Promoting the Dream

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Promoting the Dream

• Recruiting the Next Generation of Soroptimists

Speaker name and title Soroptimist
International of the Americas
November 2007
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Our objectives

• Understand and acknowledge generational
  differences
• Learn how to adapt messages and communication
  methods
• Review Soroptimists generational profile
• Discuss the importance of diversity
• Determine action steps

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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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The Generations Dynamic

• Values ð
• Attitudes ð
• Decisions

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

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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.

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Methods of Communication

• Face-to-face
• Formal social events
• Recognition and tribute events
• Direct mail
• Telephone
• Internet

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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

• 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

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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.
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Methods of Communication

• Social and recognition events
• Direct mail
• Face-to-face conversation
• Internet
• Email

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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

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Generation X

• Redefined loyalty in the workplace
• Demand balance of life and work
• Commitment to quality
• Problem-solvers
• Goal-oriented
• Immediate and ongoing feedback

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Marketing Soroptimist

• Skeptical of the hard sell
• Want things mapped out
• Sense of passion and adventure
• Attitude, humor and fun
• Test your message!

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Methods of Communication

• Email
• Internet
• Multi-media
• Word-of-mouth
• Social events/peer gatherings

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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
• Easily bored
• Expect to change jobs frequently
• Respect must be earned vs. based on title
• Team players

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Marketing Soroptimist

• Media-savvy
• Treat with respect
• Focus on the positive
• Emphasize action

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Methods of Communication

• Email
• Text messaging
• Internet/online communities
• Multi-media
• Word-of-mouth

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Generational Recap
The Silent Generation 1925-1941
The Baby Boomers 1942-1964
Generation X 1965-1981
Millennials 1982-2000
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Generational Themes
Silents Boomers Xers Millennials
Good of the community Personal fulfillment Uncertainty Whats next
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
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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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How Can We Deliver

• opportunities for personal development?
• SIA Mentor Program
• Emerging Leaders Program
• Leadership positions

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How Can We Deliver

• immediate results?
• Well-planned meetings that accomplish set goals
• One-day service projects
• Early involvement in club leadership

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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

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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!

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Live Your Dream website

• www.liveyourdreamcampaign.org

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Whats Next?

• 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

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Our Objectives

• Understand and acknowledge generational
  differences
• Learn how to adapt messages and communication
  methods
• Review Soroptimists generational profile
• Discuss the importance of diversity
• Determine action steps

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Parting Advice

• 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

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Questions?

• Members area of www.soroptimist.org
• Region membership chair
• Region leadership
• SIA headquarters