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IEEE Kansai Section
Membership Development Strategy & Plan
Takeshi OguraProfessorKansai Section [email protected]
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IEEE MD Strategy
Section Situation
Section MD Plan
Topics
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IEEE MD Strategy
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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
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MD Strategy w/ Full Volunteer Integration
MD Volunteer “Platform”
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Membership Situation
Kansai Section
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Kansai Section Total Members Since Year 2000Formation Date: 14 November 1998
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IEEE Kansai Section Membership31 December 2011
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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
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Section MD Plan
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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
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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)
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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
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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
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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 ○
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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.
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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…