ieee nsw section membership development strategy & plan bruce poon membership development chair...
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IEEE NSW Section
Membership Development Strategy & Plan
Bruce PoonMembership Development ChairNew South Wales Sectionbruce.poon@ieee.orgphoto
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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
New South Wales
New South Wales Section Total Members Since Year 2000
Formation Date: 16 August 1972
Section / Council Total Members
NSW Section Total Members since Year 2000
IEEE New South Wales Section Membership31 December 2011
Note 1: Member from…Academia: 37.46 %Industry: 62.53 %
Note 1: Member from…Academia: 37.46 %Industry: 62.53 %
Note 2: RetentionHigher Grade Member: 85.8 %Student Grade Member: 66.7 %
SWOT – Section’s Member Growth Program
Strengths
• A large member base in a big city• A reasonable size of committee• Enough knowledge, capability and volunteers to hold a yearly conference ( ICITA ) to promote IEEE and to benefit local members
Weaknesses • Not enough enthusiastic volunteers with plenty of spare time• Joining IEEE is not compulsory for local professional careers• Low funding and budget to support activities and operation
Opportunities
• Plenty of professional as potential members• Plenty of students in Universities as potential student members and Graduate student members
Threats
• Compete with local professional organizations [ Engineers Australia (EA), Australian Computer Society (ACS) ] as well as Institute of Engineering & Technology (IET) NSW branch for members. Student membership is free for EA.• HQ is eyeing our reserve funding which will further reduce our capability to support activities and operation as well as membership development
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
<NSW Section >
• Quarterly Newsletters “ CIRCUIT “ via emails and snail mails.
• Technical talks
• Student branch activities
Issues in Mar, Jul & Nov
• Twice monthly joint institutions technical talks (IEEE/IET/EA)
• a) Syd Uni - monthly presentation - postgraduate student conference in Oct 2012 b) UNSW - iToF exhibition in Oct 2012
• Provide general information of our activities and upcoming events. • Provide services to our members
• Provide services to our student members
• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention
Opportunities for Engaging Existing Members
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
<NSW Section >
• Lectures, workshops, conference and other activities
c) Macquarie Uni - monthly presentation
• Lectures from DLs• Various workshops & conferences• Activities in Chapters, GOLD & WIE
• Provide services to our members and student members
• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention
Opportunities for Engaging Existing Members
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
<NSW Section >
• Technical talks
• Student branch activities
• Twice monthly joint institutions technical talks (IEEE/IET/EA) • a) Syd Uni - orientation day in Feb 2012 - monthly presentation - postgraduate student conference in Oct 2012 b) UNSW - iToF exhibition in Oct 2012 c) Macquarie Uni - Welcome gathering for new students on 29 Mar 2012 - monthly presentation
• Attract potential members
• Attract potential student members
• Diversity and frequency of opportunities for member recruitment• Follow-up with interested individuals• First-year member engagement
Opportunities for Engaging Prospective Members
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
<NSW Section >
• Free student membership
• Lectures, workshops, conference and other activities
• Free student membership with Application deadline : 31 Mar 2012
• Lectures from DLs• Various workshops & conferences• Activities in Chapters, GOLD & WIE• International Conference on Information Technology & Application (ICITA)
• Give student an opportunity of try before you buy.
• Attract potential members as well as potential student members
• Diversity and frequency of opportunities for member recruitment• Follow-up with interested individuals• First-year member engagement
Opportunities for Engaging Prospective Members
Membership Development PlanEngagement Venues & Frequency
1Q(Jan – Mar)
2Q(Apr – Jun)
3Q(Jul – Sep)
4Q(Oct – Dec)
Communications
Quarterly Newsletter 1 0 1 1
Technical talks 4 6 6 4
Student branch activities 6 12 12 10
Lectures, workshops, conference and other activities
2 3 3 4
Events
Quarterly NewsletterVia emails & snail
mailsVia emails & snail
mailsVia emails & snail
mails
Technical talksEngineers Australia Presentation Room
Engineers Australia Presentation Room
Engineers Australia Presentation Room
Engineers Australia Presentation Room
Student branch activitiesMacquarie University,
Sydney University, UNSW
Macquarie University, Sydney University, UNSW
Macquarie University, Sydney University, UNSW
Macquarie University, Sydney University, UNSW
Lectures, workshops, conference and other activities
Universities, companies.
Universities, companies
Universities, companies
Universities, companies, Hilton
Hotel
Membership Development PlanEngagement Venues & Frequency
1Q(Jan – Mar)
2Q(Apr – Jun)
3Q(Jul – Sep)
4Q(Oct – Dec)
Recognition
Quarterly Newsletter
• Provide general information of our activities and upcoming events
• Provide general information of our activities and upcoming events
• Provide general information of our activities and upcoming events as well as our AGM
Technical talks• Provide services to our members
• Provide services to our members
• Provide services to our members
• Provide services to our members
Student branch activities
• Provide services to our student members• Provide free student membership
• Provide services to our student members
• Provide services to our student members
• Provide services to our student members and sponsorship for outstanding presentation
Lectures, workshops, conference and other activities
• Provide services to our members and student members
• Provide services to our members and student members
• Provide services to our members and student members
• Provide services to our members and student members
Status UpdateEngagement Venues & Frequency
Goals & Progress
Communications
Quarterly NewsletterAchieve the goal of providing general information and upcoming activities to members. The frequency of 3 issues per year is quite adequate
Technical talks 2 per months ( Feb to mid Dec ) seems to be O.K.
Student branch activitiesAchieve the goal of providing general information and upcoming activities to student members
Lectures, workshops, conference and other activities
Achieve the goal of providing services to our members and student members
Events
Quarterly NewsletterVia email and snail effective are quite effective although there are small % of return email & snail mail
Technical talksLocation in Engineers Australia presentation room is quite convenient with easy reach by train, car & bus.
Student branch activitiesThe monthly presentation and yearly event with sponsorship for best presentation award attract members’ attention and participation
Lectures, workshops, conference and other activities
DL’s lectures as well as the yearly ICITA conference are in progress.
Status Update
Engagement Venues & Frequency
Goals & Progress
Recognition
Quarterly Newsletter Need more contribution for news and updates
Technical talks Generally welcome by members. Need more topics for 2013
Student branch activities Sponsorship for best presentation award seems to work quite well
Lectures, workshops, conference and other activities
Require more volunteers to support the yearly ICITA conference
Section’s Membership Situation
- Since 2007 at a bottom of 2,288 active members, we have a
solid yearly growth for the last five years
Section MD Plan
- Professional activities and student activities to retain members
as well as to use the opportunities to recruit new members- Free student membership to attract new student members
( try before you buy )
- Support and participate in conference, workshop, …etc. to promote IEEE as well as to use the opportunities to recruit new members
In Summary…
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