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Membership, Volunteering & Marketing Developing a single strategy Peter Templeton

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

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  1. Membership, Volunteering & MarketingDeveloping a single strategyPeter Templeton Eastern Region AGM November 2011

  2. 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

  3. 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.

  4. Strategic Priorities

  5. 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

  6. 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

  7. Elements of the Strategy? • Volunteering • Membership • Marketing/Promotion/Public relations • Fundraising • Governance • Campaigning/alliances • Communication/Engagement

  8. 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!

  9. 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

  10. 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

  11. 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

  12. 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?

  13. Questions for me?

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