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NAEYC Membership Needs Assessment

NAEYC Membership Needs Assessment. Wayne W Carley, PhD & Talisa Thomas-Hall WWC Associates, LLC 17 February 2009. Goals of the Membership Assessment.

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NAEYC Membership Needs Assessment

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  1. NAEYC Membership Needs Assessment Wayne W Carley, PhD & Talisa Thomas-Hall WWC Associates, LLC 17 February 2009

  2. Goals of the Membership Assessment • Evaluate all existing benefits and ascertain which current or proposed programs resonate with members and will most benefit their need for professional development • Determine how people assess the value of NAEYC programs • Identify the personal and professional motivators that drive people to become and remain members of NAEYC • Create a set of recommendations NAEYC can act upon to grow its membership and its revenue 17 February 2009 WWC Associates, LLC for NAEYC 2

  3. Survey Response Rates 17 February 2009 WWC Associates, LLC for NAEYC 3

  4. Members and Non Members Who Completed the Survey Share Similar Demographics Characteristics of Survey Respondents WWC Associates, LLC for NAEYC

  5. Tenure as an NAEYC Member Is Short Although both members and lapsed members who responded have been (or were) members for only a short time, the drop-off is significantly greater for lapsed members, suggesting a need for a “hook” for new members WWC Associates, LLC for NAEYC

  6. WWC Associates, LLC for NAEYC Education Level of NAEYC Members Survey Respondents Members

  7. NAEYC Members Are Better Educated than the General Population of Early Childhood Educators 17 February 2009 WWC Associates, LLC for NAEYC 7

  8. WWC Associates, LLC for NAEYC Age Groups Served by NAEYC Member Respondents

  9. WWC Associates, LLC for NAEYC Age Groups Served by Former Member Respondents

  10. WWC Associates, LLC for NAEYC More Program Directors than Teachers Are Members Top 5 Positions

  11. WWC Associates, LLC for NAEYC More Program Directors Responded to the Member Survey

  12. WWC Associates, LLC for NAEYC Salary Comparisons of Members and Non-Members

  13. WWC Associates, LLC for NAEYC Differences Between Member and Former Member Respondents • Members Earn More than Lapsed Members • $40,500 vs. $35,000 • Members Are More Experienced than Lapsed Members • 60% of Members Have Been in ECE More than 15 Years • 51% of Lapsed Members Have Been in ECE Less than 15 Years • Former Members Pay for More Professional Development with Personal Funds • 83% vs. 64% for Dues • 61% vs. 47% for Conference Attendance

  14. WWC Associates, LLC for NAEYC Additional Observations about Members and Former Members • The #1 Reason for Leaving Early Childhood Is Retirement (45 – 55%) • Members Have Good Access to Technology • 81% Have Daily Access to a Computer • 70% Have High Speed Internet at Home • 70% Have a Bachelor’s or Master’s Degree • 98% Are Female • 80% Are White or Caucasian

  15. How Do Early Childhood Educators View and Value NAEYC as an Organization and How Well Does NAEYC Meet Their Needs? Overall Value of NAEYC WWC Associates, LLC for NAEYC

  16. WWC Associates, LLC for NAEYC How Familiar Are Non Members with NAEYC?

  17. WWC Associates, LLC for NAEYC How Well Does NAEYC Meet Your Professional Needs?

  18. WWC Associates, LLC for NAEYC Does NAEYC Provide Professional Value for the Cost of Membership?

  19. WWC Associates, LLC for NAEYC What is the Greatest Benefit of NAEYC or Professional Association Membership?

  20. How Do Early Childhood Educators Rate NAEYC and Its Programs, Products and Services? Current NAEYC Programs WWC Associates, LLC for NAEYC

  21. Which NAEYC Programs Do Early Childhood Educators Value? 17 February 2009 WWC Associates, LLC for NAEYC 21

  22. WWC Associates, LLC for NAEYC Former Members Don’t Value. . . Bottom 5 Programs & ServicesRelative Ranking • NAEYC Global Alliance 1.00 • NAEYC Interest Forums 0.77 • NAEYC Conference and Expo 0.56 • NAEYC Position Statements 0.35 • Federal Public Policy and Advocacy 0.32

  23. Members Rank Importance and Satisfaction with NAEYC Programs 17 February 2009 WWC Associates, LLC for NAEYC 23

  24. Gap Analysis of NAEYC Programs 17 February 2009 WWC Associates, LLC for NAEYC 24

  25. WWC Associates, LLC for NAEYC Gap Analysis of NAEYC Programs

  26. WWC Associates, LLC for NAEYC Programs with Greatest Value to Non Members

  27. Former Members and Non Members Use and Value NAEYC Programs 17 February 2009 WWC Associates, LLC for NAEYC 27

  28. WWC Associates, LLC for NAEYC Young Children Meets Its Goals (Asked of Members Only)

  29. WWC Associates, LLC for NAEYC NAEYC Books Are the Most Highly Rated Member Service • 76% of Members Purchase at Least 1 NAEYC Book per Year • 22% Are Comprehensive Members Who Receive Books with Their Membership • 7% (of Non-Comprehensive Members) Purchase 4 or More Books per Year • Quality of NAEYC Books: 4.28 / 5.0 • Relevance of NAEYC Books: 4.25 / 5.0

  30. WWC Associates, LLC for NAEYC NAEYC Conferences Are Valued but Not Used by Many • 32% of Members Have Not Attended a Conference in 10 Years • 42% Have Attended 3 or Fewer in the Past 10 Years • 68% of Attendees Rate the Conference as “Good” or “Exceptional Professional Value” • The Greatest Barriers to Participation Are: • Cost too High for Budget: 38% • Distance: 27%

  31. WWC Associates, LLC for NAEYC NAEYC Members and Former Members Visit www.naeyc.org • 14% of Members Have Not Visited the Web Site • 63% of Members Visit the Web Site at Least Once a Month • 11% visit www.naeyc.org at least weekly • 63% of Lapsed Members visited the NAEYC Web site in the past 12 months • 11% visit www.naeyc.org at least weekly

  32. WWC Associates, LLC for NAEYC Former Members Rate the Web Site Higher than Do Current Members

  33. WWC Associates, LLC for NAEYC NAEYC Is An Effective Advocate Current Members Lapsed Members 71% “Highly Value” NAEYC as an Advocate 98% “Somewhat Value” or “Highly Value” NAEYC as an Advocate • 49% Regard NAEYC as an “Highly Effective” Advocate • 98% Regard NAEYC as a “Somewhat Effective” or “Highly Effective” Advocate

  34. WWC Associates, LLC for NAEYC Many Issues Are Important to Early Childhood Educators

  35. What Programs and ServicesWould Current Members and Former Members Like to See NAEYC Offer? Potential New NAEYC Programs WWC Associates, LLC for NAEYC

  36. WWC Associates, LLC for NAEYC Early Childhood Educators Are Likely or Very Likely to Use New Membership Model

  37. WWC Associates, LLC for NAEYC Foreign Language Materials Have Limited Appeal • 9% of Members and Lapsed Members are “Likely” or “Very Likely” to Use Spanish-Language Content • 6% of Members and Lapsed Members are “Likely” or “Very Likely” to Use Content in a Language Other than Spanish or English

  38. Educators Desire Web-based Programs from NAEYC 4 Electronic or Web-based programs emerged as having strong interest among respondents. These programs mirror the emphasis on teaching strategies and content seen in other areas of the surveys. This question was asked only of former members. Technology-based questions were not included in the Member Survey to reduce the length of the survey and increase likelihood of completion. WWC Associates, LLC for NAEYC

  39. NAEYC’s Mission and Goals Resonate Well with Early Childhood Educators NAEYC Mission, Goals and Objectives WWC Associates, LLC for NAEYC

  40. WWC Associates, LLC for NAEYC

  41. WWC Associates, LLC for NAEYC How Effectiveness of NAEYC in Accomplishing Mission Compares to Values and Needs of Members

  42. NAEYC Goals Reflect the Needs and Values of Early Childhood Educators 27 January 2009 WWC Associates, LLC for NAEYC 42

  43. How Early Childhood Educators Rank NAEYC's 7 Objectives 17 February 2009 WWC Associates, LLC for NAEYC 43

  44. NAEYC Members Belong to Many Different Associations, but NAEYC Provides the Greatest Value of Membership NAEYC Compared with Other Organizations WWC Associates, LLC for NAEYC

  45. WWC Associates, LLC for NAEYC Membership in Other Organizations

  46. WWC Associates, LLC for NAEYC Top Five Organizations for Value Relative to Cost

  47. Why Do Early Childhood Educators Join and Leave Professional Associations and the Early Childhood Profession? Motivation: The Decision to Join NAEYC WWC Associates, LLC for NAEYC

  48. WWC Associates, LLC for NAEYC Early Childhood Education Is a Long-Term Commitment

  49. WWC Associates, LLC for NAEYC Original or Potential Motivators to Join NAEYC

  50. WWC Associates, LLC for NAEYC Reasons for Leaving NAEYC

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