I have asked Lois Schoenbrun, our Executive Director, to share the results of the surveys with our members. I am sure you will find the information she has provided to be very enlightening.
In this issue of President’s Calling, I want to let you know the outcome of the Membership Benchmarking survey.
MEMBERSHIP BENCHMARKING SURVEY
3,824 invitations were sent to Fellows and Candidates. Two reminders were sent. A total of 1,331 members completed the survey – more than 1⁄3! This is a terrific response rate.
30% of respondents have been Fellows for more than 20 years. 63% are male (71% of Fellows are male) and 34% are over 55 years of age.
41% of respondents said they did not attend Academy 2009 Orlando. (This is significant because the more unique individuals we hear from, the better we can serve our members and the profession.) However, 79% said they do plan to attend Academy 2010 San Francisco! Look for a big attendance!
We asked what the barriers were to attendance, and the reasons were varied: family obligations, health issues, location, scheduling conflicts, and a big one – cost. Cost is always an issue, and I want to share with you that we take very seriously the need to keep costs down as much as possible. But to give you a frame of reference... At Moscone Center West, one gallon of coffee costs $92, about $6 per cup! The nearby hotels, where we are holding some events, are even higher, at about $120/gallon, or $8 per cup! I like to remind folks, just half-joking, that “Two gallons of coffee equal one computer!”
Our meetings are costly to produce, and we try our best to keep those costs down, so that registration fees can remain reasonable. Why not then hold our meetings in lower cost cities? First, because generally they are not large enough to accommodate our meeting. And second, because you have told us with high registration numbers that you like certain cities. The trade-off is higher cost.
We negotiate outstanding hotel rates. Yet we hear complaints every year that we’re not doing our jobs, because you found a better rate online, or paid less at the same property for another meeting. Yes, both are entirely possible, yet not a reflection on how well we negotiate. “Revenue management” is the term that hotels use for determining when and at what rate hotel rooms will be advertised and sold. In this on-line world, some sleeping rooms will always be available online at a cost lower than what we can negotiate. And hotel rates vary greatly by time of year, day of the week, and any number of other factors. We know that you want the best rates you can possibly get. Please remember, though, that if the Academy does not fill its room block (the minimum required in our contracts), we pay hefty attrition penalties. Your stay at a contracted hotel makes a real difference in keeping our costs down.
We asked what you would like to see MORE of at Academy meetings. Responses ranged from the Australia Party (IT’S BACK!) to excellent suggestions for improving either our education or the logistics of our meeting. The sheer number of suggestions for improving our education speaks volumes about what is important to our members. My favorite response to this question? “A little bit more of everything.”
One of the toughest issues to address is time. Many respondents noted that they want more time during the meeting – less overlap of good classes, more time to communicate with colleagues, more time for the exhibit hall, more time for special events for diplomates, etc. And yet the primary reason that attendees come to the meeting is the great education. Your suggestions for balancing the two are welcome!
93% said they are “Very Satisfied” or “Somewhat Satisfied” with the recognition associated with being a Fellow of the American Academy of Optometry.
We asked what services could be provided to improve membership benefits. 411 people made suggestions. Thank you. Many of you want on-line resources, and some want regional meetings.
Not surprising, we also got an earful about Board Certification – both pro and con. And generally most who commented about Maintenance of Fellowship were positive.
And finally, 96% said they were “Very Satisfied” or “Somewhat Satisfied” with the service provided by Academy staff. It’s always gratifying to hear appreciation of the staff!
Thank you again for responding to the surveys. We are always here and eager to know your thoughts. We recognize that membership in the American Academy of Optometry is a matter of pride, and want the Academy’s annual meeting to reflect the excellence that our members bring to their practices and other professional roles.
