Diversifying Soroptimist

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Diversifying Soroptimist

• Recruiting from All Generations

Wendy Metzgar, Membership Director Soroptimist
International of the Americas Western Canada
Region Leadership Retreat August 11, 2007
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Our objectives

• Understand generational differences and
  similarities
• Review Soroptimists generational profile
• Learn to adapt messages
• Explore and choose communication methods

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The Generations Dynamic

• Values ð
• Attitudes ð
• Decisions

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Which generation are you?

• Before 1925
• From 1925-1941
• From 1942-1964
• From 1965-1981
• From 1982-2000

First time in history to have 5 living and
working generations
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Its not all about the numbers!

• Generations are only one way to gauge differences
  within your club
• No group fits one person exactly

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The Silent Generation

• Born between 1925-1941
• Least studied group
• Mature or swing generation
• Came of age during World War II

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The Silent Generation

• Strong human relations skills
• Very involved in cultural issues
• Cautious and quietly assertive
• Team players
• Some of the first women to aggressively move into
  the workforce

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Messaging for Silents

• Emphasize experience and wisdom
• Do not use loud or brash imagery
• Frugality, responsibility and caution

We are an established organization. We are well
respected in our community. We are fiscally sound
and our programs are proven to make a difference.

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The Baby Boomers

• Born between 1942-1964
• Represent largest single sustained period of
  growth
• Shaped the culture of the 1960s and 70s
• Enjoyed unprecedented employment and education
  opportunities
• Most influential generation

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The Baby Boomers

• Non-conformists who value creativity
• Evaluate achievement in terms of personal
  fulfillment
• First generation to discover that lifetime
  employment no longer exists
• Job satisfaction gt job security

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Messaging for Boomers

• Demanding consumers - provide courtship
• Position brand as the choice of winners
• Simple, nostalgic messaging

We are women at our best, helping other women to
be their best.
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Generation X

• Born between 1965-1981
• Originally given this name because they were seen
  as searching for identity
• Independent - latchkey kids
• Savvy consumers
• Life is short. Eat dessert first
• 40 fewer Xers than Boomers

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Generation X

• Redefined loyalty in the workplace
• Demand balance of life and work
• Personal development employability
• Committed to quality of their work
• Want to be involved, responsible and in control
• Immediate and ongoing feedback

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Messaging for Gen Xers

• Skeptical of the hard sell
• Want things mapped out clarify expectations
• Love of experiences what will they get to DO as
  a Soroptimist?
• Attitude, humor and fun

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The Millennials

• Born from 1982-2000
• Echo Boomers or Generation Y
• Members range from 7 25
• Represent the future workforce and membership

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The Millennials

• Techno-savvy - first generation to grow up with
  the Internet
• Over-scheduled, easily bored
• Not intimidated by experience
• Goal-oriented doers
• Team players

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Messaging for Millennials

• Treat with respect
• Must be able to enter club on equal footing
• Focus on the positive
• Emphasize action

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Generational Recap
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Generational Themes
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Quiz Your generational story

• What is your clubs generational story?
• We have only Baby Boomers
• We have some Silents
• We have only Generation Xers
• We have some Millennials
• We have a blend of all generations
• Other

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Our Current Landscape
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Our Ideal Landscape
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The Gen X Volunteer

• Personal development
• Immediate results
• Flexibility freedom

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Personal Development

• New skills employability
• Welcome challenges
• Learn by doing
• SIA Mentor Program
• Emerging Leaders Forum

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Immediate Results

• Hands on experience
• Tangible results
• Time well spent
• One-day service projects
• Early involvement in club leadership
• Recognize completion of tasks

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Flexibility Freedom

• Dont legislate involvement
• Let them accomplish the same outcome in their own
  way
• Guide with feedback and suggestions, not
  step-by-step instructions

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Whats Next?

• Have an honest conversation
• Perform a health check
• Identify two to three issues
• Remember, incremental change is often the most
  effective
• Develop an action plan

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Our Objectives

• Understand generational differences and
  similarities
• Review Soroptimists generational profile
• Learn to adapt messages
• Explore and choose communication methods

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Generational Communication

• Generational marketing means generational
  communication
• Beware of stereotypes
• Consider what works for individuals and the club
  as a whole
• Use generational differences as a guide

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The Buzzwords

• E-networking
• Web 2.0
• Social media

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General Rules

• General standards still apply
• Know the audience
• What is the goal?
• The simpler the better
• Understand new media before you try it

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What is out there?

• Email
• Internet
• Message boards
• Blogs
• Podcasts
• Wikis

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Email

• DO
• Brief, routine communications
• Supplement phone calls and mailings
• Deliver printable newsletters
• DO NOT
• Use in sensitive situations
• Rely solely on email
• Ignore general communication standards

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Internet

• DO
• Be clear about expectations
• Keep up-to-date!
• Direct members to the site as much as possible
• Make the site intuitive dont make members work
  to get information!

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Message Boards

• DO
• Make as user-friendly as possible
• Use topics that members are passionate about
• Assign a moderator
• View the posts often to generate leads and ideas

IDEA Consider region message boards on different
topics in which clubs can ask questions and share
best practices
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Blogs

• Reverse chronological listing of short text
  entries
• Single or small group of authors
• Informal writing
• Personal perspective of author

• IDEAS
• Delegate blog during convention
• Governor blog on region website
• Past award winner blogs

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Podcasts

• Audio blog content is provided as recorded audio
  files rather than text
• Audio files downloaded onto a personal MP3 player
  (e.g., iPod)
• On-demand Internet radio shows
• Hearing a persons voice makes the experience
  even more personal

IDEA Monthly or quarterly message from the
governor and/or region leaders on region website
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Wikis

• A website that can be edited by anyone
• Easy way to rapidly develop a body of content
• Wikipedia (www.wikipedia.org)
• A central body manages the infrastructure but
  otherwise there is no central coordination
• Carries some risks

IDEAS Get input on a new resource before
distributing it or approval of minutes by posting
a draft in a wiki for members to review and
critique.
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The 3 Cs

• Convenience
• Connection
• Creativity

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Parting Thoughts

• Lead by example
• Manage expectations
• Communication is a two-way street
• More eyes more solutions
• Treat others as they want to be treated
• Challenge members they will step up!
• Be grounded by experience,
• but open to change