How Are We Doing?
The Delphi Study

By Sharon Babb, Colorado Spirit Chorus, Region 8

As one of the many television judges says, “You need to put on your listening ears.” For most of us, that phrase relates best to the music we sing. However, we can also listen in other ways, especially to the opinions of members. In plotting the future of Sweet Adelines International and prior to engaging in strategic planning, the International Board of Directors felt that it needed input from members prior to making these critical decisions. To this end, they commissioned Kathy Carmody and I to execute the Delphi Study, which took one year to complete. Results were made known at the June Board meeting.

A study like this involves asking questions of selected opinion leaders about selected topics, e.g. membership, finances, organizational structure, programs, public relations, education, and competition. Conscientious efforts to include equal participation among regions, ages, longevity, experience levels, specific positions, metro size, and chorus size were intense focus points from the beginning.

From the responses of these people to the general topics, a list of specific agree/disagree queries are then derived and asked of them. During the survey, they are asked for additional anecdotal information as well. In all, respondents participated in three rounds of the study. The Board is especially appreciative of the time they invested in this project and the depth of information that has been gleaned from them. The results have been statistically tallied, organized, reviewed and studied by the Board. Those results are also to be distributed appropriately to committees for their review and action.

A brief and selected summary of the findings follows below. Complete results will be available on the Sweet Adelines Web site. Be assured, your leaders do have their listening ears turned on and tuned into you. We appreciate and solicit your questions and concerns at any time.

Issues facing Sweet Adelines in order of importance and in tiers of percentages:

Issue and % feeling it to be important or crucial
1. Member Retention 88%
2. Director Recruitment/Training 82%
3. Member Recruitment 81%
4. Attracting Young Members 77%
5. Struggling, small chapters 75%
6. Finding Chorus Leaders 73%
7. Developing Chapter Leaders 69%
8. Treatment of Members 64%
9. Public Acceptance 63%
10. Demands upon time 61%
11. More Productive Rehearsals 57%
12. Competition 56%
13. Sing better, more modern music 55%
14. Name Recognition 53%
15. Rehearsal Productivity 52%
16. Caring for Aging Members 51%
17. Finances 48%
18. Community Outreach 47%
19. Chorus Repertoire 43%
20. Diversity 43%

Six major areas of concern:
Membership
Money
Education
Competition
Governance
Organizational Image

Major Selling Points of Sweet Adelines
1. Joy of singing
2. Education
3. Vocal instruction
4. Musical excellence
5. Personal satisfaction
6. Personal growth
7. Friendship
8. Fun
9. Public performance
10. Self-Esteem
11. Personal achievement potential

Greatest Achievements of Sweet Adelines
(with percentages of positivity)
1. Vocal development—100%
2. Quality of singing—99%
3. Quality of education—99%
4. Quality of music—96%
5. Quality of coaching—96%
6. Web site—95%
7. Webcast—94%
8. The Pitch Pipe—94%
9. IES—92%
10. Worldwide growth—91%
11. Better arrangements—91%
12. Young Singers Foundation—89%
13. Rising Star—88%
14. Harmony Classic—88%
15. Faculty training—88%
16. Membership options—85%
17. Public relations—84%
18. Entertainment packages—83%
19. Creativity in performance—82%
20. Judging levels—79%
21. SING eZine—76%
22. Dual membership—70%

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