gwen Kanning * Evelyn Ferguson * Karen Guess * Nancy Hoffman
Sheila Jolivette * Phyllis Shireman * Tracy Heyob * Jane Leatherman
Thank you for your commitment to Indiana's young children!
--back to top--
Reasons for Members Opting not to Renew
Main Reasons
Based on analysis of our recent membership survey and our final
renewal postcards the main reasons for not renewing are:
• Cost (Perceived or Real)
• Forgetting to renew
• Content or not enough “value”
Sample reasons from surveyed members
Too expensive and the only benefit to me was getting the magazine.
Wanted to renew, but at the time the money was short. I am looking to
join again.
I am not considered a student anymore and the cost is a little too much
I can no longer afford the fee. Miss the journal.
Key Findings from 2008 Membership Survey
Potential population of over 2 million early childhood educators,
NAEYC has less than a 5% market penetration
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
Potential members are looking for alternative membership
models
Significant potential exists for non-dues revenue through books
and electronic offerings
Electronic and web-based programs will increase in importance
www.naeyc.org is especially important to former members
Teaching techniques and materials are the key benefit to
NAEYC membership
The Path to Membership
NAEYC can create innovative pathways to
membership by:
Creating value for “customers”; people who
seek NAEYC out for products, services and
information
Converting “customers” to “E-Subscribers”;
people who value our products, services and
information but want more content and
connections
Converting “E-Subscribers” to “members”;
people who choose to join to make a
difference, and engage in local and state
networks
NAEYC’s
E-Subscriber
Model
The New E-Subscriber Model
There will be two types of offerings to allow individuals to participate
in the mission and values of NAEYC
Segment
Description
The Member
The Member is a person who:
• Wants the right to vote
• Wants to be part of the local ECE community through
the Affiliate membership
• Is active in the ECE field (administrator, educator etc.)
The
E-Subscriber
The E-Subscriber is likely to be a person who:
• Is interested in the information offered by NAEYC
• Possibly new to the ECE field
• Has limited disposable income
• May potentially become a member
• May be a lapsed member
NAEYC currently has more customers than members
based on survey results
The New E-Subscriber Model
Benefits
$25
Subscriber
Discount on products (10%)
P
Digital Only
Discount on NAEYC Conference ($25)
P
Digital Editions of Young Children and/or Teaching Young
Children
P
E-Newsletter for Subscriber
P
Subscribers Only Section of Website via dedicated portal
P
Subscriber Add Ons
Digital Edition of Other Journal (via e-subscription)
$10
Print Editions TYC
$22
Print Editions YC
$60
Book Benefits ( the 6 books)
$70
Gift Cards
any
amount
E-Subscriber Overview
The purpose of the E-Subscriber model is to offer a low cost, limited yet
content rich access to the resources offered by NAEYC
The E-Subscriber will have the option to add on additional resources
such as the print versions of YC and TYC at additional cost, however
this option will always have a higher price point than full membership
With this model NAEYC will be able to market and package this
resource for Unions, Agencies, NAEYC Accredited Programs and other
organizations
The E-Subscriber will “NOT” have voting rights
The E-Subscriber offerings will only be delivered electronically thus the
cost to NAEYC will be minimal
The system will be designed to enable E-Subscribers to EASILY
upgrade from E-Subscriber level to full membership
NAEYC will send State Affiliates $5 for every E Subscriber within their
state
With this model NAEYC Affiliates will be able to market directly to the ESubscriber for local events and membership recruitment
Next Steps
Build the IT platform to support the E-Subscriber Model
Field test E-Subscriber model in up to 5 states (Ohio)
Track and analyze results through a transparent communications
plan
Anticipated launch October/November 2009 (Annual Conference)
July Governing Board discussion and decision regarding Membership
models (approval process of framework and concept in order for staff to
move forward)
Develop a plan for a phased roll out that is considerate of the
Affiliate’s fiscal planning, and the impact any change will have on
NAEYC and Affiliate revenue
Create multiple opportunities to engage Affiliates in phase two of
new membership model design in 2010
Develop a communications and marketing campaign to promote
the E-Subscriber and new membership models as approved
New membership models implemented and operational by
beginning of FY 2011
NAEYC…Building Better
Futures for all Young Children
Questions /
Discussion