1	2007 APS Stamp Collector Survey Paths to Membership Growth For The American Philatelic Society
2	Overview Introduction and Methods Recommendations Survey Results Q & A
3	Introduction Who, what, where, when APS commissioned research April 2007 Hart Business Research conducted study National surveys June – July 2007 Why: gather information to help plan... How to attract new members Retain existing members Increase revenues Fulfill APS’s Statement of Purpose
4	Introduction About Hart Business Research Specialize in hobby market research and reports Recent clients The National NeedleArts Association Meade Instruments (telescopes) Primedia Enthusiast Media Interweave Press (beading, knitting, crafts magazines) India Hart Wood, Principal MIT Sloan MBA Courses in product development, marketing, statistics, experimental design, research techniques, data models 12 years marketing management for publishers and Web sites
5	Introduction Research Methods Surveyed APS members Mailed to 1,000 current members, 525 responded (53%) Random Nth-sort selection Surveyed former members and never-members Mailed to 900 former members, 252 responded (28%) Mailed to 2,000 never-members 698 responded (35%) List from chapters, affiliates, prospects 15% took survey online
6	Recommendations Overview To Retain Existing Members Marketing Programs To Increase APS Revenues Marketing Programs To Attract New Members Market focus Market
7	Recommendations To Retain Existing Members - Marketing Emphasize APS support of stamp collecting One of top 3 reasons for joining Communicate value of membership “Adds more than $45 value to your collection” Increase member awareness of APS programs (increases perceived value and APS revenues) Haven’t heard of APEX: 31% Haven’t heard of Estate Advisory 64% Haven’t heard of QuickID: 88%
8	Recommendations To Retain Existing Members – Programs Add online AP article archive (text and images) Top new program idea voted for Add real-time e-mail newsletter Want to know “what is going on” now, not 2 months ago Evaluate special price to help low-income members 1 in 4 APS members household income <$50,000 1 in 2 APS members over 80 have HHI <$50,000 Some complaints about member price vs. limited income
9	Recommendations To Increase APS Revenues - Marketing Promote services to members Insurance Members – 20% want and don’t have APEX Members – 31% had not heard about Emphasize reputation (cited as major factor) Promote services to former and non-members Former members winding down their collections estate advisory, expertizing, insurance, sales Non-members want some services but not membership estate advisory, insurance
10	Recommendations To Increase APS Revenues – Programs Evaluate “patron” membership level, to support APS outreach and support of stamp collecting Outreach and promotion rated most important APS program Some members willing to pay $75 or more for membership New programs Related to travel, reading, museums, games Many members enjoy these activities Could partner with entities already in these areas Education, especially online One of top three reasons to join is to learn Members strongly prefer online courses
11	Recommendations To Attract New Members – Market Focus Adults 28% of never-members started as adults Growth demographic is older men (growing 3x as fast as pop.) Baby Boomers Kids during peak of youth stamp collecting Normal to stop collecting after childhood, restart later Empty-nesters, retirees with money Time and money noted crucial for stamp collecting Self-employed and working people 59% said they’d consider joining (versus 38% of retirees) Wealthy – household incomes over $100,000 59% would consider joining (2x lower income groups) Art, history, and geography buffs 3 of the top 5 reasons people collect
12	Recommendations To Attract New Members – Marketing Make benefits of membership clear How membership will make collection more valuable Current thinking: “$45 for membership is $45 less for stamps” Invite people to join Not being invited is 1 of top 3 reasons for not having joined Emphasize APS as THE authoritative info source Adult starters rely on books, magazines, Web, not relatives Invest in long-term: elementary school kids 56% of APS members started before age 11 Explore partnering with publisher specializing in ancillaries
13	Survey Results Overview Stamp Collector Life Cycle Philatelic Activities Spending Demographics APS Membership APS Programs Membership Pricing
14	Stamp Collector Life Cycle Starting age Members: 44% started age 8-10 Never members: 29% Hart: age 8-11 is “Golden Age” to start hobbies Who/what helps them Relatives help 50% Friends or dealers 20% ea. Books or friends 15% ea. BUT “expert" info sources help adults get started
15	Stamp Collector Life Cycle Collecting activity varies by age 40% - 45% stop the hobby for a while (usually in 20s) Change in time or money - family, work, school, or retirement affects activity Former members: highest participation in 50s and 60s and then tapers off
16	Stamp Collector Life Cycle Member average age increased 20 years, 1982 – 2007 Median starting age still about 11 Was height of childhood collecting around 1950?
17	Philatelic Activities Reading and buying are most popular activities
18	Experience Level Higher percentage of members are experienced collectors 1982 – 2006 changes Experienced members 40% to 47% from 1982 to 1996, and then 55% in 2007 Beginners have never been more than 5% of APS members About 10% of members have been dealers over the years
19	Why They Collect Stamps
20	What They Collect
21	What They Collect 30% collect both by country + topic 65% by country/region only Most popular: U.S.A., worldwide, Canada, Great Britain Members collected from an average of 3.9 countries/areas in 1996, and 3.4 in 2006 5% collect by topic only Most popular: animals, ships, birds, trains, space, history, sports, flowers, art, Disney Same as 1996, except history and music less popular in 1996 (or not on list) 30% of members collected by topic in 1996, 35% in 2007 (All respondent data, no significant difference by membership status)
22	Learning Sources Percentage listing these in their top 3 sources of learning and information about stamps:
23	Visits to Museums & Libraries Percentage that visited various museums or libraries: 2% or less visited each of Rocky Mountain Philatelic Library, Postal History Foundation, Western Philatelic Library, Wineburgh Philatelic Library
24	Online Philatelic Activities
25	Online Philatelic Activities Web users who visited these sites regularly in last 12 months:
26	Membership Activities About 1/3 are members of local stamp clubs (same as 1982) Membership in national philatelic groups, including APS, affiliates:
27	Philatelic Spending - $ Percentage spending various amounts in the last 12 months: Includes purchases, supplies, subscriptions, travel, insurance, etc. Spending about same in 1996 for members (excluding 30% inflation)
28	Philatelic Spending - Where Percentage of total amount of spending by each group, by retail outlet:
29	Philatelic Spending - Web Percentage of each group (online buyers only) that purchased stamps, covers, and other materials at these Web sites: (Note 5% - 10% each also at StampWants.com fixed price, postal administration sites, StampWants.com auction.)
30	Collector Demographics The core demographic for philately, men over age 45, is growing more than twice as fast as the US population overall. 50 million men in USA over age 45(2005 U.S. Census)
31	They Also Collect…
32	APS Members 1982-2007 More with college degrees Increased from 65% in 1982 to 73% today More age 60 or older Increased from 31% in 1982 to 70% today More women Increased from 9% in 1982 to 11% today Fewer with household incomes over $100,000 Decreased from 47% in 1989 to 34% today (in current dollars) Decrease could correlate with more retirees who have lower “incomes” but substantial assets.
33	APS Members 1982-2007 Members 20+ years increased from 9% to 50% of membership (1982 – 2007)
34	Why They Join Reasons are same for members of all durations (20+ years, 4 years, etc.) Multiple-choice list should have included information, news
35	Why They Continue Ranked list of why they are currently APS members (Answers to open-ended question)
36	Why They Don’t Join This question was open-ended, so actual percentages much higher
37	Why They Don’t Join Relatively few (2% - 3%) mentioned the following reasons: APS for serious collectors only No interest Member/subscribe elsewhere Don't know enough about APS to decide APS too general / I'm too specialized Not a joiner Age (former members only) Health (former members only) APS politics (former members only)
38	APS Program Awareness
39	APS Program Importance % of members rating 4 or 5 - importance of the APS offering these programs on a scale of 1 (not at all important) to 5 (very important):
40	Importance vs. Awareness Importance high + awareness low = Promote more The big reason people say they join is to learn more about stamps. But only 7% of non-members have heard of APS’s educational offerings and 15% have heard of APRL Another main reason people join is to support stamp collecting. But only 5% of non-members have heard of APS outreach and promotion of stamp collecting
41	Quality Ratings Member ratings of quality of APS services used in last 5 years: (As % of those who used each)
42	New Programs Members who checked these programs as ones the APS should consider adding:
43	Course Location Preference Member preference, if a course topic interested them:
44	The AP Magazine The percentage of members who read The AP regularly is at a 25-year high Members indicating how much of an issue of The American Philatelist they read:
45	Stamp Shows Attended various stamp shows in the last 3 years: Attend to buy/sell, view exhibits, camaraderie 1996: 25% of members noted they had ever attended sTaMpsSHOWS 2007: 35% noted they attended APS shows sometime in the last 3 years
46	Stamp Expertizing Used these expertizing services in the last 3 years: Reputation most important factor in selection 1996: 6% had used APEX at some point
47	Stamp Insurance Have each type of insurance:
48	APS Pricing Would renew at each price or less (“renew but expensive”): Members with lower household income (HHI) more price-sensitive Retired or older members not necessarily more price-sensitive
49	Conclusions The Future of Philately Today’s stamp collector is wealthier, older, and better-educated than the average American. This relaxing and mind-stimulating hobby is a great fit with the millions of Baby Boomers who will retire in the next 20 years with time and money on their hands. The key is to get philately into their hands, too, and make them aware of how much the APS can enhance the hobby and their lives. This survey indicates the APS has the well-regarded services, excellent reputation, and dedicated membership to ensure philately is there for older Americans as they become the defining demographic.
50	APS Pricing What those who are willing to pay more want $50-renewers v. $40-renewers – More likely to think each APS service important Gave significantly higher importance ratings to APS… Show notices via e-mail Mentor service Sales of books and specialty items APS outreach and promotion of stamp collecting Were significantly more interested in The AP magazine having… Volunteer recognition Spotlight on services APS show information Donor recognition Had more ideas about new APS programs and services… recruiting younger stamp collectors encouraging stamp collecting in general facilitating communications between collectors (The $40-renewers listed complaints and assorted new services (mostly free))