IEEE Membership Overview
- for China Leadership Training
Member Strategy
gy Staff Overview
Current Direction and Major
j Initiatives
Jamie Moesch
Director, Member Strategy
Member and Geographic Acti
Activities
ities
j.moesch@ieee.org
Member Strategy is responsible for…
Improving Value
Product Portfolio Management
Targeted Programs
–
–
–
STEP
Student and GOLD Affinity Groups
First Year Members
Member Engagement through the
Life Cycle
Next Generation Benefits
–
Membership & Product Marketing
Direct Outreach
–
–
Renewal, recruitment, reinstatement
Benefit awareness/utilization
Field Support
–
Field support for MD volunteers
Advertising
–
–
Benefit awareness
Social Media
myIEEE, IEEE.tv, MemberNet
Partnering
Member Services
Volunteer Leadership
Societies TA,
Societies,
TA EAB
Sales and Marketing
IT
Corporate Activities: Global /
R
Research
h/W
Web
bT
Team
Publications
Data and Research
Member Experience
Member Satisfaction
Member Segmentation
Membership Dashboards
Member Surveys
Market Research
P d t Performance
Product
P f
Lifetime Value of a Member
Point of view of Volunteers & Members
Director, Member Strategy
Member Data
and Research
- Membership Statistics
- Member Satisfaction
- Member Studies
- Measuring Engagement
- Alternate Models
- Dashboards
Membership
Development
- MD Materials
- MD Support
- Membership Promotion
- Student Programs
- Affinity Groups (GOLD)
- Benefit Promotion
- Campaign Coordination
- Marketing Operations
- myIEEE
- memberNet
- IEEE.tv
- Mentoring
M t i C
Connection
ti
- Benefit
B
fit Portfolio
P tf li Mgmt
M t
- New Benefit Process
- Financial Mgmt
Product
Management
Slide 4
C
Current
t IEEE M
Membership
b hi Di
Direction
ti and
d
Major Initiatives
4
Focus on the Member,, the Result
will be Membership Growth
When we focus on
“Membership” the member and
their needs get lost in the crowd.
If we focus on the “Member”
Member they can
become Inspired, Enabled,
Empowered, and Engaged
“I feel welcome”
“My
My needs are met”
met
“I make a difference”
“I am the IEEE”
“I am a p
part of
something great”
Truly satisfied members renew; truly
satisfied members refer others to IEEE
Slide 6
G
General
l Membership
M b hi Statistics
St ti ti & T
Trends
d
6
IEEE Membership,
Membership 1963 - 2010
407,541
450000
50000
400000
Higher Grd
Students
350000
300000
250000
200000
150000
100000
50000
0
1963
1968
1973
1978
1983
1988
1993
1998
2003
2008
Slide 8
Ten Year Membership Totals in Top Countries
- Higher
Hi h G
Grade
d M
Membership
b hi ((no GSM) 250,000
Zoom in on Rank 2-10
14,000
200,000
12,000
10,000
8,000
150,000
6,000
4 000
4,000
2,000
100,000
0
50,000
0
USA
Canada
Japan
India
UK&RI*
2000 HG Members
*Past statistics required us to use the Level Data
Australia
China
2010 HG Members
Germany
Italy
Taiwan
Slide 9
Ten Year Membership Totals in Top Countries
- Student
S
Membership ((w// GSM)
GS ) 35,000
Zoom in on Rank 3-15
30,000
4,000
3,500
25,000
,
3,000
2,500
2,000
20,000
1,500
1,000
,000
15,000
500
0
10,000
5,000
0
2000 STU
*Past statistics required us to use the Level Data
2010 STU
Slide 10
M b R
Member
Retention
t ti & Att
Attrition
iti
10
Slide 11
Who is leaving?
2009 Attrition by Member
Tenure (n-86,495)
1 Year
2 Years
3 Years
4 Years
5 Years +
• In 2009, 71% of our attrition
was made up of members with
2 years or less of IEEE
Membership; a trend that has
been consistent for many years
• Even after removing the
volatile student members and
student elevations; 66% of the
member attrition was members
with 2 years of membership or
less
Slide 12
Why are they leaving?
While non-renewing members join for the same reasons that
renewing members join; when we ask them what they will
miss, we are clearly not meeting their initial needs.
Top Reasons for Joining:*
Joining:
1.Obtain IEEE Publications (55%)
2.Remain technically current
(52%)
3.Join IEEE Societies (42%)
4.Enhance myy career
opportunities (37%)
5.For continuing education (34%)
6 Enhancing my stature (29%)
6.Enhancing
7.Networking with other
professionals (27%)
*2008 Non-Renewing Members Study
What they will miss:
miss:*
1.IEEE Spectrum(35%)
2.Nothing (25%)
3 T h i l society
3.Technical
i t membership
b hi
(21%)
4.Discounts on conferences (15%)
5.Opportunities to stay technically
current (13%)
6 Discounts on publications (12%)
6.Discounts
7.IEEE Educational Products
(11%)
First Year Member Experience
Member Strategy/ Member Operations Initiatives
Launched:
First Year Member Monthly Webinar
New “Getting Started” guide to all new members
Courtesy Call from Contact Center
New Member Alerts monthly sent to Volunteers
Pre-Defined SAMIEEE Queries for New Members
Metrics and Benchmarking
Website for new members ieee.org/start
Best Practices guides and templates for volunteers
Question in join application as of Dec ‘09
“How can IEEE best serve your needs”
Future Planning
g
Specialized contact center service
“Tracks” based on “Needs” question during join
MGA Staff Contact
Adrienne Hahn
a.hahn@ieee.org
First Year Member Experience
Integration across Member/Membership Development Team
Activities
Responsibility
First Year Website (ieee.org/start)
Core “Getting Started” Guide mailing
Metrics and Benchmarking
Piscataway Staff
Design of volunteer monthly “alert message”
-list of new members
Pre-Defined SAMIEEE Queries
New Member welcome e-mail
China Office
Localization of “Getting Started” Guide Mailing
Section/Chapter new member welcome e-mail
Section/Chapter new member welcome phone call
Section/Chapter new member welcome postal mail
Local Volunteers
Slide 15
IImproving
i th
the value
l off IEEE
Membership
What is the Value of IEEE Membership?
‰ The current value message is working:
‰ 80,000+ New Members in 2010, and growing every year
‰ Our challenge is DELIVERING on the value message we are
presenting:
‰ Improving Navigation of the 90+ products and services
(e.g., Web based tools, Informed local volunteers)
‰ Improving Delivery/Satisfaction of the Services most
important to the members
‰ Improving
p
g Relevance of the p
products/services to key
y
geographies, life cycle stages, and industries
‰ Improving Connections between members in order to
l
leverage
th
the potential
t ti l off each
h member.
b
Slide 17
IImportance
t
and
d Satisfaction
S ti f ti
for IEEE Members
17
Slide 18
Satisfaction Primer
Satisfaction rankings are on 10 Point Scale
“Best
Best in Class”
Class Top 3 Box (8
(8,9,10)=
9 10)= 65%+
“W ld Class”
“World
Cl
”T
Top 3 B
Box= 80%
80%+
18
Product & Service Satisfaction/Importance for Higher Grade Members
Products, Services
Products
Services, and Opportunities for members have varying levels of
importance, awareness, usage, & satisfaction
70
“Best in Class” Satisfaction
Top 3 Box %
g email alias with protection
Less critical strength
% Satisfaction (Mean = 41)
60
More critical strength
g
online access to journals
printed journals
conferences
online access to
conferences proceedings
online access to
standards
printed books
50
printed standards
printed conf proceedings
online webinars
insurance
local meetings
discounts of prod/svc
pub poicy issues
awards/scholarship
promote prof to pub
cont education opp
online communities
internet video
opp for leadership roles
professional networking
part in standards
contribute to gen pub
forums, and online tools
online career resource
printed career resources
40
30
20
social networking
10
Lower priority improvements
Top improvement opportunity
0
0
10
20
30
40
% Importance (Mean= 39)
Source: 2008 Member Segmentation Study
50
60
70
80
Slide 20
Regional Geographic Member Development Planning
K initiative
Key
i iti ti ffor 2011 and
db
beyond
d iin Chi
China, IIndia,
di JJapan, US
US…
How does IEEE become locally authentic & locally valuable?
Market
p
Development
Member
p
Development
Volunteer
p
Development
Partner
p
Development
• How do we
• Unique
member
needs?
• Localized
benefits
needed?
• Adjustment of
the benefit to
achieve
hi
llocall
satisfaction
• Unique training
materials
needed?
• Adjusting
volunteer
training
methods?
• Adjusting
volunteer
l t
roles
l &
responsibilities
• What are the
key industries in
a local area?
• Leading
companies and
universities?
• Any unique
legal, financial
cultural,
lt l or
governance
issues?
need to adjust or
translate the
membership
messaging?
• Are new
materials
needed?
• Adjusting
Adj ti
marketing tactics
as needed?
Slide 21
Let’s review key points
Membership is growing each year
- led primarily by student growth (now 25% of membership)
In every country there is significant room for membership growth
The following areas are most important to members:
- Remain technically current (Technical IP, Conference, Societies)
- Career tools and resources
- Professional networking
- Continuing education
- Discounts on products and services
We are not delivering enough value in areas of high importance
Most members who leave IEEE do so within the first five years
- and the majority of those leave in the first year
Slide 22
Key P
K
Programs to
t improve
i
the
th
IEEE Member Experience
22
Slide 23
Key
y Programs
g
to Improve
p
the Member Experience
p
ƒ
Localized Membership Development Strategies
ƒ China, USA, India, Japan for 2011 & 2012
ƒ
Implementation
p
of 5 Year Member Experience
p
Roadmap Improvement Recommendations (see appendix)
ƒ
Defining the path to a “Wow” experience in the areas with the
l
largest
t gap between
b t
importance
i
t
and
d satisfaction:
ti f ti
–
–
–
–
–
Professional Networking
Career Resources and Recognition
Access to Publications
Continuing Education
Discounts on Products and Services
ƒ
myIEEE/memberNet Integration and Collaboration
ƒ
Electronic Membership
p Awareness and Marketing
g
Slide 24
Key
y Programs
g
to Improve
p
the Member Experience
p
(continued)
ƒ
Improved
p
navigation
g
of member benefits on IEEE.org
g
- Life Cycle, Industry, Geography Based Presentment
ƒ
Expansion of First Year Member Experience
ƒ
Center for Leadership Excellence
ƒ
Helping volunteers to better serve the members
ƒ
Student and GOLD Web Presence redesign
ƒ
Student and GOLD Volunteer Mobilization
Key Support areas for Member/Membership
Development from You
Action
Explanation
Support the First Year Member
Experience Efforts
core job of the sections and chapters is to
welcome new members and help them find their
“home” at IEEE whether it is a section , society,
chapter, publication, committee, conference or
di
discount
t
Improving the opportunities for This is a key improvement area where we are not
Professional Development and meeting member expectations, and the largest
Networking at the local level
return will come from programs at the local level
Ensure Member Development
is everyone's
y
jjob within the
region, section, subsection,
& chapter not just the MD
Officer
If we leave focusing on the member as an
individual to one person, we will not be successful
in our goal to “focus on the member”
Key Support areas for Member/Membership
Development from You (continued)
Action
Support Member Recruitment
and Recovery Efforts
Gett the
G
th word
d outt about
b t
eMembership
(ieee org/eMember)
(ieee.org/eMember)
Ensure there is a capable MD
Chair for each section and
chapter
Explanation
• Have a member recruitment desk at every
conference
• Review the monthly MD progress reports for new
programs and trends
Get the word out to potential and former members.
This program be much more successful if the
“grass
g
roots” community
y is engaged
g g
It is vital that someone be there to coordinate the
efforts of the in the areas of member growth and
membership development
It is impossible to convey all of
member strategy to you in 30
minutes, so please remember…
…you
you have a support system you can
rely on:
‰
Key MGA staff contact information is listed in the
appendix of this presentation
‰
Please sign up for the MD update report so you can get
a high
hi h llevell update
d t every month.
th T
To subscribe
b ib send
d email to:
listserv@listserve org; Subject line: blank Body
listserv@listserve.org;
Body, type: Subscribe MD-ALERT-ALL
Questions and Discussion
Slide 29
A
Appendix
di
29
China Membership Point of Contact
Lan Wang
lan.wang@ieee.org
+86
86 10 8286 2250-204
2250 204
Region 10 Primary MGA Point of Contact
- Asia Pacific Operations Center
Fanny Su Beh Noi
F.su@ieee.org
+ (65) 6778 – 2873
E ll Tan
T
Ewell
Ewell.Tan@ieee.org
e a @ eee o g
+ (65) 6778 – 2873
Member Strategy Contacts
Ge e a Member
General
e be Issues,
ssues,
Escalations, & Strategic
Ideas
Jamie Moesch
J.moesch@ieee.org
+1 732 562 5514
+1-732-562-5514
MGA Products Portfolio &
New Benefit Ideas
Mark David
M.david@ieee.org
+1-732-465-6473
Ge e a Membership
General
e be s p
Development Issues
John Day
J.day@ieee.org
+1-732-562-6356
Member Strategy Contacts
Membership Development
Cathy Downer
C downer@ieee org
C.downer@ieee.org
+1-732-562-5506
•
MD Materials and Collateral
• http://ewh.ieee.org/forms/md/supplies.php
•
•
•
•
Monthlyy MD Webcasts
MD Planning and Goals
Member Get A Member
MD Virtual Community
• https://www.ieeecommunities.org/ieee.md.net
Student & GOLD Programs
Lisa Delventhal
L.delventhal@ieee.org
Pending
g ((new hire))
Volunteer Leadership
Support
Laura Durrett
L.durrett@ieee.org
+1 732 562 5523
+1-732-562-5523
•
•
•
•
•
•
•
GOLD Committee Support
G d i R
Graduation
Receptions
i
STEP Manuals
Mentor Connection
V l t
C
itt Support
S
t
Volunteer
Committee
IEEE Xtreme
Presidents Change the World
•
•
Student Leadership Support
New Branch Formation
Member Strategy Contacts
First Year Member Experience
Adrienne Hahn
A hahn@ieee org
A.hahn@ieee.org
+1-732-562-5528
Join / Renewal Marketing
Elyn Perez
Elyn perez@ieee org
Elyn.perez@ieee.org
+1-732-562-5392
Member Research & Statistics
Kuangyunn Chiu
K.chiu@ieee.org
@
g
+1-732-465-5873
Member Benefit Marketing
Nick Lehotzky
N.lehotzky@ieee.org
y@
g
+1-732-562-6376
Shirley Gallagher
S.gallagher@ieee.org
+1-732-562-6096
IEEE Membership Retention Rates
88.3%
86.4%
87.5%
85.8%
84.8%
84.0%
84.5%
84.2%
80 9%
80.9%
80.1%
81.6%
83.1%
82.9%
82.8%
83.7%
82.8%
78.0%
77.0%
76.8%
76.2%
76.1%
54.4%
53 5%
53.5%
85.1%
83.0%
81.6%
80 3%
80.3%
77.3%
72.4%
69.3%
66.1%
63.1%
63.7%
62.2%
61.1%
57.8%
56.5%
50.5%
47.3%
Higher Grade Members
1998
1999
2000
2001
Student Members
2002
2003
Overall
2004
2005
2006
2007
2008
2009
2010
Data Driven Decision Making
A sampling of data available related to Membership
‰ Past Studies and Surveys
‰ Member
M b S
Segmentation
t ti St
Studies:
di
‰ Significant detail on segments of members and their key drivers
‰ Segments, Importance, Satisfaction, Awareness across Regions/Countries
‰ Non-Renewing
N R
i M
Member
b St
Studies:
di
Wh
Who iis lleaving
i and
d why
h
‰ Alternate Member Models Studies/Surveys/Simulators
‰ À la carte, Tiered, Point Value, Electronic Only Models
‰ Member Needs – Including the difference between
volunteers and members
‰ Many different “slices”
slices of membership statistics and trends
‰ 2010 & 2011
‰ 2010 M
Membership
b hi M
Message T
Testing:
ti
(Non-Members, Members, Students)
‰ First Year Member Experience Surveys
‰ Member Experience Pulse Survey – Bi
Bi-Annual
Annual
Slide 37
Ten Year Membership Totals in Top Countries
-Total Membership250,000
Z
Zoom
i on Rank
in
R k 2-10
2 10
40,000
35,000
200,000
30 000
30,000
25,000
20,000
150,000
15,000
10,000
5,000
0
100,000
50,000
0
USA
India
Canada
Japan
p
UK & RI*
2000 Membership
*Past statistics required us to use the Level Data
China
Australia
2010 Membership
Germanyy
Taiwan
Italyy
Slide 38
Importance
p
Top 3 Box:
2001
2004
2008
%
%
%
n/a
n/a
n/a
52
56
n/a
n/a
/
n/a
45
32
32
63
61
52
43
40
40
33
28
27
27
26
72
64
59
52
38
39
32
24
28
34
29
52
47
46
35
27
49
44
41
30
20
49
46
45
32
18
43
46
48
N/A
46
56
53
38
N/A
29
45
36
29
25
51
39
27
36
Technical Resources
Online access to transactions, journals and magazines
Online access to standards
Online access to conference proceedings
Conferences
Printed books
Printed copies of transactions, journals, and magazines
P i t d copies
Printed
i off standards
t d d
Printed copies of conference proceedings
Ability to participate in standards development
Local meetings with other professionals
Forums,, newsgroups,
g p , and other online collaboration tools
Career Development
Continuing education opportunities
Networking
Online career resources
Opportunities for leadership roles
Printed career resources
Other
Representation on public policy issues related to the profession
Discounts on professional products and services (e.g. conferences,
books, travel)
Promoting the profession to the general public
Providing e-mail alias with virus protection*
Insurance and other financial products and services
Awards and scholarships
Color red : Statistical significant at 95% CI between 2004 and 2008
38
Source: Segmentation Surveys
Slide 39
Satisfaction
Top 3 Box:
Technical Resources
Online access to transactions, journals and magazines
Online access to standards
Online access to conference proceedings
Conferences
Printed books
Printed copies of transactions, journals, and magazines
Printed copies of standards
Printed copies of conference proceedings
Ability to participate in standards development
Local meetings with other professionals
Forums, newsgroups,
g p and other online collaboration tools
Career Development And Related Products and Services
Continuing education opportunities
Networking
Online career resources
Opport nities for leadership roles
Opportunities
Printed career resources
Other
Representation on public policy issues related to the profession
Discounts on professional products and services (e
(e.g.
g conferences
conferences, books
books,
travel)
Promoting the profession to the general public
Providing e-mail alias with virus protection*
Insurance and other financial products and services
Awards and scholarships
Color red : Statistical significant at 95% CI between 2004 and 2008
2001
2004
2008
%
%
%
n/a
n/a
n/a
41
41
n/a
n/a
n/a
14
21
13
49
37
40
51
41
55
39
40
32
32
27
58
47
52
57
49
60
46
44
34
41
31
16
16
11
12
11
30
28
25
25
20
37
34
29
33
23
20
30
38
N/A
31
41
21
28
N/A
10
31
44
44
25
39
65
43
38
= approaching “great” levels of quality
Source: Segmentation Surveys