Case: IOGT-NTO

New beginning of the year at IOGT-NTO

Nearly ten years ago the abstention- and medicine political organization IOGT-NTO did an extensive strategic evaluation of the company. The result of the change was not absent. The number of members has increased sharply and today half of the 47.000 members are younger people, says Per-Åke Lundin, who is responsible for strategic planning within the union’s staff.

Now we thought that it was time to do a renewed strategic tuning of our situation. YouGov has contributed actively with analysis and surveys about the knowledge and attitudes among our members and our personnel.

It has been both qualitative focus groups and quantitative surveys – all conducted online. Furthermore we have cooperated with a number of researchers at Stockholm Business School in order to shed light on problems and possibilities within idealistic organizations.

The work in an idealistic organization is not different from commercial brand work. We examine how knowledge and attitudes have changed within different segments. The problem is not that younger people today are less engaged than previous generations, rather the reverse. We also know that we work with a tailwind since the share of abstinent is increasing. 12 % of the grown up population today do not drink alcohol. But the problem is on the other hand how the young people regard a membership. There are many who support our work, but who do not want to or are not able to work actively with preventive or social work. In stead of joining member organizations many young people today engage in one-question-movements which they experience as more exciting and spectacular.

The surveys and analysis have been very valuable when we now within IOGT-NTO are working on a new strategy for how to get into the center of attention and being perceived as more current and involved in the questions of the day.

Source: YouGov News, Issue 31, February 2009