Transcript Promoting the Dream

Promoting the Dream
Recruiting the Next Generation of Soroptimists
[Speaker name and title]
Soroptimist International of the Americas
November 2007
Our objectives
• Understand and acknowledge
generational differences
• Learn how to adapt messages and
communication methods
• Review Soroptimist’s generational profile
• Discuss the importance of diversity
• Determine action steps
Which generation are you?
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Before 1925
From 1925-1941
From 1942-1964
From 1965-1981
From 1982-2000
*First time in history to have 5 living and working generations
The Generations Dynamic
Values 
Attitudes 
Decisions
It’s not all about the numbers!
• Generations are only one way to
gauge differences within your club
• No group fits one person exactly
The Silent Generation
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Born between 1925-1941
Least studied group
“Mature” or “swing” generation
Came of age during World War II
The Silent Generation
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Strong human relations skills
Cautious and quietly assertive
Very involved in cultural issues
Team players
Some of the first women to aggressively
move into the workforce
Marketing Soroptimist
• Emphasize experience and wisdom
• Do not use loud or brash imagery
• Frugality, responsibility and caution
We are an established organization. We
are well respected in our community. We
are fiscally sound and our programs are
proven to make a difference.
Methods of Communication
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Face-to-face
Formal social events
Recognition and tribute events
Direct mail
Telephone
Internet
The Baby Boomers
• Born between 1942-1964
• Represent largest single sustained period
of growth
• Shaped the culture of the 1960s and ‘70s
• Enjoyed unprecedented employment and
education opportunities
• Most influential generation
The Baby Boomers
• Value creativity
• Evaluate achievement in terms of personal
fulfillment
• First generation to discover that lifetime
employment no longer exists
• Tend to be more permissive
• More inclusive than prior generations
• Tied to workforce more strongly
Marketing Soroptimist
• Demanding consumers - provide courtship
• Position brand as the choice of winners
• Simple, nostalgic messaging
We are women at our best, helping other
women to be their best.
Methods of Communication
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Social and recognition events
Direct mail
Face-to-face conversation
Internet
Email
Generation X
• Born between 1965-1981
• Originally given this name because they
were seen as searching for identity
• Independent - first generation of “latchkey
kids”
• Savvy consumers
• “Life is short. Eat dessert first”
Generation X
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Redefined loyalty in the workplace
Demand balance of life and work
Commitment to quality
Problem-solvers
Goal-oriented
Immediate and ongoing feedback
Marketing Soroptimist
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Skeptical of the “hard sell”
Want things mapped out
Sense of passion and adventure
Attitude, humor and fun
Test your message!
Methods of Communication
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Email
Internet
Multi-media
Word-of-mouth
Social events/peer gatherings
The Millennials
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Born from 1982-2000
“Echo Boomers” or “Generation Y”
Members range from 7 – 25
Represent the future workforce – and
membership
The Millennials
• Techno-savvy - first generation to grow up
with the Internet
• Easily bored
• Expect to change jobs frequently
• Respect must be earned vs. based on title
• Team players
Marketing Soroptimist
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Media-savvy
Treat with respect
Focus on the positive
Emphasize action
Methods of Communication
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Email
Text messaging
Internet/online communities
Multi-media
Word-of-mouth
Generational Recap
The Silent Generation
1925-1941
The Baby Boomers
1942-1964
Generation X
1965-1981
Millennials
1982-2000
Generational Themes
Silents
Boomers
Xers
Millennials
What’s next
Good of the
community
Personal
fulfillment
Uncertainty
Experience and
wisdom
Optimism
Personal Focus On my terms
Respect
authority
Crusading
Live for today
Just show up
Save for the
next generation
Buy now/pay
later
Save
Earn to spend
Do what is
asked
Work efficiently
Eliminate tasks
Do what is
asked
Quiz: Your generational story
What is your club’s generational story?
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b.
c.
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f.
We have only Baby Boomers
We have some Silents
We have only Generation Xers
We have some Millennials
We have a blend of all generations
Other
Our Current Landscape
75 or older
65 to 74
55 to 64
45 to 54
35 to 44
25 to 34
Less than 25
0%
10%
20%
30%
40%
50%
Our Ideal Landscape
75 or older
65 to 74
55 to 64
45 to 54
35 to 44
25 to 34
Less than 25
0%
5%
10%
15%
20%
25%
The Gen X Volunteer
• Personal development
• Immediate results
• Flexibility
• Freedom
How Can We Deliver…
… opportunities for personal development?
– SIA Mentor Program
– Emerging Leaders Program
– Leadership positions
How Can We Deliver…
… immediate results?
– Well-planned meetings that accomplish set
goals
– One-day service projects
– Early involvement in club leadership
How Can We Deliver…
… freedom and flexibility?
– Embrace technology
• Send materials via email
• Develop a club website
• Offer “virtual” meetings
– Guide with feedback and suggestions, not
step-by-step instructions
– Value overall participation and contributions
over attendance at meetings
The Soroptimist Brand
• Everything associated
with an organization
• Must fulfill a unique
niche
• Our brand is what we
do for women and
girls
• Clubs must back up
our promise!
Live Your Dream website
www.liveyourdreamcampaign.org
What’s Next?
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Have an honest conversation
Perform a “health check”
Talk to former members
Identify two to three issues
Develop an action plan
Materials in members area of
www.soroptimist.org
Our Objectives
Understand and acknowledge
generational differences
Learn how to adapt messages and
communication methods
Review Soroptimist’s generational profile
Discuss the importance of diversity
Determine action steps
Parting Advice…
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Lead by example
Manage expectations
Communication is a two-way street
Nobody is as smart as everybody
Treat others as they want to be treated
Challenge members – they will step up!
Be grounded by experience,
but open to change
Questions?
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Members area of www.soroptimist.org
Region membership chair
Region leadership
SIA headquarters