Retaining 40-Yr Old and Younger Members

[Guest]

[Troy at VFW National]

We are working on the first of several efforts to improve our retention in the coming years. The first group we are looking at is 40-yr old and younger veterans. I could really use some of your input.

The recruiting numbers for the VFW are good: of the approx. 70,000 new members who joined last year, 50% were 40 yrs and younger (and 2/3 of this group were 30 yrs and younger). This group brings the energy and dedication we have come to expect from new members (of all ages). They also bring the following:

-A desire to be actively involved in their communities
-An ability to attract others in their peer group
-30+ years of future membership
-Familiarity with the new ways that members communicate
-A different appreciation for how members want to spend their "VFW time".

The bad news: most new members in this age group give the organization a year. After that, most walk away without a word.

VFW National is working on ways to assist the grassroots in keeping members engaged. Plans right now include asking former members why they left through surveys; informing people about VFW programs nationally through dues notice mailings; targeted mailings to 40 yr and younger vets to explain how the VFW serves them; and updates to websites.

We would like to hear from those of you out there with suggestions about how to better retain this group of members. Remember, VFW National is here to support the posts, districts, and departments. We want to know how to better do this from your perspective.

We have done surveys where we asked general questions and received general answers. Here is a chance to be specific. Here are some examples that you guys have already sent in: send out announcements via text message; make event calendars more prominent; include an area for members to blog on the website. Let us know what else you think.

Thanks
Troy at VFW National Membership

P.S. In the short-term we're looking at members who are 40 and younger. We want to continue to branch out to other groups as well: female VFW members; Vietnam vets; Desert Storm vets . . . . Every VFW member shares a common bond, but each group also brings its own concerns with it. I think it's something that keeps the organization fresh.

[Redmaxx 7546]

Being a Desert Storm Vet (41 years old) I can tell you that I had a very hard time fitting in at the two VFW Posts that I have belonged to. The biggest complaint is that there is nothing that the VFW offers a younger single person (or married). The WWII veterans run the Posts (at least the two that I have belonged to) and they don't need anything for their families anymore. They are happy to have big band dances and casino nights which the younger members don't want to go to or bring their families to. Also, at the two Posts I have belonged to, nobody speaks to you after you take the oath of obligation, I think that there should be some sort of program that you take a new member and have then sit with someone who will encourage them to attend meetings and answer questions about how and why the VFW runs the way that it does. I finally decided (with now help from anyone at my Post) to start going to meetings, buy a Life Membership and a cap and start to get involved. Sorry if it sounds like I am rambling on. E-mail me if you would like to discuss this further:

redmaxx@wowway.com

[Loadtoad]

I would like to say that I am 36 and have been extremely active for several years now.  The biggest hinderance there is, in my opinion, is that the current members are so dead set in their ways that the young guys want nothing to do with them.  I have been lucky in my posts, but from talking to others, the old guys want stuff done their way or no way.   As a young Post Commander, I have tried to bring in new ideas and get things going.  But I am just the ringleader of the circus.  When I comes time for a vote, nothing happens, regardless of what is said outside the meetings.  I have been thinking about starting a post of stricly younger vets for this very reason.  I am afraid that there is little to nothing National can do about this problem.  We can all sit around and wait for the dinosaurs in the VFW to become extinct.  Problem is that there will always be another group of people waiting to turn into dinosaurs themselves.  I have tried to get my Dept to get together with a group of young Vets from across the State and sit down with them face to face and get their input directly from them.  I would love to be involved with making things happen for the younger VFW members and potential members.  It's hard to start anything like this from the bottom of the food chain.  I feel this has to be handled from the top down.

[Redmaxx 7546]

I agree with you Loadtoad, they are dead set in their ways.

[IJK3770]

    There are too many long term Post Officers that are set in their ways and will not make room for younger vets to become active.  The older ones appoint the same ones to the chairmanships each and every year.  Involvement for the younger members is not encouraged and I agree with Loadtoad that there is nothing National can do about it.  It is up to each individual Post to make the effort to get these younger members involved.  The Post Commander could call them the day before the meeting and give them a personal invite and then make sure that they are involved in the discussions/meeting.  It's boring to sit there not knowing what is going on and no one to tell you or explain to you what is happening.  Much of the time the Commander arrives just before the meeting and then does not take the time to be sure to speak to each member gathered.  It would do a lot of good if the Commander or another officer would be sure to greet each member and shake their hand as they arrive and let them know their attendance is appreciated.
    Troy, you quoted a number of 70,00 new members, 50% were 40 or younger and 2/3 of them were under 30.  Now what I would like to know of these members that are not coming back how high is the percentage that were signed up and their dues paid for by the "Free Membership" program?  My Post has made the mistake in the past of paying dues for a young newly eligible member to try to get them started and not a one of them has ever bothered to attend a meeting or renew their membership.  Once in awhile we have had a member of the Post pay the dues for themthe 2nd year but then they drop out the next.
    At the regular Post meeting held in May it was decided by a vote that we would not pay any "New Members" dues but will pay subsequent dues for as long as they remain in the military.  The "New Member" will have to prove to us his interest in becoming a member by paying his own first year dues.
This will be an interesting thread to follow.  Thanks for getting it started.
Cheerily
IJK

[Redmaxx 7546]

Not a bad idea Joe.

[d.peirce]

Troy & Comrades:

I am certainly not in the 40 year old group and perhaps should not respond to your question.
I do know that membership is probably the most important effort any organization can undertake.

I think questions, aimed at your target group, might be composed (multiple choice) and sent to prospective new members, new members, and former members either by E-mail; Snail Mail, or, personally handed out at Post meetings by the Junior Vice.

Seems as though we try to interest our new members 'only' by conforming to reasons, we think, our predecessors joined.

It has been stated here that the ancient veterans run things 'their' way. If it is time to change their approach, move them aside. Perhaps their own Private - Room? Corner" Stool?

For me, an Octogenarian, an interest in a Elderly Men's Marching & Chowder Club, by any name, Still works. Just need bigger napkins. Or, Maybe, VFW Emblem inscribed Bibs? -- Large!

Methuselah
65 left to go

[IJK3770]

d.peirce
     I just love your replies.  You have so much to add to our discussions.  You help me keep things in perspective.  Thanks for responding to this thread.
Cheerily
IJK

[ZAP44]

Troy
What I read above pretty much sums up my own frustrations. 

Anyway what you’re looking for you already have and that was the Improving VFW’s Brand, Recruitment & Organizational Effectiveness study.  The study showed a big disconnect between membership/potential members and leadership in many areas.  And the PP of the staff recommendations to that report I think clearly indicates leadership’s reluctance to change.

The statement from your post above only proves what I’m saying: “This group brings the energy and dedication we have come to expect from new members (of all ages). They also bring the following:
-A desire to be actively involved in their communities”
The study showed only 39% of membership and potential members rated community service high where it was 65% for leadership.   Just reading the study I’m not surprised you seem to think community service is a draw to join which I’m not so inclined to agree with.  I support organizations that support veterans, active duty military and their families and I think that is why most of us joined the VFW and not for community service.

According to the study At-Large membership was high with potential members at 42% but only at 13% with leadership.  Many of the various department DAL posts showed large gains last year as did the ME Dept DAL post with 138% while my own post only got to 82%.  Doesn’t it make since that networking these people would greatly improve their recruitment and retention?  As for my 82% I don’t know why many of those are staying.  Last night’s monthly meeting for our 252 members we had only 7 who attended.  But then only 32% of current members rated meetings high compared to 52% for Leadership. 

I could go on and on but you get the point.

Retired civil service I have seen many data collection efforts that end with nothing changing…

Happy 4th everyone!

[TireIron]

I am a member of a post overseas in the Pacific. I am older than forty, but I am just a member so they can keep their membershp figures up. I don't go to the post because what I see is the image that needs to be change. A bunch of old men drinking.  Lot's of times if someone younger joins and starts going to the post, they try to get you around to their way of thinking. Most of their energy seems to be the Pacific convention in the Phillipines.

[DoggyDaddy]

I am a member of a post overseas in the Pacific. I am older than forty, but I am just a member so they can keep their membershp figures up. I don't go to the post because what I see is the image that needs to be change. A bunch of old men drinking.  Lot's of times if someone younger joins and starts going to the post, they try to get you around to their way of thinking. Most of their energy seems to be the Pacific convention in the Phillipines.

If you want change, I suggest you get involved in the operations of the Post. As well, if you get more young members active, you can effect change more easily in many ways including image.  It can be both challenging and fun.  On another note, those old men may have some golden stories to tell about the WWII battles of the PI's. Get to know them and share experiences.

[dmh1566]

I think the recruiting and retention of eligible military veterans is the responsibility of individual posts. National can assist through nation-wide promotion of the VFW but it is up to post to contact veterans in their area, convince them to join and then show them that their post is something worth being a part of so they'll stick around.

I've said this before and I'll say it yet again...most of today's military veterans want to be a part of an organization that actively assists their fellow veterans and betters their community. That being said, most of these vets have no interest in being part of a social drinking club or a wolf in sheep's clothing (a post that does not fullfill its obligations as a veteran's organization).   If a post does the right things on the regular basis I see no reason why they shouldn't be able to recruit, and retain, younger veterans. If a post decides to simply operate a bar and call themselves a VFW post I guess our organization will be better off in the long-run if they fade away. Bottom line...posts need to step up and play an active role in securing the future of their organization.

An area I'd like to see national look at for nation-wide advertising/promoting is mixed martial arts.  This sport if very popular among many current service memebers and younger vets. Another possible medium for advertising/promoting might be magazines that are popular with current service memebers and younger vets (Maxim, Stuff, etc).

[gulfvet91]

I am also not within the target group, being 51 this year, but I believe I think a lot like them, owing to the fact that I retired so recently and I have since worked in several places that brought me into direct contact with younger folks.  The number one thing I have seen lacking in the 3 posts I have been involved with is a lack of activity.  Basically the posts are places to sit around and drink, with an occasional euchre tournament or barbecue thrown in.  I think one of the quickest and easiest ways for posts to draw younger veterans would be to have a wi-fi hotspot at each post.  I do a lot of work online, much of which I could and would do at the post if they had this feature. 

Also, posts I have been involved with have had a distinct lack of communication.  You only find things out if you are part of the in-crowd and you spend a lot of time at the post.  I was the Chaplain at post 9494 and I usually found out that members had died belatedly if at all.  I was willing and able to go and provide care and comfort to their families and friends and I was left out of the loop.  I have seen similar things happen with Chaplains in other posts. 

A better web presence will be crucial for retaining 40-and-unders.  They want to be able to look at the post website and see what's going on that they would want get involved with.  That's where the activities should come in.  I know there are many posts here in the Dayton, Ohio area, yet there are no inter-post leagues for darts, bowling or golf that I am aware of.  Heck, we could even have inter-post bass tournaments or fishing derbies.  And when you do these things, get them publicized.  TV, radio and newspapers love to have positive community pieces to cover.  You could also post some video of the event to YouTube.  Imagine what might happen if veteran's service groups went viral!

As for the mission of the VFW posts, honoring our veterans and educating the public on what it means to serve, we need to have a presence beyond ceremonies on Memorial Day, Veteran's Day and the 4th of July.  There are many other ways we could be getting involved with the public.  The key is that it must be active involvement not just donating money for Little League uniforms and such.  It will be in the active involvement that you will see the under 40 crowd showing up.  Just don't let them do all the active involvement.  This is one of the problems in our churches today.  Everybody votes to start active programs and then everybody under a certain age does the work while everybody over a certain age sits back to complain about how poorly the work was done and how much it cost.  Consequently the folks in the group doing the work tend to leave due to overwork and under-appreciation.    I'm sure the same can be said in many of our VFW posts.

The VFW is suffering from the same dearth of under-40 members as almost every other social, religious or service organization today.  It's partially a symptom of our economy; people simply have to work more to keep up.  Also, our society has changed in that people think more globally now than 50 years ago.  We need to be able to show our relevance in order to attract the group we are discussing.  My two cents.

Also, about the family aspect.  I have seen illegal gambling at posts I was a member of.  I have also seen the 'No Profanity' rule completely ignored at every post I've been to and the current smoking ban also ignored.  Responsible parents don't want their children mixed up with gambling raids, foul language and second hand smoke.

[ZAP44]

We all know what is happening and we all have ideas on how to turn it around. 

And if you read the posts above and other threads throughout VFWWebcom what we have are really two VFW’s.  The old brick and mortar posts with members who want their canteens, meetings, and want to stay informed of veterans issues by post officers during meetings and will not give up on the traditional organization.  Then we have the younger group that has no time or interest in meetings, posts, or the drinking social life and is engaged with service buddies over the internet and stay very well informed of veteran issues via various websites.

Thinking only one VFW I wanted my 252 post members to become computer literate.  I donated a computer and got them to approve free training at adult education.  Then I asked for those interested to sign up for the training.  Nobody did.  So only the 5 or 6 of us who use a computer stay in touch.  I get a steady stream of information from the Dept Adjutant, QM and others that I’d like to pass on.  Even if I put it on the blog nobody is going to read it.  What I do is print off the important stuff and post it on the bulletin board.

Then we have the DAL’s.  Many of these Dept posts grew 30% or more over last year.  For the most part these are your 40 and younger vets.  What is being done to retain these people?  I’ll answer it for you…nothing.
 
The study I like to quote from recommends changing from a grassroots organization to a MAL networked organization.  As my thinking was in that direction I was shocked that National just wrote it off as Do Not Implement.  But then reading the view of leadership on various issues compared to members/potential members it isn’t difficult to see why.

I’ve been wrong in whining that the organization will not change.  It’s not right to expect one of my 86 year old members to change, learn how to use a computer and stop hanging out in post bars.  But we clearly need to do something.

That’s when I came up with the idea of a parallel VFW organization made up of DAL’s and others that choose to belong via the internet.  Every DAL post should have officers assigned for running the post and it should not be just left to the Dept QM who does nothing except collect money for those members from National for general Dept projects. 

If we stop attacking the traditional VFW they may be more inclined to allow changes to the by-laws necessary to allow greater use of the internet and less face to face meetings which I believe is key to retaining the 40 and younger group.

[navychick]

First of all, I would like to commend National for getting the on-line component of VFW communications rolling.  I discovered this website while searching for local VFW posts for I have moved into another district. 

As for initial recruiting efforts at the National Level, in my opinion, the VSO is the one who can angle in new-recruits!  When you first get out of the military, you hear about VSO's for help on combat related claims etc., but trying to find one was another story.  These guys need to be at the TAP orientations across the counry to get the initial word out--especially to the combat separatees and non retiring folks who are usually being forced out of the military for other reasons besides retirement. 

Once I found a VFW chapter near my house, I became a life-member, just for the fact that I knew that I could find a post in every local of every state (and I could afford the membership).  However, the fees for lifers are quite steep and that's where I think a majority of the 40 and under folks probably shy away from making that life-time commitment.  In making that commitment, I was hoping to find fellow mates from OEF/OIF to commiserate, but instead I found "friends" of friends of the VFW in the post, who had NEVER served thier country.     Maybe there could be a way to entice this crowd to commit via a let's say, 5-10 year membership at a reduced rate etc. 

I am extreemly proud to be a member of the VFW and having earned the right to become a member via a boots on the ground tour or what have you--if you are a veteran of a foreign war it is your RIGHT and RESPONSIBILITY to be in this coveted organization!  Anotherwords, NOT everyone can be in the club.  THIS IS THE SELL THAT MUST HAPPEN TO ENTICE OEF/OIF veterans.