OWL membership survey highlights desire for improved speaker topics, increased awareness of programs
A 2010 OWL membership survey examining why people stay or leave the organization found that members want relevant, important topics discussed at meetings, with increased awareness of services and OWL programs.
In response to the question “What change could be implemented to improve the value of OWL membership,” one lapsed member responded: “Monday evening programs had trivial topics and speakers. For women to succeed they need to read and know what the boys read and know. Too much Ladies Home Journal, not enough Wall Street Journal.”
Jane Aguirre, a founding OWL member, past president of OWL and current American Academy of Ophthalmology vice president, global alliances, said the survey results will help the OWL Board of Directors better tailor OWL’s offerings to meet members’ needs.
“Members value the networking/high-touch opportunities that OWL provides,” Ms. Aguirre said in an e-mail interview. “We need to be sure they’re getting the maximum benefit from the educational programs that are offered. Offering the right topic, right speaker and right information is a challenge for all groups. The social media program in Boston was a big hit. Finding equally timely and relevant programs is important for our members.”
The survey was conducted this spring, both online and onsite at the OWL Symposium at the American Society of Cataract and Refractive Surgery meeting in Boston. A total of 148 current or former OWL members took part, with 116 completes (41% response rate) for current members and 32 completes (12% response rate) for lapsed members.
Questions included one word or phrase that respondents would use to define OWL (the majority response: “networking”); why the member decided to join (also, according to the majority of members, “networking”); and what the member hoped to gain from joining (“new contacts”).
According to the survey, OWL members tend to leave because of lack of awareness of the organization’s services, renewal issues or desire for more of a leadership forum than a “social club.”
OWL’s focus on holding Monday night events at larger ophthalmology meetings is also an issue for some members who cannot attend bigger ophthalmic meetings. Ms. Aguirre said OWL is looking to increase all membership involvement by promoting its mentoring program, webinars and local OWL gatherings.
Both current and lapsed OWL members suggested OWL focus on obtaining speakers and topics concerning women and leadership development. They also expressed interest in having access to more online discussion forums and group and individual mentoring programs.
The survey provided recommendations and “next steps” for the organization to consider. Reviewing the OWL mission statement and having more member input before meetings are two possible steps toward increasing awareness of the organization and its services, the survey found.
The survey also suggested that OWL leadership devise a formal task force to recruit and retain members beyond the United States; make the OWL sanctuary and services easy to find at meetings; render renewing online easier; and disseminate results of the survey itself.
“As with all surveys, you can’t let the results sit on the shelf,” Ms. Aguirre said. “The results are being shared with OWL committees so that each may take action based on their focus area. They’ll report back to the board on what has been done. And, just as important, we’ll let members know the results and the actions we’ll take.”
The survey was conducted on behalf of the OWL membership committee. Chair of the committee is Ms. Aguirre and members are Amy Batoosingh (Allergan), Annamarie Hastings (AAO), Diane Houtman (Alcon), Caitlin Jenkins (AAO), Abigail Markward, and Beth Marsh (Johnson & Johnson).
If OWL members have any further input on results or wish to assist in a committee to help achieve the survey’s recommendations and goals, they can contact Molly Schar at mschar@owlsite.org.
– by Erin L. Boyle, Staff Writer, Ocular Surgery News