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Parent Club Membership

-Survey Results- July 2007. Parent Club Membership. Survey Purpose. Gain better picture of Parent Clubs Gather input on membership regarding views and trends Determine recruitment actions Ascertain the AKC tools Parent Clubs use

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Parent Club Membership

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  1. -Survey Results- July 2007 Parent Club Membership

  2. Survey Purpose • Gain better picture of Parent Clubs • Gather input on membership regarding views and trends • Determine recruitment actions • Ascertain the AKC tools Parent Clubs use • Determine additional tools/resources AKC can develop and offer

  3. Survey Methodology • Sent email with survey link and explanation to Parent Club officers and delegates • Asked each club to submit one response

  4. Survey Methodology • Timing • Survey launched 4/05/07 • Survey closed 5/01/07 • 87% Response Rate

  5. Survey Results • Club Demographics • Membership • AKC Tools

  6. Club Demographics What office/position do you hold in your club? 76% were Presidents and Secretaries

  7. Club Demographics How long has your club been in existence? Majority of clubs 20-75 years old

  8. Club Demographics How many committees does your club have? Half of clubs offer 10-20 committees

  9. Membership: Offerings What benefits does your club offer its members?

  10. Membership: Applying What requirements for membership does your club have? Majority of clubs require sponsorship and signed Code of Ethics

  11. Membership: Applying What barriers do you feel exist for potential members? • 56% indicate no membership barriers • Biggest barriers: • Sponsorship (31%) • Specified time in breed (7%) • Clubs wanting to increase membership more likely to identify barriers

  12. Membership: Age Has the average age of members changed over the past ten years? 63% experienced increase in the average age

  13. Membership: Age What is the average age of your current members? Average age of members most likely to be 35-50

  14. Membership: Age If you think your members are getting older, you’re right! • US birth rates 2.1 children per female • Median age 36.4 in 2006 and rising • % over age 44 will continue to grow • World’s fastest growing age group 80+ • Average age at death 77

  15. Membership: Experience A typical member’s years of experience in the breed has: 2/3 indicate increase or no change in member experience

  16. Membership: Experience My club is satisfied with the experience and expertise of our members. 70% satisfied with the expertise of club members

  17. Membership: Experience My club is confident that many of our club members could: Confidence in members is high

  18. Membership: Dues What are the standard annual dues for an individual member? Most clubs (85%) charge between $20-$45

  19. Membership: Types What types (or levels) of membership does your club offer? Manyclubs offer multiple types of membership

  20. Membership: Types How many members are in your club? • Few clubs have fewer than 100 or more than 2000 members • More than half of clubs have 100-500 members

  21. Membership: Levels In the last 10 years, the total number of club members has: Almost 75% experienced increases in or maintained the same membership levels

  22. Membership: Levels Regarding number of members, what is your club’s goal? • Larger clubs more likely to want to maintain membership levels • Smaller clubs more likely to want to increase membership

  23. Membership: Levels By club membership goal, what has been the membership trend? • Of the 62% wanting to increase membership, 47% had increases • Of the 37% wanting to maintain membership, 25% stayed the same • Of the 1% wanting to decrease membership, 100% had increases

  24. Membership: Levels What is the average number of new members approved annually? • 79% approve more than 10 new members • 32% approve more than 35 new members • Number of members approved proportional to club size

  25. Membership: Levels On average, how many members annually do not renew membership? Almost 40% of clubs lose more than 20 members per year

  26. Membership: Levels Rate how influential these factors are on membership. In order of most to least influential: • Breed popularity • National media coverage of AKC events • Breed in media, TV, or film • Experience requirements • Trainer and veterinarian influence • Media coverage of club • Membership restrictions

  27. Membership: Levels Rate any steps that your club has taken to increase membership. In order of most to least utilized: • Soliciting at shows • Including club flier with AKC registration mailing • Using AKC New Titles of Record Report • Utilizing local media resources • Using AKC Stud Book report

  28. Membership: Levels Summary of effective actions taken to increase membership: • Having forms available on an updated web-site • Recommending membership to and sponsoring puppy families • Notifying all “potential lapsing” members to renew • Having a top 10 search engine breed • Advertising regularly with Dog Fancy and Dog World

  29. Tools: New Titles of Record Does your club use the New Titles of Record Report? • 64% of clubs use the report • 33% of clubs do not use the report; of those, over half were not aware that it was available

  30. Tools: New Titles of Record Of those using the report, which describe your club’s use of the report? Most clubs use it for statistics

  31. Tools: New Titles of Record Of the 13% soliciting with the report, how many joined in the last year as a result? Most clubs solicited fewer than 10 members using the report

  32. Tools: New Titles of Record • This report lists all titles earned by a breed in a given month • AKC emails the report free to a Parent Club designated recipient monthly • The online subscription form is available at www.akc.org/new_titles_of_record.cfm • Report contains:Title, breed, dog name, sex, registration number, DOB, date titled, color, stud book date, sire information, dam information, owner name and address, and breeder name

  33. Tools: New Titles of Record Sample of New Titles of Record Report (not all fields shown below)

  34. Tools: Stud Book Does your club use the Stud Book? Half use the Stud Book (not necessarily for membership purposes)

  35. Tools: Stud Book • Stud Book documents the first time any AKC-registered dog (male or female) is used to breed • Report contains information on dog, owner/breeder, dam, and sire • Contact Gina Lash, Asst. Vice President/Asst. Executive Secretary at gml@akc.org to obtain it • One or two members of each Parent Club can receive it after signing an agreement

  36. Tools: Stud Book Sample of Stud Book in pdf format

  37. Tools: Stud Book Sample of Stud Book text file converted to Microsoft Excel format (not all fields shown below)

  38. Conclusions • Decreases in membership experienced by 26% of clubs • Clubs view member abilities in positive light: • Member experience same or increased (66%) • Confidence high in members to serve/fill roles • Aging of members in line with aging of general population

  39. Thank you!

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