2019 Annu nnual Sta State Cong ngre ress The Retu turne ned a and nd Services L League ue o of Aus ustralia (New Sout uth W Wales B Branc nch) Albury E y Ente terta tainm nment C nt Centre Su Sunda day 2 27 – Wednesday 30 O 30 Oct ctober 20 2019
Where re to now? • What is our current situation? • Let’s look at some facts What is the RSL? Membership Charity Other Considerations? • Is the ‘destination’ right? The vision? • Do we know how to reach the ‘destination?’ • I need your help!
We ne need a a pl plan (Recap) ap) • Provide clear direction to achieve a sustainable and proud future • We have a start, but much more needs to be done and critically, members need to be on board, and it must be resourced • Clear and measurable objectives to be met, by when (e.g. increase membership by X by Y time) so XXXX outcome can be achieved
Our current Mission and Vision (Website) Missio sion: Respecting, supporting and remembering our veterans and their families. Visio ion: To be recognised and respected as the pre-eminent association within the Defence Family in New South Wales*
Strat trategic ic Pl Plan an 2020-2022* (Recap) Purpos ose Respe specting, su suppo pporting and nd rememberi ring ou our v vetera rans a and t the heir fa r families ?? ?? Strat ategy p pillar lars $ Meet eet t the h e hea ealth, Champi pion Be e the v e voice e for Gov overn r respon onsibly t to o wellbeing a and s support rem emem embrance a and veterans a s and t their fulfil o l our c charitable le ID? ID? need eeds of vet eter erans a and camarade derie families purpo pu pose their ir f families Focus Remember the past, Understand evolving areas RSL NSW advocates for Building trust through honour veterans and their of need, provide services and represents veterans transparency and sound families and provide and find ways to engage and their families management camaraderie opportunities Actions Be representative Manage finances sustainably ‒ ‒ Develop and deliver services Influence policy ‒ ‒ appropriate for all veterans ‒ Stay true to core values ‒ Provide open communication ‒ Advocate for veterans and and their families their families ‒ Support camaraderie ‒ Embed strong governance ‒ Measure outcomes ‒ Build & foster government ‒ Build new ways to engage ‒ Continue constitutional reform ‒ Provide support for regional relationships and ‒ Foster respect and receptivity ‒ Embed skills-based board NSW partnerships Ensure Accountability Work with ESOs, government ‒ ‒ ‒ Promote positive image and and community organisations brand ‒ Restore fundraising
Fac acts……..What is t is the the RSL?
……..hi .histor ory Public service scheme NSW veteran's employment scheme Soldier settlement Advocacy and camaraderie
RSL? It’s…………………… HISTORIC MEMBERSHIP ICONIC
But……what do non-members think of RSL? WE HA HAVE VE AN ICONIC AND HI HISTORIC P POSITION and PURPOSE BUT TH UT THIS I IS NOT T WHAT TH T THE GENERA RAL P PUBLIC TH THINK Source: Qualitative Research n=46 Gen X,Y,Z non-members
Survey results (people aged between 23-50): What does the RSL mean to you? 1. Clubs and pokies 2. Old people 3. Veterans and ANZAC Day 4. Cheap beer 5. Cheap food
Conclusion – what is the RSL? It’s not well understood, and the general image is not what the RSL does or stands for
What are we going to do? “I’m trying to tell our people that we are very much in a numbers game and unless the numbers remain high, politicians will not take much notice.” National Secretary, 1975 A proposed strategy……….. “Let us die out with dignity.” William Hall, 1977
1975 Congress “(We m must) t) … …..get s t started ed w without d t delay on substa tanti tial pla lans s for s r subm bmiss ssion t to a all m ll membe bers, s, to e ensure re the con continuance of t of the he RS RSL f for or a all pos ossible time, as an effective benefic icial an and in influentia ial au authorit ity f for e ex-se servi vice and nd s serving m men a n and nd w women a and nd g good l living and nd Se Security in in Australia ia.”
What is the RSL, and what does it stand for? How do we Is the vision Veterans position right? support? ourselves?
Quote……
Facts……. s…….Mem ember ersh ship
20 What are your top three concerns about RSL SL NSW 2017 Membersh ship S Survey Num umber o of Responses: 1, 1,702 702 RSL NSW for the future? Top 5 op 5 respon onses 60% 60 50 40 36% 35% 34% 30 27% 20% 19% 19% 20 17% 9% 10 6% 5% 5% 0 Ageing ng Corru rruption Governa nanc nce Brand d Resi sist stance Qual alit ity o of La Lack o of Financial ial Lack o of clar arit ity Lack o La of Lack o La of Exclu lusivi vity Other (please membershi hip /Reputat atio ion to c chang nge servic ices re releva vance sustain ainab abil ility aro round s stra rategy div iversit ity o of famil ily specify) provid ided membershi hip inclusio ion AGEING M MEMEBERSHI HIP W WAS THE HE MAIN IN S STATED CONCERN IN 2017 M MEMBERSHI HIP S SURVE VEY Source: SVA Board Approved Strategy
RSL NSW Potential Membership 28% O OF CONTEMPORARY V VETERANS JOIN AN E ESO ( (SOURCE T TRANSITION TASKFORCE, DOD & & DVA) BASED O D ON STATE P POPULATION THIS I INDICATES 5 500-600 V VETERANS I IN NSW A W ARE J JOINING E ESOs A ANNUALLY
Other ESO Choices Percentage of E ESOs by State a and T Territory THERE A ARE OVER 2,78 2,780 ESO IN IN AUSTRALIA, 28% 28% IN IN NSW W WHIC ICH IN INCLUDES R RSL S L SUB-BRAN ANCHES 420 E ESO SOs NO NOT P PART O OF RSL SL NS NSW W – ALSO O THER ERE E TO H HEL ELP V VET ETER ERANS AND F FAMILIES ES Source: ASPEN Foundation Report 2015
Understanding the other ESOs HALF OF ESOs W WILL SEE A A DE DECL CLINE IN VOLUNTEERS NON-ME MEMBER B BASE SED VSO SOs G s GROWI WING Source: ASPEN Foundation Report 2015
24 What are your top three concerns about RSL SL NSW 2017 Membersh ship S Survey Num umber o of Responses: 1, 1,702 702 RSL NSW for the future? Top 5 op 5 respon onses 60% 60 50 40 36% 35% 34% 30 27% 20% 19% 19% 20 17% 9% 10 6% 5% 5% 0 Ageing ng Corru rruption Governa nanc nce Brand d Resi sist stance Qual alit ity o of Lack o La of Financial ial Lack o of clar arit ity Lack o La of Lack o La of Exclu lusivi vity Other (please membershi hip /Reputat atio ion to c chang nge servic ices releva re vance sustain ainab abil ility aro round s stra rategy div iversit ity o of famil ily specify) provid ided membershi hip inclusio ion AGEING M MEMEBERSHI HIP C CONCERN MEANS RELEVANCE NEEDS T TO ALSO BE A CONCERN Source: SVA Board Approved Strategy
RSL NSW Total Membership Profile (All Member Types) 1% 3% 7% 89% Builder/Boomer (55+) Gen X (40-54) Gen Y (25-39) Gen Z (4-24) BOOM OOMER AND BUILDER GEN ENER ERATION ONS ACCOU OUNT F FOR OR 89% 89% OF OF MEM EMBERSHIP ONLY 3,100 CONTEM EMPORARY Y MEMBER ERS Source: Member CMS
RSL NSW Total Membership Churn - (Loss)/Gain MEMBE BERSHIP C CHURN I IS AVERAGING 1 G 1.6K M MEMBE BERS P PER Y YEAR Source: Member CMS
Service Membership Age Compared to Australian Male Average Life Expectancy 32% of f cu current S Service M Members ( (6,600) a are o over • Austr tralian M Male, e, a aver erage l life e e expec ecta tancy a age. e. • 6% of f cu current Service M Members a are m more t tha han 1 10 yea ears o over er A Austr tralian M Male, e, a aver erage l life e e expec ectancy age. e. • 26% are 0 0-10 year ars s over A Austral alian an M Male, a averag age life e e expec ectancy age. e. 29% of f cu current S Service M Members a are i in the heir 7 70s • and w will ll r reach a age of current li life e exp xpectancy within 10 y year ars. s. • This will le leave o only ly 3 39% % of current m members b belo low Austr tralian M Male, e, a aver erage l life e e expec ecta tancy i in 1 10 0 yea ears ti time. e.
Why declining membership? It’s not just RSL But…..
Our New Membership Sign Up Experience Se Secret Sh Shopper calls to 10 sub-Branches were made to understand the new member sign up experience. Findings were: Source: Secret Shopper calls by ANZAC House to 10 sub-Branches May 2019
Sub-Branch Quotes Source: Secret Shopper calls by ANZAC House to 10 sub-Branches May 2019
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