Online survey Analysis and Workshop Preview OACAO CONFERENCE 2014 Presented by Sue hesjedahl and lise Dube Engaging Baby Boomers Grant Engaging Baby Boomers Online Survey How Boomers Are Different ID: 169983
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Engaging Baby Boomers
Online survey Analysis and Workshop PreviewOACAO CONFERENCE 2014Presented by: Sue hesjedahl and lise DubeSlide2
Engaging Baby Boomers
GrantEngaging Baby Boomers Online SurveyHow Boomers Are Different Why Centres are experiencing Challenges in attracting boomersTop Programs for BoomersSuccessful Marketing InitiativesChanges That are Working to Engage Baby BoomersBaby Boomers and Volunteering
Regional WorkshopsInteractive WebsiteOutline
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March
2014 received a $25,000 grant from New Horizons for Seniors Program for project focused on engaging baby boomers.Goal is to create tools and resources to connect boomers to our OACs and encourage their engagement and attendanceProject arose from the input of OACAO members who suggested recruiting younger seniors will be the single greatest challenge to face Older Adult Centres over the next two years (OACAO Member Profile 2013).
Considered 3rd highest issue faced by our Centres with 6.9 out of 10 Centres indicating this
need.Engaging Baby Boomers Grant
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“
Boomers” (also known as baby boomers) is a term used to describe people born during a period of increased birthrates in Canada lasting from 1946 to about 1965 (Historica Canada), making boomers 49-68 years of age. Who are Baby boomers?4Slide5
Conduct
an OACAO member survey to gather sector information about the challenges and successes of programming to the Baby Boomer sectorPresent survey findings at OACAO ConferenceConduct research and collect best practices Use survey findings and research material to prepare and present workshop presentations in 7 regions across the provincePost resources on OACAO interactive online website available for membership across the provinceGrant Deliverables
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Survey posted July 29 and closed August 14
54 responses out of 132 invitations, 2 opted out 41.5% response rateMajority of Centres responding were stand-alones52.2% of Centres said between 10-20% of their members were boomers However, % of boomers at Centres ranged from 2-75%
Engaging Baby Boomer online Survey
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Engaging Baby Boomer
Online Survey7Slide8
OACAO members noted many areas where boomers are different from their current
membershipWant to stay fitInterested in life-long learningLarger disposable incomeBUSYStill working
Have a broader range of interests
How are Boomers Different?
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Tech
SavvyHow are Boomers Different?“an older adult member will ask for information about our next trip in a hard copy while a boomer will say can you text me that info please.”
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More
demanding, opinionated, higher expectationsDo not see themselves as oldDon’t like commitmentHow are Boomers Different?
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How are boomers different?
“BBs are more self- involved and want programs tailored to their needs. They are worried about being associated with much older people even if the older adults are in better physical condition. They are busy with family obligations. They have different goals for themselves.”
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WHAT YOU WANT TO KNOW
How Boomers truly are differentHow these differences may influence their participation at OACsDemographic information about BoomersREGIONAL Workshop Deliverables12Slide13
Centre PERSPECTIVE
Centres not understanding/meeting the needs of boomersCentres are stereotyped or stigmatizedFacilities are aging; too smallDon’t have the right equipment, want a gym settingFacing competition from the communityCentre hours not fitting with boomer needsIntegration with the older generation is hardWhy Centres are experiencing Challenges in attracting boomers
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BOOMER PERSPECTIVE
Boomers have the wrong image of our CentresBoomers feel too young to be going to a CentreBoomers are too busy to joinBoomers are not typically joinersBoomers want no commitmentWhy Centres ARE experiencing Challenges in attracting boomers14Slide15
Boomers
are not
ready to accept their age!
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However
, some Centres are not having a problem attracting boomers!Some Centres, when asked, answered, not applicable.“Our Centre does not have this experience.”Why are some Centres more successful inengaging boomers
?
Why Are Centres experiencing Challenges in attracting boomers?
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TOP Programs for boomers BY Category
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167 responses
50% of responses related to a fitness activityTop responses Yoga (17) and Zumba (13)Tablet training showing success (9)Special events also popular with boomersTop programs for boomers18Slide19
“I
have a fairly good number of boomers at my Centre - If anything the declining segment is the older seniors for us and the activities that they take part in (bridge and other card games particularly) are declining in numbers and falling off our calendar.”
Top programs for boomers
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Only 68 responses
Foot care highest rated individual response (10)Top 3 categories: Health Services (e.g., foot care, physio) (20) Alternative and Complementary Health Practice (e.g. , massage, reiki) (10) Health Information (8).Top 3 Services for Boomers20Slide21
WHAT YOU WANT TO
KNOWExpand on Programs, Services and Special Events that are appealing to boomers Explore why certain programs and services are more appealingSuggest program adjustments which could make programs attractive to all age groupsHear input from experts in the field of recreation and leisureRegional Workshop Deliverables21Slide22
MOST POPULAR RESPONSES
Change Centre nameMaximize use of social media“We increased our focus on Twitter, Facebook, Tumblr, etc ... great responses and lots and lots of new members.”Successful Marketing Initiatives
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“In
the past year our Centre has become much more heavily engaged with social media and creating an online web presence. We can see that this is having a positive impact, as people are reporting that they found out about some of our events though Facebook. We are also able to share updates with our funders via Twitter. Our website is attracting over 4000 views per month which helps us sell space to advertisers… These are cost effective ways to reach out to a younger, more digitally literate baby boomer population to let them know the breadth of what we do and build brand awareness for the future.”Successful Marketing Initiatives
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ADDITIONAL RESPONSES
Promote new and popular programsRevamp promotional material to a more modern imageExpand outreachIncrease methods of reaching people (print, online, etc.) Keep Centre looking up to dateSuccessful Marketing Initiatives
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ADDITIONAL RESPONSES
Remember word of mouth still effective marketing toolSuccessful Marketing Initiatives25Slide26
WHAT
YOU WANT TO KNOWHow to use social media to engage boomersMarketing to boomers, what seems to work?Is age neutrality important?Sharing marketing success storiesRegional Workshop Deliverables
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MOST POPULAR RESPONSES
Offering classes that appeal to boomersOffering weekend and evening programmingIncreased flexibility, more drop-in programs “People seem to want the flexibility to go to a variety of classes instead of committing to a certain class for the whole session. Instead of signing up for a 12 week fitness class, they want to go to fitness one day, yoga the next, Pilates the next etc.”
CHANGES THAT ARE WORKING TO ENGAGE BABY BOOMERS
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ADDITIONAL RESPONSES
New partnershipsOff-site programmingIncreased social opportunities to visit Centre“We're aiming to increase the "social" opportunities for someone to just come into the facility. We encourage potential members to just stop by and enjoy a coffee and "see" what we're all about.”CHANGES THAT ARE WORKING TO ENGAGE BABY BOOMERS
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WHAT YOU WANT TO KNOW
Explore Centre models; are certain models more appealing to baby boomers?What is on the horizon for OACs?Regional Workshop Deliverables29Slide30
Of Centres responding on average baby boomers formed 19% of the volunteer pool
Range 0-80%10% (9 Centres) and 15% (8 Centres) most commonly cited responses Baby boomers and Volunteering30Slide31
Executive positions
Committee membersSpecial EventsProgram LeadersPublic RelationsTech related positions Which volunteer roles are boomers filling?31Slide32
Positions
with a short-term commitmentPositions with flexibilityPositions where they feel they are adding valueThose that have financial benefitsFor example, a desirable position would be: “Program facilitator for a program they like & have flexibility to say ""I am busy, I cannot attend this week."Which Volunteer roles are boomers filling?
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“
I've found roles where they feel valued and needed are important. We currently have a recently retired "Manager" whom has enjoyed being asked to help on an organizing committee…We benefited from her valuable skills and she enjoyed seeing us accomplish something which would have been difficult without her help.”Which Volunteer roles are boomers filling?33Slide34
Kitchen
Hands-on positionsArts and Crafts Long-term, high commitment positionsMeaningless TasksWhich Volunteer roles are boomers Not filling?
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“I
believe the younger volunteers don't want to feel "stuck" in a volunteer position. They want and are willing to help where they can, but don't want to feel like "they're back at work". What they do has to have importance and they need to feel valued as their leisure time is important to them. (I believe if they still wanted to work, they would have just semi-retired.)”“They don't usually like a position that requires them to commit to a regular weekly task.”Which Volunteer roles are boomers Not
filling?35Slide36
WHAT YOU WANT TO
KNOWSynopsis of the latest info on baby boomer volunteers from Volunteer Canada, academic literature, reports and other sourcesProven boomer volunteer recruitment/retention techniquesHow to make Board and Committee work more recognized and prestigiousRegional Workshop deliverables
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REGIONAL WORKSHOPS
A great opportunity to share stories and learn from each other!Next steps37Slide38
South West Region - Thursday, October 30
Life After Fifty - WindsorGolden Horseshoe Region - Wednesday, November 5 Ancaster Senior Achievement CentreGrand River Region - Friday, November 21 Fairview Mennonite Home in CambridgeMetro Region - Monday, November 24
Rexdale Community Health Centre (satellite location) in Toronto
Central Region - Wednesday, November 26 Oshawa Senior Citizens Centre – John St. Branch (Room 4)
Eastern Region - TBA
REGIONAL WORKSHOPS
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INTERACTIVE WEBSITE
Material about engaging baby boomers will be posted at oacao.ca:Resources for Older Adult Centres websiteHome of the Volunteer Management and Fundraising ToolboxWebinars will be scheduled for early 2015If you have suggestions for content or if you have contributions for the website: Email vivaaging@gmail.com
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Thank you