IEEE South Australia

Membership Development Strategy & Plan

< Andrew Piotrowski >< Chair >South Australia Section < Andrew.Piotrowski@IEEE.ORG>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

South Australia Section

South Australia Section Total Members Since Year 2000

Formation Date: 23 August 1985

IEEE South Australia Section Membership31 December 2011

SWOT – Section’s Member Growth ProgramStrengths

• small membership most members know each other• A core of dedicated volunteers willing to contribute to SA section• SA section known for supporting student through student subject prize, conference travelling subsidy• Annual Distinguished Lecture Dinner heavily discounted tickets for student and GOLD•Joint Technical program with Engineers Australia and IET

Weaknesses • Limited membership growth due to limited population of South Australia• membership geographically concentrated around 3 universities • Lack of young volunteers.•Significant interstate mobility of graduate student•Significant number of overseas undergraduate student•Significant number of military engineers rotating with posting cycle

Opportunities

• Low number of undergraduate student membership• Increase joint activities between GOLD and student branches• Number of military engineers needs educating about IEEE and membership benefits•Significant number of military engineers rotating with posting cycle

Threats

•Widely available access to IEEE publications through University or employment• Limited membership growth due to limited population of South Australia•Volunteering for IEEE not recognized as worth pursuing• Significant increase pressure to spend more time on job related commitments•Weak employment prospects

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

Section •Inviting members to participate as volunteers•Networking opportunity for young members•Technical chapter talks with preamble on IEEE membership benefits•Talks about IEEE membership benefits and SA section

•Every 2 month E- notice•Distinguished Lecture Dinner• Organizing joint events GOLD/Student branch•Supporting new chapter/affinity group formation

• Recognizing chapter and affinity group achievements •Recognizing distinguished volunteers (regional section level by awards• Recognizing young and student volunteers•Formation of chapters and affinity group

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

Opportunities for Engaging Existing Members

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

<Section >

• Advertising high profile events to wider engineering and non-engineering audience• High profile technical speaker• Explaining the benefits of global IEEE and local Section activities

• Distinguished Lecture Dinner (DLD)• Advertising membership of IEEE during technical talks• Talks about IEEE membership benefits and SA section

• Increase the number of non-IEEE members attending DLD• Rising the technical excellence profile of IEEE• Engagement non-members in chapter activities

• Diversity and frequency of opportunities for member recruitment• Follow-up with interested individuals• First-year member engagement

Opportunities for Engaging Prospective Members

Section’s Membership Situation

– small membership limited growth potential due to demography– Low number of undergraduate members– Significant mobility of graduate members and defense personnel

Section MD Plan– Present benefits of IEEE membership during technical talks and

during special talk about IEEE– Invite members to volunteering positions– Recognize active volunteers– Joint GOLD/ students talks

In Summary…