Energy Bar Association

Transcription

1 Energy Bar Association Member Needs Assessment Findings and Recommendations Prepared by McKinley Advisors May 2016 May 2018 Page 40

2 Introduction and Methodology The Energy Bar Association (EBA) recognizes the critical role that members play in the energy law field as well as the importance of members in advancing the organization s mission and success. To ensure its member experience is meaningful, EBA retained McKinley Advisors to conduct research to help the association better understand the current needs, views, and expectations of its core member segments related to their overall experience as well as the association s products, services, and offerings. The project included an electronic survey that was delivered to 6,351 individuals (both members and nonmembers) and was fielded over a period of 14 days between February 26 and March 11, In total, 339 completed and partially completed survey questionnaires were submitted online for a response rate of 5%. The response rate among current members was 13%, 2% among lapsed and never members. Eighty-four percent of respondents were current members of EBA, 8% were former members, 7% of respondents have never been a member of EBA, and 1% were unsure of their member status. Respondent Membership Status N = 339 7% 8% The following report summarizes the key findings from the survey and presents implications and recommendations based on the research. Data has not only been analyzed in full, but also according to various factors, such as age, location, and energy sector. 84% Current member Former member Never member Unsure May 2018 Page 41

3 Membership Vital Signs MEMBERSHIP SATISFACTION For the most part, members are satisfied with their EBA membership experience. When asked to evaluate how their impressions of the association have changed since joining, almost half of respondents (47%) indicated that their impressions have improved, while only 9% indicated a slight or significant decline in their impressions. Nearly half of all respondents (45%) indicated that their impressions have remained the same, likely indicating a consistent member experience and one that meets expectations. Since joining EBA, how have your impressions of the association changed? N = % 2% 7% 28% 19% Significantly declined Slightly declined Remained the same Slightly improved Significantly improved For those respondents that indicated their impressions had declined, a common reason for the decline was due to a lack of focus outside of Washington, D.C. Others cited the costs of EBA membership as well as the lack of focus on their specific area work. More tenured members tend to hold more positive impressions of EBA than younger members. A crosstab analysis reveals that respondents who are older than 55 are more likely to report their impressions have improved as compared with their younger member counterparts. Since joining EBA, how have your impressions of the association changed? (% Respondents indicating "significantly" or "slightly" improved) by Age Significantly improved Slightly improved 33% 39% 13% 23% 8% 9% 23% 39% 23% 32% Under 35 (N = 24) (N = 57) (N = 31) (N = 57) 65 years or older (N = 31) May 2018 Page 42

4 VALUE TO COST The majority of respondents indicated the value derived from their EBA membership was equal to or greater than the cost of dues. Thirty-seven percent of respondents overall rated the value of their EBA membership as greater than the cost of membership. An additional 37% of members feel that the value of EBA membership is equal to the cost, indicating an opportunity for EBA to more effectively communicate and demonstrate the ROI of membership. Based on the cost of EBA membership, would you say the value you receive is: N = 255 3% 15% 37% 23% 14% 8% Far less than the cost of my dues Somewhat less than the cost of my dues Equal to the cost of my dues Somewhat greater than the cost of my dues Far greater than the cost of my dues Unsure Segmentation by sector reveals that those in the nuclear sector are most likely to think that the value of their EBA membership is equal to or greater than the cost. Meanwhile, those in the finance and hydro sectors are least likely to think the value of their EBA membership is equal to or greater than the cost. Based on the cost of EBA membership, would you say the value you receive is: By Sector % sum of "Equal to", "Somewhat greater than", and "Far greater than" the cost of my dues Nuclear (N=15) Electric (N=143) Transactional (N=71) Gas (N=102) Environmental (N=40) Oil (N=34) Other (N=19) Hydro (N=24) Finance (N=27) 65% 65% 63% 63% 59% 80% 78% 76% 74% In order to put this data in context, McKinley has collected data from 50 other professional associations to help organizations benchmark themselves. The following chart shows the data points collected from those 50 other professional associations for the value to cost question. With 74% of its survey respondents indicating the value of EBA is equal to or greater than the cost of dues, EBA ranks above the industry average of 66%. May 2018 Page 43

5 100% Benchmarking Value to Cost - Professional Associations (As compared with 50 other professional associations, % sum of "Equal to" "Somewhat greater than" and "Far greater than" the cost of my dues ) Average 66% EBA 74% 50% 0% NET PROMOTER SCORE Another key indicator of member satisfaction is the question of whether members would recommend membership to a friend or colleague. In this case, about 37% of respondents rated their willingness to recommend EBA as a 9 or a 10 on a scale from 0-10 with 10 being extremely likely to recommend EBA. According to the Net Promoter 1 concept, this group of respondents is considered promoters, as they are more likely to spread their positive perceptions of the association. Meanwhile, 33% of responding members rated their willingness to recommend membership as a 7 or 8. These respondents are categorized as passives because they are unlikely to spread the word about EBA, either positively or negatively. The remaining 30% of respondents rated their willingness as a 6 or lower. This last group is known as detractors because they may counteract the good word of the promoters by spreading their How likely would you be to recommend that a colleague join or support EBA? N = 252 dissatisfaction to potential members. To calculate EBA s Net Promoter Score, the percentage of detractors is subtracted from the percentage of promoters. EBA s resulting Net Promoter Score is 7. Promoters are highly valued members who can help spread the word about your organization. For EBA, promoters are critical given the percentage of members who attributed their awareness of EBA to word-of-mouth marketing by a friend, colleague, or employer. The largest percentage of respondents (49%) indicated that they found out about EBA from a colleague or friend, followed by 22% who attributed their awareness to an employer/supervisor. These top two responses display 1 Concept based on an article published by Fred Reichheld in the Harvard Business Review (HBR in Brief, 1/5/09) 37% 30% 33% Passives Detractors Promoters May 2018 Page 44

6 the importance of positive word of mouth, and the importance of turning detractors and passives into promoters. The Net Promoter Score differed significantly across distinct segments of membership. A crosstab analysis reveals that those practicing law for the shortest amount of time (less than 8 years) have the lowest average net promoter score (-25 and 5 respectively). Meanwhile, those individuals who have been practicing law for the longest amount of time (more than 15 years), have the highest average net promoter score (54 and 26 respectively). Further segmentation reveals that respondents in the D.C.-Maryland-Virginia (DMV) area had a much higher net promoter score (30) as compared with those outside of the DMV area (5). In addition, respondents working in the corporate sector had a Net Promoter Score of 0 while those in government and private sectors each had a Net Promoter Score of 25. Net Promoter Score by Years Practicing Law years (N = 12) 4-8 years (N = 22) 9-15 years (N = 37) years (N = 35) 25 years or more (N = 62) Similar to the value vs. cost question, McKinley has collected Net Promoter data from other professional associations and assembled it for benchmarking purposes. The chart below shows the Net Promoter Scores for 52 other professional associations. The average NPS among the benchmarking group is 23, as compared with EBA s NPS score of 7. Though EBA s score is a bit below average, it is important to point out the high percentage of passives (those who rated a 7 or 8 ) who are neither contributing nor detracting from the association and represent an area of opportunity for EBA. May 2018 Page 45

7 Benchmarking Net Promoter Scores - Professional Associations EBA 7 Average In addition to benchmarking against professional associations overall, McKinley is able to benchmark EBA s Net Promoter Score against other legal and government associations. The chart below shows the Net Promoter Scores for six other associations in the legal and government sectors. It s important to point out that the Net Promoter Scores overall are lower for the legal and government associations as compared to the professional associations shown above. In fact, the average Net Promoter Score for all professional associations as shown above is 23, while EBA is right on average with the other legal and government associations with an NPS of 7. Benchmarking Net Promoter Scores - Legal and Government Associations EBA Value of Membership REASONS TO JOIN Survey participants joined EBA in order to become a part of the EBA community. When asked to indicate their top three reasons for joining EBA, the majority of respondents (77%) said that expanding their professional network of contacts in the energy law field was one of their top reasons to join. In particular, the respondents who said they joined to expand their professional May 2018 Page 46

8 network appear to be interested in the exchange of information with others in the field. These respondents noted that what they value most about EBA is it provides an organized way of sharing expertise and they value the ability to expand my network of other energy professionals and exchange views and experiences with them. What were your top three reasons for joining EBA? N = 291 To expand my professional network of contacts in the energy law field To exchange knowledge and best practices with 42% others in the field 77% To attend conferences and events To support the energy law profession and the community To develop my career and seek new opportunities 30% 29% 36% To access educational programs and earn CLE To access EBA s news and publications It is paid for/encouraged by my employer To access the Energy Law Journal (ELJ) To gain leadership experience through volunteer opportunities To join an EBA committee To join an EBA Chapter Other, please specify 20% 13% 12% 11% 6% 4% 2% 1% Segmentation by the number of years practicing law reveals that respondents from all experience levels indicated that expanding their professional network of contacts in the energy law field was the top reason to join EBA. Not surprisingly, less experienced lawyers were the most likely to cite developing their career and seeking new opportunities as a top reason to join (39%), while respondents with 25 years or more of experience practicing law were the most likely to cite attending conferences and events as a top reason to join. This lends further insight into the definition of networking for these unique audiences. Less experienced lawyers are looking at networking from a career development perspective, while the most tenured are likely looking to share knowledge and simply catch-up with their contacts at events. May 2018 Page 47

9 Top Reasons to Join by Years in Law years or more To expand my professional network of contacts in the energy law field 95% 79% 84% 65% To develop my career and seek new opportunities 39% 29% 32% 21% To attend conferences and events 32% 26% 19% 43% To support the energy law profession and the community 26% 45% 38% 26% To exchange knowledge and best practices with others in the field 26% 37% 59% 44% Total responses When segmented by location (DMV area vs. non-dmv area), some differences emerged between the two groups in terms of reasons to join. In particular, 42% of respondents from the DMV area said attending conferences and events was a top reason to join, while only 31% of respondents outside of the DMV area also selected such. This difference could arise from a perceived lack of accessibility to EBA events for those outside of the DMV area. In addition, 21% of those in the DMV area said that supporting the energy law profession and the community was a top reason to join, while 37% of those outside of the DMV area indicated the same. Top Reasons to Join by Location Non-DMV Area DMV Area To expand my professional network of contacts in the energy law field 81% 74% To exchange knowledge and best practices with others in the field 42% 42% To support the energy law profession and the community 37% 21% To attend conferences and events 31% 42% To develop my career and seek new opportunities 30% 29% Total responses PERCEPTIONS Overall, EBA member respondents find the organization to be relevant and accessible. When asked to indicate their level of agreement with several statements regarding EBA, the vast majority of respondents (73%) agreed that EBA s committees and programming align with their professional interests. This was followed by 70% of respondents who agreed that EBA makes it easy for them to participate, and 64% who agreed that, in general, pricing for EBA products and services is reasonable. Interestingly, only 38% of participants indicated that EBA provides solutions to their professional challenges Also, less than half of respondents (48%) agreed that when they joined EBA, they knew how to become involved, juxtaposing the 70% that said it s easy to participate. Despite the image of accessibility, new members are unsure of how to get involved, signaling an area of opportunity for EBA. May 2018 Page 48

10 Please describe your level of agreement or disagreement with the following statements related to your EBA membership: (% sum of somewhat and strongly agree ; N = 262) EBA's committees and programming align with my professional interests 73% EBA makes it easy for me to participate 70% In general, pricing for EBA products and services is reasonable 64% As an EBA member, I feel like I am a part of a community 60% EBA makes me feel valued as a member 59% When I joined EBA, I knew how to become involved. 48% EBA provides solutions to my professional challenges 38% BENEFITS AND OFFERINGS The most important resources within EBA s member portfolio include the member directory, Continuing Legal Education (CLE), national conferences, local networking opportunities, and the Energy Law Journal once again highlighting EBA s strength as convener of those in the energy field as well as its position of strength from a content perspective. Overall, these top benefits were most important to every segment of membership, though a few findings emerged from the crosstabs: New-to-practice attorneys were more interested in local networking while their more tenured counterparts ranked national conferences as the most important EBA offering. CLE is critical to those outside the DMV-area, likely due to a lack of additional resources, while those within the DMV area were more focused on networking and the Journal. Survey participants were also asked how often they review, access, or participate in various EBA communications and resources. Of note, one-fourth of respondents noted that they access the EBA Insights weekly e-newsletter at least once a week and another 19% said they access the Energy Law Journal at least once a month. Respondents also had the option to indicate if they were unfamiliar with a particular resource. Interestingly, several respondents indicated a lack of awareness around the existence of newer EBA resources including on-demand webinars, the Primer series, and the EBA LinkedIn group. By using a method of analysis known as the Opportunity Algorithm, 2 McKinley identified the areas where EBA has the greatest opportunity to maximize impact based on expressed member needs by comparing the relative importance and member satisfaction of each benefit. The opportunity algorithm is expressed as: Opportunity = Importance + (Importance Satisfaction) Benefits and services with small gaps between importance and satisfaction scores suggest the areas where member satisfaction aligns most closely with importance. In many cases, opportunity scores can be significantly higher than the importance rating; these should become priorities that 2 Anthony W. Ulwick, Turn customer input into innovation, Harvard Business Review (January 2002): May 2018 Page 49

11 EBA works to address, as a high opportunity score is a sign that members are not satisfied with a benefit they consider to be critical. Member Benefit Importance Satisfaction Opportunity Score Local networking events with attorneys and other professionals National conferences Continuing Legal Education (CLE) programs Subject-matter specific committees EBA Member Directory Subscription to Energy Law Journal (ELJ) Regional EBA Chapters EBA s Primer Series programs EBA Update Quarterly Newsletter On-Demand Programs EBA Job Bank EBA Insights weekly e-newsletter Special benefits to young lawyers and students Volunteer leadership opportunities Supporting the Charitable Foundation of the EBA (CFEBA) Based on this analysis, the top three opportunities are local networking events, national conferences, and Continuing Legal Education (CLE) programs. Given that expanding their professional network is the top reason members join EBA, it is particularly important for EBA to focus on delivering the highest level of value and ensuring satisfaction in this area. Three benefits at the bottom of the list, EBA Insights weekly e-newsletter, volunteer leadership opportunities, and supporting the Charitable Foundation of the EBA (CFEBA) had a satisfaction score that outweighed the importance score. While this is a positive sign for these particular benefits - over-delivering is certainly better than not meeting expectations it also is an indicator that EBA has the opportunity to raise perceived importance of these resources and/or redeploy staff time and resources to deliver value in other areas. Segmentation by location reveals that Regional EBA Chapters had the lowest opportunity score (2.7) among respondents in the DMV area and but had the highest opportunity score (4.6) among respondents outside of the DMV area. When comparing satisfaction scores, respondents outside of the DMV area had higher satisfaction on just three benefits: Regional EBA Chapters, On-Demand programs, and EBA Update Quarterly Newsletter. The corresponding opportunity analysis tables for the two geographic segments are displayed below. Respondents Located Within the DMV Area Member Benefit Importance Satisfaction Opportunity Score National conferences Subject-matter specific committees May 2018 Page 50

12 EBA Member Directory Local networking events with attorneys and other professionals Subscription to Energy Law Journal (ELJ) Continuing Legal Education (CLE) programs EBA s Primer Series programs Volunteer leadership opportunities On-Demand Programs Special benefits to young lawyers and students EBA Insights weekly e-newsletter EBA Job Bank EBA Update Quarterly Newsletter Supporting the Charitable Foundation of the EBA (CFEBA) Regional EBA Chapters Respondents Located Outside of the DMV Area Member Benefit Importance Satisfaction Opportunity Score Regional EBA Chapters Continuing Legal Education (CLE) programs Local networking events with attorneys and other professionals National conferences Subject-matter specific committees Subscription to Energy Law Journal (ELJ) EBA Member Directory EBA Update Quarterly Newsletter EBA s Primer Series programs EBA Insights weekly e-newsletter On-Demand Programs EBA Job Bank Special benefits to young lawyers and students Volunteer leadership opportunities Supporting the Charitable Foundation of the EBA (CFEBA) Participation with EBA While importance and satisfaction ratings offer some sense of a respondent s perceptions of various resources, participation statistics help to complete the picture. The majority of all respondents (68%) have attended a networking event. Additionally, over half of respondents (53%) noted that they either currently participate or have participated as a CLE participant and 44% of respondents currently or have previously participated as a Subject-matter Committee Member. May 2018 Page 51

13 Segmentation by location reveals that respondents located in the DMV area have participated more with EBA in every category offered, as compared to those outside of the DMV area. The greatest differences in participation were for networking events attended, in which 84% of DMV respondents participate and only 59% of those outside of the DMV area participate, as well as subject-matter Committee Member, in which 61% of DMV area respondents participate and only 36% of respondents outside of the DMV area participate. Though members are not particularly active as authors, speakers or volunteer leaders with EBA today, several indicated an interest in becoming more involved in these positions in the future. Nearly half (44%) of respondents noted that they would be interested in participating as an EBA Board Member while 43% reported that they would be interested in being a speaker/moderator for an EBA event. In addition, 41% noted that they would be interested in being an Energy Law Journal (ELJ) author or contributor in the future. The top opportunities of interest (Board member, speaker, author) all result in a certain level of prestige and recognition, which likely play a role in motivating in EBA members to become involved. Other motivations to become involved with the EBA include expanding one s professional network (64%), staying abreast of updates and trends in the field (32%) and giving back to the energy field (28%). In which of the following capacities have you participated with EBA? N = 242 I currently participate I have participated in the past, but not currently I have never participated but am interested in participating in the future I have never participated and am not interested Networking events attendee CLE participant Subject-matter Committee Member Charitable Foundation of EBA (CFEBA) donor EBA Board Member Speaker/Moderator for EBA event FELJ Board Member Energy Law Journal (ELJ) Editorial Board Member Energy Law Journal (ELJ) author or contributor Young Lawyers Council (YLC) Charitable Foundation of EBA (CFEBA) volunteer Charitable Foundation of EBA (CFEBA) Board Member 34% 34% 31% 22% 16% 28% 15% 14% 17% 7% 8% 44% 6% 28% 43% 27% 33% 18% 41% 8% 21% 68% 8% 29% 60% 5% 28% 66% 24% 8% 24% 24% 39% 16% 54% 41% 23% 65% 60% 38% May 2018 Page 52

14 Overall, the new-to-practice attorneys were most interested in becoming more involved with EBA. Segmentation reveals that those who have been practicing law for 8 years or less were most likely to report that they are interested in participating as a subject-matter committee member, Journal author, event speaker, or CFEBA volunteer. In addition, respondents in the DMV area are most interested in participating on the EBA Board, with 41% of respondents in the DMV area indicating they have not participated but would like to. Those outside of the DMV area revealed that they are most interested in participating as speakers/moderators, EBA Board Members, and subject-matter Committee Members. FELJ AND CFEBA Survey participants were asked about their familiarity with two EBA affiliated foundations in particular: The Charitable Foundation of EBA (CFEBA) and the Foundation of the Energy Law Journal (FELJ). Neither CFEBA nor FELJ showed high levels of familiarity, with nearly 40% of respondents admitting they were not very or not at all familiar with these entities. How would you rate your familiarity with the following affiliated foundations of EBA: Charitable Foundation of EBA (CFEBA) N = % 18% 20% 19% 19% How would you rate your familiarity with the following affiliated foundations of EBA: Foundation of the Energy Law Journal (FELJ) N = % 23% 21% 18% 16% Looking back to the opportunity analysis, the CFEBA had an importance score of 2.7 and a satisfaction score of 3.1. As was mentioned previously, this could indicate an opportunity for EBA to raise the perceived importance of CFEBA. As the familiarity with CFEBA is low, increasing familiarity and awareness could lead to an increase in perceived importance if communicated correctly. Conversely, the importance and satisfaction scores for the Energy Law Journal were particularly high as one of the most important benefits to members is access to the Journal. EBA can raise appreciation for FELJ by more clearly communicating the importance of the organization in the Journal s success. May 2018 Page 53

15 Both organizations generated interest in terms of future participation opportunities. Nearly onethird of respondents were particularly interested in leadership positions, and the FELJ and CFEBA Boards were no exception. Additionally, the new-to-practice attorneys reported a high level of interest in engaging with CFEBA in the future as a volunteer. LOCAL CHAPTER EXPERIENCE The chart below represents the distribution of respondents across the EBA chapters. Of note, almost one-quarter (22%) of current members said they were unsure of their local membership. To which EBA Chapter do you belong? N = % 22% 9% 13% 7% 13% 11% 2% Houston Chapter Midwest Chapter New Orleans Chapter Northeast Chapter Rocky Mountain Chapter Southern Chapter Western Chapter Unsure Respondents were then asked to indicate where they derive the most value from their membership by allocating 100 points between EBA National and their EBA Chapter. EBA National appears to provide more value to members with respondents on average allocating 66 points to EBA National. When asked what EBA could do to increase the value of Chapter membership, almost half of all respondents (49%) suggested that EBA hold more regional events. The next most popular suggestion was for EBA to diversify its program offerings (19%). In your own words, what single thing could EBA do to increase the value of your Chapter membership? N = 118 More regional events Diversify program offerings More and improved CLE Webinars/ Online accessibility More state focus/less FERC Networking Opportunities Greater national scope N/A Other Unsure 19% 15% 12% 11% 9% 4% 4% 7% 9% 49% May 2018 Page 54

16 When net promoter score is segmented by the various chapters (excluding New Orleans because of a small sample size), the Houston Chapter has the highest score at 26 while the Rocky Mountain Chapter has the lowest score at Rocky Mountain Chapter (N = 16) -31 Net Promoter Score of EBA as an Association by Chapter Membership 2 4 Unsure (N = 46) Southern Chapter (N = 28) 11 Midwest Chapter (N = 27) Northeast Chapter (N = 50) Western Chapter (N = 23) 26 Houston Chapter (N = 19) A large difference emerged when satisfaction with regional EBA Chapters was segmented by the various Chapters. Those in the Western Chapter were most satisfied with their Regional Chapter, as 71% rated their satisfaction a 4 or 5, extremely satisfied on the 5-point scale. Those in the Northeast Chapter were least likely to show satisfaction with their Regional Chapter with only 28% rating their satisfaction as a 4 and 0% as a 5. How would you rate your satisfaction with the following: Regional EBA Chapters 4 5, extremely satisfied 14% 57% 31% 23% 28% 12% 7% 17% 23% 21% 28% Western Chapter (N = 21) Midwest Chapter (N = 26) Houston Chapter (N = 18) Southern Chapter (N = 26) Rocky Mountain Chapter (N = 14) Northeast Chapter (N = 47) BARRIERS TO PARTCIPATION When asked to consider what would lead them to participate more with EBA, 49% of current members indicated that they would participate more if they had more time. Current members also indicated that they would participate more if they could participate remotely/virtually or if someone asked them to be more involved. These responses mirrored the barriers preventing members from participating in committees. Over one-third of respondents (34%) noted that the May 2018 Page 55

17 distance, particularly distance from Washington, D.C., was the main obstacle preventing committee participation. Another 32% of respondents indicated that they are too busy to find the time to participate with committees, while 18% of respondents said that they have not participated with committees simply because they have not been invited. In an open ended response about why they did not participate in a committee, one respondent cited, Lack of time, but more than that, there hasn t been outreach specifically to me about how to participate and asking me to do so while another attributed his lack of participation to distance and not being invited. Please complete the following statement: I would participate more with EBA if... (Current Members) N = 231 I had more time I could participate remotely/virtually Someone asked me to be more involved There were more short-term/ad-hoc volunteer There were more opportunities that matched my I could participate in more opportunities in my local The value of participating were worth the It cost less I already participate in the EBA as much as I would like My employer supported my involvement I knew more about what the EBA offered Other, please specify I felt my opinions would be considered to move the I were recognized for the contribution(s) I've made 29% 27% 23% 23% 20% 16% 13% 13% 13% 10% 6% 4% 2% 49% When segmented by the nature of the respondents practice, those in the government sector were much more likely to indicate that they would participate more if there were more opportunities that matched their interests (46%) compared to 23% of those in the private sector and 17% of those in the corporate sector. Only 8% of those in the government sector said they would participate more if they could participate remotely/virtually compared to 33% of those in the corporate sector and 27% of those in the private sector. When segmented by location, a few differences emerged in what would lead respondents to participate more. As might be expected based on other results mentioned earlier, those outside of the DMV area were much more likely to indicate that they would participate if they could participate remotely/virtually. Another important factor to consider in how likely someone is to maintain membership and engage with EBA is the amount of financial support that received from their employer. In particular, segmentation by the nature of practice reveals that of those who reported using personal funds to May 2018 Page 56

18 pay for association dues, 20% came from the corporate sector, 33% from the government sector, 40% from the private sector, and the remainder from other sectors. There were more short-term/ad-hoc volunteer opportunities The value of participating were worth the commitment I already participate in the EBA as much as I would like There were more opportunities that matched my interests I were recognized for the contribution(s) I've made to EBA I would participate more with EBA if (% Respondents selected option; by Location) DMV I had more time Someone asked me to be more involved It cost less I could participate remotely/virtually My employer supported my involvement I could participate in more opportunities in my local I felt my opinions would be considered to move the EBA Other I knew more about what the EBA offered Not DMV Area 28% 27% 21% 21% 15% 20% 10% 19% 27% 17% 12% 12% 10% 13% 6% 6% 3% 4% 9% 4% 12% 2% 1% Lapsed and Never Members Cost and employer support, while seemingly minor barriers for current members, posed significant obstacles to the lapsed and never member audience. The top two reasons lapsed members cited for their discontinuation of membership were insufficient networking opportunities (35%) and a lack of employer support (35%). Never-members indicated that their top reasons for having never joined EBA are the cost of dues and a lack of employer support. Interestingly, employer support of association membership dues greatly differs between EBA members and nonmembers. While 59% of current and former EBA membership received full employer support for member dues, only 38% of nonmembers are likely to receive the same level of support for association membership. In addition, the majority of lapsed members (68%) noted that they were members of EBA for just 1-3 years before letting their membership lapse. Therefore, this segment of new members is an important member segment for EBA to focus its attention on retaining as they seem to be the most likely to lapse. 31% 40% 38% 63% May 2018 Page 57

19 Just under half (47%) of all lapsed member respondents rated their likelihood to rejoin as a 4 or 5, extremely likely on a 5-point scale, and an additional 26% rated their likelihood as a 3. This indicates that there is a group of former members who are likely to rejoin or who are undecided about their likelihood to rejoin EBA, leaving an opportunity for the Association to further re-engage these former members. Lapsed members were given the opportunity to weigh in on what EBA could do to convince them to rejoin. Two of the common themes were to offer discounts or reduced rates and to make events more accessible to those outside of the DMV area. Professional Challenges and Trends There was agreement on the top three professional challenges facing respondents today and they spanned different facets of professional life ranging from regulatory challenges to keeping up with the field, to more personal challenges related to work/life balance. Staying abreast of the changing regulatory environment was the most commonly selected answer (46%), followed closely by maintaining work/life balance (45%) and keeping current on critical news and information (44%). Some respondents also struggled with networking and gaining the necessary skills to excel at work. What are the top three professional challenges you face today? Please select up to three challenges. N = 268 Staying abreast of the changing regulatory environment Maintaining work/life balance Keeping current on critical news and information Networking with other professionals in my specific field/specialization Gaining necessary skills and knowledge to grow in my career Effectively marketing my practice and bringing in new business 28% 32% 32% 46% 45% 44% Recruiting and retaining quality talent Keeping up with and using technology 11% 11% Meeting CLE requirements Accessing the tools and resources to manage the business side of my practice Other, please specify None of the above 2% 2% 4% 8% May 2018 Page 58

20 Respondents in the private sector clearly indicated that generating new business is a top challenge for them. When segmented by the nature of practice, 62% of respondents in the private sector said that effectively marketing my practice and bringing in new business was a top challenge while only 11% of corporate and 0% of government respondents indicated the same. In contrast, respondents from the private sector were less likely to note gaining necessary skills and knowledge to grow in my career as a top challenge with 24% citing such, while 42% of corporate and 48% of government respondents selected that as a top challenge. Some interesting differences emerged in key challenges when respondents were segmented by years in law. Almost every respondent (94%) with 0-3 years in the law profession indicated that networking with other professionals in their field was a top challenge. The top challenge for each segment is listed below. Top Trends and Challenges by Years in Law 0-3 years Networking with other professionals in my specific field/specialization (94%) 4-8 years 9-15 years Gaining necessary skills and knowledge to grow in my career (58%) Maintaining work/life balance (61%) years Maintaining work/life balance (56%) 25 years or more Keeping current on critical news and information(57%) Competitive Market To better understand EBA s place in the market, survey participants were asked about organizations that they consult for their professional needs. Of the respondents who answered the question, 71% indicated that they turn to EBA for their professional needs. Fifty percent noted that they turn to industry/trade associations such as Edison Electric Institute, American Gas Association, and the Interstate Natural Gas Association of America. Respondents were asked to consider the organizations they consult for their professional needs and then indicate which organization achieves various goals. The table below shows the responses for EBA, Industry/Trade Associations, as well as Unsure. Interestingly, EBA is a clear leader in several areas but industry/trade associations provide competition in the areas of networking and information. Of note, certain areas have relatively large percentages of respondents indicating Unsure, meaning there might be an opportunity for EBA to fill that need. May 2018 Page 59

21 Considering the organizations you consult for your professional needs, which organization: (Only EBA, Industry/Trade Associations, and Unsure Shown) The Energy Bar Association (EBA) Industry/Trade Associations Unsure Offers the best networking opportunities 30% 29% 16% Is most aligned with your professional focus 44% 25% 10% Is your first choice for news and information 28% 24% 25% Offers the best CLE opportunities 34% 8% 26% Provides you with the greatest sense of community 36% 18% 20% Offers the most engaging volunteering opportunities 27% 11% 45% Is your primary professional affiliation 42% 17% 14% Total responses Communications When asked about EBA communications overall, the majority of respondents revealed that they believe EBA provides the right amount of content with the right frequency. Regarding the EBA website in particular, survey participants noted that the top reason they visit the website is to register for an event (62%) while less than one-quarter (24%) of respondents access the website to read EBA news and or industry news (18%). In general, why do you typically visit the EBA website? Please select all that apply. N = 192 To register for an event To check the EBA Calendar of Events To check the status of my membership or renew To access the Energy Law Journal (ELJ) To read the EBA news To access industry news To access career resources To leverage the EBA Member Directory to find a To acccess general information on the energy law field To purchase something from the EBA Store To access the Charitable Foundation of EBA (CFEBA) Other, please specify 4% 4% 3% 16% 15% 18% 18% 24% 32% 40% 43% 62% May 2018 Page 60

22 Survey participants were also asked how they typically access the Energy Law Journal and one-third (33%) of respondents said that they access the Journal in print while 27% indicated they access it online. Of the respondents who read the Energy Law Journal, almost two-thirds (65%) noted that they scan for, and read, articles and Committee Reports of interest and another 22% said they scan for, and read, certain articles and Committee Reports to stay current. The fact that few respondents read cover to cover is not surprising as respondents indicated in other questions the lack of time they have available. How do you typically access the Energy Law Journal (ELJ)? N = % 19% 27% 33% 3% Unsure Both online and print I don t read the Energy Law Journal (ELJ) Online Print When segmented by age, respondents under the age of 35 were the most likely to indicate that they don t read the Energy Law Journal (31%). This same age group was also the least likely to indicate that they read the journal in print, but the second most likely to indicate that they read online (behind those aged 45-54). Those aged 65 and older were the least likely group to read the Journal online. Of the survey participants who read the Energy Law Journal, 86% indicated that they think the journal has high quality content, but only 47% noted that they regularly read one or more Committee Reports. In addition, only 48% use the Journal articles for research and case development, pointing to a potential lack of ability to transfer the knowledge in the Journal into one s day-to-day work. Please indicate your level of agreement or disagreement with the following statements concerning the Energy Law Journal (ELJ). % sum of somewhat and strongly agree N = 215 I consider the quality of content in the Journal to be high 86% The Journal provides accurate and reliable information 85% The Journal is applicable to my current position 80% I regularly find something of value in the Journal 75% I use the Journal articles for research and case development 48% I regularly read one or more Committee Reports 47% May 2018 Page 61

23 Survey participants were asked how EBA could improve the way it communicates with them. Over one third of respondents (34%) said that EBA is already doing a good job with its communications, while some respondents suggested that EBA could provide more targeted communications that are tailored to the recipient s interests/needs (17%). Future Opportunities Overall, respondents demonstrated satisfaction with EBA s offerings and the member experience today. However, several respondents offered suggestions or pointed out potential opportunities for EBA to further improve the experience. Respondents were also asked how they would gain greater value from EBA. Thirty-two percent of respondents reported that more regional options for those not located in Washington, D.C. would increase value. Twenty percent reported that they would gain greater value from broadening the focus of programs and course offerings. Interestingly, the next most popular answer for respondents was that they could gain greater value if they were more involved and had more time, demonstrating that respondents are aware of the value EBA could potentially provide if members were able to fully take advantage of the organization s extensive portfolio. More regional options for those not in DC I would gain greater value from EBA if: N = % Broader focus to programs and course offerings 20% More time to participate Cheaper CLE/Conferenes/Dues More CLE offerings More accessible information 13% 11% 9% 9% Recognition of younger members 5% Other 8% N/A 4% Respondents noted that more webinars, trainings, and seminars would be helpful in preparing for and addressing the field s trends and challenges. Others were looking for more networking opportunities and more accessible CLE. May 2018 Page 62

24 Resources that would help you better address your professional challenges N = 112 Topical seminars, webinars, and trainings Networking opportunities Better, more accessible, cheaper CLE offerings Better programs Don t know More volunteer/mentorship opps Electronic information dissemination More chapter/regional events Articles Other EBA's resources are sufficient N/A 2% 3% 12% 10% 8% 8% 8% 7% 20% 19% 16% 31% Survey participants were also provided with various possible EBA initiatives and were asked to weigh in on how much of an impact each initiative would have on their membership experience. Corresponding with previous trends related to a desire for more information, skills, and solutions, the top two rated products of interest were podcasts and case studies/best practices to use on the job. The ability to participate remotely transcended throughout the research and once again surfaced with the high level of interest in adding on-demand streaming capabilities to the EBA national conferences. How much of an impact would each of the following have on your EBA membership experience? (% sum of 4 and 5, significant impact, N=204) Podcasts on specific topics of interests with opportunity to earn CLE 62% Case studies, best practices, and samples to use on the job 55% Online Annual or Mid-Year Meetings through on-demand or live-streaming capabilities 49% Confidential community or advice column where participants can gain guidance from experts and peers 34% Mobile-friendly EBA Member Directory 34% Tablet or mobile-friendly EBA Update Quarterly Newsletter editions 33% Mobile Apps for Mid-Year and Annual Meetings 33% Group insurance for small offices (health insurance, business insurance, etc.) 11% Internship placement program or online internship board 10% Though podcasts, case studies/best practices, and on-demand streaming of national conferences were of high interest to all segments, key segmented findings include: The new-to-practice segment was extremely interested in podcasts while the mid-careerists were most interested in case studies/tools to do their jobs better. Respondents outside the DMV area were more interested in every new resource than their DMV-area counterparts. Podcasts, on-demand meetings, and best practices were most interesting to these respondents likely due a lack of available resources within their geographic areas. May 2018 Page 63

25 Segmented Profile Tables EBA Net Promoter Score Reasons to Join (by importance) Top Resources (by importance Participation Interest Opportunities New Program Interest Segmentation Matrix by Years of Experience Years of Experience years or more To expand professional network of contacts in the energy law field; develop career and seek new opportunities; attend conferences and events Local networking events CLE Special benefits to young professionals Subject matter committee ELJ Author/Speaker at Event CFEBA Volunteer Podcasts To expand professional network of contacts in the energy law field; support the profession and community; exchange knowledge and best practices CLE Subscription to ELJ EBA Member Directory EBA Board Member Speaker/moderator at event Case studies, best practices, and samples To expand professional network of contacts in the energy law field; exchange knowledge and best practices; support professional and community CLE Subscription to ELJ EBA Member Directory ELJ Author Speaker at event Podcasts Online Meeting through Ondemand 26 To expand professional network of contacts in the energy law field; attend conferences and events; exchange knowledge and best practices National conference CLE EBA Member Directory EBA Board Member Speaker at event Podcasts Online Meeting through Ondemand May 2018 Page 64

26 Segmentation Matrix by D.C. vs Non-D.C. Location DC Area Non-DC EBA Net Promoter Score 30 5 Reasons to Join (by importance) Top Resources (by importance) Participation Interest Opportunities New Program Interests To expand professional network of contacts in the energy law field To exchange knowledge To attend conferences and events EBA Member Directory Subscription to ELJ EBA Board Member Podcasts To expand professional network of contacts in the energy law field To exchange knowledge To support the profession CLE Subscription to ELJ National Conference EBA Board Member, Speaking/Moderating, Subject-Matter Committee Member Podcasts Case Studies, best practices, and samples Online Annual Conference On-demand May 2018 Page 65

27 Segmentation Matrix by Practice Practice Private Corporate Government EBA Net Promoter Score Reasons to Join (by importance) Top Resources (by importance Participation Interest Opportunities New Program Interest To expand professional network To exchange knowledge and best practices To support the profession EBA Member Directory Subscription to ELJ EBA Board Member Speaker/Moderator for event Podcasts Case studies, best practices, and samples To expand professional network To exchange knowledge and best practices To support the profession CLE EBA Member Directory Subject matter committee EBA Board Member Podcasts Case studies, best practices, samples To expand professional network To exchange knowledge and best practices To support the profession Subscription to ELJ CLE ELJ Author EBA/FELJ Board member Podcasts Case studies, best practices, samples May 2018 Page 66

28 Recommendations Overall, EBA is operating from a position of strength today with the majority of its members expressing satisfaction with the organization and several considering it their primary professional affiliation. In order to further increase the organization s member satisfaction, retention, and overall membership growth, EBA can focus its efforts on the following goals: Positioning: Clearly communicating the value of EBA to its diverse membership Participation: Enable all members of the energy community to participate to their fullest potential Portfolio: Position EBA as a solution for professional challenges, beyond its ability to provide networking opportunities, by enhancing existing content resources and introducing new offerings RECOMMENDATION #1: POSITIONING EBA S VALUE Appeal to the unique qualities of target audiences: Leverage this member needs research and the data contained in the summary tables to increase relevance, and therefore, effectiveness of EBA s communications through segmentation. Targeting specific audiences with resources related to their challenges or participation opportunities of interest will not only result in higher open and click-through rates, but also build trust with members by demonstrating an understanding of their unique challenges and interests. Consider segmenting future campaigns based on years of experience or geographic location and testing different messages within distinct segments. For example, a message about upcoming volunteer opportunities may highlight the ability to expand one s network to those who are new-to-practice, but could focus on knowledge sharing and recognition as a thought leader to those who are more tenured. Leverage peer-to-peer outreach: The most common channel through which members discovered EBA was through friends, peers, or colleagues. Engage your current promoter base of EBA Ambassadors to reach out to less engaged members and highlight their personal experiences. Recruiting EBA Ambassadors from the less engaged segments of membership (outside of DC, in-house counsel, non-attorneys, new-to-practice) is critical to further engaging these audiences and reinforcing the perception that EBA should be their professional home. Encourage the Young Lawyers Committee (YLC) to personally reach out to other young professionals to share how the relationships made or knowledge gained at EBA has helped in their careers. Engage EBA champions from outside of DC to share how EBA s network and education has impacted their professional careers, and highlight how they have engaged with the organization from their respective region. Ensure all members can see themselves in EBA: Just as it is critical to address the unique components of each audience through communications, it is also essential to reinforce these messages through the presentation of EBA on the website and through its leadership. Currently the EBA Board is DC-centric with only 40% of its Board members and officers May 2018 Page 67