Member Needs & Satisfaction Survey - Society of American Archivists

1

Member Needs & Satisfaction Survey Spring 2012

2

Table of Contents

Topic Key Takeaways Methodology Demographics of Respondents Needs Assessment – Individual Needs Assessment – Institutional Member Loyalty Assessment Captive Members Components of Loyalty Membership Value Analysis Member Benefits Analysis Membership Dues Analysis

Page 3 4 9 29 50 73 102 107 112 117 126

Topic Continuing Education Publications The American Archivist Archival Outlook Website SAA Staff SAA Council Strategic Initiatives Annual Meeting Problem Analysis Conclusions / Recommendations

Page 130 139 144 149 155 165 170 175 182 201 204

Key Takeaways 1. The top three reasons why individual members belong to SAA are (1) to stay current on information about the profession, (2) to network and build professional relationships, and (3) to receive SAA’s journal and newsletter. 2. The top three reasons why institutional members belong are (1) to stay current on information about the profession, (2) to receive SAA’s journal and newsletter, and (3) to get the member benefits for their employees. 3. The loyalty profile for SAA is similar to other professional membership associations. The loyalty profile of individual members is 54% loyal, 37% neutral and 9% vulnerable. For institutional members, their profile is 59% loyal, 31% neutral and 10% vulnerable. 4. The value of an SAA membership for individual members is driven by member benefits, membership dues, the SAA Council, the Annual Meeting, publications, and continuing education. 5. The value of an SAA institutional membership is driven by member benefits, membership dues, strategic initiatives, publications, and the Annual Meeting. 6. Only 3% of individual members and 2% of institutional members have experienced a significant problem with SAA in the past six months.

3

4

Methodology

Objectives 1. The purpose of the Member Loyalty study is to better understand which benefits and programs members value, and how well they believe SAA is doing in delivering those experiences. 2. The primary objectives of this study are to: understand why major segments of members belong to SAA, determine SAA’s mix of loyal, neutral and vulnerable members, determine which member benefits are being underutilized, and measure the performance of SAA’s programs (e.g. continuing education, publications, Annual Meeting, website, staff, SAA Council). 3. Recommendations are presented to show where SAA can get the greatest increase in retention and non-dues revenue for its efforts.

5

Methodology – Data Collection

6

1. On January 17, 2012, SAA emailed a survey invitation to its 6,134 eligible members. 2. Reminder emails were sent to institutional member primary contacts and dual members who had not completed the survey on January 27. On February 3rd a reminder email was sent to all individual and dual nonrespondents. On February 6th a final email reminder was sent to all individual nonrespondents. 3. The survey was also promoted in SAA’s Archival Outlook, In The Loop, on SAA’s Facebook page, and SAA’s Twitter feed. A direct mail piece was sent to institutional and dual member nonrespondents on January 20. 4. When the survey was closed on February 7, there were 2,151 total respondents out of 6,134 eligible participants (35.1% *). 5. The response rate for individual members is 35.3% (2,013 out of 5,705 eligible participants). The response rate for institutional members is 36.3% (166 respondents out of 457 eligible participants. 6. With this response rate, the level of precision for performance ratings in this study where all members are included as a single group is +/- 1.69% at the 95% confidence level.

* Total respondents includes 28 individual members who were also designated as institutional-member primary contacts. These respondents received a special version of the survey that included questions for both member categories.

Methodology – Data Collection

7

•

The surveys for individual members, institutional member primary contacts, and dual members were launched on January 17, 2012.

•

Reminder emails were sent to institutional member primary contacts on January 27, and to individual members on February 3 and February 6. 700

600

597

500

400

331

319 300

234 200 116 100

85 48

24

23

50

38

27

29

41 11

9

33

27

30

25

0

This graph shows the number of surveys completed each day.

52 3

Methodology – Top 2 Scores

8

• All performance ratings in this report are shown as top 2 scores, rather than as average ratings. As the table below with hypothetical results shows, factors can vary in the distribution of responses received and still have the same average rating. In the table below, all four factors have exactly the same average (mean) rating. Top 2 scores have the sensitivity to show differences in response distributions where differences exist. • Conceptually, a top 2 score can be thought of as the percentage of respondents who gave an A or B rating for a particular factor’s performance (e.g. member benefits, website, newsletter, etc.). Factors that do not achieve a minimum performance rating of 70% should be considered for improvement efforts.

Grade

Rating Value

Member Benefits

Continuing Education

Excellent

A

1

20

50

Very good

B

2

20

10

Good

C

3

20

80

Fair

D

4

20

10

Poor

F

5

20

50

Total Responses

100

100

100

100

Average Rating

3.0

3.0

3.0

3.0

40%

50%

10%

0%

Response

Top 2 Score

Staff

Website

100

9

Demographics of Respondents

Age – Individual Members

10

• The pie chart below shows the distribution of individual member respondents’ ages. • All of the age categories are represented in this study.

5%

8%

5%

16%

9%

9%

16% 9% 10%

12%

Q49. What is your age?

Under 25

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65 and over

Age – Institutional Member

11

• No institutional member respondents are under the age of 25.

8%

0% 4%

7%

15%

10%

10% 19%

8% 19%

Q49. What is your age?

Under 25

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65 and over

12

Sex • The majority of individual member respondents and institutional member respondents are female.

Institutional Members

Individual Members 25%

31%

69%

75% Male

Male

Female

Q50. What is your sex?

Female

Race / Ethnicity – All Respondents

13

• Individuals were invited to check all that apply to them. Because some individuals made multiple selections, and other individuals did not provide an answer, the percentages below do not total to 100%.

• A 0% in the graph below indicates that there were fewer than 1% of respondents who chose that selection. Individual members Institutional members 100%

89% 84%

80% 60% 40% 20% 0%

2% 0% African American

0% 0%

3% 0%

3% 0%

1% 0%

0% 0%

Alaska Native

Asian

Latino / Hispanic

Native American

Pacific Islander

2% 4% White / Caucasian

Other

Q51. Please indicate the group(s) that best describe your race/ethnicity. (Select all that apply)

5% 8% Rather not say

Employment Status – All Respondents

14


• A 0% in the graph below indicates that there were fewer than 1% of respondents who chose that selection. Individual members Institutional members 100% 80%

87% 67%

60% 40% 14%

20%

16% 7%

0% Employed, full-time

Employed, part-time

4%

0%

2% 0%

Unemployed, Unemployed, seeking full- seeking parttime time

3% 2% Retired

0% Student

6%

1%

Other

Q51. Please indicate the group(s) that best describe your race/ethnicity. (Select all that apply)

1% 3% Rather not say

Annual Salary For 2011 – Individual Members

15

• Eighty-five percent (85%) of individual member respondents provided their 2011 annual salary (not shown). The distribution of their responses is provided in the pie chart below.

6%

3% 3%

5%

20%

10%

9%

14%

14% 17%

Q53. Please indicate your total annual salary for 2011.

< $20K

$20K-$29K

$30K-$39K

$40K-$49K

$50K-$59K

$60K-$69K

$70K-$79K

$80K-$89K

$90K-$99K

$100K +

Annual Salary For 2011 – Institutional Members

16

• Eighty percent (80%) of institutional member respondents provided their 2011 annual salary (not shown). The distribution of their responses is provided in the pie chart below.

1%

12% 6%

6%

9% 13%

11%

14% 8%

21%

Q53. Please indicate your total annual salary for 2011.

< $20K

$20K-$29K

$30K-$39K

$40K-$49K

$50K-$59K

$60K-$69K

$70K-$79K

$80K-$89K

$90K-$99K

$100K +

Education – All Respondents

17


Individual members Institutional members 100%

99%

96% 85% 76%

80%

58%

60% 46%

57%

51%

40% 20%

8%

5%

1% 1%

0% High school

Associate

BA/BS/BFA

MA/MS/MFA

MLS/MLIS

MBA

Q54. Please indicate ALL of the degrees you hold.

6%

10%

PhD

1% 2% JD

Years a Member – Individual Members

18

• From the join date that was taken from internal member data, the years of membership were calculated.

• All of the tenure categories for individual members are represented in this study.

5%

4%

7%

0-1 years

20%

2-3 years 4-5 years

9%

6-7 years 8-10 years 11-15 years

19%

11%

16-20 years 21-25 years

14%

12%

26 + years

Years a Member – Institutional Members

19

• There is a fairly even representation of institutional member respondents by tenure category.

• This information was gathered from their join date which is part of their internal SAA record, rather than from a survey response.

12%

8%

0-1 years

8%

2-3 years

11% 14%

4-5 years 6-7 years 8-10 years 11-15 years

8%

16-20 years

16%

11% 11%

21-25 years 26 + years

Individual Member Type – Individual Members

20

• The pie chart below shows the distribution of individual members by individual member type.

21%

3%

Associate Individual Student

76%

Individual Member Sub Type – Individual Members

21

• The pie chart below shows the distribution of individual members by individual member sub type.

• There were no lifetime members who responded to the survey. 2% 2% 1% 0%

21%

2%

15% 5%

8% 10%

9% 12%

13%

Bridge Domestic Associate International Associate Lifetime Retired Salary less than $20K Salary $20K-$29K Salary $30K-$39K Salary $40K-$49K Salary $50K-$59K Salary $60K-$75K Salary more than $75K Student

Type of Institution – Institutional Members

22

• The largest category of institutional members are those who work in academic institutions.

6%

7% Academic institution

41%

23%

Government agency Nonprofit organization For-profit organization Other

23%

Type of Academic Institution – Institutional Members

23

• Most academic institution member respondents work at colleges and universities.

2% 3% College or university Elementary or secondary Other academic institution

95%

Type of Government Institution – Institutional Members

24

• Roughly half (48%) of institutional member respondents who work for a governmental agency work for a state agency.

20%

23% Federal or national

9%

State County or parish Municipal

48%

Type of Nonprofit Organization – Institutional Members

25

• The two largest categories of nonprofit organization respondents work for historical societies and religious organizations.

3%

8%

Historical society

8% 32%

8%

Library Museum, history Museum, other Religious Foundation

3% 24%

11%

3%

Professional association Medical institution Other

Type of For-profit Organization – Institutional Members

26

• Most institutional member respondents who work for a for-profit organization work for a company that is not related to archives.

11% 11% Archival consulting firm Manufacturer, vendor, supplier Other, not related to archives

78%

Total Number of Employees – Institutional Members

27

• The pie chart below shows the distribution of the number of employees at each respondent’s organization.

10%

8%

8%

8%

1-4

7%

5-9 10-19 20-99 100-499

15%

500-2,499

24% 21%

2,500-9,999 10,000 +

Number of Archivists – Institutional Members

28

• Most institutional member respondents work for an organization with 1-4 archivists.

1% 8%

1% 4%

10%

None 1-4

15%

5-9 10-19 20-99 100-499 500-2,499

62%

2,500-9,999 10,000 +

29

Member Needs Assessment Individual Membership

Member Needs Assessment – Individual Members 1. The Member Needs Assessment is an analysis that identifies the personal needs that members seek to fulfill with an SAA membership. The results of this assessment will enable SAA to develop benefits and programs to meet the needs of its members.

2. This section examines the responses given by individual members, as well as dual members responding as individual members. 3. Currently, the number one reason why individual members join SAA is to stay current on information about the profession. When members were asked to allocate 100 points to the various reasons why they belong to SAA, roughly 24% of all points were allocated to this reason. 4. The second most popular reason for joining, which received 17% of the allocated points, was to network and build professional relationships.

5. Other reasons that received 5% of the points or more, (ranked in order of importance), are: to receive the journal and newsletter (11.0%), to support the profession (9.4%), to show that they are professionals (9.3%), to advance their careers (9.0%), and to get SAA’s member benefits (7.4%). 6. This section of the report examines these top seven reasons for belonging to SAA and how their priorities vary by member segments.

30

31

Reasons For Belonging to SAA - Individual Membership • The chart below shows the distribution of points by all individual and dual respondents. Respondents were asked to allocate more points to the more important reasons for having an SAA individual membership. Stay current on information about profession

24.3%

To network and build relationships

17.0%

Subscriptions to the journal and newsletter

11.0%

To support the profession

9.4%

To show that I am a professional

9.3%

To advance my career

9.0%

To receive SAA's member benefits

7.4%

To support SAA

4.5%

My professor/advisor suggested I join

2.9%

My dues are reimbursed

1.5%

Prestige of being an SAA member

1.3%

My supervisor/mentor suggested I join

1.1%

SAA membership is a job requirement

0.6%

Other

0.8% 0%

Percentage of Points Allocated

5%

10%

15%

20%

Q10. Individuals belong to associations for a variety of reasons. Please tell us the reasons why you belong to SAA. Please allocate a total of 100 points among the following reasons, assigning more points to the more important reasons .

25%

30%

Top Reasons For Individual Membership – Loyalty

32

• Individual members who are loyal place a higher priority on belonging to SAA to stay current on information. This could be explained as those individuals who have a higher priority on staying current in their profession are having their needs met better by their SAA membership. • Vulnerable members place a higher priority on using the membership to show they are a professional and to advance their career. This could be explained as those individuals who are not loyal to SAA are more interested in self-promotion rather than self-improvement. 40%

Loyal Neutral Vulnerable

35% 30% 25% 20% 15%

26% 23% 19%

17% 17%

15% 11% 12%

10%

14% 10%

10% 9% 8%

8%

10%

8% 9%

11% 8% 8% 7%

5% 0% Stay current on To network and information about build relationships profession







Top Reasons For Individual Membership – Member Type

33

• Individual members want to stay current, to network, to receive subscriptions and to support the profession. • Students place a higher priority on advancing their career as a reason for belonging to SAA, while associate members have a higher priority on staying current and receiving SAA’s publications.

40% 35% 30%

Associate Individual Student

33% 26%

25% 20%

18%

18%

16%

15% 10%

10%

17% 14% 11%

9%

11% 11%

10% 6%

6%

8%

5%

8% 5%

8% 7%

10%

0% Stay current on To network and information about build relationships profession







Top Reasons For Individual Membership – Dues Reimbursement

34

• Individual members who pay their own dues have slightly higher priorities on belonging to SAA to support the profession, to show that they are a professional and to advance their career.

40%

Reimbursed dues

35% 30% 25% 20%

No reimbursement 27% 24% 16% 17%

15%

10% 11%

10%

8%

10%

8%

10%

10% 7%

8%

7%








Top Reasons For Individual Membership – Individual vs. Dual

35

• Not shown in the graph below, is that for dual members, their fifth most important reason for belonging to SAA is to support SAA. As a group, dual members allocated 11% of their points to this reason.

40%

Individual membership

35%

Dual membership

30% 25% 20%

24% 23% 17% 16%

15%

14% 11%

10%

12% 9%

9%

8%

9% 6%

5%

7%

5%








Top Reasons For Individual Membership – Sex

36

• Female individual members place a higher priority on staying current on information about their profession as a reason for belonging to SAA, while male individual members place a slightly higher priority on supporting the profession.

40%

Male

35%

Female

30% 25% 20%

25% 22% 16% 17%

15%

12% 11%

12% 8%

10%

9%

10%

9%

9% 6%

8%








Top Reasons For Individual Membership – Captive Members

37

• Captive members are individuals who give a very low rating to the value they receive from their SAA membership, but still plan to renew their membership. Typically, association members renew their membership because they believe their membership is a good value i.e. the benefits of being a member outweigh the cost of being a member. Captive members belong for reasons other than having a valued membership. • Captive members, similar to other vulnerable members, are more interested in selfpromotion. 40%

Captive member

35%

Not captive

30% 25%

25% 20%

18%

16% 17%

15%

16% 12%

11% 11% 8%

10%

9%

9%

9% 6%

8%








Top Reasons For Individual Membership – Continuing Education

38

• Individual members who used SAA’s continuing education programs place a higher priority on belonging to SAA in order to stay current, to build relationships through networking, and to support the profession.

• Individual members who did not participate in continuing education through SAA are more interested in advancing their career and receiving SAA’s member benefits.

40%

Used SAA continuing education

35%

Did not use continuing education

30% 25% 20% 15%

25% 22% 18% 15% 11% 11%

10%

10%

12% 8%

9%

9%

8%

7%

9%








Top Reasons For Individual Membership – Annual Meeting Attendance

39

• Not surprisingly, individual members who attend the Annual Meeting are more interested in networking and building professional relationships.

40%

Attended SAA Annual Meeting

35%

Did not attend Annual Meeting

30% 25% 20% 15%

25% 24% 20% 12%

11% 12%

10%

10%

8%

10%

9%

8%

10%

10% 6%








Top Reasons For Individual Membership – Age (pg. 1)

40

• Older members are more interested in staying current on information about the profession and supporting the profession.

< 25 30-34 40-44 50-54 60-64

40% 35% 29%29%

30%

27% 27%

25% 20%

28%

25-29 35-39 45-49 55-59 65 and over

27%

22%22% 20%20%

19% 17%

17% 17%

18%

17% 15%

15%

16%

13%

16% 14% 10%10% 10%

10%

11%11%

12% 12%

13%

6%

7%

8%

9%

10%

11%11%

12%

13%13%

6%

5% 0% Stay current on information about profession





Top Reasons For Individual Membership – Age (pg. 2)

41

• Younger members are more interested in advancing their careers.

< 25 30-34 40-44 50-54 60-64

40% 35% 30%

25-29 35-39 45-49 55-59 65 and over

25% 20%

16% 14%

15% 10%

8%

10%

11% 11%

10%

9% 9%

8%

6%

8%

13%

11%

9% 9%

8% 8% 4%

5%

5%

7% 7% 5%

4%

6%

7%

8% 8% 8%

1%

0% To show that I am a professional




Top Reasons For Individual Membership – Years a Member (pg. 1)

42

• Individuals who have been members for a longer period of time place a higher priority on supporting the profession as a reason for belonging.

0-1 Years 4-5 Years 8-10 Years 16-20 Years 26 + Years

40% 35% 30%

28% 28%

25% 20%

24% 24% 24%

27%

26%

2-3 Years 6-7 Years 11-15 Years 21-25 Years

25%

20% 16%

17% 17%

18%

19% 19% 17% 17%

18% 16%

15%

13% 13% 11%

10%

13%

12% 10%

13% 13%

11% 11%

10%

8%

8% 8%

11% 9%

6%






Top Reasons For Individual Membership – Years a Member (pg. 2)

43

• Individuals who have been members for a shorter period of time place a higher priority on advancing their careers as a reason for belonging.


40% 35% 30%


25% 20% 15% 10%

10% 7%

9%

11% 11%

13% 10%

9% 9%

5%

8%

12%

11% 8%

10% 6% 6%

5%

4%

8% 8%

7% 5%

6%

7%

6%

7%

2%





Top Reasons For Individual Membership – Salary (pg. 1)

44

• There is a positive correlation between salary and the relative priority given for belonging in order to support the profession.

< $20K $30K-$39K $50K-$59K $70K-$79K $90K-$99K

40% 35% 30% 25%

27% 27% 22%

23%

24%

25%

25%

$20K-$29K $40K-$49K $60K-$69K $80K-$89K $100K +

26% 23%23% 20%

20%

17% 15%

15%

16%

17%

18%

21% 19%19%

18%18%

17% 12%12%

10%

11%11%

12%

13% 11%

14%

14% 11%

9% 6%

7%

8%

9% 9%

10%

11%






Top Reasons For Individual Membership – Salary (pg. 2)

45

• Consistent with younger age and less time being a member, individuals who have lower salaries are more interested in belonging to SAA in order to advance their careers.

40%

< $20K $30K-$39K $50K-$59K $70K-$79K $90K-$99K

35% 30% 25%

$20K-$29K $40K-$49K $60K-$69K $80K-$89K $100K +

20% 15% 10%

9%

10% 10% 10% 7%

12% 9% 9%

9% 6%

5%

9% 6%

11%

9% 9%

9% 6%

5%

4%

3%

5%

10% 7%

8%

6% 6%

7% 5%

6% 4%





Top Reasons For Individual Membership – Race/Ethnicity

46

• The chart below shows the relative priorities given to the top seven reasons for belonging to SAA by race/ethnicity. • Only those races/ethnicities that had more than two respondents were included in this analysis.

African American Hispanic

40% 35%

Asian Caucasian

30% 25% 20%

25% 23%23% 20%

19% 19% 18% 17%

15% 10%

8%

11%

10% 7%

11% 7%

10% 9%

10% 9%

7%

9%

11%

10% 7%

9%

8% 4%

5%

6%

8%






Q10. Individuals belong to associations for a variety of reasons. Please tell us the reasons why you belong to SAA. Please allocate a total of 100 points among the following reasons, assigning more points to the more important reasons.


Top Reasons For Individual Membership – Education

47

• Not shown in the chart below is that 14% of high school educated members’ points and 11% of bachelor’s degreed members’ points were given to joining SAA because of their professor’s suggestion.

• In this analysis, respondents in the high school category are those who did not check any completed education higher than high school. • Individuals were placed into the bachelor’s degree category if they did not check any education beyond a bachelor’s degree. 40%

High School Master's degree

35% 30% 25% 24%

25% 20%

20% 19%

Bachelor's degree Ph.D.

22% 16%17%17%

14%

15% 9%

10%

11% 8%

13%

11%

10%

10% 7%

6%

5%

12%

2%

9% 10%

9%

8% 4%

7% 7%

4%








Top Reasons For Individual Membership – Employment Status (pg. 1)

48

• Not shown in the chart below, respondents who are retired allocated 12% of their points to supporting SAA.

Employed full time Employed part time Unemployed, seeking full time Unemployed, seeking part time Retired Student

40% 35% 30% 25% 20%

25%

23%

24% 24%

25%

18%

18% 15%

15%

16% 16%

14%

17%

16% 11% 11%

10%

13% 9%

9%

8%

10% 6%

5%

5%

5%

6%

0% Stay current on information about profession





Top Reasons For Individual Membership – Employment Status (pg. 2)

49

• Unemployed members and student members place a higher priority on belonging to SAA in order to advance their careers.

Employed full time Employed part time Unemployed, seeking full time Unemployed, seeking part time Retired Student

40% 35% 30% 25% 20%

16%

15% 10%

10%

12% 9%

11%

10% 7%

7%

5%

14%

13%

8%

7%

8%

9%

8%

10% 6%

2%





50

Member Needs Assessment Institutional Membership

Member Needs Assessment – Institutional Members

51

1. The Member Needs Assessment is an analysis that identifies the needs that members seek to fulfill with an SAA institutional membership. The results of this assessment will enable SAA to develop benefits and programs to meet the needs of its institutional members. 2. This section examines the responses given by institutional members, as well as dual members responding as institutional members. 3. Currently, the number one reason why institutional members join SAA is to stay current on information about the profession. When members were asked to allocate 100 points to the various reasons why they belong to SAA, 25% of all points were allocated to this reason. This is statistically identical to the responses given by SAA’s individual members. 4. The second most popular reason for joining, which received 15.7% of the allocated points, was to receive the journal and the newsletter. 5. Other reasons that received 5% of the points or more (ranked in order of importance) are: to receive member benefits for employees (11.0%), to network and build relationships (9.0%), to support the profession (8.6%), to show they are reputable archival institutions (7.3%), and to advance their institution’s mission (5.5%). 6. This section of the report examines these top seven reasons for having an SAA institutional membership and how their priorities vary by member segments.

Reasons For Belonging to SAA – Institutional Membership

52

• The chart below shows the distribution of points by all institutional member respondents and dual member respondents. More points were given to the more important reasons for having an SAA institutional membership. Stay current on information about profession

25.0%


15.7%

To receive member benefits for employees

11.0%


9.0%


8.6%

To show we are a reputable institution

7.3%

To advance our institution's mission

5.5%

To establish institutional partnerships

4.7%

To support SAA

4.4%

To receive individual benefits

Percentage of Points Allocated

3.1%

My supervisor suggested we join

1.7%

To promote our business

1.4%

Prestige of being an SAA member

0.8%

Other

1.8% 0%

5%

10%

15%

20%

25%

Q9Z. Institutions belong to associations for a variety of reasons. Please tell us the reasons why your institution belongs to SAA. Please allocate a total of 100 points among the following reasons, assigning more points to the more important reasons .

30%

Top Reasons For Institutional Membership – Loyalty

53

• It is generally accepted that loyal members are loyal because they find value in their membership and because the needs for which they joined the association and continue to renew their membership are being satisfied.

• Not shown in the graph below is that vulnerable members allocated 6% of their points to belonging because of a supervisor suggestion, 6% to supporting SAA, and 8% for “other” reasons.

40%


35% 30% 25%

30% 22% 19%

20% 14%

15% 10%

14% 10%

9%

16%

14% 11%

12%

11% 7% 6%

7%

9%

6% 7%

5%

6% 6%

4%



Member benefits To network and for employees build relationships





Top Reasons For Institutional Membership – Individual Sub Type

54

• Compared to sustaining institutional members, regular institutional members allocated more of their points to member benefits for employees and satisfying their need to show that they are a reputable archival institution.

• Not shown is that sustaining institutional members gave 10% of their points to supporting SAA.

Regular institutional Sustaining institutional

40% 35% 30%

27% 28%

25% 20%

16% 13%

15%

11%

10%

10%

12%

5%

5%

7%

9%

7%

5%

7%

1%








Top Reasons For Institutional Membership – Company Sub Type

55

• Regular institutional members are more interested in staying current, receiving SAA’s publications, and receiving member benefits for their employees. • Sustaining institutional members are more interested in supporting the profession.

Regular institutional Sustaining institutional

40% 35% 30% 25%

26% 22%

20%

16% 13%

15%

12%

12% 8%

10%

9%

8%

8%

7%

7%

5%

5%

6%








Top Reasons For Institutional Membership – Institutional vs. Dual

56

• Not shown in the chart below is that dual members allocated 8% of their points to supporting SAA as a reason for belonging.

40%

Institutional membership

35% 30%

Dual membership 28%

25% 18%

20% 15%

13%

15%

15% 10%

10%

13% 10%

8%

12% 6%

3%

5%

6%

5%








Top Reasons For Institutional Membership – Sex

57

• Not shown in the chart below is that male members gave 7% of their points to supporting SAA while female members gave 4%.

40% 35%

Male

30%

Female

26%

25% 20%

20% 16% 16%

15%

11% 12% 8%

10%

9%

9%

9%

10%

9% 6%

6%








Top Reasons For Institutional Membership – Captive Membership

58

• Institutional members who have been identified as captive (i.e. rate the value of their membership low but plan to renew their membership), have a higher priority on belonging to SAA in order to show that they are a reputable archival institution, and place a lower priority on staying current on information about the profession.

Captive

40%

Not captive

35% 30%

26%

25% 20%

20% 15%

20% 15% 12% 11%

11%

10%

10%

9%

9% 5%

5%

6%

6% 3%








Top Reasons For Institutional Membership – Continuing Education

59

• Institutional members who have used SAA’s continuing education programs place a higher priority on staying current, getting member benefits for their employees, and supporting the profession.

40%

Used SAA continuing education

35% 30%

Did not use continuing education 26%

25% 20%

18%

15%

16% 15% 12%

10%

12% 6%

8%

9% 6%

7%

9%

8%

5%

5%








Top Reasons For Institutional Membership – Annual Meeting Attendance 60 • Those who have attended an Annual Meeting in the past five years are more interested in belonging to SAA in order to stay current, to show they are a reputable archival institution, and to advance their institution’s mission.

40%

Attended SAA Annual Meeting

35%


30% 25%

24%

26%

20%

16% 16% 13%

15%

9%

10%

10%

8%

10%

10% 7%

5%

5%

8% 4%








Top Reasons For Institutional Membership – Age

61

• Younger members are more interested in showing that their institution is reputable, while older members are more interested in staying current and receiving SAA’s publications.

40% 35% 30% 25%

31% 26%

40-49

50-59

60 +

25%

20% 15%

30-39

15%

18% 16% 15% 10%

10%

15%16% 9% 10%

10% 9% 9%

8% 9% 5%

5%

10% 7%

11% 8%

6% 6%

4%

6%

8% 4%








Top Reasons For Institutional Membership – Years a Member (pg. 1)

62

• In general, newer institutional members are more interested in an SAA membership to satisfy their need for staying current on information about the profession.


40% 36%

35% 30%

34%

33% 28%

25%

24%

25%

23% 21%

20%

18%

21%

19%

18% 16%

13%

12% 9%

17%

16%

15%

15% 10%


13%

10%

9% 6%

10% 8%

13% 10%

9% 7%

9%

11%

10% 8%

8%

9% 6%

5% 0%

Stay current on information Subscriptions to the journal about profession and newsletter

Member benefits for employees



Top Reasons For Institutional Membership – Years a Member (pg. 2)

63

• In general, longer tenured members are more interested in supporting the profession than newer members.


40% 35% 30% 25%


20% 14%

15% 10% 5%

7%

10% 10%

8% 5%

8%

4%

12% 9%

9%

8%

6% 2%

5%

10%

8% 3%

8%

7% 3%

4%

5%

7% 7% 4% 4%

0%





Top Reasons For Institutional Membership – Salary (pg. 1)

64

• The only pattern below is that individuals with higher incomes tend to need an SAA membership less for staying current on information about the profession.

$20K-$29K $40K-$49K $60K-$69K $80K-$89K $100K +

40% 35% 30% 25% 20% 15% 10%

33% 30% 28%

27%

$30K-$39K $50K-$59K $70K-$79K $90K-$99K

25% 22%

21%

23%

22%

20%

19%

18% 14%

18% 15%

13%

17%

16%

15%

15%

13%

13%

10%

10% 6%

10%

9% 6%

6%

5%

11% 11%

10% 8%

7% 5%

0%





4%

Top Reasons For Institutional Membership – Salary (pg. 2)

65

• Members with higher incomes tend to rely more on an SAA membership in order to satisfy their need to support the profession.

$20K-$29K

$30K-$39K

$40K-$49K

$50K-$59K

35%

$60K-$69K

$70K-$79K

30%

$80K-$89K

$90K-$99K

40%

$100K +

25% 20%

16%

15% 9%

10% 5%

5%

7%

8%

12%

10%

10%

8% 8%

7% 1%

10% 10%

8% 3%

5%

10%

9%

7%

7%

4%

1%

7% 2%

4% 4%

0%





Top Reasons For Institutional Membership – Education

66

• Not shown in the chart below is that PhDs gave 11% of their points to supporting SAA.

40% 35%

Bachelor's degree Master's degree Ph.D.

33%

30% 25%

24%

26%

20%

17% 13%

15%

18% 15%

10%

11% 6%

5%

11%

10% 5%

7%

10%

8% 9%

7%

5% 6% 6%



4%






Top Reasons For Institutional Membership – Employees (pg. 1)

67

• In general, smaller firms have a lower priority on belonging the SAA for its publications.

1-4 10-19 100-499 2,500-9,999

40% 34%

35% 30% 25%

28% 23%

27%

5-9 20-99 500-2,499 10,000 or more

27% 23% 23%

22%

21%

20%

17%

16%

22% 17%

16%

15% 11%

10%

8%

15%

14%

13% 11% 7%

7%

12%

11% 8%

7%

9%

8% 6%

6%

7%

8%

5% 0%





Top Reasons For Institutional Membership – Employees (pg. 2)

68

• There are no generalizations that can be drawn from the information below.

40%

1-4 10-19 100-499 2,500-9,999

35% 30% 25%

5-9 20-99 500-2,499 10,000 or more

20% 15% 10% 5%

9%

11% 7%

11% 7%

7%

3%

8%

9%

10%

9% 5%

6%

9%

8% 5% 2%

6%

5%

7%

2%

7% 3%

5%

0%





Top Reasons For Institutional Membership – Number of Archivists

69

• Smaller firms rely on SAA more for staying current, while larger firms are more interested in SAA’s member benefits for their employees and supporting the profession. • Not shown below is that respondents in the largest category (20-99) allocated 13% of their points to supporting SAA.

None 5-9 20-99

40% 35% 30% 25%

33% 27% 24%

20% 15% 10%

1-4 10-19

15%

19% 18% 17% 15% 14%

9%

20% 15% 12% 10% 5%

5%

14% 14% 10% 10% 8% 8% 7%

10% 7% 6%

9% 4%

6% 7% 5%

7% 6%

4% 4% 4%








Top Reasons For Institutional Membership – Type of Institution

70

• For-profits gave 12% of points to belonging because of a supervisor’s suggestion and 16% of their points were allocated to promoting their business (not shown).

40%

Academic

Government

35%

Nonprofit

For-profit

30% 25%

29% 25% 24% 22%

20%

18%18% 15%

15%

17% 13% 9%

10% 5%

13% 11%

10%

8% 8% 3%

11%

9% 10% 8% 4%

5%

4%

7%

6% 2%

3%

2%








Top Reasons For Institutional Membership – Government Agency

71

• Federal agencies are more likely than other governmental agencies to belong to SAA for member benefits, while municipal agencies are more likely than other governmental agencies to satisfy their need for networking with an SAA membership.

Federal State Municipal

40% 35% 30% 25%

24% 25% 23%

25% 20%

20%

18% 19%

19% 16% 13%

15% 10%

7%

5%

9% 5%

12% 7% 4% 3% 3%

5% 1%

3%








Top Reasons For Institutional Membership – Type of Nonprofit

72

• Religious institutions allocated more than half of their total points (53%) to staying current on information and receiving SAA’s periodicals.

Historical society Religious

40% 34%

35% 30%

26% 23%

25%

19%

20% 15% 10%

12%

10%

5%

2%

4%

13% 5%

5%

3%

0%




4%





73

Member Loyalty Assessment

Member Loyalty Assessment

74

1. The purpose of the Member Loyalty Assessment is to determine the mix of SAA members whose relationship with the association can be classified as loyal, neutral, or vulnerable.

2. In addition, this analysis will identify member characteristics that can be used to identify which non-responding members are more likely (or less likely) to be loyal to SAA. 3. This information will enable SAA to target its recruiting efforts to individuals who possess the same characteristics as current loyal members, improve the association in ways that will strengthen its relationship with neutral members, and develop intervention programs to retain more vulnerable (at-risk) members. 4. Members are classified as either loyal, neutral, or vulnerable based on their responses to three questions – likelihood to recommend an SAA membership to others, likelihood to renew their SAA membership, and how they perceive the value of their SAA membership. 5. An illustration of the rules for defining an individual’s loyalty classification appears on the following page.

Loyalty Classification

75

• To be loyal, members must give responses to all three questions in the green region (all top 2 responses). • Neutral members’ responses fall into the yellow region, or a combination of the yellow and green regions. • Vulnerable members are those who gave at least one response in the red region (bottom 2). Loyal

Neutral

Vulnerable

Likely to recommend an SAA membership

Extremely likely

Very likely

Somewhat likely

Not very likely

Not at all likely

Likely to renew their SAA membership

Extremely likely

Very likely

Somewhat likely

Not very likely

Not at all likely

Value of an SAA membership

Excellent

Very good

Good

Marginal

Poor

Loyalty Profile – Overall

76

• Overall, the loyalty profile for SAA members is in the range of a typical professional membership association (i.e. percentage of loyal members over 50% and the percentage of vulnerable members below 15%.) • Institutional members are more likely to be loyal and less likely to be vulnerable than dual members.

Individual Membership

Institutional Membership

100% 80% 54%

36%

43% 59%

60% Loyal 39%

40%

43% 37%

0%

Vulnerable 31%

20%

Neutral

25%

9%

14%

10%

Individual

Dual

Institutional

Dual

N=1985

N=28

N=138

N=28

Loyalty Profile – Participated in Continuing Education

77

• Individual members who participate in SAA’s continuing education programs are more likely to be loyal and less likely to be neutral than other individual members. • Institutional members who participate in SAA’s continuing education programs are more likely to be loyal and less likely to be vulnerable than other institutional members.



100% 32%

80% 55%

48%

60%

60% 44%

40% 36%

42%

20%

Neutral Vulnerable

30% 24%

0%

Loyal

9%

10%

10%

Participated in CE

Did not participate in CE

Participated in CE

Did not participate in CE

N=1462

N=551

N=141

N=25

Loyalty Profile – Experienced Significant Problems With SAA

78

• Individual members who have experienced a significant problem with SAA are less likely to be loyal and more likely to be neutral than those who have had no problems. • Institutional members who have had a problem with SAA are more likely to be vulnerable and less likely to be loyal.

Individual Membership 100%

Institutional Membership 0% 25%

80%

38% 54%

57%

60% Loyal 40%

Neutral

75%

50% 37%

32%

12%

9%

11%

Experienced a problem

Did not experience a problem

N=60

N=1953

20% 0%

Experienced a problem N=4

Did not experience a problem N=162

Vulnerable

Loyalty Profile – Annual Meeting Attendance

79

• There are no significant differences in the loyalty profiles between individuals who have attended an Annual Meeting in the past five years and those who have not.



100% 80%

52%

55%

56%

55%

60% Loyal 40%

Neutral 38%

36%

32%

32%

10%

9%

12%

13%

Attended Annual Meeting


Attended Annual Meeting


N=1179

N=834

N=104

N=62

20% 0%

Vulnerable

Loyalty Profile – Sex

80

• There are no significant differences in the loyalty of SAA members by sex.



100% 80% 54%

53%

50%

57%

60% Loyal Neutral

40% 33%

35%

38%

11%

9%

Male

Female

Male

Female

N=499

N=1454

N=48

N=108

33%

20% 0%

17%

10%

Vulnerable

Loyalty Profile – Education

81

• None of the differences below are statistically significant at the 95% confidence level. • Those segments that appear to have a large difference are not statistically significant due to the small number of respondents in the segment.

100% 80% 57%

60%

55%

51%

60% 74%

75% 88%

40% 35%

20%

36%

0%

High School N=8

Neutral

35%

25%

0%

Loyal

39% 26%

8%

9%

10%

6% 6%

Bachelor's Degree

MA/MS/MFA

MLS/MLIS

MBA

PhD

JD

N=304

N=937

N=17

N=119

N=19

N=1145

Individual Members

5%

0%

Vulnerable

Loyalty Profile – Education

82

• Similar to individual members, none of the loyalty differences by education segment of institutional members are statistically significant.

100%

0%

80%

50% 67%

56%

58%

50%

47% 67%

60% 0%

40%

35% 42%

20%

31%

29%

50%

33%

33% 8%

0%

Loyal

13%

18%

13%

0%

High School

Bachelor's Degree

MA/MS/MFA

MLS/MLIS

N=3

N=12

N=96

N=84

MBA N=2


PhD

JD

N=17

N=3

Neutral Vulnerable

Loyalty Profile – Age

83

• Older member segments of individual members have a higher percentage of loyal members and a lower percentage of neutral members. Loyal Neutral Vulnerable 100% 80%

51%

44%

42%

49%

56%

60%

55%

61%

68%

69%

26%

27%

60% 40% 38%

46%

44%

40%

35%

20% 0%

11%

9%

Under 25

25-29

N=103

N=298

14%

31%

39%

30%

11%

9%

9%

6%

9%

6%

4%

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65 and over

N=301

N=233

N=204

N=179

N=183

N=176

N=164

N=97

Individual Members

Loyalty Profile – Age

84

• Although the segment sizes of institutional members’ ages are too small for statistically significant differences, it appears that they are similar to individual members in that older member segments tend to have a higher percentage of loyal members. Loyal Neutral Vulnerable 100% 80%

40%

50% 64%

50%

54%

48% 61%

67%

75%

60% 17%

40%

40%

33%

35%

33% 20% 9%

0% Under 25

25-29

N=0

N=6

38% 39%

27%

20% 0%

25%

25% 7%

14% 4%

17% 8%

30-34

0% 35-39

40-44

45-49

50-54

55-59

60-64

65 and over

N=11

N=15

N=15

N=12

N=28

N=29

N=23

N=12


Loyalty Profile – Annual Salary

85

• Individual members whose income is in the $30K’s or $70K’s are the least loyal and the most neutral. All other salary segments have loyalty percentages that are statistically the same. Loyal Neutral Vulnerable 100% 80%

51%

46% 58%

58%

46%

53%

57%

39%

33%

55%

58%

62%

60% 40% 40%

20% 0%

42% 34%

34%

43%

21% 38%

30% 21%

9%

8%

12%

8%

8%

10%

11%

7%

< $20K

$20K-$29K

$30K-$39K

$40K-$49K

$50K-$59K

$60K-$69K

$70K-$79K

$80K-$89K

$90K-$99K

$100K and over

N=333

N=144

N=231

N=295

N=244

N=168

N=111

N=55

N=44

N=81

Individual Members

8%

Loyalty Profile – Annual Salary

86

• The segment sizes of institutional members’ annual salaries are too small to find statistically significant differences. Loyal Neutral Vulnerable 100%

0%

80%

43% 62%

58%

59%

57%

56%

60%

68%

60%

87% 100%

40% 25%

20% 0%

N=1

29%

12%

14%

20% 16%

42%

13% 0% < $20K

29%

20%

$20K-$29K

0% $30K-$39K

$40K-$49K

$50K-$59K

$60K-$69K

N=8

N=12

N=17

N=28

N=10

57%

16%

31%

13%

$70K-$79K

0% $80K-$89K

0% $90K-$99K

N=19

N=14

N=8


13% $100K and over

N=16

Loyalty Profile – Race/Ethnicity

87

• Asian member respondents are less likely to be loyal and more likely to be neutral than African American member respondents or White/Caucasian member respondents. • This analysis was not conducted for institutional members due to the small number of respondents in each category.

100% 34%

80% 61%

58%

54%

47%

60% Loyal 40% 20% 0%

35%

57%

Neutral Vulnerable

37%

30%

34%

9%

8%

9%

African American

Latino / Hispanic

White / Caucasian

Native American

Asian

N=43

N=59

N=1748

N=17

N=68

18%

Individual Members

9%

Loyalty Profile – Type of Institution

88

• The numbers of respondents are too few for the differences below to be statistically significant. • The respondents in this analysis are dual members, i.e. members who have been assigned an individual member loyalty classification, and who also have institutional member classifications. 100% 33%

80% 60%

50% 71%

Loyal 42%

40% 20% 0%

25%

29%

Vulnerable

25%

25%

Nonprofit organization

Academic Institution

0%

Government agency N=7

N=4

Individual Members

Neutral

N=12

Loyalty Profile – Type of Institution

89

• None of the differences below are statistically significant at the 95% confidence level.

100% 80% 57%

53%

57%

45%

60% Loyal 40% 20% 0%

27% 38%

35%

5%

8%

Nonprofit

Government

N=37

N=37

33%

20%

22%

Academic

For-profit

N=66


N=9

Neutral Vulnerable

Loyalty Profile – Employment Status

90

• Individual members who are retired are more likely to be loyal and less likely to be neutral than members in other employment classifications. • The only categories of employment for institutional members that were large enough for this analysis are employed full time and employed part time. There are no significant differences in loyalty between these two categories of employment for institutional members. 100% 80% 55%

60%

55%

53%

55%

52%

68%

Loyal

40% 20% 0%

23% 9%

Retired

N=57

34%

38%

42%

39%

36%

3%

6%

9%

13%

10%

Unemployed, seeking part time work

Student

Employed, part time

Unemployed, seeking full time work

Employed, full time

N=38

N=326

Neutral Vulnerable

N=287

Individual Members

N=83

N=1351

Loyalty Profile – Years a Member

91

• Brand new members tend to be more loyal or sometimes more neutral in the beginning as they have had relatively few experiences with the association and tend to still be in their honeymoon period. • Older member groups also tend to have a higher percentage of loyal members as those who are in their cohort but are not loyal usually drop their membership in their earlier years. Loyal Neutral Vulnerable 100% 80% 56%

49%

48%

47%

54%

60%

50%

60% 70%

60% 40% 35%

41%

40%

40% 39%

20% 0%

32%

42% 34% 26%

9%

10%

12%

13%

0-1 Years

2-3 Years

4-5 Years

N=13

N=14

N=23

7%

8%

8%

6%

4%

6-7 Years

8-10 Years

11-15 Years

16-20 Years

21-25 Years

26 + Years

N=19

N=19

N=26

N=14

N=18

N=20

Individual Members

Loyalty Profile – Years a Member

92

• The small group sizes makes it difficult to draw statistical comparisons among groups.

Loyal Neutral Vulnerable 100% 30%

80%

44% 61%

57%

57%

60%

58%

58%

79%

55%

40% 29%

20% 0%

57%

31%

8%

14%

21% 35%

21% 9%

21%

14% 50%

27% 29% 15%

6%

0%

15%

0-1 Years

2-3 Years

4-5 Years

6-7 Years

8-10 Years

11-15 Years

16-20 Years

21-25 Years

26 + Years

N=13

N=14

N=23

N=19

N=19

N=26

N=14

N=18

N=20


Loyalty Profile – Type of Government Agency

93

• The cell sizes below prevent any of the differences from being statistically significant.

100% 80%

50%

53% 67%

60%

57%

Loyal Neutral

40% 20% 0%

50%

35%

29% 33% 14%

12% 0% Federal / National

State

0% County / Parish

Municipal

N=8

N=17

N=3

N=7


Vulnerable

Loyalty Profile – Type of Nonprofit Organization

94

• It appears that historical society members are the least loyal of all nonprofit organizations, but there are only twelve respondents in this segment.

100% 17%

80%

50% 78%

60% 100%

100%

66%

40%

Neutral 50%

20% 22%

0%

Loyal Vulnerable

17%

0%

0%

0%

0%

Foundation

Medical institution

Religious

Museum (not history)

Historical society

N=4

N=12

N=3

N=3

N=9


Loyalty Profile – Total Employees

95

• The differences below are not statistically significant.

Loyal Neutral Vulnerable 100% 80%

42%

60%

50%

48% 60%

70%

60% 40%

50%

66%

33% 40%

25%

15%

0%

39%

32%

15%

20%

41%

33%

10%

8%

9%

13%

17% 7%

1-4

5-9

10-19

20-99

100-499

500-2,499

2,500-9,999

N=12

N=13

N=10

N=37

N=32

N=23

N=15


17%

10,000 or more N=12

Loyalty Profile – Number of Archivists

96

• The differences below are not statistically significant.

100% 29%

80% 56%

57%

54%

54%

60% 42%

40% 31%

31%

0%

Neutral

29%

Vulnerable

46%

20%

29%

12%

17%

None

1-4

5-9

10-19

20-99

N=16

N=101

N=24

N=13

N=7

13%

Loyal

0%


Loyalty Profile – Company Member Sub Type

97

• The differences below are not statistically significant due to the small cell sizes.

100% 80%

53% 68%

60%


40% 34% 20%

20% 0%

13%

12%

Regular institutional

Sustaining institutional

N=141

N=25


Loyalty Profile – Dues Reimbursement

98

• Individual members whose dues are reimbursed are more likely to be loyal and less likely to be neutral or vulnerable.

100% 80% 60%

52%

Loyal

60%

Neutral Vulnerable

40% 20% 0%

33%

38%

7%

10%

Receives dues reimbursement

Receives no reimbursement

N=414

N=1580

Individual Members

Member Loyalty Assessment – Summary

99

1. As shown on the previous pages in this section, the following types of individual members have a higher percentage of loyal members: a) participate in SAA’s continuing education programs b) have experienced no problems with SAA in the past six months c) dues are reimbursed d) older members e) retired f)

new members or long time members

2. The following types of individual members have a lower percentage of loyal members: a) Asian b) annual income is in the $30Ks or $70Ks

Individual Members

Member Loyalty Assessment – Summary 3. The following types of members have a higher percentage of neutral members: a) experienced a significant problem with SAA recently

b) annual income is in the $30Ks or $70Ks c) Asian

4. The following types of members have a lower percentage of neutral members: a) participate in SAA’s continuing education programs b) dues are reimbursed c) older members

d) retired e) long time members

5. Individual members whose dues are reimbursed are less likely to be vulnerable.

Individual Members

100

Member Loyalty Assessment – Summary 1. As shown on the previous pages in this section, the following types of institutional members have a higher percentage of loyal members: a) institutional member (compared to dual members) b) participate in SAA’s continuing education programs c) have experienced no problems with SAA in the past six months

2. The following types of institutional members have a higher percentage of vulnerable members: a) dual members b) did not participate in SAA’s continuing education programs c) experienced a significant problem with SAA in the past six months


101

102

Captive Members • Captive members are individuals who plan to renew their membership for the next renewal period, but rate the value of their SAA membership as marginal or poor. • The analysis in this section reports the incidence of captive membership among individual and institutional members, examines the differences between captive members and noncaptive members on the reasons why they belong to SAA, and uncovers the characteristics that differentiate captive members from non-captive members.

103

Captive Membership • Six percent (6%) of individual members and 7% of institutional members are classified as being captive. Because these members are extremely likely or very likely to renew their membership, while giving the lowest ratings for the value of their membership, it is hypothesized that value is not the driving force for their decision to remain a member.

• In studies with other professional associations, the typical incidence of captive membership ranges from less than one percent to five percent. High rates of captive membership are usually found in associations that have a certification or other type of benefit that is needed to practice in the profession and usually cannot easily be found in other organizations.

Individual Members

Institutional Members 7%

6%

94% Captive Not captive

93% Captive Not captive

Top Reasons For Individual Membership – Captive Members

104

• Individual members who are captive differ somewhat from other members in their reasons for belonging to SAA. • Captive members are more interested in self-promotion - placing a higher priority on belonging to SAA to show that they are a professional and to advance their career. • Conversely, non-captive members are more interested in self-improvement - placing a higher priority on staying current on information about the profession. 40%

Captive member

35%

Not captive

30% 25%

25% 20%

18%

16% 17%

15%

16% 12%

11% 11% 8%

10%

9%

9%

9% 6%

8%








Top Reasons For Institutional Membership – Captive Membership

105

• Institutional members who are captive also differ slightly from other members in their reasons for belonging to SAA. • Captive members are more interested in promoting their institution - placing a higher priority on belonging to SAA to show that they are a reputable institution and getting periodical subscriptions. • Conversely, non-captive members are more interested in self-improvement (placing a higher priority on staying current on information about the profession) and supporting the profession. 40%

Captive

35%

Not captive

30%

26%

25% 20%

20% 15%

20% 15% 12% 11%

11%

10%

10%

9%

9% 5%

5%

6%

6% 3%








Characteristics of Captive Members •

106

The following types of individual members have a higher incidence of captive members: a) under age 25 or ages 30-49 b) male

c) has an MLS degree d) unemployed, seeking full-time work e) makes $30K-$40K per year, or $90K-$100K per year f) •

has been an SAA member for 4-7 years

The following types of institutional members have a higher incidence of captive members: a) ages 40-49 b) male c) has an MA/MS or a PhD d) earns $40,000 to $80,000 e) works at a university or a historical society f)

has fewer than 20 employees in their organization

g) has fewer than 10 archivists in their organization h) has been an SAA member for 7-20 years

107

Components of Loyalty • There are three components of loyalty – likelihood to recommend an SAA membership to others, likelihood of renewing an SAA membership, and the value of an SAA membership. • This section examines each of these three components in detail to uncover which areas need to be improved in order to improve the overall loyalty of SAA members.

Likely to Recommend

108

• In a typical professional membership loyalty study, the top 2 percentage for the likelihood to recommend the association’s membership ranges from 85% to 95%. • The takeaway from the bar graph below is not the actual percentages, but rather that institutional members are less likely to recommend an SAA institutional membership than individual members are likely to recommend an SAA individual membership. Extremely likely / Very likely 100%

90%

89% 81%

80%

64% 60% 40% 20% 0% Individual - Individual

Individual - Dual

Institutional - Institutional

Institutional - Dual

Q2. If a colleague who is an archivist, or is studying to be one, asked your advice on joining a professional association, how likely would you be to recommend SAA?

Likely to Renew

109

• The top 2 scores for the likelihood to renew their membership is in the range of what is typically found among professional membership associations. • It is typical for the top 2 scores for the likelihood to renew their membership to be higher than for the likelihood to recommend a membership because a recommendation requires that the individual risk his/her personal reputation on the outcome of the recommendation. Extremely likely / Very likely 100%

92%

93%

92%

93%

Individual - Individual

Individual - Dual



80% 60% 40% 20% 0%

Q4. How likely are you to renew your SAA membership in the coming year?

Likely to Renew Without Reimbursement

110

• Respondents who indicated that their dues were reimbursed were asked to indicate their likelihood of renewing their membership if their dues were no longer reimbursed. • The results below are typical. Extremely likely / Very likely

Individual Members 100%

Dual Members 93%

92%

80% 60% 40%

40%

25% 20% 0% With reimbursement

Without reimbursement

With reimbursement

Without reimbursement

Q9. If you personally had to pay 100% of your SAA dues, how likely would you be to renew your membership?

Value of an SAA Membership

111

• In a typical professional membership association study, the percentage of respondents who rate the value of their membership as excellent or very good ranges from 50% to 75%. • It is also typical that the value of the membership receives the lowest rating of all three loyalty components (i.e. recommend, renew, value).

Excellent / Very good 100% 80% 64% 60%

56%

50% 36%

40% 20% 0% Individual - Individual

Individual - Dual



Q6. Considering the benefits, products, and services you receive from SAA in relation to the price of membership, how would you rate the overall value of your membership?

112

Membership Value • Membership value is a primary focus for this study because it receives the lowest ratings of the three loyalty components, and because research has shown that membership value is the primary driver of member retention. • For individual members, the key drivers of value are member benefits, dues, SAA Council, Annual Meeting, publications, and continuing education. • For institutional members, the key drivers of the value of an SAA membership are member benefits, dues, strategic initiatives, publications, and the Annual Meeting. • Underperforming strong drivers, those that appear in the upper left (yellow) quadrant, should be considered for improvement. Items that appear in the upper right (green) quadrant are strong drivers of value and are currently performing adequately. Those items that appear in the bottom half of the matrix (white region) do not have a strong impact on value at this time. Improving any item in the lower half is not expected to have the same impact on membership value as improving any item in the yellow region.

Membership Value Drivers – Individual

113

Improve Strong

• Member benefits • Dues

• SAA Council

Moderate

• Annual Meeting • Publications • Continuing education • Strategic initiatives • Website • SAA Staff • Problems

Weak

Impact

Maintain

Low Performance

70% Top 2

High Performance

Performance Items in the yellow quadrant should be improved, and items in the green quadrant should be maintained.

Membership Value Drivers – Institutional

Strong

Improve

114

Maintain • Member benefits • Dues

• Strategic initiatives

Moderate

• Annual Meeting • SAA Council • Website • Continuing education • SAA Staff • Problems

Weak

Impact

• Publications

Low Performance

70% Top 2

High Performance


Value Drivers – Individual Members

115

• The top 2 scores (percentage of excellent and very good responses) for the drivers of membership value for individual members are shown below. • There are two exceptions. Dues is measured as a top 3 (low, somewhat low, just right), and problems are reported below as the percentage of members who have experienced a problem. For problems, a low number is a positive sign. 100% 80%

Excellent / Very good 80%

78% 68%

60%

66%

60% 53%

50%

45% 38%

40% 20%

3% 0% SAA Staff

Publications

Annual Meeting

Continuing SAA Council Education

Strategic Initiatives

Member benefits

Website

Dues *

* For dues, the percentage shown is the percentage of respondents who rate dues as low, somewhat low, or just right. Three percent of individual member respondents have experienced a problem in the past six months.

Problems *

Value Drivers – Institutional Members

116

• The top 2 scores (percentage of excellent and very good responses) for the drivers of membership value for institutional members are shown below. • There are two exceptions. Dues is measured as a top 3 (low, somewhat low, just right), and problems are reported below as the percentage of members who have experienced a problem. For problems, a low number is a positive sign. 100% 80%


78% 71% 64%

63%

60%

61% 54%

54%

48%

40% 20% 2% 0% Publications

SAA Staff

Continuing Education

Annual Meeting

SAA Council

Strategic Initiatives

Member benefits

Website

Dues *

* For dues, the percentage shown is the percentage of respondents who rate dues as low, somewhat low, or just right. Two percent of institutional member respondents have experienced a problem in the past six months.

Problems *

117

Member Benefits • Member benefits are the strongest drivers of membership value for both individual and institutional members. • For individual members, the overall quality of SAA’s benefits package is driven by five key benefits: (1) bookstore discounts, (2) workshop/webinar discounts, (3) Annual Meeting discounts, (4) the eligibility to vote, and (5) email discussion lists. • For institutional members, the quality of their benefits is driven by eight key benefits: (1) full Annual Meeting discount, (2) partial workshop/webinar discounts, (3) partial Annual Meeting discount, (4) complimentary copies of SAA books, (5) Bookstore discounts, (6) full workshop/webinar discounts, (7) eligibility to serve, and (8) roundtable membership. • This section of the report provides matrices to enable SAA to prioritize the improvement efforts of its member benefits, bar charts that show the performance of each benefit, and bar charts that show the level of awareness and usage of each member benefit.

Membership Benefits Drivers – Individual Members

Strong

Improve

118

Maintain

• Bookstore discounts • Workshop / Webinar discounts • Annual Meeting discounts

Moderate

• Email discussion lists • Career Center job posting discounts • Mentoring program • Online member directory • Section membership • Eligibility to serve

Weak

Impact

• Eligibility to vote

• Roundtable membership

Low Performance

70% Top 2

High Performance


Membership Benefits Drivers – Institutional Members

Moderate Weak

Impact

Strong

Improve

119

Maintain • Full Annual Meeting discount

• Partial Workshop / Webinar discounts • Partial Annual Meeting discount • Complimentary copies of SAA books • Bookstore discounts • Full Workshop / Webinar discounts • Eligibility to serve • Roundtable membership • Eligibility to vote • Career Center job posting discounts • Online member directory • Email discussion lists • Section membership • Group access to American Archivist Online • Mentoring program

Low Performance

70% Top 2

High Performance


Member Benefits Performance – Individual Member Benefits

120

• The bar chart below shows the percentages of individual member respondents who rated each benefit as excellent or very good. • Only respondents who had used a particular benefit were permitted to provide a performance rating for that benefit.

100%

Excellent / Very good

80% 60%

56%

54%

54%

53%

52%

47%

47%

46%

43%

40%

40%

35%

20% 0% Online member directory

Email discussion lists

Roundtable Section Eligibility to membership membership vote

Bookstore discounts

Career Center discounts

Workshop discounts

Eligibility to serve

Q12. More specifically, how would you rate the performance of each of the following member benefits?

Annual Meeting discounts

Mentoring Program

Member Benefits Awareness – Individual Member Benefits

121

• Not all benefits are used equally by all members, nor do they have the same level of awareness among members. The top portion of each bar represents the percentage of members who used the benefit and provided a performance rating. Other members either chose not to use the benefit, or were unaware of the benefit prior to taking the survey. Experienced Aware, but do not use Was unaware 100% 80% 60%

39%

88%

85%

84%

83%

81%

78%

78%

69%

67%

37%

40% 20%

23% 10%

0%

2% Email discussion lists

11% 4%

16%

19%

14%

13%

2%

4%

3%

3%

Bookstore discounts

Eligibility to vote

Workshop discounts

Section Roundtable membership membership

16%

32%

50%

29% 24%

6%

8%

4%

Annual Meeting discounts

Online member directory



18% Mentoring Program

Member Benefits Performance – Institutional Member Benefits (pg. 1)

122

• Because of the number of institutional member benefits tested, the performance ratings are split into two pages. • This page contains the benefits that were rated highest (top half of benefits) by institutional member respondents.

100%


80% 64% 60%

58%

55%

54%

Full workshop discounts


50%

50%

50%

40% 20% 0% Access to American Archivist Online

Complimentary copies of books

Partial workshop Full Annual Online member discounts Meeting discounts directory

Q12. More specifically, how would you rate the performance of each of the following institutional member benefits?

Member Benefits Performance – Institutional Member Benefits (pg. 2)

123

• The bar graph below presents the institutional member benefits whose performance places them in the lower half of benefits based on members’ evaluations.

100%


80% 60%

48%

48%

48%

47%

46%

42%

40%

33%

29%

20% 0% Partial Annual Meeting discounts

Bookstore discounts

Section membership

Roundtable membership

Eligibility to vote



Q12. More specifically, how would you rate the performance of each of the following member benefits?

Mentoring program

Member Benefits Awareness – Institutional Member Benefits (pg. 1)

124

• This page presents the institutional member benefits that are in the upper half for the percentage of members who have used the benefit. • Roughly three-quarters of institutional member respondents have used the benefits on this page. Experienced Aware, but do not use Was unaware

100% 80% 60%

87%

82%

77%

75%

75%

14%

15%

14%

9%

10%

11%

Full workshop discounts

Section membership

72%

72%

14%

17%

14%

11%

40% 20% 0%

10%

15%

3%

3%

Bookstore discounts


Partial workshop Full Annual Online member discounts Meeting discounts directory

Member Benefits Awareness – Institutional Member Benefits (pg. 2)

125

• This page contains the institutional member benefits that are used by fewer members and for which fewer members are aware. • The middle portion of each bar (bright green) represents the percentage of members who are aware of the benefit but choose not to use it. Experienced Aware, but do not use Was unaware 100% 80% 60%

71%

71%

70%

65%

64%

55%

17%

40% 20% 0%

47%

19% 22% 10%

7%

Roundtable membership

Eligibility to vote

14% 16% Partial Annual Meeting discounts

17%

39%

40%

27% 23% 36%

18%

13%

Access to Eligibility to serve American Archivist Online

21%

18% Career Center discounts

Complimentary copies of books

Mentoring program

126

Membership Dues • Membership dues is the second strongest driver of membership value for both the individual and institutional member segments. • The following pages show how various member segments perceive the cost of their dues, and how dues reimbursement affects the perception of individual member dues.

Membership Dues

127

• Most respondents believe that the cost of individual dues is high or somewhat high. • Sixty percent (60%) of dual members believe the cost of institutional dues is low or just right, compared to 46% of institutional members who believe their dues are low or just right.

100% 77%

80% 56%

60% 44%

40%

34%

62% 54% 40%

19%

20%

Individual Dues - Individual Individual Dues - Dual Institutional Dues - Institutional Institutional Dues - Dual

4% 4% 2% 4%

0% Low/Somewhat low

Just right

Somewhat high/High

Q7. Would you say the price of your SAA dues is…?

Membership Dues

128

• Individual members whose dues are reimbursed rate their dues about the same as members who pay their own dues. Typically, members who pay their own dues have a more positive perception of their dues compared to those whose dues are reimbursed. • As to be expected, captive members have a more negative perception of their dues than individuals who are not captive. By definition, captive members rate the value of their membership as marginal or poor. 100%

90%

80% 64% 57%

60% 39%

40%

4% 5%

0%

0%

5%

Low/Somewhat low

Dues are reimbursed Not reimbursed Captive member Not Captive

35%

31%

20%

60%

10%

Just right

Somewhat high/High

Q7. Would you say the price of your SAA dues is…?

Dues Reimbursement – Individual Members

129

• Only 21% of individual members and 14% of dual members receive any dues reimbursement.

Individual members Dual members

100% 80%

79%

86%

60% 40% 19%

20%

11% 0%

0% 0% - I pay all of my own dues

0%

1%-25%

0%

0%

26%-50%

1%

3%

51%-75%

1%

0%

76%-99%

Q8. What percentage of your SAA membership dues is reimbursed or paid by your employer?

100% - fully reimbursed

130

Continuing Education • Continuing education is a strong driver of membership value for individual members, but not for institutional members. • For individual members, the overall quality of SAA’s continuing education programs is driven by six factors: (1) being a good value for the cost, (2) quality of materials, (3) content that is relevant, (4) content that covers current topics, (5) having a broad range of topics, and (6) the teaching ability of the instructor. • For institutional members, the quality of SAA’s continuing education programs is driven by four factors: (1) the expertise of the instructor, (2) content that is relevant, (3) the teaching ability of the instructor, and (4) quality of materials.

Continuing Education Drivers – Individual Members

Moderate

Maintain

• Good value for the cost • Quality of materials • Relevant content • Current content • Broad range of topics • Teaching ability of instructor • Expertise of instructor • Offered when you want it • Offered in convenient locations

Weak

Impact

Strong

Improve

131

Low Performance

70% Top 2

High Performance


Continuing Education Drivers – Institutional Members

Maintain • Expertise of instructor • Relevant content

Moderate

• Teaching ability of instructor • Quality of materials • Broad range of topics • Good value for the cost • Current content • Offered in convenient locations

Weak

Impact

Strong

Improve

132

• Offered when you want it

Low Performance

70% Top 2

High Performance


133

Continuing Education Attributes • In general, the percentage of institutional members who rate the attributes of SAA’s continuing education programs as excellent or very good was as high or higher than the percentage of individual members who gave the same ratings.

Individual members Institutional members

100%


69% 71%

65%

71%

60%

69% 59%

62%

67% 58%

55%

56% 56%

50% 42%

40%

31%

35%

27% 29%

20% 0% Expertise of instructor

Current content

Quality of materials

Ability of instructor

Relevant content

Range of topics

Good value

Q16. How would you rate the quality of SAA’s courses, workshops, live webinars, and on-demand offerings in each of the following areas?

Offered when you want it

Convenient locations

Continuing Education – Awareness and Use of Various Formats

134

• The graph below shows the levels of use and awareness of each of the various formats for delivering educational programs by individual members and institutional members. • The formats are presented below in pairs (individual and institutional) for ease of comparison. Have used Have not used but am aware of Was not aware of 100% 18%

24%

37%

80%

49%

50% 62%

60%

80%

85%

53%

40%

55%

47%

43%

48%

20%

35% 19% 14%

0%

1%

1%

2%

3%

Face-to-face Face-to-face Live webinars - Live webinars courses - Indiv. courses - Inst. Indiv. Inst.

8%

8%

Online, ondemand Indiv.

Online, ondemand - Inst.

29%

29%

Audio CDs Indiv.

Audio CDs Inst.

Q15. More specifically, how would you rate the overall quality of SAA’s continuing education offerings according to each of the following delivery formats?

Continuing Education – Quality of Various Formats

135

• Respondents who have experienced each of the following educational delivery formats provided a value rating. The percentages below represent the percentage of individuals who rated each format as excellent or very good.


100% 80%

72%

74%


60%

48%

45%

50%

40%

34%

31%

20% 0% Face-to-face courses

Online, on-demand offerings

Live webinars

Q15. More specifically, how would you rate the overall quality of SAA’s continuing education offerings according to each of the following delivery formats?

Audio CDs

Course/Workshop Topics – Likelihood of Pursuing From SAA

136

• Individual and institutional members were asked their likelihood of pursuing various topics of instruction from SAA. • Digital records received the highest percentage of individual and institutional member respondents who indicated that they would be extremely likely or very likely of pursing this type of education from SAA.


100% 80%

70%

74%

Extremely likely / Very likely 58%

60%

48%

42% 43%

40%

36%

41%

36% 36%

34%

37%

33%

38%

36% 27%

26%

24%

Reference services

General archival knowledge

20% 0% Digital records

Preservation and protection

Managing archival programs

Arrangement and description

Ethical and legal

Outreach, advocacy, promotion

Selection, appraisal, acquisition

Q17. For each of the following course/workshop/webinar topics, what is the likelihood of your pursuing this type of education from SAA?

Types of Courses – Likelihood of Pursuing From SAA

137

• Four types of courses were also tested for members’ likelihood of pursuing these from SAA. • Tools and services received the highest percentage of extremely likely or very likely responses.


100%

Extremely likely / Very likely

80% 60%

49%

44%

43%

40%

39%

41% 32%

38% 26%

20% 0% Tools and services

Foundational

Tactical and Strategic

Q18. For each of the following types of courses, what is the likelihood of your pursuing this type of education from SAA?

Transformational

Participated in an SAA Workshop, Webinar, or On-demand Course

138

• Seventy-one percent (71%) of individual member respondents and 81% of institutional member respondents have participated in an SAA workshop, webinar, or on-demand course and were able to provide a quality rating.

Individual Members

Institutional Members 19%

29%

71% Yes

No

81% Yes

Q14. How would you rate the overall quality of SAA’s continuing education courses, workshops, webinars, and on-demand offerings?

No

139

Publications • The matrices on the following pages show that all of SAA’s publications are key drivers of the overall perception of publications for individual members, while the key drivers of publications for institutional members are The American Archivist, SAA’s published books, and In The Loop. • All of the attributes tested for The American Archivist are key drivers of the overall perception of the journal for individual members. For institutional members, the key drivers of the journal are (1) the expertise of the authors, (2) having content that reflects current theory and practice, and (3) content that is relevant to their needs.

• Similarly, all of the attributes tested for Archival Outlook are key drivers of the overall quality of the newsletter for individual members. For institutional members, the key drivers of the newsletter are (1) expertise of the authors, (2) covers a broad range of topics, (3) the quality of the writing, and (4) content that is relevant to their needs. • All underperforming key drivers (in the yellow quadrant), should be considered for improvement. Those in the green region are performing adequately at this time, and those in the white region do not have a strong impact on overall quality perceptions at this time.

Publications Drivers – Individual Members

140

Maintain • SAA published books • The American Archivist • Archival Outlook

Moderate

• The American Archivist Online • In The Loop

Weak

Impact

Strong

Improve

Low Performance

70% Top 2

High Performance


Publications Drivers – Institutional Members

141

Maintain

Strong

Improve

• The American Archivist

Moderate

• In The Loop

• The American Archivist Online • Archival Outlook

Weak

Impact

• SAA published books

Low Performance

70% Top 2

High Performance


Publications – Awareness and Level of Readership

142

• The graph below shows the level of awareness and readership for each publication for individual members and institutional members. • The publications are arranged from left to right (in pairs) from those most read by individual members to those least read by individual members. Have read Have not read, but am aware of Was not aware of 100% 80% 61%

60%

92%

98%

94%

96%

88%

93%

83%

55%

75%

40% 33%

20%

11% 7%

0%

1%

2% 0%

The American Archivist Indiv.

The American Archivist Inst.

4% 2%

2% 2%

Archival Outlook Indiv.

Archival Outlook Inst.

10% 2%

6% 1%

SAA books Indiv.

SAA books Inst.

10% 7%

In The Loop - Indiv.

13%

In The Loop - Inst.

Q21. More specifically, how would you rate the overall quality of the following SAA publications?

33%

6%

The American Archivist Online Indiv.

12%

The American Archivist Online - Inst.

Switching From Print Copies to Online Exclusively

143

• When respondents were given the choice of opting out of print copies of the journal and the newsletter and switching to online copies exclusively, about one quarter of all respondents indicated that they would be extremely likely or very likely to exercise that option for the journal. • Slightly more than one-third of all respondents indicated that they would be extremely likely or very likely to exercise that option for the newsletter.


100% 80%

Extremely likely / Very likely

60% 36%

40% 25%

37%

26%

20% 0%

The American Archivist

Archival Outlook

Q26. If SAA members could opt out from receiving print copies of The American Archivist and access the journal exclusively online, assuming no financial incentive (e.g., lower dues), how likely would you be to exercise this option?

The American Archivist Drivers – Individual Members

Strong

Improve

144

Maintain • Current content • Quality of writing

Moderate

• Broad range of topics • Visually appealing design • Relevant content

Weak

Impact

• Expertise of authors

Low Performance

70% Top 2

High Performance


The American Archivist Drivers – Institutional Members

Maintain

Strong

Improve

• Expertise of authors

Moderate

• Relevant content

• Quality of writing • Broad range of topics • Visually appealing design

Weak

Impact

• Current content

Low Performance

70% Top 2

High Performance


145

The American Archivist – Content Areas

146

• The graph below shows the top 2 scores (percentage who reported excellent or very good) for each of The American Archivist’s content areas. • Research articles received the highest quality rating by both types of members, and the International Scene received the lowest ratings by both member segments.


100%


66% 67%

60%

60% 60%

54% 53%

52%

48%

50% 47%

49% 47% 38%

40%

33%

20% 0% Research Articles

Case Studies

Reviews and Review Essays

Perspectives

Presidential Address

Front Matter

Q23. How would you rate the quality of The American Archivist (print and electronic journal) in each of the following content areas?

International Scene

The American Archivist – Level of Readership – Individual Members

147

• The graph below shows the percentage of individual members who reported reading each of The American Archivist’s content areas. They are arranged from left to right from those most read to those least read.

• The middle (bright green) section of each bar shows the percentage of respondents who have not read the content area. Have read Don't read Don't know 100% 80% 60% 96%

94%

87%

87%

83%

79%

74%

14%

13%

40% 20% 0%

1% 3%

Research Articles

2% 4%

Case Studies

8% 5%

6% 7%


Perspectives

12% 5%

7%

Front Matter


Q22. How would you rate the quality of The American Archivist (print and electronic journal) in each of the following areas?

13%

International Scene

The American Archivist – Awareness and Level of Readership – Inst.

148

• At least 79% of all institutional respondents have read the various areas within The American Archivist and have an opinion of the quality of the content.

Have read Don't read Don't know 100% 80% 60% 94%

91%

79%

79%

13%

10%

7%

8%

11%

Front Matter


International Scene

86%

84%

7% 6%

6% 8%

9%


Perspectives

87%

40% 20% 0%

2% 4%

3%

Research Articles

Case Studies

6%

Q22. How would you rate the quality of The American Archivist (print and electronic journal) in each of the following areas?

Archival Outlook Drivers – Individual Members

Maintain

Moderate

• Relevant content • Quality of writing • Visually appealing design • Broad range of topics • Current content • Expertise of authors

Weak

Impact

Strong

Improve

149

Low Performance

70% Top 2

High Performance


Archival Outlook Drivers – Institutional Members

Strong

Improve

150

Maintain • Expertise of authors • Broad range of topics

Moderate

• Relevant content • Current content • Visually appealing design

Weak

Impact

• Quality of writing

Low Performance

70% Top 2

High Performance


Archival Outlook – Content Areas – Individual Members

151

• This graph provides the quality ratings given by individual member respondents of the content areas of Archival Outlook. • Individual members give the highest quality rating to Archival Outlook’s feature articles and the lowest rating to Council Update.


100% 80% 62% 60%

52%

51%

50%

49%

47%

46%

46%

Around SAA

Photo Op

45%

45%

44%

40% 20% 0% Feature Articles

News Briefs

From the Advocating From the President's U.S. for Executive Message Archivist Archives Director

Kudos and Someone In You Should Memoriam Know

Q25. How would you rate Archival Outlook (member newsletter) in each of the following areas?

Council Update

Archival Outlook – Content Areas – Institutional Members

152

• This graph provides the quality ratings given by institutional member respondents of the content areas of Archival Outlook. • Institutional members also give their highest quality ratings to Archival Outlook’s feature articles and the lowest ratings to Council Update, although individual members tend to give higher ratings across the board than do institutional members.


100% 80% 60%

58%

54%

47%

46%

44%

44%

44%

44%

Around SAA

Photo Op

40%

39%

38%

38%

20% 0% Feature Articles

From the U.S. Archivist

From the Executive Director

News Briefs

Advocating President's for Message Archives

Someone Kudos and You Should In Know Memoriam


Council Update

Archival Outlook – Level of Readership – Individual Members

153

• For five of the eleven content areas listed below, the percentage of individual members who report not reading that area is in the double digits.

Have read Don't read Don't know 100% 80%

84%

84%

84%

82%

81%

80%

79%

79%

76%

4%

9%

8%

7%

12%

9%

11%

13%

13%

15%

4%

6%

7%

8%

9%

6%

10%

9%

8%

8%

9%

Feature Articles

News Briefs


President's Message

Photo Op

Someone You Should Know


Kudos and In Memoriam

Council Update

60% 94%

90%

40% 20% 2%

0%

Around SAA Advocating for Archives


Archival Outlook – Level of Readership – Institutional Members

154

• For institutional member respondents, eight of the eleven content areas of Archival Outlook listed below have double digit percentages of “non-readership”.

Have read Don't read Don't know 100% 80% 60%

81%

81%

80%

13%

12%

14%

80%

79%

78%

78%

14%

15%

16%

15%

72%

90%

88%

85%

5%

7%

8%

5%

5%

7%

7%

7%

6%

6%

6%

6%

7%

8%

Feature Articles

News Briefs

Advocating for Archives

Photo Op

Kudos and In Memoriam


Around SAA

Someone You Should Know

President's Message


Council Update

40% 20% 0%


20%

155

SAA Website • The matrices on the two following pages show which of the website’s attributes are the key drivers of members’ overall perception of the website. Improving the underperforming key drivers (those in the yellow quadrant) should improve the overall perception of the website. • The key drivers for individual members are (1) being visually appealing, (2) ease of navigation, (3) providing relevant information, (4) ease of finding information, and (5) ease of using the online store. • For institutional members, the key website drivers are (1) providing relevant information, (2) ease of providing feedback, (3) ease of finding information, and (4) ease of navigation. • The key drivers of the website that are common to both member types are (1) ease of navigation, (2) providing relevant information, and (3) ease of finding information. • The top 2 ratings (percentage of excellent and very good ratings) for all of the website’s key drivers are currently below 70%.

Website Drivers – Individual Members

Maintain

• Being visually appealing

Moderate

• Ease of navigation • Providing relevant information • Ease of finding information • Ease of using the online store • Ease of providing feedback • Having sufficient information • Ease of registering for events online • Ease of paying dues • Page load speed

Weak

Impact

Strong

Improve

156

Low Performance

70% Top 2

High Performance


Website Drivers – Institutional Members

Maintain • Providing relevant information • Ease of providing feedback

Moderate

• Ease of finding information • Ease of navigation • Being visually appealing • Having sufficient information • Ease of paying dues • Ease of using the online store • Ease of registering for events online

• Page load speed

Weak

Impact

Strong

Improve

157

Low Performance

70% Top 2

High Performance


Website Attributes – Individual Members

158

• The graph below provides the top 2 performance ratings of all website attributes given by individual member respondents. • This graph, along with the preceding website matrix for individual members, can be used to prioritize areas for improving the overall performance of the website, from the perspective of individual members.


100% 80% 60%

58%

58%

58%

55%

50%

49%

40%

38%

38%

37%

Ease of navigation

Ease of providing feedback

Ease of finding information

33%

20% 0% Ease of Ease of registering paying dues for events

Page load speed

Providing Ease of Having relevant using online sufficient information store information

Q39. More specifically, how would you rate SAA’s website in each of the following areas?

Being visually appealing

Website Attributes – Institutional Members

159

• The graph below provides the top 2 performance ratings of all website attributes given by institutional member respondents. • The ratings given by institutional members do not differ significantly from those ratings given by individual members.


100% 80% 60%

59%

59%

55%

55%

53%

49%

46%

46%

42%

40%

39%

20% 0% Page load speed

Ease of registering for events

Providing Ease of Having Ease of Ease of relevant paying dues sufficient using online navigation information information store

Ease of providing feedback

Q39. More specifically, how would you rate SAA’s website in each of the following areas?

Being visually appealing

Ease of finding information

Areas For Improvement – Importance

160

• Individual and institutional members agree that the SAA website is the most important area where SAA should devote its improvement efforts. • Both member segments also agree that it is less important to devote resources to improving SAA’s social networking among the big three networking sites at this time. This could signal that members are satisfied with the work that SAA has already done in these three areas. Individual members Institutional members 100%

Extremely important / Very important

85% 86%

80% 65% 64%

60%

55%

54% 42%

40%

49%

54% 45%

20%

18% 16%

18%

SAA on Facebook

SAA on LinkedIn

10%

13%

10%

0% SAA website

Archives & Student Archivists list discussion list

Section discussion lists

Roundtable discussion lists

Q40. How important is it that SAA devote resources and effort to improving each of the following?

SAA on Twitter

Ownership of Internet Devices – Individual Members

161

• Most individual member respondents have a laptop and most do not expect to purchase an Android smartphone or Android tablet, a Kindle or a Nook in the next three years. • Twenty percent (20%) of individual member respondents indicate that they are extremely likely or very likely to purchase an iPad within the next three years. Currently own Extremely / Very likely to own Not very / Not at all likely to own

100% 87%

80%

80% 58%

60%

54%

40%

40%

30%

20%

37% 24%

24%

19% 20%

14% 6% 4%

80%

7%

7%

Android smartphone

Kindle

9%

3%

4% 6%

0% Laptop

iPhone

iPad

Nook

Q41. Which of the following Internet devices do you currently own or are likely to own in the next three years?

Android tablet

Ownership of Internet Devices – Institutional Members

162

• The majority of institutional member respondents have the same ownership and expectations of ownership as the individual member respondents, i.e. the majority own laptops and the majority do not expect to purchase an Android smartphone or Android tablet, or a Kindle or Nook within the next three years. • Additionally, 21% of institutional member respondents expect to purchase an iPad within the next three years. Currently own Extremely / Very likely to own Not very / Not at all likely to own

100% 80%

80%

79% 61%

58%

60%

80%

44%

40%

32%

31% 24%

20%

6% 8%

11%

17%

12%

21% 21% 10%

7%

2%

0% Laptop

iPhone

Android smartphone

Kindle

iPad

Nook

Q41. Which of the following Internet devices do you currently own or are likely to own in the next three years?

6% 5%

Android tablet

Frequency of Website Visits – Individual Members

163

• Seventy-eight percent (78%) of individual member respondents report visiting the SAA website at least once per month.

• Twenty-six percent (26%) of these respondents report visiting the website at least once per week. • Only 1% of individual member respondents never visit the website.

21%

1%

7% 19%

More than once per week About once per week 2-3 times per month About once per month A few times a year

25%

27%

Q37. On average, how often do you visit the SAA website (www.archivists.org)?

Never

Frequency of Website Visits – Institutional Members

164

• Sixty-nine percent (69%) of institutional member respondents report visiting the SAA website at least once per month. This percentage is significantly lower than the 78% of individual members who visit the site with the same frequency. • The 20% of institutional members who visit the SAA website at least once per week is not significantly different from the 26% of individual member respondents who visit the site weekly. 4%

5%

15%

More than once per week

27%

About once per week 2-3 times per month About once per month 26% 24%

Q37. On average, how often do you visit the SAA website (www.archivists.org)?

A few times a year Never

165

SAA Staff • The SAA staff is not a key driver of membership value for either individual members or institutional members. Both types of members give vey high performance ratings to the SAA staff. • For individual members, the overall quality of the SAA staff is driven by six factors: (1) being knowledgeable, (2) being patient, (3) caring about them as members, (4) handling issues in one call, (5) follow-up, and (6) being responsive to their questions. All of these attributes are performing at a very high level. • For institutional members, the overall quality of the SAA staff is driven by only three factors: (1) being responsive to questions, (2) being professional, and (3) being patient. As with individual members, all of these key drivers receive very high ratings from institutional members.

SAA Staff Drivers – Individual Members

166

Maintain

Moderate

• Knowledgeable • Patient • Care about you as a member • Handle issues in one call • Follow-up • Responsive to questions • Professional • Understand your needs • Time spent on hold • Ease of reaching a staff member • Time waiting for a reply

Weak

Impact

Strong

Improve

Low Performance

70% Top 2

High Performance


SAA Staff Drivers – Institutional Members

Maintain

Strong

Improve

167

• Responsive to questions

Moderate

• Patient • Ease of reaching a staff member • Knowledgeable • Care about you as a member • Understand your needs • Time waiting for a reply • Handle issues in one call • Follow-up

Weak

Impact

• Professional

• Time spent on hold

Low Performance

70% Top 2

High Performance


SAA Staff Attributes – Individual Members

168

• The graph below provides the performance ratings given by individual members for the attributes of the SAA staff. • All of the staff attributes receive top 2 ratings in excess of 70%.


Professional Patient

79%

Knowledgeable

79%

Responsive to your questions

78%

Hold time

76%

Time waiting for email reply

74%

Understand your needs

74%

Follow-up

73%

Ease of reaching staff

73%

Care about you

73%

Handle issues in one call

72% 0%

20%

40%

60%

Q34. More specifically, how would you rate the SAA staff in each of the following areas?

80%

100%

SAA Staff Attributes – Institutional Members

169

• The graph below shows the performance ratings for staff attributes given by institutional members. • As with individual members, institutional members give the SAA staff very high evaluations.


Patient Knowledgeable

81%

Professional

79%

Responsive to your questions

78%

Care about you

78%

Handle issues in one call

75%

Understand your needs

75%

Follow-up

73%

Hold time

71%

Ease of reaching staff

70%

Time waiting for email reply

68% 0%

20%

40%

60%

Q34. More specifically, how would you rate the SAA staff in each of the following areas?

80%

100%

170

SAA Council • The SAA Council is the third strongest driver of the value of an SAA membership for individual members, but is not a key driver at this time for institutional members. • For individual members, the seven key attributes that drive the overall quality perception of the SAA council are: (1) being responsive to member concerns, (2) understanding the needs of members, (3) being fiscally responsible, (4) being knowledgeable, (5) being socially responsible, (6) effectively communicating with members, and (7) being accessible to members. • For institutional members, the four key attributes of the SAA Council are: (1) effectively communicating with members, (2) understanding the needs of members, (3) being responsive to member concerns, and (4) being accessible to members.

SAA Council Drivers – Individual Members

171

Maintain • Responsive to member concerns • Understand needs of members • Fiscally responsible

Moderate

• Knowledgeable • Socially responsible • Effectively communicate with members • Accessible to members • Understand needs of the profession • Transparency of decision making • Professional

Weak

Impact

Strong

Improve

Low Performance

70% Top 2

High Performance


SAA Council Drivers – Institutional Members

Strong

Improve

172

Maintain

• Effectively communicate with members • Understand needs of members

Moderate

• Accessible to members • Transparency of decision making • Understand needs of the profession • Socially responsible • Professional • Knowledgeable • Fiscally responsible

Weak

Impact

• Responsive to member concerns

Low Performance

70% Top 2

High Performance


SAA Council Attributes – Individual Members

173

• The graph below shows the percentage of individual member respondents who gave an excellent or very good rating for each of the SAA Council’s attributes. • Being professional and being knowledgeable received the largest percentage of excellent or very good responses.


Professional

72%

Knowledgeable

64%

Understand needs of profession

60%

Fiscally responsible

56%

Socially responsible

52%

Accessible to members Understand needs of members

51%

Responsive to questions

51% 48%

Effecitively communicates

46%

Transparency of decision making

0%

20%

40%

Q36. More specifically, how would you rate the SAA Council (board of directors) in each of the following areas?

60%

80%

SAA Council Attributes – Institutional Members

174

• Institutional members’ evaluations of the various Council attributes is slightly lower than those given by individual members. This could be the result of institutional members’ actual experiences with Council members or perhaps they have higher expectations than individual members have.


Professional

66%

Knowledgeable

63%

Fiscally responsible

61%

Understand needs of profession

51%

Socially responsible

45%

Responsive to questions

44%

Transparency of decision making

42%

Accessible to members

41%

Understand needs of members

38%

Effecitively communicates

0%

20%

40%

Q36. More specifically, how would you rate the SAA Council (board of directors) in each of the following areas?

60%

80%

175

SAA’s Strategic Initiatives • SAA’s strategic initiatives is not a key driver of membership value for individual members, but it is the third strongest driver for institutional members, trailing only member benefits and membership dues in impact on the value of an SAA institutional membership. • There are six initiatives that drive individual members’ overall perception of SAA’s strategic initiatives: (1) adaptation to changes in information technology, (2) diversity of the profession, (3) diversity of the archival record, (4) National Historical Publications and Records Commission, (5) privacy and confidentiality, and (6) access to public record. • For institutional members, the overall perception of SAA’s strategic initiatives is driven by only four factors: (1) diversity of the profession, (2) I Found It In the Archives, (3) Preserving the American Historical Record, and (4) privacy and confidentiality.

SAA’s Strategic Initiatives Drivers – Individual Members

Strong

Improve

Maintain

• Adaptation to changes in IT • Diversity of the profession

Moderate

• National Historical Publications and Records • Privacy and confidentiality • Access to public record • Copyright and intellectual property law • Preserving the American Historical Record • I Found It In the Archives • MayDay • American Archives Month

Weak

Impact

• Diversity of the archival record

Low Performance

70% Top 2

High Performance


176

SAA’s Strategic Initiatives Drivers – Institutional Members

Strong

Improve

Maintain

• Diversity of the profession • I Found It In the Archives

Moderate

• Privacy and confidentiality

• Adaptation to changes in IT • MayDay • Access to public record • Diversity of the archival record • Copyright and intellectual property law • American Archives Month

Weak

Impact

• Preserving the American Historical Record

• National Historical Publications and Records

Low Performance

70% Top 2

High Performance


177

Effectiveness of SAA’s Strategic Initiatives – Individual Members

178

• The graph below shows the percentages of individual member respondents who rated SAA’s efforts in the area as being extremely effective or very effective.

Extremely effective / Very effective National Historical Publications and Records Commission

59%

American Archives Month

54%

Preserving the American Historical Record

54%

I Found It In the Archives

52%

Copyright and intellectual property law

50%

Adaptation to changes in IT

49%

Access to public record

49%

Privacy and confidentiality

49%

MayDay

48%

Diversity of the archival record

42%

Diversity of the profession

34% 0%

20%

40%

Q43. More specifically, how would you rate the effectiveness of SAA’s strategic initiatives in each of the following areas?

60%

Effectiveness of SAA’s Strategic Initiatives – Institutional Members

179

• The graph below shows the percentages of institutional member respondents who rated SAA’s efforts in the area as being extremely effective or very effective.

Extremely effective / Very effective National Historical Publications and Records Commission

57%


55%


52%

MayDay

49%


48%


47%


47%


46%


42%


42%


39% 0%

20%

40%


60%

Awareness of SAA’s Strategic Initiatives – Individual Members

180

• The graph below shows the percentages of individual member respondents who were aware of SAA’s work in these areas prior to taking the survey. • Only individuals who were aware of the initiative prior to taking the survey provided an effectiveness rating.

Am aware of efforts in this area American Archives Month

94%


93%


90%


90%


87%

National Historical Publications and Records Commission

85%


84%


83%


83%

MayDay

81%


80% 0%

20%

40%

60%


80%

100%

Awareness of SAA’s Strategic Initiatives – Institutional Members

181

• The graph below shows the percentages of institutional member respondents who were aware of SAA’s work in these areas prior to taking the survey. • Only individuals who were aware of the initiative prior to taking the survey provided an effectiveness rating.

Am aware of efforts in this area Adaptation to changes in IT

89%


87%


87%


86%


86%


85%


84%

National Historical Publications and Records Commission

84%

MayDay

83%


82%


80% 0%

20%

40%

60%


80%

100%

182

SAA’s Annual Meeting • The SAA Annual Meeting is a key driver for both individual and institutional members. • Because of the relatively small number of institutional members who have attended an SAA Annual Meeting in the past five years, the institutional members who have attended were combined with the individual members in the driver analysis. The matrix on the following page is the result of the driver analysis of the combined member types. • For all SAA member respondents, the overall perception of the quality of an SAA Annual Meeting is driven by eight factors at this time: (1) education sessions, (2) committee meetings, (3) Research Forum, (4) plenary sessions, (5) awards ceremony, (6) exhibit hall, (7) preconference workshops, and (8) all-attendee reception.

SAA’s Annual Meeting – All Respondents

Improve

Maintain

Moderate

Strong

• Education sessions • Committee meetings • Research Forum • Plenary sessions • Awards Ceremony • Exhibit Hall • Preconference workshops • All-attendee reception • Informal networking opportunities • Section meetings • Roundtable meetings • Bookstore • Career Center

Weak

Impact

183

• Tours of local repositories • Poster sessions

Low Performance

70% Top 2

High Performance


Annual Meeting Attributes – Page 1

184

• Even though there were too few institutional respondents to conduct a driver analysis for this member segment, there are enough respondents to conduct the performance analysis. • Because of the large number of Annual Meeting attributes that were tested, the performance analysis is split into two pages. • This page shows the performance ratings of the Annual Meeting attributes in the top half. Individual members Institutional members 100%


80% 65%

62%

68% 59% 59%

60%

57%

62% 55%

61%

55%

60%

53% 55%

53% 54%

Roundtable meetings

Section meetings

40% 20% 0% Preconference workshops

Tours of repositories

Education sessions

All-attendee reception

Informal networking

Plenary sessions

Q30. Thinking about the most recent SAA Annual Meeting you attended, how would you rate the conference in each of the following areas?

Annual Meeting Attributes – Page 2

185

• The Annual Meeting attributes presented on this page represent the bottom half of respondents based on respondents’ evaluations.



80% 60%

52% 42%

48% 49%

40%

46%

41%

45%

52% 42% 42%

42%

37%

34% 26%

20% 0% Research Forum

Bookstore

Committee meetings

Exhibit hall

Poster sessions

Awards Ceremony


Career Center

Annual Meeting – Participation and Awareness – Individual (Pg. 1)

186

• This page and the following page shows the level of awareness and participation of various areas of the Annual Meeting by individual members. • This page presents the areas that are in the top half based on members’ level of participation. Participated Didn't participate, but was aware of Was not aware of 100% 80% 60%

88%

85%

82%

81%

77%

78%

19%

23%

22%

94%

93%

6%

6%

12%

15%

0%

1%

0%

0%

0%

0%

0%

0%

Exhibit Hall

Informal networking

Plenary sessions

Bookstore

Section meetings


Poster sessions

Roundtable meetings

40% 20% 0%

18%


Annual Meeting – Participation and Awareness – Individual (Pg. 2)

187

• This page presents the areas that are in the bottom half based on individual members’ level of participation. • Even though roughly half of the individual respondents did not participate in these areas, virtually every respondent was aware of the area prior to taking the survey. Participated Didn't participate, but was aware of Was not aware of 100% 80%

48%

44%

43%

34%

34%

59%

65%

34%

63%

60% 40% 20% 0%

31%

6%

Education sessions

52%

55%

56%

0%

1%

1%

Committee meetings

Awards ceremony


7%

Research Forum

64%

1%

2%

Preconference workshops

Career Center


Annual Meeting – Participation and Awareness – Institutional (Pg. 1)

188

• This page and the following page shows the level of awareness and participation of various areas of the Annual Meeting by institutional members. • This page presents the areas that are in the top half based on members’ level of participation. Participated Didn't participate, but was aware of Was not aware of 100% 80% 60% 99%

88%

93%

85%

84%

78%

76%

75%

21%

19%

25%

40% 20% 0%

1% 0%

Exhibit Hall

15%

7%

12%

15%

0%

0%

0%

1%

1%

5%

Informal networking

Plenary sessions

Bookstore


Section meetings

Education sessions


0%

Roundtable meetings

Annual Meeting – Participation and Awareness – Institutional (Pg. 2)

189

• This page presents the areas that are in the bottom half based on institutional members’ level of participation.

Participated Didn't participate, but was aware of Was not aware of 100% 80% 66%

58%

57%

52%

50%

47%

42%

49%

57%

60% 40% 20% 0%

34%

41%

42%

48%

49%

0%

1%

1%

0%

1%

4%

1%

Poster sessions


Awards ceremony

Preconference workshops

Committee meetings

Research Forum

Career Center


190

Annual Meeting Changes / Enhancements • Individual members allocated 60% of all points to keeping costs down.

• Institutional members allocated 61% of their points to keeping the Annual Meeting affordable as well.


25% 25% 20% 21%

20%

15% 15%

12%

14%

11%

9%

6% 7%

5%

3%

4% 4%

0% Affordable conference registration

Affordable hotel rooms

Affordable travel costs

Variety of locations

Wi-Fi access


Social responsibility clause

Q31. The Society is considering a variety of changes and/or enhancements to the programs and services included as part of the Annual Meeting. Please allocate a total of 100 points among the following options.

Audiovisual support

Amount Willing to Pay – Wi-Fi Access Throughout Conference Hotel

191

• Members were asked to provide the maximum price they would pay for Wi-Fi access throughout the conference hotel during an Annual Meeting. • The percentage at each price point represents the percentage of respondents who would be willing to pay that price or more, thereby producing a rough demand curve.


100%100%

80% 58%

60%

55% 35% 34%

40% 20%

10% 11% 1%

0% $0

$5

$10

$25

2%

$50

0%

1%

$75

Q32. The Society is considering various ways of delivering Annual Meeting content. For each of the following items, please indicate the maximum dollar amount that you would be willing to pay.

0%

0%

$100

Amount Willing to Pay – Virtual Participation in an Education Session

192

• The graph below provides a rudimentary demand curve for virtual participation in an education session of the Annual Meeting.


100%100%

80%

68% 70% 57% 60%

60%

41% 40%

40%

16% 16%

20%

5%

6%

2%

2%

0% $0

$5

$10

$25

$50

$75


$100

Amount Willing to Pay – Participation in an Online Education Session

193

• Roughly the same percentage of individual and institutional members are willing to pay at the various price points for the participation in an online education session as they are for the virtual participation on the previous page.


100%100%

80% 66% 66% 55% 57%

60%

39% 42%

40%

16% 14%

20%

5%

5%

2%

2%

0% $0

$5

$10

$25

$50

$75


$100

Amount Willing to Pay – Download a Recorded Education Session

194

• Individuals are not willing to pay as much to download a recorded session as they are willing to pay to participate online in an education session.


100%100%

80%

69% 66%

60%

48% 51%

40%

30% 22%

20% 5%

7%

0% $0

$5

$10

$25

$50

1%

1%

$75


0%

1%

$100

Amount Willing to Pay – Virtual Participation in a Live Plenary Session 195 • Fewer than half of the respondents would be willing to pay $5 for virtual participation in a live plenary session.


100%100%

80% 60% 46% 44% 40%

34%

37% 17%

20%

22% 5%

6%

0% $0

$5

$10

$25

$50

1%

2%

$75


1%

1%

$100

Amount Willing to Pay – Download a Recorded Plenary Session

196

• Fewer than half of the respondents would be willing to pay $5 to download a recorded plenary session.


100%100%

80% 60%

48%

42%

40%

27% 29%

20%

9%

14% 2%

2%

0% $0

$5

$10

$25

$50

0%

0%

$75


0%

0%

$100

Amount Willing to Pay – Virtual Participation in Section/Roundtable Mtg. 197 • The bar graph below shows the percentage of individuals who would be willing to pay each given price, or more, for virtual participation in a section/roundtable meeting.


100%100%

80% 58%

60%

53% 44% 44%

40% 21%

20%

28%

6%

9%

0% $0

$5

$10

$25

$50

1%

3%

$75


1%

1%

$100

Amount Willing to Pay – Participation in Online Section/Roundtable Mtg. 198 • Roughly half of the respondents would be willing to pay $5 for online participation in a section/roundtable meeting.


100%100%

80% 60%

49% 47% 35% 35%

40%

15% 17%

20%

4%

4%

0% $0

$5

$10

$25

$50

1%

0%

$75


0%

0%

$100

Amount Willing to Pay – Download a Recorded Section/Roundtable Mtg.199 • Roughly 25% of respondents would be willing to pay as much as $10 to download a recording of a section/roundtable meeting.


100%100%

80% 60%

49% 41%

40%

29%

26%

20%

9%

13% 2%

2%

0% $0

$5

$10

$25

$50

0%

0%

$75


0%

0%

$100

200

Attended an SAA Annual Meeting in the Past Five Years

• The majority of survey respondents (individual members as well as institutional members), have attended an SAA Annual Meeting in the past five years.


Individual Members

37%

42%

63%

58%

Yes

No

Yes

Q28. If you have attended an SAA Annual Meeting in the past 5 years, how would you rate the conference overall?

No

201

Problems With SAA

Problem Experience/Solution – Individual Members

202

• Of the fifty-nine individual member respondents (3%) who experienced a problem during the past six months, 32 individuals (63%) reported their problem to SAA (not shown). • Of the 32 individual members who reported their problem to someone at SAA, half have experienced a satisfactory resolution to their problem.

Experienced Problem in the Past 6 Months

Problem Resolved Satisfactorily 50%

97% 3% 50% Yes

No

n=1982

Yes

No

n=32

Q44. Have you experienced any problems with SAA in the past 6 months? Q47. Was the problem resolved to your satisfaction?

Problem Experience/Solution – Institutional Members

203

• Of the four institutional member respondents (2%) who experienced a problem during the past six months, all four individuals (100%) reported their problem to SAA (not shown). • Two of the three institutional member respondents who provided a response to Q47 – satisfactory problem resolution, indicated that their problem was satisfactorily resolved.

Experienced Problem in the Past 6 Months

Problem Resolved Satisfactorily 33%

98% 2% 67% Yes

No

n=166

Yes

No

n=3

Q44. Have you experienced any problems with SAA in the past 6 months? Q47. Was the problem resolved to your satisfaction?

204

Conclusions and Recommendations


205

1. The Member Needs Assessment uncovers the reasons why members join and belong to SAA, i.e. which needs they hope to satisfy with an SAA membership. By focusing on the differences among member segments, SAA can more effectively develop benefits and programs for specific member segments, realizing that different types of members have different needs. 2. Fewer than 2% of the respondents assigned all of their points to a single reason for belonging to SAA, which means that more than 98% of respondents belong to SAA for multiple reasons. Therefore, SAA cannot satisfy its members’ needs by focusing on only one aspect of the association. It is also important to remember that members’ needs change over time as they progress through various stages in their careers. Our recommendation is to target specific member segments with programs designed to satisfy their stated needs at this time. Because older members are more likely to belong to SAA to satisfy their need to support the profession and support SAA, we recommend that SAA consider its older population as potential mentors for younger members who are interested in advancing their careers.


206

3. SAA is similar to other professional membership associations in its mix of loyal, neutral, and vulnerable members. We recommend that SAA use the profile of loyal members as a guide for recruiting new members, and the profile of vulnerable members to target members who are at-risk of leaving the association with intervention programs. 4. We recommend that SAA identifies which member segments are neutral or vulnerable, and match those segments with their needs that were uncovered in the Member Needs Assessment. Often we find that members are neutral or vulnerable because the needs for which they belong to the association are not currently being satisfied. 5. Nine percent (9%) of individual member respondents are considered vulnerable and 6% of individual members are labeled as captive. A captive member is a vulnerable member who intends to renew his/her membership. Therefore, there are only 3% of vulnerable members who are not extremely likely or very likely to renew their membership in the next year. 6. Respondents’ intentions to recommend SAA and to renew their memberships are encouraging. The third component of loyalty – membership value – is an area in which to focus improvement because it receives the lowest evaluations. Improving the value of an SAA membership will migrate some vulnerable members to the neutral category and move some neutral members to the loyal category.


207

7. The most effective way to improve member loyalty is to improve the key drivers of value, those areas that appear in the “Improve” quadrant of the value driver matrix for each member type. Even though the relative impact of each driver is different (as illustrated by its vertical position in the matrix), improving any of the areas in this quadrant should have a positive effect on the perception of membership value. 8. The vertical positioning of each item in its matrix is determined by members’ responses. In prioritizing which areas to improve, SAA should also consider which areas are easier to improve (i.e. low hanging fruit), which areas would generate more support for improvement, and which areas have available resources for improvement. Stated differently, SAA should not feel compelled to improve the underperforming key driver with the greatest impact on value, solely because it has the greatest impact on value. 9. For those key drivers of value for which SAA would like to improve, the matrix for each driver provides a guide of which attributes can most effectively bring about improving the entire process. Once the key attributes have been improved, the overall perception of the process should be improved. 10. Membership dues is a key driver of value for both types of members, and is in the “Improve” quadrant. Our recommendation for improving the perception of dues is to improve the key drivers of value, which should improve the perception of dues, and remind members at every opportunity what they are getting for their dues.


208

11. For areas that are currently not key drivers of membership value (e.g. website), they can still be improved based on the detailed matrix of that area. However, we recommend that any improvements of non-drivers should not take resources away from improving those areas that are the key drivers of membership value. Improving the key drivers will have a greater impact on improving the overall value of an SAA membership than will improving non-drivers. 12. For those areas in which use and awareness were tested (e.g. member benefits, continuing education, publications, strategic initiatives, Annual Meeting) we recommend that SAA should consider modifying those areas that have a relatively high percentage of awareness but non-use. A high percentage of awareness coupled with non-use usually indicates a poor fit for members. For those items that have a high percentage of “unawareness”, we recommend that SAA focus on raising the level of awareness of its members through promotion. Some members have indicated in their verbatim comments that their level of awareness of SAA’s offerings has been raised through this survey. 13. Based on member evaluations, the SAA staff does an outstanding job of servicing members and should be commended for their work. We often find through staff surveys that their self-evaluations are usually much lower than the evaluations they get from members because they are continually taking care of problems and are inundated with negative comments from members. By letting staff know that their work is appreciated by members, it will encourage them to continue providing high quality service.


209

14. The level of problem incidence found among individual members (3%) and by institutional members (2%) is very good. Our only recommendation is that if there is a problem mentioned in the verbatim comments that can easily be fixed, then fix it. But overall, the level of problems is very good. 15. An integral part of any improvement plan is to communicate those changes to all members. Communication informs members that improvements have been put into place even when members have not personally experienced any changes. Without communication, members who experience a higher level of service are left to wonder if the improvements are a permanent result of process changes or simply a temporary variation in the customary service level.