IEEE Western Australia Section

Membership Development Strategy & Plan

Dr Douglas ChaiMembership DevelopmentWestern Australia Sectiond.chai@ecu.edu.auphoto

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

Western Australia Section

Western Australia Section Total Members Since Year 2000

Formation Date: 24 May 1984

Section / Council Total Members

Western Australia Section Total Members since Year 2000

IEEE Western Australia Section Membership31 December 2011

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

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

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

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

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

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

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…