ieee kansai section membership development strategy & plan takeshi ogura professor kansai...

IEEE Kansai Section

Membership Development Strategy & Plan

Takeshi OguraProfessorKansai Section togura@se.ritsumei.ac.jpphoto

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

Kansai Section

Kansai Section Total Members Since Year 2000Formation Date: 14 November 1998

IEEE Kansai Section Membership31 December 2011

SWOT – Section’s Member Growth Program

Strengths

• The second most members in Japan• The large number of industry and university• Easy to communicate between university and industry

Weaknesses • Every year many transfer times to other section

Opportunities

• The possibility of more contact with the outside section• Wide community for young members

Threats

• Economic stagnation in Japan

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

… their needs change throughout a career

… they are everywhere. When we do recruit them, 50%+ attrition rate (first-year member strategy)

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Kansai Section

• Exchange meeting after IEEE student branch English presentation competition•Renew notification by e-mail (in Japanese)

• Biannual MDC/SAC joint workshop• IEEE student branch English presentation competition

• Commemorative medal investiture for new senior member

• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention

Opportunities for Engaging Existing Members

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Kansai Section

• Exchange meeting after IEEE student branch English presentation competition•Renew notification by e-mail (in Japanese)

• IEEE student branch English presentation competition

• Commemorative medal investiture for new senior member

• 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

Exchange meeting after IEEE student branch English presentation competition

○

Renew notification by e-mail (in Japanese) ○ ○

Tactic C

Events

MDC/SAC joint workshop ○ ○

IEEE student branch English presentation competition ○

Recognition

Commemorative medal investiture for new senior member ○

Status Update

Engagement Venues & Frequency

Goals & Progress

Communications

Exchange meeting after IEEE student branch English presentation competition

It is scheduled to be held in October.

Renew notification by e-mail (in Japanese) It is scheduled to be sent in January and Jun.

Tactic C

Events

MDC/SAC joint workshop 1st MDC/SAC joint meeting was completed (2012.04.26).

IEEE student branch English presentation competition It is scheduled to be held in October.

Recognition

Commemorative medal investiture for new senior member It is scheduled to be held in February.

Section’s Membership Situation– The number of member is rising every year.– Academia and industry members are 60.39% and 39.60%,

respectively.– Higher grade member and student grade member are

91.50% and 61.80%, respectively.

Section MD Plan– Biannual MDC/SAC joint workshop– Renew notification e-mail– IEEE student branch English presentation competition– Commemorative medal investiture for new senior member

In Summary…