Introduction
In the summer of 2011, the Florida Forestry Association (FFA) approached the PIE Center to conduct a membership survey to help the organization identify how to better serve the needs of current and potential members by understanding their perceptions of the organization, as well as the barriers and benefits of membership in FFA.
Researchers developed a questionnaire that was distributed to current and former members of FFA. Members with valid email addresses received the survey electronically and the remaining were mailed a hard copy.
Key findings
With regard to FFA membership, 68% of current members had been in the association for 10 years or longer. Of past FFA members, 44% indicated being a member for more than 10 years before leaving the organization and 46% said they were a member for five years or less.
Based on average responses, participants identified supporting the forestry industry as the most important reason for joining FFA, followed by political representation and access to credible information. Social activities and family tradition were the least important reasons for maintaining membership. Former members said the high cost of dues was the most important reason for leaving FFA. Other reasons for leaving included changing positions within a company, selling a lease, excessive coverage of unimportant issues and the perception that FFA does not benefit smaller members’ business, instead favoring larger business members.
In their opinion, current member respondents said the largest perceived barrier to membership was that membership has not been valuable to non-members. Other barriers included the perception that the credible information offered by FFA is free and easily accessible, that the political positions taken by FFA of conflict some foresters’ views, and that FFA does not work in partnership with its members.
To recruit new members, current member respondents thought the best way would be to ask people to participate in person or by sending issues of the Florida Forest Magazine to non-members. Former members determined that asking people to join over the phone or through social media were the least desirable methods.
Recommendations
Since the reasons for becoming a member and remaining a member are the same as the most important benefits of FFA membership, FFA should focus its attention and resources on supporting the forestry industry and political representation. FFA should consider streamlining programs and events not listed as important to the membership to increase efficiency and focus on the priorities of the membership.
Since none of the reasons for leaving the association were overwhelmingly conclusive, FFA staff should follow up with other past members to discover why they discontinued their membership. This follow up would determine if there are any other reasons for leaving FFA that were not included in the survey.
In order to expand membership, FFA should create a potential new member packet that clearly defines the types and benefits of membership while deemphasizing the cost of dues. Targeted recruitment efforts at regional and local forestry meetings could also increase the total membership of the organization. Collaboration with other organizations such as the Southern Wood Producers Association on events, education or leadership programs would increase the visibility of FFA to others in the industry and may also increase interest in joining.
Since there was such a variety of internet usage among members, FFA staff should allow each member to decide how they would like to receive information. FFA could send out cards with the next general mailing asking if the member prefers email or U.S. Mail. The members could mail back the card, and FFA could track their preferences. One communication plan should be developed for members who depend on the internet for communication, while a second plan should cater to those who prefer U.S. Mail.
