1. Welcome Membership Matters Summit Recap Webinar February 26, 2013

2. Summit Focus Areas Communicating member value Understanding 1 st -year members 2013 Section Membership Challenge

3. It’s a Process. Five Activities Awareness Recruitment Engagement Renewal Reinstatement The Membership Lifecycle

4. Study Objectives The research study had the following goals: –Assess satisfaction levels with the association –Determine the value proposition of AWWA among membership segments –Ascertain member needs based on professional challenges –Identify the most important member benefits, and uncover the strengths and weaknesses of AWWA through the benefits they provide 4

5. Response Rates Approximately 50,701 email invitations were sent. 11,690 completed surveys, and 1,223 partially completed surveys: sample of 12,913 in total. The completion rate for the survey was about 91%. Response rate for this project was approximately 26%. The breakdown of response rates by Grade and Membership Status are listed below. 5 Response Rate by Membership Status N Response Rate Current Member9,78930% Former Member78514% Prospective Member 2,33918% Response Rate by Grade N Response Rate 02: Active Individual6,54628% 04: Actives affiliated with utility or service provider 1,16932% 06: Operators/ Administrators 1,72028% 10: Life members49136% 14: Students64822%

6. Response Rates: Utilities Approximately 3,167 email invitations were sent. 721 completed surveys, and 119 partially completed surveys: total sample of 840. The completion rate for the survey was about 89%. Response rate for utility members was approximately 27%. This represents an above average response rate. 6 Response Rate by Grade Graden Response Rate 8055826% 819525% 828627% 834535% 842632% 85838% 861937% Response Rate by Utility Size Sizen Response Rate Small55826% Medium25228% Large2737%

7. 7 Membership Status with AWWA TWO QUESTIONS TO ASK YOURSELF: 1.Do your members KNOW if they are members? 2.Do YOU know if your members are really members?

8. 8 Q16: Please indicate your current membership status with AWWA. Base: All respondents Confusion on Membership Status AWWA Current AWWA Former AWWA Prospective n=9,6547342,525 Self-Report Current93%30%14% Self-Report Former1%58%8% Self-Report Prospective6%12%78% Former members do not realize they are no longer members! Prospective members think they are members! Red = correct identification A significant percentage of…..

9. Main reasons for leaving AWWA: Value Reasons for Allowing Membership to Lapse (n=715) Employer will not pay my membership dues22% Did not feel the benefits were worth the cost of membership17% Forgot to renew membership16% My company is a member of AWWA9% I left/retired from the water industry7% Did not feel that the benefits were relevant to me6% Joined another association instead5% I can get the information AWWA provides from other sources3% Experience with the association was negative1% Other16% 9 Q23: What is the main reason you allowed your membership with AWWA to lapse? Base: Former members If there is perceived value, membership is a “must have.”

10. Thought process: I don’t need my own membership, my company has one. 10 Q25: What is the main reason you have not joined AWWA? Base: Prospective members Reasons for Not Joining AWWA (n=2,379) My company has a membership, so I don’t need an individual membership 47% My employer will not pay for individual memberships 13% I do not need to be a member to obtain the resources and information provided by AWWA 8% Unaware of what the association provides 6% Do not feel the benefits are worth the cost of membership 5% I am a member of another, more relevant association 5% Do not feel the association benefits are relevant to me 4% I am no longer working in the water industry 1% Other 11% Company membership Individual membership

11. 11 Satisfaction with AWWA and Sections

12. Members are less satisfied with their Section than with AWWA overall. 12 Q40: How satisfied are you with your membership experience? Q41: How satisfied were you with your membership experience? Base: Self- report current and former members Satisfaction with Membership Experience – Current Members N Not at all satisfied Not very satisfied Somewhat satisfied Satisfied Very satisfied Very satisfied + Satisfied AWWA Experience 9,047--3%17%60%20%80% Section Experience 8.8712%8%22%49%19%68% AWWA + Section Experience 8,8271%3%21%58%18%76% Satisfaction for the Section is significantly lower than for AWWA. Satisfaction for the overall membership experience (both AWWA and the Section together) are higher than the satisfaction level with the Section alone.

13. Satisfaction is lowest among students and highest among active individuals affiliated with a utility or service provider. 13 Q40: How satisfied are you with your membership experience? Base: Self- report current and former members Top-Two Box Percentages for Satisfaction with Membership Experience – Current Members by Grade 02: Active indiv. 04: Active indiv. w/ utility or svc. prov. 06: Operators/ Admin. 10: Life 14: Student AWWA Experience79%87%82%85%72% Section Experience68%75%71%73%61% AWWA + Section Experience 76%84%75%82%70% YPs and Academics are also more satisfied with AWWA than the Section. Overall, satisfaction is relatively high.

14. Most respondents indicate the value of membership comes from AWWA. Value of AWWA Membership Based More On… Current Members Total 02: Active indiv. 04: Active indiv. w/ utility or svc. prov. 06: Operators/ Admin. 10: Life 14: Student n= 9,059 5,5328411,448461495 AWWA 42% 39%38%45%48% Your Section 22% 24%25%21%19%18% Equal value between AWWA and my Section 35%34%36%41%36%35% 14 Q43: In general, would you say the value you derive from AWWA membership is based more on….? Q44: In general, would you say the value you derived from AWWA membership was based more on..? Base: Self- report current and former members Findings for YPs and Academics are similar to those of the majority of respondents.

15. A majority of utility members indicate that the value of their company’s membership is derived equally from AWWA and the Section. Value of AWWA Membership Based More On… TotalSmallMediumLarge n=77751324222 AWWA 34%37%28%27% Your Section 22% 23% Equal value between AWWA and my Section 44%41%49%50% 15 Q43: In general, would you say the value your organization derives from AWWA membership is based more on….? Base: Current members (self report) 68% of service provider members indicate the value of the membership comes from AWWA, compared to only 8% who claim it comes from the Section.

16. 16 Section Experience

17. Current members have a higher level of involvement with their Section than former members did. 17 Level of Involvement in Section Current Members Former Members n=3,646683 Very active9%3% Active13%8% Somewhat active23%19% Not very active38%37% Not at all active18%33% Q34: How actively involved are you with your Section? Q35: How actively involved were you with your Section? Base: Current and former members, and those who self report as current and former members Red = significant difference To encourage greater involvement: 1.More local activities/events 2.Promote the local activities events so people are aware of them A majority of current members from each membership grade indicate they are not very active.

18. About 6 in 10 company members indicate they are not very active or not at all active in their Section. 18 Level of Involvement in Section TotalSmallMediumLarge n=80653424725 Very active9%4%18%24% Active10%6%16%12% Somewhat active22%21%25%24% Not very active41%48%28%32% Not at all active18%21%14%8% Q32: How actively involved are you with your Section? Base: Current members (self report) To encourage greater involvement: 1.More local activities/events 2.Promote the local activities events so people are aware of them 3.More local training/CE courses Service providers are more active in their Sections

19. Most Valued Section Benefits Similarities02: Active Ind. 04: Active Ind. w/Utility-SVP 06: Operators/ Admin. 10: Life14: Student Not very active in Section Local/regional networking and knowledge sharing CEUs and/or PDHs Local/regional networking and knowledge sharing Staying current with local industry news and information Section conferences and training events Educational opportunities 19

20. Most Valued Section Benefits SimilaritiesSmall UtilityMedium UtilityLarge UtilitySVP Not very active in Section (Utilities) CEUs and/or PDHs Educational opportunities for employees Exhibit/ sponsorship opportunities Educational opportunities for employees Local/regional networking and knowledge sharing Staying current with local industry news and information Section conferences and training events Staying current with local industry news and information 20

21. To encourage greater satisfaction and participation within your Section: 21

22. 22 Most and Least Valued AWWA Benefits

23. 23 Information and resources provided by AWWA Periodical subscriptions Continuing Education Units (CEU) and Professional Development Hours (PDH) Ability to stay current with industry news and information Attending conferences and educational events Sharing of information and best practices Most Valued

24. 24 Career Center Member-only website content Sourcebook Supporting the advocacy work conducted on behalf of the industry Serving in a leadership role Least Valued Membership grade One’s role/position in the water industry One’s career level. Preferences shift based on:

25. Most Valued Benefits Similarities02: Active Ind. 04: Active Ind. w/Utility-SVP 06: Operators/ Admin. 10: Life14: Student Information and resources provided by AWWA CEU/PDH available through AWWA Section membership Career Center Periodical Subscriptions Sharing information and best practices Developing and advancing my career Ability to stay current with the industry news and information Networking with peers Attending conferences and educational events 25

26. Least Valued Benefits 26 Similarities02: Active Ind. 04: Active Ind. w/Utility-SVP 06: Operators/ Admin. 10: Life14: Student Website with member-only content Career Center Volunteer opportunities Career Center Volunteer opportunities Sourcebook Supporting the advocacy work conducted on behalf of the industry Serving in a leadership role

27. Least Value Benefits are the Same for YPs and Academics: Website with member-only content Supporting the advocacy work conducted on behalf of the industry Serving in a leadership role Career Center Sourcebook Most and Least Valued Benefits SimilaritiesYPAcademics Information and resources provided by AWWA CEU/PDH available through AWWA Section membership Periodical Subscriptions Developing and advancing my career Sharing information and best practices Ability to stay current with the industry news and information Attending conferences and educational events 27 Least Value Benefits are the Same for YPs and Academics: Website with member- only content Supporting the advocacy work conducted on behalf of the industry Serving in a leadership role Career Center Sourcebook

28. Most Valued Benefits SimilaritiesSmall UtilityMedium UtilityLarge UtilitySVP AWWA Standards Periodical subscriptions Information and resources provided by AWWA Networking with industry leaders Legislative and regulatory alerts (utilities) Ability to stay current with the industry news and information Attending conferences and educational events Sharing information and best practices 28

29. Least Valued Benefits SimilaritiesSmall UtilityMedium UtilityLarge UtilitySVP Career Center (Utilities) Volunteer opportunities Website with member-only content Demonstrating the organization’s commitment to the profession and public health Supporting the advocacy work conducted on behalf of the industry Individual membership associated with the organizational membership Sourcebook Developing and advancing the careers of our employees Networking with industry leaders Individual membership associated with the organizational membership Only Tap Water Delivers Campaign Networking with peers 29

30. 30 Professional Issues of Concern

31. Biggest Professional Issues nPercent State of water and sewer infrastructure7,27462% Lack of public understanding of the value of water6,24153% Regulation and government oversight5,63048% Capital costs and availability5,17244% Aging workforce/talent attraction and retention5,01843% Water supply and scarcity4,43238% Energy demand/use/costs3,22927% Customer, constituent, and community relationships3,12427% Emergency preparedness2,69423% Drought1,80315% Cost recovery1,79215% Climate risk and resiliency1,55913% Declining water demands1,45812% Security1,32411% Privatization and out-sourcing1,26911% Other1,0019% 31 Q48: What are the biggest professional issues that you are currently facing or expect to face in the coming year? Choose the top five issues. Base: All respondents More than 50%

32. 32 Top Areas of Interest

33. More than 4 in 10 respondents have a strong interest in infrastructure replacement, water treatment and water quality. 33 Q49: What are the five areas of greatest interest to you? Choose the top five. Base: All respondents Top Areas of Interest nPercent Infrastructure replacement and renewal 5,17244% Water treatment5,10243% Water quality5,06143% Regulatory issues4,26536% Distribution3,17827% Training/certification/licensure3,14827% Utility Management and Leadership3,12726% Wastewater2,96725% Sustainability2,74823% Water reuse2,73423% Workforce knowledge management2,26219% Source water protection2,20319% Top Areas of Interest (cont’d) nPercent Utility Finances1,90516% Recruiting and retaining employees 1,90016% Emergency preparedness and security 1,73715% Water loss1,66314% Customer service1,58013% Drought/Conservation1,52613% Energy1,46912% Safety1,34411% Consumer outreach9448% Desalination8958% Other4064%

34. 34 Perceptions of AWWA

35. 35 Q68: Do you consider AWWA to be an indispensable part of your career? Base: Current members

36. 36 Q68: Do you consider AWWA to be an indispensable part of your career? Base: Current members Percentage Who Agree AWWA is Indispensable to Their Career Grade 02: Active individuals64% 04: Active individuals w/utility or svc. prov.73% 06: Operators/Administrators66% 10: Life76% 14: Student57% Groups of Interest Young Professionals58% Academics59% International63% Utility Size Small61% Medium76% Large91% Things that would make AWWA indispensable to one’s career: Specialized events/conferences Local events/seminars Better communication Help finding employment More involvement with smaller companies/ communities More local education/ training

37. Descriptions of AWWA nPercent Informative4,34338% Knowledgeable4,07636% Credible3,60532% Go-to resource3,17928% Well-known2,82025% Trusted2,71324% Experts2,50122% Provides guidance2,03218% Authoritative1,80216% Relevant1,75216% Leader1,60314% An advocate1,38612% Influential1,0379% Diverse3954% Premier1662% Other2523% 37 Q70: What words or phrases best describe AWWA? Choose up to three. Base: All respondents The same top descriptors are chosen by utility members. Fewer than 10% of respondents would describe AWWA as influential, diverse, and/or premier.

38. 1 st -Year Members What’s all the fuss about new members? What’s different about them?

39. 1 st -Year Member Retention Benchmarks Individuals 67% Organizations 75% AWWA Individuals 49% Organizations 56%

40. AWWA Retention Strategy Individual Members Individual Actives (Grade 02) Admin/Operations (Grade 06) Life/Honorary (Grades 10 & 12) Students (Grade 14) International (Outside North America) Sections awwa Organizational Members Main Contacts (Grade 76) Additional Actives (Grade 04) Utilities (Grades 80-86) Service Providers (Grades 90-94) Partner Agencies (Grade 74) AWWA awwa

42. AWWA Onboarding New Member Email Series includes: WelcomeW1 Get FamiliarM2 Get ConnectedM3

43. AWWA Onboarding New Member Kit arrives in 1st month and includes: Letter Card Certificate Coupon Quick References Resource Guide

44. Other Activities Member Value Messages New Member Orientation

45. AWWA Renewal Efforts Prior to Expiration ActivityMonth 1 st Email Notice10 1 st Mail Notice 10 Web Notice10 2 nd Mail Notice11 2 nd Email Notice12 Last Issue12 After Expiration ActivityMonth 3 rd Mail Notice>30 Post card>30 3 rd Email Notice>60 Call>60 4 th Email Notice>90 Win Back CallingOct

46. Section Onboarding Efforts What is your Section doing to onboard new members today? What could you do?

47. Section Enhancements Communicate with new members Recognize new members Push new members to engage Thank new members

48. Welcome New Members When should you welcome a new member? How should you welcome a new member? During 1 st Month Options Email Mail Phone

49. Section Onboarding Tools Use the new member lists provided to you by AWWA, along with the templates to create: Emails Letters Calling scripts

50. Recognize Members How does your Section recognize new members? During Q1 recognize members through: Web Newsletter Public Recognition Section Tools Section Database

51. Push Engagement Provide discount to conference or training Encourage them to recruit a member Ask to volunteer Section Tools: New member discount sample Member-Get-A- Member Resources Volunteer flyer

52. Show Appreciation

53. Section Tools Member Appreciation Toolkit: Graphics Video Ideas Section examples

54. 2013 Section Membership Challenge Help AWWA grow by concentrating your membership efforts on: –1 st -year member retention –Year-end membership count

55. 2013 Section Membership Challenge Getting Started –Review and communicate challenge goals to your Section. –Develop a 2013 Membership Action Plan that focuses on achieving goals. Rules –Your Section must submit a 2013 Membership Action Plan by March 31, 2013 –Meet goals outlined for your Section. –Receive recognition and incentive cash at 2014 Membership Summit.

56. Membership Tools The following can be found at www.awwa.org/membershiptools www.awwa.org/membershiptools –Applications –Resources –Summit presentations

57. Have Fun