This article consists of excerpts taken from Airforce magazine, Winter 2008-2009, Vol 32/No.4

Compiled by Headquarters Staff.

VALUE FOR MONEY: THE IMPORTANCE OF YOUR MEMBERSHIP DUES

The steady decline in Wing membership since 1988 is a sign of the changing organizational culture in the Air Force Association of Canada, but there were earlier signals of the change afoot.  The introduction of the Associate member category, beginning in 1971, contributed to an increase of 1,350 members over the ensuing 17 years.  Members-at-large, however, grew by 2,100, and continued to increase somewhat dramatically to 8,400 as the Wing membership population fell.  This kind of response to a decision to expand membership categories is typical among non-profit associations.  Associations initially form because many “practitioners” share a common identity and common experiences (air force veterans, for example).  When an association introduces a new category, the doors open to “non-practitioners” – those who do not share to the same extent the identity or the experiences of the original members.  As a consequence, the organizational culture, or, alternatively, the personality of the organization, changes.

Organizational culture comprises the assumptions, values, behaviours and norms attributable to an organization’s members.  One can determine the culture of the organization by what its members say they are pleased about.  If a Wing’s members declare they no longer believe they are getting value for money, it is probably because the association has not effectively managed to re-balance its roles to one that resonates strongly enough with the association’s new organizational culture.  Debates about value for money are thus inevitable.

In terms of value for money, the following demonstrates where your membership dues are going.  For example: $2.35 to the RCAF A Trust Fund, $0.79 to Promotion, Advertising and Recruiting, $3.79 to Communications and Meetings, (This helps to pay for meetings undertaken by Wing, Group and National executives at the national level.), $0.75 to Professional Fees and Insurance, $14.37 to Office Space and Administrative Overhead, $3.87 to Memorabilia and Kitshop and $18.07 directly to the production of Airforce magazine.

National and regional annual meetings combined, cost our Association approximately $40,000 to $43,000 per year.  Additionally, most Wings subsidize their delegates’ registration fees at $150 per delegate, meaning another $45,000 in membership dues goes toward these annual meetings.  In 1999, there were more than 17,000 members in the Association.  The cost for annual meetings to each member was approximately $5.17.  Today, with a membership of 11,809, that cost has risen to $7.45.  The decline in membership and the rise in costs have contributed to this 70 percent rise in per capita costs associated with the subsidizing of attendance at National and Group annual general meetings.

When people join associations they ask themselves two questions: “What’s in it for me? and “What’s in it for the Good of the Order?”  Many would agree that most members of the Air Force Association of Canada support a well-equipped, well-trained and operationally ready Canadian air force.  What members wish to impress upon the mind of all Canadians is that this type of air force is critical for their security, and that they know this because they are intimately aware of or have contributed to it.  This is what the Air Force Association of Canada is all about.  Proposal of a common objective involves advocating for Canada’s air force.  The act of advocacy is also behind the goal of informing and teaching the importance of our air force to new generations of Canadians.  Finally, there is the business of fostering some feeling by the encouragement of a great example.  In our case the example that has been set by the RCAF and perpetuated by today’s air force, is communicated through a message of heritage.

How do Wings contribute to the Association’s mission?  Wings share responsibility for recruiting and retention within the Association.  A Wing member’s perception of the Association is derived almost entirely from his or her experience with the Wing.  In this regard the Wing bears an enormous responsibility for ensuring every transaction with its members contributes to the effort to ensure the member signs on for another year.  Wings are also our conduit to the Air Cadet League.  A number of Wings serve as the primary source of sponsorship for air cadets.  At last count some 40 Wings supported almost 100 cadet squadrons across the country.

The Association provides Advocacy, Communications, Networking and Information to those members who thrive on opportunities to share their common identity and common experiences.  With respect to that common identity, the Association’s kitshop exists to provide those members with the marks and symbols – in dress and accoutrements – many believe to be critical to their identity and their mission.

Networking is facilitated in many ways:  Wings provide networking venues and opportunities and Airforce magazine provides a networking platform.  The new Association website (airforce.ca) now introduces new opportunities to network on an ever-widening scale.  Wings will be able to build their own websites at no cost, internal to the Association’s website.  The entire database of articles published in Airforce magazine will also be searchable by members and interested parties/researchers.

Your Association offers a number of programs, products and services limited only by the number of volunteers willing to step forward and offer new ideas, their energy and time.  Our capabilities are also limited by the revenues we take in from members and stakeholders alike.  Over the past two years significant strides have been made to operate more effectively and efficiently.  Where at one time 11 staff members could be found in National Headquarters, today there are four.  Significant changes to organizational structure may still be needed before we are able to find more flexibility and elbow room necessary for the ongoing provision of key programs, products and services.  Nevertheless, we hope you will be able to determine from this discussion the extent to which you are deriving value for your membership dollars.