1. Membership Engagement: Always, All Ways, All Days Ed Sibby Communications consultant esibby@cta.org CTA Presidents Conference July 17-19, 2015 An NEA engagement program

2. “I define connection as the energy that exists between people when they feel seen, heard, and valued; when they can give and receive without judgment; and when they derive sustenance and strength from the relationship.” –Bren é Brown

3. Here’s what we’ll cover Current educational challenges Membership as it relates to the power of your local Overview of the member engagement program Some ideas for successful engagement Your role as Leaders (hint: delegate & support) Where you can get additional resources

4. External Challenges we face 2014- Harris vs Quinn- Home healthcare workers in Illinois- Supreme Court ruled against expansion of fair share by deeming employees “independent contractors” not subject to the terms of the 1977 Abood decision *2015- Friedrichs vs CTA- Fair share laws- U.S. Supreme Court will hear case in October 2015 Vergara vs CA- teacher tenure law (pending) Current federal and state courts have ruled against employee unions

5. Demographic Challenges In ten years over 90% of California’s Baby boomer teachers will retire. Gen Xers have stepped into leadership and Millennials are slowly moving into active membership and leadership. Millennials are still underrepresented in activities and leadership at all levels throughout the Association. We must intentionally encourage their participation. In a decade retirement and attrition in California will drive the need for over 200,000 new educators. Economic recovery offers an opportunity to utilize our membership engagement program to connect with our as members join our ranks.

6. Your Local’s POWER comes from? POWER is..... The Ability to do something. The capacity or ability to direct or influence the behavior of others or the course of events. UNION- An organized association of workers formed to protect and further their rights and interests; a labor union. MEMBERSHIP- All the people or things that belong to or are part of an organization or group that creates collective power.

7. Organizational Questions How does your association move members from your initial outreach, to a feeling they are connected to their association’s community? How does your association connect with members to make the association, CTA and NEA relevant in their everyday lives? NO easy answers or quick fixes!

8. Membership Engagement Establish local GOALS 1)Find (identify and recruit) new educators and fair share payers and move them to member status. 2)Keep (engage and retain) by winning the hearts and minds of members who engage as volunteers in meaningful local, regional, and state activities

9. Consider communications- Ensure chapter communications are 2-way. Information platforms should include elements where members have an opportunity to:  Ask questions  Get Answers  Exchange ideas

10. Relational organizing and relevance When we help new members feel comfortable in their work environment, they remember who made them feel that way.

11. Did you know? #1 reason given for not joining the association? – No one asked!

12. Many new hires report that the first month of work is stressful, lonely and exhausting. How are we helping new hires succeed?

13. What can we do to help new members?

14. Showing a new member that we are interested in them as a colleague and new professional as well as a member is key to their future engagement in the association. And when we provide them with information and assistance that helps them get acclimated to their new work situation, they remember who gave it to them.

15. “The Task” How do we move prospective members and former fair share payers to member status after the loss of fair share? Consider local membership engagement goals: 1) identify, recruit, engage, retain. 2)Make connections to new and existing members to win their hearts and minds through ongoing two-way communications. 3)Engage members to volunteer at all levels of their union- local, CTA, and NEA. 4)Have your local membership engagement program in place by Fall of 2016.

16. President’s program checklist: Decide who will be the Membership Chair in charge of the Membership program – president elect – vice president – past president – ascendant talent With Membership Chair – Oversee the design of your local’s membership engagement program – Work with staff to Identify and train members at each work site – Work to ensure that your executive board/board of directors and program designees are all appraised of progress and involved in personal visits – Coordinate recognition and incentives for participants and their program partners

17. Who should be Membership Chair? Enthusiastic, energetic, strong organizational skills, responsible, personable and innovative Ability to motivate the committee to do great things in your local Believes that being connected to our members will result in a collective and powerful voice for the association Ability to build coalitions with other committees chairs and create collective power

18. Membership Chair Accesses CTA staff and member benefits resources to create local program. With leadership input designs the program suitable for local application. Plans and coordinates events aimed at connecting with new and continuing members. Assigns and supports recruiters and buddies. Evaluates program and make changes to continuously improve.

19. Membership Committee To Do List: Develops the plan. (with the chair and president) Determines the estimated cost for the program and ensures its inclusion in the budget. Develops a series of reward incentives to acknowledge members and reinforce success. Works with leaders to evaluate results of your program and make necessary changes.

20. Program goals Identify/Recruit Building Reps Identify/Recruit Membership Committee Leadership New Hires Agency Fee Payers Educator “Buddies” Engage/Retain BRs Committees/Leaders New Members General Members Engage/Retain

21. Essential Elements Establish Recruiters –the first membership outreach (should it be site reps?) The Buddies- or association partners/mentors A simple written survey completed at a building or work-site meeting (1-on-1s?) A program of direct response and continued contacts, based on the survey findings

22. Recruiter tasks Personal contact with every prospective member at their work site Answer questions about association membership Sign up the person for membership or know why the person is not willing- site representative task? Transmit all forms and cards on time Deliver surveys and make sure members and prospective members complete and return them to the membership committee Keep accurate membership records, report to their local membership chair regularly - ask for support when needed Work with Membership committee for assignment to Keepers

23. Personal Contact What motivated them to become an educator or support person? What are some personal details (using the Member Survey) that reveal their background and interests? What about their new assignment do they anticipate or enjoy? What are any concerns, questions or needs related to the job? What does the member already know about the association?

24. “Buddy” tasks Mentor to the new member Be an advisor, advocate, friend, sounding board, resource Helps new employee to learn how the association works, makes connections based on interests Does not concentrate solely on association “stuff” but makes sure new members understand the local chapter is concerned about their well-being Does NOT take the place of any peer assistance programs that may be part of an association/district joint project.

25. Daunting? Engaged membership Gives locals POWER! Any step you take forward is better than no step at all. For no step at all is a step backwards.

26. Fair Share Awareness Toolkit PowerPoint Presentation, Talking Points, Sample Responses, NEA Fair Share Guidebook… Chapter Operations Presidents Guidebook, Treasurer’s Training, CTA360 Info Membership Engagement Customizable Flyers, Bulletin Board Materials, Member Benefits Toolkit, Advocacy Agenda… Community Outreach Toolkit Forms Center Reimbursement, Conference Report, Voluntary Membership Contribution. Organization Documents Organizational Handbook, Elections Manual, State Council Minutes… Your New Resource Center Let’s take a closer look at all that you can find at www.cta.org/LeaderResources.www.cta.org/LeaderResources This center is designed to help our leaders find what they need quickly. Some areas will require a login. Coming soon!

27. Thank You!