ieee western australia section membership development strategy & plan dr douglas chai membership...
TRANSCRIPT
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IEEE Western Australia Section
Membership Development Strategy & Plan
Dr Douglas ChaiMembership DevelopmentWestern Australia [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
Western Australia Section
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Western Australia Section Total Members Since Year 2000
Formation Date: 24 May 1984
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Section / Council Total Members
Western Australia Section Total Members since Year 2000
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IEEE Western Australia Section Membership31 December 2011
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SWOT – Section’s Member Growth Program
Strengths
• Well established• Dedicated volunteers with experience• Good cordial working relationship at Section and Chapter level• Diversity in representation (organisational and cultural)
Weaknesses • Overload (multiple load) – stretched and stressed• Demand from job and other expectation
Opportunities
• Good outreach to all local universities• Good links with other professional bodies
Threats
• Burn-out of volunteers• Problems with succession in committees
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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
WA Section
• E-notice broadcast
• Website announcement
• Mid-year social dinner
• IEEE WA family day out
• Senior membership drive
• Volunteer recognition at AGM
• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention
Opportunities for Engaging Existing Members
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IEEE Entity
Communications Events RecognitionEvaluation
Considerations
WA Section
• Website announcement
• Mid-year social dinner
•IEEE WA family day out
• Additional benefits for new Curtin University Student Branch Volunteers
• 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
E-notice broadcast x x x x
Website announcement x x x x
Events
Entertainment Book Sale x
Mid-year social dinner x
IEEE WA family day out x
Recognition
Senior membership drive X
Volunteer recognition at AGM x
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Status Update
Engagement Venues & Frequency
Goals & Progress
Communications
E-notice broadcast At least once a month
Website announcement At least once a month
Events
Entertainment Book sale Done
Mid-year social dinner Done
IEEE WA family day out Future event
Recognition
Senior membership drive Future event
Volunteer recognition at AGM Future event
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Section’s Membership Situation– Total Membership of 748 as at Jun 2012– It’s a relatively small “Large Section”
Section MD Plan– Member benefit: Entertainment Book Discount– Mid-Year Social Dinner– IEEE WA Family Day-Out– Volunteer Recognition at AGM
In Summary…