LIBRARY MIchIgan State . UnIversIty I PLACE IN RETURN BOX to remove this checkout from your record. TO AVOID FINES return on or before date due. M‘_~\ DATE DUE DATE DUE DATE DUE “j, 1“,},02 I \r' FEB 0 51997 r 4” a ”L. g! F V in 41' “,3 .‘R 1?- fiTfi—‘FAI MSU Is An Affirmative Actior'VEquaI Opportunity Institution 7 7 cMMpmS—M A COMPARISON OF MEMBERSHIP GOALS AND ATTITUDES BETWEEN THREE MEMBERSHIP GROUPS IN THE MICHIGAN UNITED CONSERVATION CLUBS BY Raymond Alan Rustem A THESIS Submitted to Michigan State University in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Department of Fisheries and Wildlife 1991 "r” ( (QM) ABSTRACT A COMPARISON OF MEMBERSHIP GOALS AND ATTITUDES BETWEEN THREE MEMBERSHIP GROUPS IN THE MICHIGAN UNITED CONSERVATION CLUBS BY Raymond Alan Rustem The Michigan United Conservation Clubs membership was surveyed in 1988 to assess membership attitudes and goals. Four distinct groups of members were identified using membership type, interest in joining clubs and method of membership recruitment. Significant differences were identified in age structure, family orientation, political activity, outdoor recreation, magazine readership and environmental attitude values. Traditional club and subscriber members were highly active in outdoor recreation, particularly hunting and fishing and joined other organizations with similar interests. Political participation and political helplessness were influenced by local club membership. Subscribers seeking to join local clubs have high interest in community, youth and family activity opportunities. New MUCC members, attracted through door to door solicitation represented a departure from traditional members. Solicited members possessed lower utilitarian and higher ecologistic attitudes. They also had lower outdoor recreation participation. Less than forty percent hunted or fished during the previous year. ACKNOWLEDGEMENTS I wish to Acknowledge the Michigan United Conservation Clubs and their Executive Director Thomas L. Washington for the foresight in supporting this research. It is hoped that the information contained in the findings will be of value to them during the next fifty years of natural resources conservation. Further, I would like to thank Dr. Ben Peyton for his assistance in designing a program that will serve me well into the future, in making natural resources There are many other people I would also like acknowledge. Thanks to my close friends who gave support and encouragement to return to school and and wife Anita for their support through the last Finally and most importantly to my parents Gerald decisions. to me the my family few years. and Elizabeth Rustem who taught me to love and respect the world and resources around us. iii TABLE OF CONTENTS LIST OF TABLES . . . . . . . . . . LIST OF FIGURES. . . . . . . . . . LIST OF APPENDICES. . . . . . . . . INTRODUCTION 0 O O O O O O O O O 0 LITERATURE REVIEW . . . . . . . . . Organizational History and Theory . Typologies. . . . . . . Association Membership. . . . . Association Maintenance . . . Implications of Organized Publics . METHODS . . . . . . . . . . . . RESULTS 0 O O I O O O O O O O 0 Response . . . . . . . . . . Nonrespondents . . . . . . . Nonrespondents Telephone Survey. . Mail Survey Respondents (Club members, IAMs, Solicited members). Age 0 O O O O O I 0 O 0 sex 0 O O O O O O O 0 Education . . . . . Income . Occupation . Family Orientation Political Activity Recreation Patterns Memberships. . . Magazine Readership . . . . Attitudes Towards MUCC Programs Resource Attitude Domains . . Age 0 O O O O O O O 0 Political Activity . . . . IAMs by Interest in Joining an MUCC Clu iv Page vi ix UI P'H oawcnst 21 21 21 23 27 27 3O 30 32 32 35 37 40 43 51 53 54 56 56 58 Table of Contents (cont.) Page Recreation Patterns . . . . . . . . 59 Attitudes Towards MUCC Programs . . . . 61 Predicted Future Involvement . . . . 62 Comparison of Activity Interest for Club members and IAMs . . . . . . . . . . . . 63 Membership Recruitment. . . . . . . . . 65 Past Club Members . . . . . . . . . . 66 Older Members. . . . . . . . . . . . 67 DISCUSSION . . . . . . . . . . . . . . 71 Response . . . . . . . . . . . . 71 Membership Profiles. . . . . . . . . . 75 Club Members . . . . . . . . . . 76 IAMs Interested in Joining Clubs. . . . 76 IAMs Not Interested in Joining Clubs . . 78 Solicited Members. . . . . . . . . 78 Joining. . . . . . . . . . . . . 79 Why Join MUCC . . . . . . . . . . 79 Why Join an MUCC Club . . . . . . . 82 Implications . . . . . . . . . 85 Activating Political Activity. . . . . 85 Maintaining IAMs . . . . . . . . . 86 Increasing Club Membership. . . . . . 87 Solicited Members. . . . . . . . . 89 Kellert Attitude Assessment . . . . . 92 SUMMARY . . . . . . . . . . . . . . . 93 LITERATURE CITED . . . . . . . . . . . . 98 APPENDICES . . . . . . . . . . . . . . 103 Appendix A. MUCC By-laws, membership descriptions . . . . . . . . . . 103 Appendix B. Survey instrument sent to club members with changes included in IAM survey and survey cover letter. . . . . . . 104 Appendix C. Nonrespondents letter and response postcard. . . . . . . . . 122 Appendix D. Telephone survey instrument used to determine nonresponse bias. . . . . 124 Appendix E. Chi-square and significance results for selected variables between MUCC membership groups. . . . . . . . . 127 10. 11. 12. LIST OF TABLES Summary of survey and nonrespondents mailings with corresponding response rates. . . . . Reasons indicated on the nonresponse card for not completing the survey . . . . . . . Comparison of percentage between mail and phone survey respondents on selected survey items for club members and IAMs. . . . . . Percent distribution of occupations among MUCC member groups . . . . . . . . . . . Percent distribution of responses to family orientation variables among MUCC member groups and significance test results between club IAM and solicited members. . . . . . . . . Comparison of membership group percentages reporting frequent voting in national, state and local elections . . . . . . . . . Frequency of contact by MUCC member groups with state and national legislators . . . . . Percent distribution of respondents believing that legislators are more likely to listen to industry . . . . . . . . . . . . Reasons membership groups indicated as important for membership in MUCC . . . . Percentage of MUCC member groups participating in various recreation activities at least once during 1987 O O O O O O O O O O O MUCC membership group preferences for partners when hunting . . . . . . . . . . . MUCC membership group preferences for partners when fishing . . . . . . . . . . . vi Page 22 23 25 35 36 38 39 39 40 41 43 44 Table 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. MUCC membership group preferences for partners when camping . . . . . . . . . . . . MUCC membership group preferences for partners when boating . . . . . . . . . . . . MUCC membership group preferences for partners when hiking . . . . . . . . . . . . Percentage of membership groups reading selected magazine sections at high levels . . Percentage of membership groups who feel MUCC should be doing more on selected conservation issues . . . . . . . . . . . . . Mean attitude value scores for MUCC membership groups 0 O O O O O O O O O O O 0 Comparison of attitude value scores between male and female solicited members . . . . . Frequency of contact with state and national legislators by IAMs interested and IAMs not interested in MUCC membership . . . . . . Percentage of interested and noninterested IAMs and club members participating in various recreation activities at least once during 1987 Percent of interested and noninterested IAMs who believe acquaintance attitudes towards MUCC are similar to their own . . . . . . . . Percentage of interested and noninterested IAMs who feel MUCC should be doing more in selected environmental issues . . . . . . . . . Rating of past and future environmental activity compared to present level of activity for IAMs interested in joining a MUCC affiliate and those not interested. . . . . . . . . . . . Comparison of programs and activities important to MUCC club members and IAMs interested in joining a club . . . . . . . . . . . Modes by which club members first learned of their current club . . . . . . . . . . vii Page 44 45 45 52 54 55 56 59 60 61 62 63 64 66 Table 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. Percentage of past club members by selected age categories. . . . . . . . . . . . . Percentage of past club members who indicated selected items as important in dropping their club membership . . . . . . . . . . . Comparison of percentages for MUCC members fifty years and older and those under fifty, who participated in various recreation activities more than ten times during 1987 . . . . . . Percent comparison of magazine readership between MUCC members fifty years old and over and members under fifty. . . . . . . . . Comparison of importance placed on selected reasons to join MUCC between members fifty years of age and older and members under fifty . Chi-square test of significance between respondents and nonrespondents on selected variables for club members and IAMs. . . . . Comparison of occupation variables between membership groups. . . . . . . . . . . Comparison of family variables between membership groups. . . . . . . . . . . Comparison of recreation participation between membership groups . . . . . . . . Comparison of cross memberships between membership groups. . . . . . . . . . . Comparison of magazine readership between membership groups. . . . . . . . . . . Comparison of attitude value scores for Kellert domains between membership groups . . . . Comparison of recreation activity between IAMs interested and not interested and club members . . . . . . . . . . . Comparison of political activity between IAMs interested and not interested and club members . . . . . . . . . . . . viii Page 66 67 68 69 70 132 133 133 134 135 136 136 137 136 LIST OF FIGURES Figure 1. Age distribution of phone survey respondents . 2. Age distribution of MUCC members . . . . . 3. Comparison of age distribution for MUCC membership groups . . . . . . . . . . 4. Comparison of education levels completed for MUCC members and Michigan residents over twenty-five years old. . . . . . . . 5. Comparison of education level for three membership groups in MUCC . . . . . . 6. Comparison of income levels for MUCC membership groups. . . . . . . . . . . . . . 7. Percentage of MUCC members holding membership in selected organizations . . . . . . . 8. Percent of membership groups holding membership in organizations actively supporting consumptive recreation . . . . . . . . 9. Percent of membership groups holding membership in organizations not actively supporting consumptive recreation . . . . . . . 10. Age distribution of IAMs interested and those not interested in joining clubs . . . . . ix Page 26 28 29 31 33 34 48 49 50 57 LIST OF APPENDICES Appendix Page A. MUCC by-laws, membership descriptions . . . 103 B. Survey instrument sent to club members with changes included in IAM survey and survey cover letter . . . . . . . . . . . 104 C. Nonrespondents letter and response postcard . 122 D. Telephone survey instrument used to determine nonresponse bias . . . . . . . . . . 124 E. Chi-square and significance results for selected variables between MUCC membership groups C O O O O O O O O O O O O 12 7 INTRODUCTION The first major volunteer conservation organization in the United States developed out of concern for the decline of native fish and game species (Trefethen, 1975). The New York Sportsmen's Club, founded in 1844, was unlike many of its predecessors. The club was dedicated to the "protection and preservation of game". It's first established objectives included the elimination of both the spring shooting of game birds and sale of game. As the success of this first venture became known, local conservation and game protection associations began to form across the United States. During the first North American Wildlife Conference in 1935 Jay "Ding" Darling announced the plan for a General Wildlife Federation consisting of organizations from the 6000 existing clubs (Fox 1981). The plan envisioned a system of state associations sending delegates to a national organization. A number of individual states began to form coalitions. The Michigan United Conservation Clubs (MUCC) was one of the organizations established as a result of this national movement. It was initiated in 1937 by a group of local sportsmen clubs from across the state. The MUCC replaced an earlier coalition, the Michigan Sportsmen's 2 Association, as the leading conservation organization in Michigan. During the next fifty years MUCC expanded to embrace over 400 organizations located through out the state. In 1947, the organization began publishing Michigan- Out-of—Doors magazine as a communications tool for its members. During the early period, membership in MUCC was limited to members of affiliated organizations. It was not until 1964 that memberships became available to individuals not associated with an affiliated club. Nonclub members could purchase a yearly subscription to the magazine. A portion of the subscription payment was assessed as MUCC membership dues. These new subscriber/members did not possess the same privileges as club members. Subscription memberships (Individual Associate Members or IAMs) were given opportunity to speak before the annual convention and board of Directors but held no voting privileges. This situation has not changed and thus IAMs have less influence on decisions directing organization policies. A second major revival of the conservation- environmental movement occurred following the celebration of "Earth Day" in 1970. National awareness of natural resources issues was suddenly awakened. The 19705 also saw a sharp increase in membership numbers and citizens environmental organizations (Fox, 1981). 3 MUCC also benefitted during this arousal of environmental conscience. The organization reached its highest total membership in the early 708, exceeding 130,000. This included over 400 affiliated organizations with nearly 50,000 members and 80,000 IAMs. The intervening years have seen a decrease in MUCC membership. The most dramatic drop has been in the club memberships. From its high in the early seventies club memberships dropped to 35,000 and have remained nearly stationary. After its initial drop the IAM membership began to increase and now equals the early 19705 total. During this period MUCC ran several surveys through its magazine. These surveys were intended primarily for advertising background. They provided little information beyond demographic and outdoor equipment ownership. No formal survey of the MUCC membership has ever been conducted. Recognizing a need to expand their membership base, MUCC began to conduct a door to door solicitation campaign in 1986. Household residents were approached by a canvasser who discussed current environmental issues. The resident was subsequently asked to either join or donate money to support MUCC. Members added by this method received Michigan-Out-of-Doors magazine and were classified as IAMs by MUCC. The manner in which these "Solicited" members were encouraged to join and the issues used in persuasion were 4 designed to appeal to individuals who would not normally consider joining MUCC. At the time of the survey the total number of solicited members represented less than 3% of the entire MUCC membership. In 1987, attempting to gain an understanding of the declining club membership and to better serve the interests of the organization, MUCC contracted with the Department of Fisheries and Wildlife, Michigan State University, to conduct a survey of its members. The major goals of the study were to: 1. obtain demographic information of both MUCC club and IAMs (age, education level, occupation, and family information). 2. collect data pertaining to MUCC members recreation activities and activity levels. 3) determine members' attitudes towards MUCC activities. 4) assess the importance placed on ecological, utilitarian and other environmental values of MUCC members. 5) compare differences in recreation patterns between club members and two types of IAMs. 6) compare political values and attitudes between club members and two types of IAMs. 7) identify the number of IAMs interested in joining clubs and the types of activities and facilities they are seeking. 8) identify facilities and activities offered by existing clubs. LITERATURE REVIEW The study of volunteers and volunteer organizations has received considerable attention from such disciplines as sociology, political science and psychology. Two bibliographies are available on recent studies of volunteers and volunteer organizations (Knoke 1986, Smith 1975). A common problem faced by many researchers has been the classification of a volunteer and volunteer associations. A minimal definition offered by D. Knoke (1986) is useful to describe the application of these terms used in this study. Volunteer organizations are "formally organized, named groups most of whose members-whether persons or organizations-are not financially recompensed for their participation." Research reviewed with relevance to this project are classified under six subcategories; organizational history and theory, typologies, association members, association maintenance and implications of organized public. n is o d t o A study of Washington based groups found fifty percent of the citizens groups founded since 1830 were formed after 6 1940 (Walker 1983). A primary reason given for this growth was the increase in political patronage in the United States. As communications improved it became easier for groups to support candidates who express their views and lobby those who expressed opposite views. As a result the number and diversity of interest groups increased. The MUCC is an example of an organization formed to express and support political views. Since its inception, MUCC's has been involved in political action in the areas of fish and wildlife management, gun ownership, and environmental concerns. Michigan's role as a manufacturing center may have influenced the development of the MUCC. Smith (1973) found a strong correlation between the amount of industrialization and membership in volunteer organizations. Industrialized areas and societies provide better communication networks, leading to the greater exchange of ideas. This exchange allows the development of groups with common purposes and the formation of volunteer organizations. Organizational formation has also been described using ecological models (Hannan 1977). Organizations act as evolving species forming to fill voids or niches of social interest. As in an ecosystem, they compete for a limited resource, (memberships). An example of this model might involve the formation of a local park association due to the perceived lack of interest in park plans. The group forms 7 because they perceive an open niche in the existing organizational ecosystem. The success of these groups depends largely on the appropriateness of their perceptions and their ability to compete for the limited membership resource. In its inception MUCC formed out of a similar perceived need. It was successful in competing for the membership resources available in the state. During the ensuing years several other similar organizations have begun filling certain niches of environmental interest. The competition for the membership resource has increased. In order to compete and remain viable MUCC will need to adapt to the changing needs of potential members. W One problem in studying volunteer organizations has been the variation within the definition. A literal application of Knoke's definition makes no distinction between church, conservation or union groups. Some questions on the appropriateness of comparing church or union against strictly volunteer groups using a single inclusive definition does exist. In numerous instances, religious organizations have been excluded. The main argument has been the ascriptive and involuntary nature of these memberships (Smith 1975). Attempts to solve this problem have been based on placing volunteer organizations 8 into types. These classifications have been based on either function (Rose 1954) or benefits to the members (Bell and Force 1956). Using a comprehensive technique, Gordon and Babchuk (1959) used factors such as organizational aim, function and membership to define a typology. Organizations whose aims were attuned to social influence were categorized as instrumental, while those whose aims were primarily to furnish activities for the membership were designated expressive. A third category, expressive-instrumental, encompassed organizations possessing both social influence and membership activity objectives. Because of the magazine published by MUCC and affiliate clubs facilities, MUCC best fits this category of organizations. MW Research conducted on voluntary organizations often includes information related to individual members. Quantifying this membership information provides a basis for market evaluation of members currently being attracted to the organization. Data collected on members can also be utilized to adapt to changing membership markets or to attract new market segments. An abundant amount of information is available on the demographics of volunteer members. One of the most common 9 variables measured is membership age. Studies indicate a disproportionate age structure in voluntary associations. Participation was found to increase as age increased. This continued until ages 35—44 (Cutler 1976). As age increases beyond this point participation remains stable and then begins to decline in later years (Curtis 1971). Bultena and Wood (1970) have identified varying effects of age in different types of organizations. Instrumental organizations tend to lose older members to a greater degree than expressive organizations. Hausenecht (1962) posits the increase in participation for young adults as a ramification of their integration into adult society. The decrease found in later years similarly follows the increased detachment from society shown by older groups. Taking a separate approach, Lansing and Kish (1957) proposed an alternative measurement to age data. Their study advanced the concept of categorizing individuals into one of seven "Family Life Cycle" stages. The stages were defined according to age, marital status, and whether the individual had children. A national study applying this technique found the expected relationships, which remained constant across other variables such as age and sex (Knoke and Thompson 1977). Participation was found to increase as individuals were married and entered the working world. It decreased as children were born and family unit activities 10 increased. Participation again increased with the entry of the last child into the school system. Several studies have indicated the reduced likelihood of membership in organizations by individuals of low status groups (Palisi and Jacobsen 1977, McPherson 1981). High status individuals use memberships for social integration. These studies also identified a shorter duration of affiliation from low status individuals who chose to join. Several other demographic variables have been tested for affects on membership affiliation. Variables having the most significant impacts include sex (Booth 1972), length of residence (Zimmer 1955), marital status (Scott 1957) and community size (Babchuk and Edwards 1965). A portrait of the average member provided by the findings in these studies can be summarized as male, middle aged, married and a long term resident of the community (Verba and Nie 1972, Hyman and Wright 1971). The best measurement of demographic correlations has been the center of considerable discussion. Most studies have focused on the individual impact of a few variables. Studies using multivariate analyses indicated a great deal of interaction between variables (McPherson and Lockwood 1980). In these analysis the length of residence was the only major factor not affected by other demographic variables (Edwards and White 1980). Studies which examined reasons for joining 11 organizations have spurred a great deal of discussion. The principal question in this debate remains. Will the achievement of a collective good1 provide enough motivation for individuals to join (Truman 1951), or do members require motivation by the provision of selective benefits (Olson 1965)? Olson presents the most extreme view proposing that only organizations selling private or noncollective products or provide social or recreational benefits to individual members would have a source of rewards to offer potential members. Mitchell (1979) categorizes private goods as either goods or services, sociability, social status, or self esteem. Application of this concept would predict that MUCC could only exist so long as it continued to provide a magazine or other private good. A separate study identified two of the most common goods sought by potential members as increase in satisfaction and influence (Coleman 1973). Models which identify the achievement of collective goods as the primary motivation require an additional assumption. These individuals must assume others will also make a similar decision and in numbers high enough to be successful (Collard 1978, Hardin 1982). It is difficult to believe that many people would contribute to a "lost cause". Another area of investigation has involved incidental societal influences on organization members. Membership has 1 A collective good is defined as a good in which many people benefit with or without contributing to achievement of the good (Olsen 1965, Truman 1951). 12 been linked to increased self esteem (Aberback 1969, Mitchell 1979), voting (Almond and Verba 1963, Alford and Scoble 1968) and political activity (Nisbet 1962). As an organization with a primary interest in influencing political and management decisions, it is imperative that MUCC members either maintain or increase their activity level. Information on MUCC's success in this area can greatly influence its ability to achieve its goals. Youths, as well as adults show positive influences from membership in volunteer organizations. Membership in youth organizations has been connected with socialization into adult society (Hanks and Eckland 1978) and increased political and voting activity in later life (Hanks 1981). W Even within social influence organizations whose primary goals are aimed at altering societal conditions, concern must be given to membership commitment and recruitment. Commitment is not reached only by attaining public policies, (Browne 1977). Successful groups will seek out what they can offer, what potential members want and what opportunities exist to supply these desires. Membership commitment is dependent on the organization's ability to reach the necessary level of member satisfaction. The influence of membership control is one of the major factors influencing organizational commitment. Increased 13 control in organizational decisions is positively correlated with member commitment (Hougland and Wood 1980). In large organizations where much of the decision making process is centralized in a hired staff, this may be difficult to provide. Knoke (1981) suggests communication, to some degree, can offset the absence of involvement in the policy process. Further research has also shown large organizations have greater potential to attract more committed members (McPherson 1983). All organizations face a constant erosion of members. Historically, occupational and social networks were influential in maintaining member recruitment (Snow et. al. 1980). More recently, direct mail campaigns have been used extensively in membership campaigns. One advantage of direct mail members is their greater commitment and increased motivation through changes in public policy (Godwin and Mitchell, 1984). Implications 9f Organized Publics During a fifty year period between 1930 and 1980 the number of political lobbying organizations in Washington D.C. tripled (Walker 1983). Conservation and environmental protection were just one of the many concerns being advanced by this rise in political advocacy. Organized conservationists influenced creation of national parks, wildlife refuges as well as laws protecting herons, egrets 14 and raptors (Trefethen 1975). In Michigan, advocacy organizations have promoted decisions to insure the nonpartisanship of department directors and wildlife management issues as well as to protect wetlands, sand dunes and impose deposits on beverage containers. Organized associations of citizens are continually adopting new policies aimed at accomplishing organizational goals. Acting as a focus for individuals and smaller organizations, they have been effective in altering policy decisions. Their influence has added a new dimension to state and national resource managers. Current resource management has broadened its concern for social implications when considering biologic choices of policy decisions. From the perspective of resource managers, it is important to be able to identify interest groups and predict their actions. The state of new York has identified at least 211 separate organizations interested in some aspect of wildlife management (Brown and Decker 1982). Such diverse interests can quickly dilute agency resources unless the agency can predict reactions of separate groups. A resource agency which can predict reaction to management plans may be able to design communication strategies that encourage support (Smolka and Decker 1983). Managers will also be able to anticipate supporting organization to better direct information efforts at unsupportive groups. In order to accomplish its objectives an organization 15 must also understand members. Providing the opportunities to achieve individual goals and providing desired goods and services can increase both membership commitment and motivate action. A sound public interest group assesses the changes in its members needs. It adapts over time to meet the changing needs. To remain viable it also searches for members and adapts to successfully compete to retain them. METHODS Two survey versions were developed for the study (Appendix B). One version was sent to club members, while a slightly different version was distributed to IAM and solicited members. The two surveys varied in questions concerning club membership. Club members responded to questions pertaining to their current club membership. These included how individuals had been recruited as well as activities and programs they believed important to their club membership. IAMs and solicited members were asked to identify whether they had ever been past members of clubs and if so reasons for leaving. They were also questioned on their interest in joining a club and the activities or programs affecting their choice of a club. Programs desired by current club members and those of potential members were compared to predict the probable success of clubs to attract members. The remainder of the questions used in both surveys were identical. Data were gathered on member demographics, family orientation and recreation patterns. Interest in conservation issues was measured by questions on MUCC's involvement and membership in other conservation organizations. Members were also asked to indicate expected 16 17 future and past involvement in issues as a measurement of interest. In addition, information was collected on political activity as well as perceptions of political "helplessness" (Gameson 1961). Items involving attitudes and importance were measured using a five point Likert scale (Likert 1932). Surveys to both groups included a measure of the respondent's value priorities concerning natural resources. The measure used four attitude domains identified by Kellert (1980). The attitude domains selected were Humanistic, Ecologistic, Utilitarian and Moralistic values based on MUCC's organization and primary objectives. Respondents were presented with a scenario and asked to indicate, on a five point Likert scale, the importance of four statements related to utilitarian, moralistic, ecologistic, and humanistic domains. An attempt was also made to identify reasons individuals chose not to renew memberships. IAMs were asked to indicate whether they had been a member of any affiliate clubs. Those indicating prior club membership were asked to rank the importance of several items stating reasons for non-renewal. A pilot survey consisting of 50 club members and IAMs was developed and mailed in October 1986. Responses were evaluated and several modifications were made to the final survey. 18 The primary change in the final survey was the inclusion of a second item to assess attitude domains. When given the option to rate items on a five point Likert scale many of the respondents rated the importance of items equally. Although these results provided some important insights, changes were incorporated to increase the amount of information. A second question asked respondents to rank the attitude domain statements in order of importance. To assess significance, a combination of the importance ranking and Likert scale score were used. Statements identified as most important in the ranking items were given a score of 4. The second, third and fourth most important statement were scored 3, 2, 1 respectively. This score was then multiplied by the Likert score for the same statement to obtain an attitude value score. The attitude value scores were used in comparisons between membership groups. The final random selection members included 1014 club members and 1004 IAMs. Since the total number of solicited members represented less than three percent of the entire MUCC membership. A smaller number (200) of solicited members was selected to obtain a representative sample from this group. The first mailings of surveys occurred in early February. Approximately two weeks later a reminder card was mailed to all survey recipients (Appendix C). In mid April, a second survey identical to the first was sent to those 19 members not responding. A final reminder notice accompanied by a self addressed "nonresponse” postcard was sent in May to nonrespondents. This postcard asked the recipients to indicate the reason(s) why they did not wish to respond. The total response rate after all mailings was lower than desired, (club members 52.7%, IAMs 55.8% and Solicited members 41%). As a measure to determine nonresponse bias a telephone survey was conducted. Ten questions from the survey were selected to be used in the survey (Appendix D). Fifty each of the club and IAM nonrespondents were selected for the survey along with fifteen of the non-respondents from the solicited group. Members were selected using an nth name selection. Attempts to obtain telephone numbers were made by searching available directories and by contacting local information services. If neither of these sources produced a useable phone number the next nonrespondent on the list was taken. This was repeated until a useable phone number was obtained. A maximum of five attempts were made to contact each member in the telephone survey. The data entry for the responses was accomplished with a digitizing pad utilizing a program to assign numbers for various responses. The data were subsequently converted to a SAS data set for analysis. Comparisons of data with simple means were completed with the Chi-square tests. All other comparisons of ranks and various levels of activity 20 were analyzed using the Kruskal-Wallis, ranked sums of scores. Differences were determined to be significant at a ninety-five percent confidence limit (P< or = to 0.05). The membership types are not equally represented in the total MUCC membership. Currently, the number of IAMs is twice the number of club members. Solicited members, at the time of the survey constituted less than three percent of the entire membership. When estimating overall averages for MUCC membership IAMs were weighted by a factor of two. RESULTS Response A total of 58.5% of the members receiving a survey either responded by returning a completed questionnaire or a nonresponse card (Table 1). The highest overall return rate, which included both surveys and non response cards was received from IAMs (62.2%) followed by club members (56.6%) and finally solicited members (49%). No significant difference in questionnaire return rate was found between club members (52.7%) and IAMs (55.8%). Solicited members responded at a lower return rate with only 41% of the surveys being returned. Ngnrgspgndents One hundred twenty survey recipients did return a nonresponse card. Sixty-six of the cards were returned by IAMs. Eleven of these requested another survey and six others indicated they had returned a survey. Club members returned 43 cards with eleven requesting another survey and five indicating they had responded earlier. Two of the sixteen nonresponse cards returned by solicited members requested another survey (Table 1). The most frequent reason given for nonresponse by both IAMs (57.7%) and club members (49.0%) was not wanting to 21 22 Table 1. Summary of survey and nonrespondents mailings with corresponding response rates. Club IAM Solicited Members .Members Members____ Total survey recipients 1014 1004 200 Usable surveys returned‘ 530 553 81 Unusable surveys 4 7 1 Percent return 52.7 55.8 41 Total non response card recipients 484 444 118 Non response card returns 40 64 16 Percent return 8.3 14.4 13.6 Total Responses 574 624 98 Total percent response 56.6 62.2 49 1 The total omits eight surveys which could not be identified as IAM or solicited and four surveys returned after the data was entered. answer questions about their personal lives (Table 2). Solicited members most often indicated they did not have time to fill out the survey (85.7%). The least frequently given reason for nonresponse across all three memberships was believing the survey had no value. 23 Table 2. Reasons indicated on the nonresponse card for not completing the survey. Percentage Club IAM Solicited Baason (n=40) (n=64) (n=16) I do not have time to fill out the survey 14.0 23.4 75.0 I do not believe the survey will be of any value. 6.0 4.4 7.7 I do not wish to answer questions about my personal life. 22.0 37.5 27.0 Other reason. 18.0 17.2 7.7 Please send another survey. 22.0 14.1 0.0 ts el one Surve A total of 101 nonrespondents were successfully contacted by telephone. Most of those contacted were cooperative with the questions. The greatest resistance came from nonrespondent IAMs. Nine of the 43 contacts (21%) refused to respond. Both club (9%, respondents=36) and solicited (8%, respondents=14) members had a lower percentage of refusal. This is in contrast to the higher response rate IAMs had in returning the nonresponse card (14.4%) when compared to club members (8.3%). Club member nonrespondents showed no significant difference from respondents when indicating the importance of three reasons for joining MUCC (Table 3). IAM 24 nonrespondents were less likely to indicate receiving the magazine as an important reason and conversely more likely to indicate having a voice in conservation politics as important. The sample size (n=14) of the solicited membership was too small to indicate any significance. Nonrespondent club members differed significantly in their attitudes towards MUCC activities in conservation education and gun control lobbying (Table 3). IAM nonrespondents were not significantly different from respondents in their attitudes towards MUCC's programs. None of the club or solicited members contacted by phone were less than 25 years of age (Fig 1). Nonrespondents for both club and IAM members tended to be older than respondents. Nearly one-fourth of both the club members (22.7%) and IAMs (25.7%) indicated ages over 65 years old. Club and IAM respondents over 65 constituted 11.9% and 15.9% of their groups respectively. The telephone survey had no solicited members over 65. All other age categories were comparable in response. Table 3. Comparison of percentage between mail and phone survey respondents on selected survey items for club members and IAMs. Yariabler Joined MUCC to receive magazineb Joined MUCC to support programs8 Joined MUCC to have a voice in conservation politicsb Should MUCC do more for conservation education‘ Should MUCC do more on gun control lobbying' Should MUCC do more in protecting Great Lakes Should MUCC do more in protecting air quality Should MUCC do more in protecting angler/hunter rights 52.6 44.8 55.9 58.2 52.6 81.3 70.8 80.0 Club_msmbsr ma 1. 1 phage (n=35) 48.6 45.9 64.9 67.6 63.9 91.7 75.0 77.8 Egg; 79.2 50.2 39.6 66.2 48.8 89.8 85.5 78.7 phone (n=34) 54.3 31.4 62.9 78.8 51.7 90.9 78.8 71.9 .The variable responses differ significantly between club members mail and phone surveys. bThe variable responses differ significantly between club members mail and phone surveys. *Results of statistical significance tests are reported in Appendix E. (P<0.05) (P<0.05) 26 50 45 40 35 30 25 20 15 10 abequaozaa 25-34 35-49 50-64 over 65 Below 25 Age category - 3011C1t8d members - 19.115 :3 Club members Percent age distribution for phone survey respondents. Figure 1. 27 Mail Survey Respondents Age The mean age of all survey respondents was forty-eight years of age (Std. Dev.=14.8, n=1132). The age category distribution shows an increasing percentage after age twenty, with membership peaking between 30 and 44 years of age (Figure 2)2. The largest membership age category consisted of individuals over 65 years old (14.5%). No difference was found in the mean membership age of club members (48.06 +/-13.68, respondents=515) and IAMs (48.22 +/- 15.32, respondents=541). Solicited members had a slightly lower mean age of 44 (Std. dev.=12.52, n=76). Significant differences were found in the distribution of five year age classes between membership groups (Figure 3). The percentage for club members increases over the five year increments peaking with 16.4% of the club members in the 40 to 45 year age category. Clubs had a higher percentage of members with ages between 35 and 50 when compared to IAMs (X%=16.48, df=1, P<.001). The percentage declines with a slight increase in membership after age 65 (11.9%). The IAM age distribution shows an increasing percentage with age at the 25 to 34 year old age category with a peak at 30 to 34 years. 2Solicited membership represents less than three percent of all MUCC memberships and were not used to calculate the age distribution information. 28 .mumnsms oven «0 eofipsafiuuman mw< .N enemas Amummwu Snowmawu mw< mm Hmbo mmuom mmnmm «muom mvumw vvrov mormn wmuom mmlmm vNION om soamn _ _ p _ P L F _ _ _ p D ma quaoxaa 29 .mmsoum mHAmHmAsma comm ecu mmwpsmuumm soapsnfiupmwu mmo Ho somfiuwmsoo .m musmfim mumAEms vmaHoHHom me: I mums—2. .38 D huommumo wm< we Ho>o mouoo mmumm «muom ownmv vvnov mmnmm wouom mwumm vwrow om Boamn «N atriueozad AzoBaqeo 65v 30 Members over 65 comprised the largest IAM age group (16%). Age distribution of solicited members was vastly different with 22.2% of these members falling into the 35 to 39 age category. Over fifty percent of the solicited members were represented in the 30-40 year age categories. Less than two percent of the solicited members were represented in the 45-49 year age category. Unlike the club and IAM memberships. There was no substantial increase in the percentage of solicited members over 65. Sex The MUCC is a male dominated organization with a 97.2% male membership (respondents=1l41). No difference was found between sex distribution in club memberships (96.7%, respondents =522) and IAMs (98.3%, respondents=542). The solicited group held a higher female membership (45.5%, respondents=77), (X2=258.69, df=2, p<.001). Education Ninety percent of the MUCC members have completed a high school education with 24% of the respondents (n=1137) reporting they had completed a college degree (Figure 4). This compares to 64.9 percent of Michigan residents, over twenty—five graduating high school and 14.3% completing a college program (U.S. Dept. of Commerce 1980). 31 .UHO muwm» mpfiwlhgfimbp Hw>o mwfimOHmmu emmwnofin me» use 00:: Lou wmamfimsoo mao>ma eoflaoosmm Lo :omfiuomsou .e musmam sogaaseom 5523.: I neon-ms Donn D umpmflmaoo Hm>m~ soapwosou who. HO ¢ _ v mud _ _ 0v QUBOIBJ 32 A comparison of education levels showed no difference between club members (n=521) and IAMs (n=539),(X2=2.47, df=1, P=0.11)(Figure 5). The primary educational differences occurred when comparing these club members (X2=28.43, df=1, p<.001) and IAMs (X2=36.20, df=1, p<.001) to the solicited members. Fifty percent of the solicited members (n=77) reported graduating from college with 29% obtaining advanced degrees (M.S. Ph.D M.D. D.V.M. etc.). Income The average median family income in the midwest is $22,000 per year (U.S. Dept. of Commerce 1985). Seventy- eight percent of MUCC members (n=1038) reported family incomes exceeding $25,000 (Figure 6). Solicited members (n=73) again were significantly different from both club members (n=484) and IAMs (n=481), (x2=13.02, df=2, P=.002). Forty-one percent of the solicited members had household incomes above $55,000. This compares with 25% of club members and 24.7% of IAM households with incomes in the same range. Occupation Retirees constitute the largest percentage (over 20%) of reported occupation categories among MUCC members (Table 4). An additional thirty percent of the members indicated either working in factory or managerial positions. 33 93%ééégégéégékk / .- z‘ / 4D 35 — 30 — I I I I I m o m N N a attuuaorad Iaaat uotueonpa 10 5 0 High school Some College College Advanced Some H.S. Grade school Highest education level completed SOIlClth members - ms - Comparison Of education lEVElS for three ISMDGIShIP groups in MUCC. [:::] Club members Figure 5. 34 ,,‘/,:/;;’/7:I'?‘ ("5 (Ii/27975} ,""’3":,/,. " f ”277/é/IYWW1W‘”; 4562???? atrquaozad tenet auoouI 15-24 25-34 35-44 45-54 Above 55 Below 15 Family income level (thousands of dollars) - Solicited members - IAHs Comparison of income level for HUCC membership groups. [:3 Club melbers Figure 6. 35 IAMs (23.2%) showed a higher proportion of retirees than club members, (17.7%), (x2= 4.92, df=1, P=0.03). Solicited members (9.3%) were less likely to hold factory positions than IAMs (x3e7.51, df=1, P=0.006) but were three times as likely to be involved in educational (X2=11.21, df=1, P=0.001) or medical (X%=13.04, df=1, P<0.001) occupations. Table 4. Percent distribution of occupations among MUCC member groups.* All Club Members Members IAMs Solicited Occupation (n=1113) (n=504) (n=534) (n=75) Farm related 1.8 2.8 1.3 - Educational“ 4.2 4.4 4.1 13.3 Managerial 16.5 16.3 16.7 12.0 Factory‘ 14.9 14.1 15.4 8.0 Sales' 6.5 6.3 6.6 6.7 Medical“ 2.1 3.0 1.7 9.3 Construction 6.9 7.7 6.6 2.7 Student 0.9 0.4 1.1 1.3 Retired“ 21.4 17.7 23.2 9.3 Other 24.7 27.4 23.4 37.4 “The occupation variable percentage differs significantly (P<0.05) between club members and IAMs. he occupation variable percentage differs significantly (P<0.05) between club and solicited members. cThe occupation variable percentage differs significantly (P<0.05) between IAMs and solicited members. *Results of statistical significance tests are reported in Appendix E. Family Orientation A majority of MUCC members (84.5%) indicated they were currently married (Table 5). IAMs had the highest rate of nonmarried members (16.6%), with Solicited members reporting the fewest (10.7%). Both club members and IAMs had similar 36 percentages of working spouses (X%=0.97, df=1, P=0.33). No difference was found in the number of children per family reported by the members. Most members indicated Table 5. Percent distribution of responses to family orientation variables among MUCC member groups. All Club Variable and Members Members IAMs Solicited :esponses (n=1111) (n=505) (n=531) (n=75) Married 84.5 86.7 83.4 89.3 Spouses working“ 46.6 48.9 45.5 65.3 Number of children 0 15.1 15.1 15.0 10.7 1-2 42.7 42.4 42.9 52.0 3-5 35.5 36.3 35.2 32.0 >5 6.5 6.0 6.7 5.3 Youngest Child is less than nine years old.“ 25.8 22.6 27.4 37.7 Children are very active. 49.9 50.2 49.7 41.2 Children require most of my time. 19.8 18.8 20.2 25.8 'Percentages for family variable differs significantly between Club members and IAMs, P<0.05. bPercentages for family variable differs significantly between Club and solicited members, P<0.05. cPercentages for family variable differs significantly between IAMs and solicited members, P<0.05. family sizes of 1-2. Solicited members reported the greatest number of families with children less than nine years of age (37.7) when compared to club members (Xge11.13, 37 df=1, psu somanoanuum: oomomcmmuonummo om mood-flash psouEupE mmofidaacp muosnnpn assessmcumocH Asau Humummumum .I mm AsHo muumamumuuofim seafloom confined Hmsouommumspmfi5msoo mswouommsm sam>fipom chHpmuHsmwoo GOHHmefimh mafiacaaw Honowumz ca mmHnmumAsms msm>ma museum panama can: we bsmuumm Umpwuaaom so I soabmnasmmuo uwafiflflasm pfioufi .JJU cmpflawasb MMUSQ .58 D COHumfloomm< mHHHm quoaum h co .m musmfim 0 0a 0N .d a I on m u on? em om 50 .sOHboouomu m>Hpmssmsoo mcfiouommsm sao>fipoo cos chHoouficomHo smoomflmm cH mmHAmumhsms mcficfiob mesons bmhsms 00:: Ho mmwocmoumm 83628 I E: I .38 D HHossoo mcofiemuasmmuo numfioom Hmbsmscoufiocm ammHAofin mommmzwmuw QfiHU wuumwm .0 mHSUHh fionfiflfid HwQOHumz quaozad .2 51 Magazine Readership The Michigan-Out-of-Doors Magazine is a monthly periodical containing articles pertaining to hunting, fishing, nature and environmental issues. A review of the issues published between January 1982 and December 1987 was completed. During this period the magazine contained 461 major articles. Sixty-five percent of the articles were related to hunting and fishing topics. These included how— to articles as well as hunting stories. General outdoor articles dealing with other outdoor activities, features on wildlife species, or people profiles constituted 28% of the articles during this same period. Articles on specific environmental topics were eight percent of the articles counted during this period. A dominant portion (70.7%) of the survey respondents indicated receiving Michigan-Out-Of-Doors magazine as important to their membership. With few exceptions IAMs were more likely to read the major magazine sections each month (Table 16). Several of the responses received from IAMs indicated they read the magazine cover to cover. The magazine is an area where IAMs shared an equal interest in politics with club members. No significant differences existed between the readership of the Legislative Report section. Table 16. Percentage of membership groups reading selected magazine sections at high levels. , All Club Solicited Magazine Members Members IAMs Members Segtion (n=1136) (n=512) (n=538il (n=76LR Hunting and fishing articles'“ 79. 4 72.3 82.9 38.2 General outdoor articlesflx 73.2 62.5 78.3 52.0 Special cons. features’“ 65.7 56.7 69.9 42.6 Editorialsabc 52.9 45.3 56.5 36.8 Regional Reportabc 62.9 51.9 68.0 37.3 Letters to the Editor“ 54.1 51.5 55.3 35.5 Legislative Reportbe 49.6 47.3 50.7 30.3 Conservation Update“” 57.3 51.5 60.1 40.0 Classified Ads*” 36.7 32.2 38.9 21.3 Page Advertisingabc 30.1 27.5 31.4 16.0 aPercentages for readership variable differs significantly between Club members and IAMs, P<0.05. bPercentages for readership variable differs significantly between Club members and solicited members, P<0.05. cPercentages for readership variable differs significantly between IAMs and solicited members, P<0. 05. A high level of readership was acknowledged if the respondent indicated either a reading level score of four or five to the section. "Significance tests results between membership groups are reported in Appendix E. Solicited members had the lowest magazine readership. The section most likely to be read by solicited members were 53 articles dealing with general outdoor topics. Less than 40 percent read the hunting and fishing articles with any consistency. Even fewer solicited members read the Legislative report (30.3%) regularly. Attitudes towards MUCC Programs The areas of primary interest to MUCC members is in the area of water quality. All three membership groups felt MUCC should be doing more to protect Great Lakes Water Quality and Ground Water Quality (Table 17). Solicited members indicated a significantly higher interest in toxic waste cleanup (X@=9.24 df=2, P=0.01). Solid Waste Management and Conservation Education also received high interest from this group. In contrast, less than half (48.7%) of the solicited member felt MUCC should be doing more to protect hunters and anglers rights. This was significantly lower than club members and IAMs (X@=18.09, df=2, P<0.001). Both club members (80%) and IAMs (78.8%) had significantly higher percentages of members requesting more involvement. Many of the members from all three membership groups felt MUCC was currently doing enough, lobbying on gun control. 54 Table 17. Percentage of membership groups who feel MUCC should be doing more on selected conservation issues. Club Solicited * Conservation Members IAMs Members Significance Lssae (n=504) (n=5221. (n=76) R, P Promoting conservation education 68.2 66.2 75.0 3.33 0.19 Promoting solid waste management 63.3 67.1 78.9 0.57 0.75 Lobbying on gun control legislation 52.6 48.8 56.7 4.47 0.11 Promoting outdoor recreation 64.0 59.8 59.8 0.87 0.65 Protecting Great Lakes water quality 81.3 89.8 90.8 5.52 0.06 Protecting ground water quality 80.6 83.5 88.2 5.40 0.07 Protecting air quality 70.8 75.7 85.5 5.48 0.07 Promoting toxic waste clean up 73.0 77.6 84.0 9.24 0.01 Protecting angler and hunter rights 80.0 78.7 48.7 18.09 <0.001 'Degrees of freedom for all significance tests equals two. Resource Attitude Domains The measurement of Kellert's attitude domain showed some significant differences between membership groups (Table 18). Utilitarian attitudes measured by the survey ranked significantly lower for solicited members when compared to either club members (X@=32.70, df=1, P<0.001 or 55 IAMs (X2=32.82, df=1, p<0.001). Solicited member's utilitarian scores ranked the lowest of the four attitudes measured. Humanistic attitudes showed the only significant difference between club members and IAMs. Moralistic attitude scores ranked the highest for solicited members. These scores were significantly higher than those for either club members or IAMs. Solicited members also had significantly higher scores for Ecologistic attitudes. Table 18. Mean attitude value scores for MUCC membership groups.’ Club Solicited Kellert Members IAMs Members _yalge (n=425) (n=442) (n=76l Mean Std. Mean Std. Mean Std. Dev. Dev. Dev. Utilitarian“: 12.23 6.58 12.29 6.73 7.79 6.15 Moralistic“: 10.24 5.45 10.48 5.67 12.42 5.55 Ecologistic“ 12.45 5.50 12.05 5.35 14.92 5.28 Humanistic“ 9.30 5.42 10.12 5.33 9.30 4.58 “Percentages for attitude variable differs significantly between Club members and IAMs, P<0.05. bPercentages for attitude variable differs significantly between Club members and solicited members, P<0.05. “Percentages for attitude variable differs significantly between IAMs and solicited members, P<0.05. 'A listing of all significance test scores are reported in Appendix E. 56 The small number of females sampled, prevented the use of any attitude comparisons between sexes in either the club members or IAMs. An examination of solicited members showed males scored significantly higher in utilitarian attitudes (Table 19) (x2=5.45, df=1, p=0.019). No difference was found in either moralistic, ecologistic, or humanistic attitudes. Table 19. Comparison of attitude value scores between male and female solicited members. Kellert Males Females Significance Vaiue n=40 n=33 x2 df P Mean Std. Mean Std. Dev. Dev. Utilitarian 9.17 6.85 5.88 4.72 5.45 1 .019 Moralistic 12.10 5.91 13.09 5.17 0.39 1 .533 Ecologistic 14.75 5.46 15.52 4.95 0.34 1 .562 Humanistic 8.57 4.30 10.36 4.94 0.10 1 .102 IAMS IneezeSEed ia Joining clubs and IAMs No; lagezested Age The primary age differences between interested (n=221) and noninterested (n=352) IAMs was found at the younger and older age categories (Figure 10). No significant differences existed between these two groups in the 35-49 year age categories (Xz=1.77, df=1, P=0.18). A higher percentage of IAMs interested in clubs were found in the 57 mm Hobo _ mnsau mcacfioh a“ omommumusa so: mmosu osm cmpmmumpsa mn