ieee … membership development strategy & plan masahiro tsunoyama membership development chair...
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IEEE < Section >…
Membership Development Strategy & Plan
Masahiro TsunoyamaMembership Development ChairShin-etsu Section [email protected] OhishiChair of Shin-etsu Section [email protected]
photo
IEEE MD Strategy
Section Situation
Section MD Plan
Topics
IEEE MD Strategy
IEEE MD Support & Evolution
2005 2006 2007 2008 2009
365,500 members
BMS transition ‘Great Recession’
Optimizing the Campaigns >
renewal
recovery
recruitment
reinstatement
benefits promotion
382,400 members
(renewal alerts integrated into next-gen products)
367,400 members
Integrated multimedia
Putting a face onmembership promotion
Remaking the Collateral >
Integrated MD strategy &
plan
Integrated MD reporting
397,000 members
Synthesis & Engagement
First-year member experience
Message testing
MD webcasts
374,800 members
Building a Volunteer “Field Team” >
MD KitsMD portal
Membership presentation
MD Manual
MGM business cards
MD virtualcommunity
On-demandKit ordering
MD Strategy w/ Full Volunteer Integration
MD Volunteer “Platform”
Membership Situation
Shin-etsu Section
Shin-etsu Section Total Members Since Year 2000Formation Date: 26 June 2006
IEEE Shin-etsu Section Membership31 December 2011
SWOT – Section’s Member Growth Program
Strengths
•Every university in Shin-etsu Section has Doctor’s Programs.•IEEE has high name recognition in Shin-etsu Section.
Weaknesses •Low number of prospective members•Low number of Industry members•Low number of MD staffs
Opportunities
•IEICE Shin-etsu Section Conference•IEEJ Tokyo Section Niigata Chapter Technical Meeting
Threats
•High number of Competitive Societies•High Annual Fees for Regular members
Section MD Plan
Membership Year BeginsFull-year dues enactedRenewal opensKey month for launching new or
upgraded benefitsFrom Sep thru Dec, revenue
deferred to next year
Membership Mid-Year½-Year Dues-Cycle BeginsArrears-Recovery BeginsKey month for launching new or
upgraded benefitsMembership Year ConcludesMember retention rates determinedBusiness fiscal performance determined½-year dues cycle concludes
Calendar Year ConcludesYear-end membership statistics determined
Active-Status TerminatorPast-due members placed
into arrears
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
APRIL
MARCH
FEBRUARY
JANUARY
AUGUST
JULY
JUNE
MAY
Timing is Everything – Know the Membership Calendar
ConstituenciesTechnical
DevelopmentProfessional Development
Community Development
Cost Savings / Discounts
Existing Members
Prospective Members
Differentiate Audiences – Different Expectations
Technical meetings at conferences
Technical lectures at conferences
Offer IEEE outstanding paper awards to members
Financial support for present student members for IEEE conference
Technical meetings at conferences
Technical lectures at conferences
Offer candidate IEEE paper awards to prospective members
Financial support for present prospective student members for IEEE conference
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
<Section >
• Home Page• E-mail
• IEICE Shin-etsu Section Conference• IEEJ Tokyo Section Niigata Chapter Technical Meeting• Lecture Meetings at Universities in Shin-etsu Section
• Number of Participants• Number of Lecture Meetings•Retention Rate
• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention
Opportunities for Engaging Existing Members
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
<Section >
• Home Page• Email• Posters
• IEICE Shin-etsu Section Conference• IEEJ Tokyo Section Niigata Chapter Technical Meeting
• Number of candidate paper awards• Number of interested individuals followed-up•Number of Student Branch Meetings
• Diversity and frequency of opportunities for member recruitment• Follow-up with interested individuals• First-year member engagement
Opportunities for Engaging Prospective Members
Membership Development Plan
Engagement Venues & Frequency
1Q(Jan – Mar)
2Q(Apr – Jun)
3Q(Jul – Sep)
4Q(Oct – Dec)
Communications
Tactic A Update Home PageUpdate Home Page
Update Home PageUpdate Home Page
Tactic BSend E-mail for Call for Papers
Tactic CSend E-mail for
retention
Events
Tactic A IEICE Conference
Tactic BIEEJ Technical
Meeting
Tactic C Lecture Meetings Lecture Meetings
Recognition
Tactic ANumber of candidate
paper awards
Number of candidate paper
awards
Tactic BNumber of financially supported students
Tactic CNumber of renewed
members
Status Update
Engagement Venues & Frequency
Goals & Progress
Communications
Tactic A Update Home Page, Four times a year
Tactic B E-mail for call for papers, Two times for each conference
Tactic C E-mail for retention, Once a year
Events
Tactic A IEICE conference, Once a year
Tactic B IEEJ technical meeting, Once a year
Tactic C Lecture Meeting, Four times a year
Recognition
Tactic A Number of candidate paper awards, Once for every conference
Tactic B Number of financially supported students, Once a year
Tactic C Number of renewed members , Once a year
Section’s Membership Situation– Total Members 342– Academia 71.1%– Industry 28.9%– Retention Higher Grade 96.8%
Student 76.2%
Section MD Plan– Offer awards to student members.– Encourage members to apply higher membership status.– Plan to establish a new chapter such as IES, and a student branch in
Shin-etsu Section.– Recruit new members in college and institutes in Shin-etsu Section.– Target member growth rate is 5% a year.
In Summary…