Maybe that's just me.

http://www.ushpa.aero/documents/pres_ushpa_marketing_20080314.pdf

You'll likely have to log in as a USHPA member to view (and download automatically) this document. It was presented to the USHPA BOD a week ago. It contains the results of the membership survey.

The document is a simple presentation that is easy to follow. You'll notice that the basis of the presentation is the USHPA strategic plan (double the membership in 10 years). It addresses (or at least recognizes) the fact that membership has actually gone down since this goal was announced, so that reaching this goal within the original ten year is no longer possible. It's looking for a do over or at least a start over.

Some key points:

USHPA’s Strategic Plan: “Double the Membership in 10 years”

• Two avenues for growth

– Reduce attrition

• Current status: 7.5% annual attrition (750 pilots/year)

• Means to address: Mentor Program, community building

– Attract new pilots

• Current status: 5% organic growth (500 pilots/year)

• Means to address: Marketing

Customary Marketing Expenditures for Nonprofits

• Approximately 10% of operating budget*

• USHPA operating budget = ~$1 million/year

– Target marketing budget should be ~$100k

– ~$85k if insurance expense considered extraordinary

We are NOT getting older

– Average age of new pilots currently is 43 years - and steady

– Age distribution of new pilots has been stable for the last 20 years

– No age difference between new HG and PG pilots

– Average population age has risen over time because pilots stay with the sport a long time - half life of 9 years (or 7.5% dropout rate per year)

Why new pilot members choose to fly

– Pilot “gene” -- 70% of respondents said they “always wanted to fly”

New pilots first learned about Free Flight by seeing it in person

– 40% said “saw someone flying”

Ramp up to marketing effectiveness takes time

– Unaware -> Aware -> Interested -> Student -> Member Pilot – Bottom line = new members

• Unlikely to see major changes in 2008 – Get started now

2008 Proposed Marketing Budget

INCOME

Foundation for Free Flight Grant $5,000
Corporate Partners

EXPENSES

Surveys & Data $ 650
Media Kit $ 5,000
Corporate Partner Sales $ 5,500
Website $10,000
Public Relations Fees $15,000
Media Tracking $ 2,475
Events & Events Marketing $ 4,000
Lead Generation $ 2,500
TOTAL 2008 MARKETING REQUEST: $40,125 (less corporate sponsorship dollars)