IEEE Wuhan Section Membership Development Strategy & Plan Wei Gong Membership Development Chair...
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Transcript of IEEE Wuhan Section Membership Development Strategy & Plan Wei Gong Membership Development Chair...
IEEE Wuhan Section
Membership Development Strategy & Plan
Wei GongMembership Development ChairWuhan Section [email protected]
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
Wuhan Section
Wuhan Section Total Members Since Year 2007Formation Date: 14 February 2007
Section / Council Total Members
Wuhan Sections Total Members since Year 2007
IEEE Wuhan Section Membership31 December 2011
SWOT – Section’s Member Growth Program
Strengths
• Academia: IEEE membership has much higher awareness among academic communities, especially in the fields of computer and communications
Weaknesses • Industry: the rate of members from industry is obviously lower than the average level, and IEEE membership has low awareness among the industry people, although the name “IEEE” is very famous
Opportunities
• Student Members & Graduate Student Members: there are nearly 1 million college students and graduate students in Wuhan, the potential market is large• Industry: the development of high tech industry in Wuhan is strong in recent years, which will bring large potential for member development
Threats
• Loss of existing members: many new members join in IEEE for the purpose of discount in IEEE conferences registration, with the attractiveness of IEEE conferences decreases in recent years, the loss of some members is inevitable
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
• access to IEEE publications
• access to IEEE standards
• tutorials
• attending IEEE events
• participating in IEEE standards development
• membership upgrade (to senior member or fellow)
• forming new chapters
• discount for members of multiple years
• discount for members of multiple societies
Prospective Members
• access to IEEE publications
• access to IEEE standards
• tutorials
• attending IEEE events
• participating in IEEE standards development
• status of “IEEE Member”
• discount for the first year membership and society membership
• discount for journal publication or conference registration
Differentiate Audiences – Different Expectations
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
Wuhan Section
• set up and maintain contact info for all the members• release news about membership upgrade information
• update events information through the section website• ask for lowest registration price for IEEE members• ask for free attendance for IEEE members in the technical sessions
• post the introduction of the IEEE members who have notable achievements on the section website• annual best paper selection
• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention
Opportunities for Engaging Existing Members
IEEE Entity
Communications Events RecognitionEvaluation
Considerations
Wuhan Section
• release news about membership upgrade information
• update events information through the section website• promotion in industries & universities
• invited speech given by IEEE senior members or fellows
• 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
set up and maintain contact info 1
release news about membership upgrade information 1
Events
update events information through the section website 1 1
ask for lowest registration price for IEEE members - - - -
ask for free attendance for IEEE members in the technical sessions - - - -
promotion in industries & universities 1 1
Recognition
post the introduction of the IEEE members who have notable achievements on the section website
1 1
annual best paper selection 1
invited speech given by IEEE senior members or fellows 1 1 1 1
Status UpdateEngagement Venues & Frequency
Goals & Progress
Communications
set up and maintain contact info to strengthen the communications between local IEEE members
release news about membership upgrade information to keep the local members informed about latest development of the section
Events
update events information through the section website to keep the existing and prospective members informed about the section events
ask for lowest registration price for IEEE members
to provide benefits for the existing members and to attract the prospective members to join in IEEE
ask for free attendance for IEEE members in the technical sessions
to provide benefits for the existing members and to attract the prospective members to join in IEEE
promotion in industries & universities
to make more people know about IEEE and to attract the prospective members to join in IEEE
Recognition
post the introduction of the IEEE members who have notable achievements on the section website
to make the members feel proud of being an IEEE member, and to raise the reputation of IEEE members
annual best paper selectionto strengthen the members’ activeness in the section, and to make the outstanding members feel proud of being an IEEE member
invited speech given by IEEE senior members or fellows to raise the reputation of IEEE members and to attract the prospective members
Section’s Membership Situation– relatively good in academia, and relatively weak in industry– great potential in students and graduate students– possible loss of existing members due to the recession of
conferences
Section MD Plan– strengthen the communications between members– hold more events and provide more benefits for members– strengthen the activeness of the section members and raise the
reputation for outstanding members
In Summary…