European YWCA Regional Meeting October 2014 Stuttgart Germany Workshop Aims To share YWCA Irelands experience and learning from the European Youth Forum Membership Growth Project To consider membership growth in the context of your local YWCA ID: 597389
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Membership Matters
European YWCA Regional Meeting October, 2014 Stuttgart, Germany Slide2
Workshop Aims
To share YWCA Ireland’s experience and learning from the European Youth Forum Membership Growth ProjectTo consider membership growth in the context of your local YWCA Slide3
The European Youth Forum is made up of more than 90 national y
outh Councils and international non governmental organisations. It brings together tens of millions of young people from all over Europe and is organised to represent their common interests. Slide4
The Membership Growth Project
The main aim of the project is to achieve growth and diversity in the membership base and from that develop new models for membership development in youth organisations in Europe. Slide5
Defining membership growth?
Increase in new members Expansion of an organisation demographically or geographically
Effective retention of existing members
Member engagement
Volunteer participation Slide6
Antwerp, June 2013 Slide7
Estonia, September 2013,
The Observation Phase What messages do we communicate as organisation?
Is membership accessible?
Do we communicate effectively with our existing members?
Do we manage our volunteers effectively? Slide8
So what did we do?
Working group Focus groups Online survey
In depth analysis of our website, social media pages and membership process
Analysis of how we involve volunteers
Test case Slide9
Ireland January 2014, Our FindingsFocus groups and surveys
100% of focus group participants want to know more about the YWCA 53% of women surveyed online considered vital that the YWCA be involved in mentoring young women 71% of women considered it necessary that the YWCA lobby and advocate on women's issues
87% of women surveyed considered it vital or important that the YWCA provide leadership training for women Slide10
Getting involved
Volunteering often comes before or alongside membership (member poll; how did you first get involved with the YWCA?)It’s not that easy (test case)
Value for money matters Slide11
Volunteers (volunteer management checklist)
Volunteering are not aware that they are volunteering with YWCA Ireland No formal volunteer management structure in place
No formal volunteer recognition programme
We have lots of volunteers. They are not members. Slide12
Communications
Website – there are no wordsNewsletter, infrequent and very long
Email – national does not communication directly with the local
Social media – on Facebook members are not likers, no social media strategy, lack of key influencers on twitter. Slide13
Vilnius, June 2014 – Taking action Slide14
Communications
Website: Consultation with Board Members and StaffWebsite designer employed
Content writer employed
Social Media:
Facebook likes, January 2014
152 ‘likes’/
October 2014
424 ‘likes’.
Twitter account reactivated, January 2014
28 Followers
/October 2014
168 followers
Linkedin
account established
Social media
masterclass
Communications workshop with members and stakeholders at AGM
Newsletter:
Former Microsoft Word newsletter replace with E-Zine format
Database:
Central database of all stakeholders created using
MailchimpSlide15
Governance
At least one third of our national board is comprised of young women under 30Joined a human resources consultancy to assist with internal governance New General Secretary appointed
Other
New partnerships with other organisations have been formed including Fight for Flight, Dublin Rape Crisis, Immigrant Council of Ireland
Invitations to partner from stakeholders including YGB, YWCA, Palestine Slide16
Membership Process
Membership ‘Want To Know More’ form created
Member event in May – higher percentage of young women in attendance
Member section on our website
The Truth About Trafficking Event attracted 60 participants (non members and young women)
The development of our membership and promotional materials is ongoing Slide17
Everyone wants to live on top of the mountain but all the happiness and growth occurs when you are climbing it. (Andy Rooney)