Promoting the Dream [Speaker name and title] Soroptimist International of the Americas Recruiting the Next Generation of Soroptimists Revised May 2013
Our objectives • Understand and acknowledge generational differences • Learn how to adapt messages and communication methods • Review Soroptimist’s generational profile • Discuss the importance of diversity • Determine action steps
Which generation are you? • Before 1925 • From 1925-1941 • From 1942-1964 • From 1965-1981 • From 1982-2000 *First time in history to have 5 living and working generations
The Generations Dynamic Values ð Attitudes ð Decisions
It’s not all about the numbers! • Generations are only one way to gauge differences within your club • No group fits one person exactly
The Silent Generation • Born between 1925-1941 • Least studied group • “Mature” or “swing” generation • Came of age during World War II
The Silent Generation • Strong human relations skills • Cautious and quietly assertive • Very involved in cultural issues • Team players • Some of the first women to aggressively move into the workforce
Marketing Soroptimist • Emphasize experience and wisdom • Do not use loud or brash imagery • Frugality, responsibility and caution We are an established organization. We are well respected in our community. We are fiscally sound and our programs are proven to make a difference.
Methods of Communication • Face-to-face • Formal social events • Recognition and tribute events • Direct mail • Telephone • Internet
The Baby Boomers • Born between 1942-1964 • Represent largest single sustained period of growth • Shaped the culture of the 1960s and ‘70s • Enjoyed unprecedented employment and education opportunities • Most influential generation
The Baby Boomers • Value creativity • Evaluate achievement in terms of personal fulfillment • First generation to discover that lifetime employment no longer exists • Tend to be more permissive • More inclusive than prior generations • Tied to workforce more strongly
Marketing Soroptimist • Demanding consumers - provide courtship • Position brand as the choice of winners • Simple, nostalgic messaging We are women at our best, helping other women to be their best.
Methods of Communication • Social and recognition events • Direct mail • Face-to-face conversation • Internet • Email
Generation X • Born between 1965-1981 • Originally given this name because they were seen as searching for identity • Independent - first generation of “latchkey kids” • Savvy consumers • “Life is short. Eat dessert first”
Generation X • Redefined loyalty in the workplace • Demand balance of life and work • Commitment to quality • Problem-solvers • Goal-oriented • Immediate and ongoing feedback
Marketing Soroptimist • Skeptical of the “hard sell” • Want things mapped out • Sense of passion and adventure • Attitude, humor and fun • Test your message!
Methods of Communication • Email • Internet • Multi-media • Word-of-mouth • Social events/peer gatherings
The Millennials • Born from 1982-2000 • “Echo Boomers” or “Generation Y” • Members range from 7 – 25 • Represent the future workforce – and membership
The Millennials • Techno-savvy - first generation to grow up with the Internet • Easily bored • Expect to change jobs frequently • Respect must be earned vs. based on title • Team players
Marketing Soroptimist • Media-savvy • Treat with respect • Focus on the positive • Emphasize action
Methods of Communication • Email • Text messaging • Internet/online communities • Multi-media • Word-of-mouth
Quiz: Your generational story What is your club’s generational story? • We have only Baby Boomers • We have some Silents • We have only Generation Xers • We have some Millennials • We have a blend of all generations • Other
Our Landscape 2009 survey of members in all languages 2013 survey of U.S. members
The Gen X Volunteer • Personal development • Immediate results • Flexibility • Freedom
How Can We Deliver… … opportunities for personal development? • Mentor/Mentee relationships • Emerging Leaders Program • Leadership positions
How Can We Deliver… … immediate results? • Well-planned meetings that accomplish set goals • One-day service projects • Early involvement in club activities & leadership
How Can We Deliver… … freedom and flexibility? • Embrace technology • Send materials via email • Develop a club website • Offer “virtual” meetings • Utilize social media • Guide with feedback and suggestions, not step-by-step instructions • Value overall participation and contributions over attendance at meetings
The Soroptimist Brand • Everything associated with an organization • Must fulfill a unique niche • Our brand is what we do for women and girls • Clubs must back up our promise!
Live Your Dream www.LiveYourDream.org
What’s Next? • Have an honest conversation • Perform a “health check” • Talk to former members • Identify two to three issues • Develop an action plan • Materials in members area of www.soroptimist.org
Our Objectives • Understand and acknowledge generational differences • Learn how to adapt messages and communication methods • Review Soroptimist’s generational profile • Discuss the importance of diversity • Determine action steps
Parting Advice… • Lead by example • Manage expectations • Communication is a two-way street • Nobody is as smart as everybody • Treat others as they want to be treated • Challenge members – they will step up! Be grounded by experience, but open to change
Questions? • Members area of www.soroptimist.org • Region membership chair • Region leadership • SIA headquarters