Embed Size (px)
Citation preview
You don’t know what you’ve got until it’s gone? What can we learn from the EU & NUS referenda?
Jo Walters @jowalters
I’m going to talk about Brexit
#topical
I’m going to talk about NUS
disaffiliation(NU-exit?)
#awkward
This isn’t based on any science or
hardcore academic theory
#justsomethingsfrommyhea
d
But first, let’s talk about being a
member
I am or have been a member of…
● two students’ unions● NUS● the EU● two
universities/departments/courses● a university society● a few choirs● a residents association● a veg box scheme● the National Trust● the Co-operative● Blockbuster● the Newsround Press Pack● a gym
I am or have been a member of…
● two students’ unions● NUS● the EU● two
universities/departments/courses● a university society● a few choirs● a residents association● a veg box scheme● the National Trust● the Co-operative● Blockbuster● the Newsround Press Pack● a gym
I did feel like a member of some of these and not of others.
I did feel like some of these valued me and others didn’t.
I did feel like I could influence some of these and not others.
I did feel like some of these made an effort to make me feel welcome and part of what they did but not others.
The Walters Hypothesis
#thewaltershypothesis
Feeling like a member:Joining
BelongingEngaging
Brexit & NUS
Joining
Process
Filling in a form, paying, being processed, being accepted, passing a test, meeting the requirements
Rituals
New uniform, equipment, initiation, receiving a membership card, attending the first session
Induction
Being the new person, being shown around, understanding how you fit in
Process
Filling in a form, paying, being processed, being accepted, passing a test, meeting the requirements
Rituals
New uniform, equipment, initiation, receiving a membership card, attending the first session
Induction
Being the new person, being shown around, understanding how you fit in
Belonging
What does it mean to belong?
Why is that important?
Having something in common with the other members
Feeling part of something bigger than yourself
Having a shared purpose, set of beliefs, goal, way of looking at things
Gaining value from being a member, e.g. being able to borrow books from a library
Engaging
Actively, deliberately and willingly doing stuff to contribute
● Turning up● Responding to requests for help● Volunteering● Using a service● Renewing your membership● Opening emails● Acting as an advocate for the organisation● Mobilising● Taking on more responsibility● Recruiting others
What were the issues?
People didn’t think of themselves as members
Being a member was invisible
People couldn’t see the value of being a member (until it was too late, see regrexit)
People focused on one or two issues, not the bigger picture
How people feel is important as well as facts (more than facts?)
Large organisations find it hard to make everyone happy
So what about students' unions?
Joining
Process
Filling in a form, paying, being processed, being accepted, passing a test, meeting the requirements
Rituals
New uniform, equipment, initiation, receiving a membership card, attending the first session
Induction
Being the new person, being shown around, understanding how you fit in
Process
Filling in a form, paying, being processed, being accepted, passing a test, meeting the requirements
Rituals
New uniform, equipment, initiation, receiving a membership card, attending the first session
Induction
Being the new person, being shown around, understanding how you fit in
Belonging
Having something in common with the other members
Feeling part of something bigger than yourself
Having a shared purpose, set of beliefs, goal, way of looking at things
Gaining value from being a member, e.g. being able to borrow books from a library
How do we find and articulate shared characteristics, goals and ideas amongst our diverse members?
Engaging
Actively, deliberately and willingly doing stuff to contribute
● Turning up● Responding to requests for help● Volunteering● Using a service● Renewing your membership● Opening emails● Acting as an advocate for the organisation● Mobilising● Taking on more responsibility● Recruiting others
Actively. Willingly. Deliberately.
The dream!
What can we do?
Some of the challenges...
Students don't exactly choose us
Students don't have a wide range of alternative things to join instead.
In some ways we're more like your local council. Who loves their local council?!
Joining
Process
Can we help people understand that they have joined something?
Rituals
What can we do to greet them and acknowledge they have joined?
Induction & welcome
How do other people do it? Look at apps, digital tools and new staff - onboarding. It is about freshers week but not just about freshers week.
Belonging
Having something in common with the other members
This doesn't mean being the same as others - there is room for different viewpoints.
'Being a student' is something your members have in common.
Can people be part of groups within the wider membership?
Feeling part of something bigger than yourself & gaining value from membership
Emphasise collective benefits over individual benefits and showcase the breadth of what you do. Point out to groups how they have benefited and how they fit into the bigger picture of helping other students.
Engaging
Actively, deliberately and willingly doing stuff to contribute
The Walters Hypothesis suggests that working on joining and belonging will lead to our members engaging...
But they haven’t
chosen us
We’re the default.
We’re their local council.
We’re not their tribe.
What if they did have a
choice?
What would we do differently if students could pick from a few students' unions?
What would we do differently if membership became opt-in?
Why?
What would we do differently if students could pick from a few students' unions?
What would we do differently if membership became opt-in?
Why?
Look at what people in competitive markets do:● Talk about the benefits/features and the value of being a member● Focus on converting people into members● Worry about retaining members● Be better than the other options● Show your members you value them● 'Sell' membership
Shouldn’t we be doing most of that stuff anyway?
Has automatic membership made us focus elsewhere? This might be great or it might have made us lazy.
I’m not saying we should go all ‘sales-y’ (ick) but shouldn’t we make sure our members know why being part of something bigger is great?
What do you think?
