Summary of the KAS Membership Survey 2020

By Gary Bennett (Founder, The Stats People)

Membership organisations need to have a good understanding of the profile, needs and expectations members. With that in mind, KAS commissioned my company, the Stats People, to design, host and analyse a membership survey with input from Trustees. The survey was live throughout June 2020. A total of 350 complete surveys were obtained, a response rate of 47%, which is excellent for this type of survey.

The profile of membership (Figure 1) is skewed towards males, in the older age groups with 90% of members over the age of 55, the most common band being 65-74 and two-thirds either retired or semi-retired. Even new recruits in the past two years consisted of only 13% of under 55s.

Members’ activisms and interests

Just over half of the members have participated in pro-active heritage projects in the last three years. Research and general volunteering dominated (around a third frequently undertaking each) with only 16% involved frequently in practical archaeology. The most significant barriers to volunteering are personal, family and social commitments, followed by work commitments. Health conditions and disabilities dominated as barriers for the over 75s. Interest in practical archaeology is high among the under 55s (around half very interested) and 55- 64s (just under four in ten), with over 65s less interested.

We asked members to rank their interests. These are shown in Figure 2 in descending order of top-three choice, along with first and second rank.

Specific periods in history is rated top, followed by specific topics and building types. There are differences in opinion underlying this: topics and building types are slightly more preferred by males, with archives slightly more preferred by females. The archives also have higher appeal among those with travel difficulties and those lacking confidence in their ability. Although ‘artefacts’ is rated lowest, it is the second- highest ranked topic for those frequently involved in archaeology.

Figure 1

v v

67% v

90% are aged 55+; Two-thirds retired / semi-retired (50%/17%)

Only 13% of members recruited in last 1-2 years are aged under 55

65-74 is largest age group, even for members joining as long ago as 30+ years (so must have been better at recruiting younger members in 30s and 40s in past)

46%

Length of membership

39%

31%

28%

21%

21%

23%

10%

10%

Total

Age: Under 65

Age: Over 65

Age: Under 55

Age: 55-64

Age: 65-74

Age: 75+

Membership Profile Base (All 350)

Total	350
1-2 years	15%
3-5 years	12%
6-10 years	15%
11-20 years	21%
21-30 years	13%
30+ years	25%

Figure 2

v

Period of History is biggest motivator; overall Roman, Saxon and Medieval Period have similar popularity, but big differences by age group; this category is dominant motivator of <55s and those involved in practical archaeology (87% in top 3 for both)

71%

68%

64%

15%

Rank 3rd

19%

51%

28% v

Specific topics: Military, social, agricultural, industrial etc. a close second (male 70% female 61%); specific building types third (male 66%, female 58%)

46%

21%

Rank 2nd

20%

25% 18% v

Archives such as monumental inscriptions, Tythe & land ownership less motivating overall but of greater interest to females (58% vs 49% male), those with travel barriers (65%) & lacking confidence in their abilities/experience (66%)

20%

15%

35%

20%

24%

16% 16% v

Artefacts have lowest interest, but is second highest rated (73% vs 46% total) for those frequently involved in archaeology

Rank 1st

8%

Specific Period in Specific Topics Specific Type of History Building

Specific Archives & Resources

Specific Artefac

What are members’ primary interests? Base (All 350)

: All (350)

The Top 3 periods in history are dominated at overall level jointly by the Roman, Anglo-Saxon and Medieval periods, although there are differences by age which underly this (Figure 3).

The most noticeable difference is that younger members tend to be interested in the earlier periods, from Palaeolithic through to Anglo Saxon. Interest in the Medieval period is widespread, but more dominant among the older age groups. The Victorian period is mainly of interest to the very oldest members.

Future of the KAS

Archaeologia Cantiana print edition is the dominant KAS resource used by eight in ten members in the last three years, followed by the website (six in ten) with around four in ten each using other online resources, online Archaeologia Cantiana or attending KAS Conferences. Only around two in ten were involved in a KAS managed dig or excavation (Figure 4).

The resources with highest satisfaction among users (90% or more) are Archaeologia Cantiana print edition, KAS Conferences and KAS managed digs/excavations, though satisfaction across nearly all resources was high. Nearly six in ten agreed that online access to the archives would encourage their greater use of KAS resources, rising to eight in ten for the under 55s and seven in 10 for those actively engaged in research.

Members had strong views about how KAS should prioritise its resources. The two top priorities are Practical study days around hands-on archaeology, closely followed by conferences, with guest speakers, exhibitors and papers. Once again opinion is split, with younger members and those involved in hands-on archaeology prioritising practical study days, and older members and those engaged in research prioritising conferences.

We investigated interest in potential training events, looking at “practical” training separately from more “research-based” training.

The top three practical events are desk research, pottery and ceramic identification and flint and stone tool identification. Access to KAS archives and attendance of lectures/conferences are the most popular research-based events.

Favourability for some specific KAS initiatives were also tested. See Figures 5 and 6. Three-quarters or more of members support the setting up of a museum of Kent archaeology and history and KAS certified training days.

On balance, a majority support moving Archaeologia Cantiana to an online-only publication, saving

£17k per annum, but opinion is polarised, with support highest among the under 55s, those who joined KAS in recent years, those who completed their survey on a Smartphone and those frequently involved in archaeology.

Figure 3

Periods of History Base (All 350)

Palaeolithic

, Mesolithic & Neolithic

Bronze Age Iron Age Roman Anglo-

Saxon

Norman Medieval Period

Tudor Stuart Victorian Edwardian Modern

1&2

Under 55	26%	26%	35%	65%	61%	6%	35%	10%	6%	6%	0%	23%
55-64	30%	22%	36%	46%	49%	16%	44%	14%	7%	15%	9%	12%
65-74	20%	23%	25%	48%	42%	17%	45%	19%	12%	25%	9%	15%
75+	15%	9%	11%	31%	38%	27%	59%	33%	12%	36%	11%	16%

v Younger members have greater interest in early history (up to Anglo-Saxon); Post-Norman period preferred by oldest member v Only exception is Modern, which has greater interest from under 55s v Those who are motivated by “specific period in history” also more motivated by pre-Norman period

Membership Segments – hot off the press!

Finally, to get a more holistic picture, members can be split simultaneously into two dimensions.

Dimension 1: General Activism: there general level of activism and volunteering in last three years across the board (53% in the ‘low’ group, and 47% in the ‘high’ group)

Dimension 2: Practical vs Research Orientation: their Preference for practical archaeology over desk-based research: (54% in the ‘low’ group, and 46% in the ‘high’ group)

We can form four groups or ‘typologies’ from these to summarise different attitudes and behaviour within the membership:

Type 1 (low activism, low practical orientation): 27% of members

Compared with average:

• 75+, retired and member for 20+ years

• Lowest activism any activities last three years

• Highest interest in Archives and resources (monumental inscriptions etc.), lowest interest in historical periods and artefacts

• Most interested in the Victorian period

• Think KAS should focus on exclusive tours of historic buildings and sites

• Least likely to attend courses

• Least in favour of moving Archaeologia Cantiana to an online-only publication

  Type 2 (low activism, high practical orientation):

  26% of members

  Compared with average:

• Least likely to be male

• Personal / family / social commitment being barriers

• Above-average interest in becoming involved in practical archaeology as a volunteer

• Have a strong interest in pre-Roman occupation Kent (Paleolithic to Iron Age)

• Least likely to have used any KAS resources; lacking confidence in their ability

• Interest in artefacts: and interest in metal finds, flint/stone tool identification and pottery/ceramic identification courses; little interest in research-based courses

• Supportive of moving Archaeologia Cantiana to an online-only publication

  

  Figure 4

  

  KAS Resources used in past 3 years

  Archaeologia Cantiana Print edition

  % satisfied in resource

  79% 93%

  Encouragement of greater use

  Under 55’s response

  Online access to the archives 57% 81%

  KAS Website

  59%

  Other online KAS resources 42%

  Online/ email booking facilities

  16%

  39%

  Archaeologia Cantiana Online

  41%

  Attending KAS Conferences 38% 91%

  Greater availability for use

  The KAS Library and study room

  20%

  KAS managed dig or excavation 19% 92%

  KAS Facebook page

  13%

  Better physical access to archives

  KAS finds repository 3%

  68%

  56%

  Other

  KAS Twitter account 3%

  45% v As well as the <55s, Online access to archives more encouraging to members frequently engaged in research (68%) and practical archaeology (66%) and those interested in archives (68%)

  73%

85%

75%

76%