Membership Deputy Director Training

Matthew J. AngiuloWestern Region Deputy Director, Membership

April 10th, 2012

What does the Deputy Director (DD) Membership do?

• Advise and Assist Sections with Membership / Programming Encourage Sections to set specific membership goals/objectives

– Turn into a specific plan.– Tie to Programming!

Assist Sections as they plan and implement their technical programs– Membership chairs need to be proactive with section planning.– We are selling a product to our members. If we stop selling, they stop buying.

Develop an "ideas that work" list for the Sections– These ideas may need to be yours first!

Collect and disseminate information on other Regional membership/technical programs/activities that may be useful to local Sections in formulating or improving their local programs.

Keep membership chairs on schedule. There is always something to be planning/doing.

Help process loads of data. Look for trends to share.2

Membership as Marketing

• Typical Membership Chair Activities Review Monthly Membership Reports. Membership chair follows up on delinquent members with two objectives:

– Membership retention – Feedback on currently offered membership value proposition.

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Simply pulling and reporting the monthly reports will not Make progress toward Strategic goals.

Growth requires a more proactive approach!

Membership Chair Requirements

• For this to be successful the right people must be recruited to these positions.

• Should be willing to make calls and personally contact members.• Capable in Excel to handle large amounts of membership data.• Interested in working with data and able to sort it different ways

looking for trends.• Empathic – able to understand member needs and interests

Good candidates may have or aspire to jobs in Business Development or Strategy.

• Encourage Membership officers unwilling to perform these tasks to rotate to another council position.

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A New Approach to Membership

• A bold new strategy must be applied in order to meet strategic goals.

• In order to increase membership, Sections must: Know their member Demographics. Know the interests of their members. Know what their members want from the section.

• Section activities should be driven by membership data!

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AIAA Strategic Goals (2011-2015)

• Increase professional membership by 20% (34,000 by 2014; Western Region goal: to 8,100 by '14)

• Boost student membership by 28% by 2013. Western Region goal: to 1,370 by 2013

• Substantially reduce professional member attrition, to no more than 10% per year by 2013. (5% is normal attrition given a 20-year typical membership life)

• Actively engage prospective college graduates (while they are student members) to provide a seamless transition to membership as young professionals; increase our student-to-professional member conversion rate to 60% or more.

• Increase the participation of under-represented groups (young professionals, women, minorities) in our membership until it reflects industry demographics (while we continue to lead the efforts to improve these industry demographics)

Double the percentage of women members (from 8% to 15%); Boost the percentage of young professionals (from 18% to 20%); and Substantially increase minority membership (Hispanic, Asian, African American, Native American).

• Increase the number of actively engaged members to over 50% of the total, up from about a third today.

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• June - August: Analyze current section membership demographics. Determine key demographics to target and plan as a section to address them. Use membership to drive final program plan.

• September - October: Focus on top priority target market segment Reach out to first and second year YPs.

• November - December: Focus on Secondary target market segment. Conduct renewal campaign. Review Demographics.

• January-March Exciting, Members-only program with promotional pricing. Focus on Primary Market Segment Member upgrade nominations.

• April – May Update Professional Interest Codes Membership Satisfaction Survey Prepare Annual Report & Officer Transition

Membership Chair Activity Schedule

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Should be Complete

Should be Complete

Should be Complete

In Progress

or Planning

Planning

June – August Activities

• Train Incoming Membership Chair. June is a great time to start transferring knowledge to the incoming chair. Submission of Section Annual Reports provides an opportunity to

summarize last year’s activities. Hand over tools and lessons learned. Membership Training Webinars:

– Two sometime between July 6 – 14 or August.– Membership Chair Responsibilities and Tasks– Annual calendar of significant membership related activities.– Membership reports (where to find, how to process, what data is available)– Monthly membership reports (and how to do it quickly)– Share section issues & solutions– Determining Target Markets & Using this to Develop a Programming Plan.

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Check out:https://info.aiaa.org/Regions/Western/Membership%20Officers/Forms/AllItems.aspx

Example Add / Drop Letters

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June – August Activities

• Determining Target Markets The best way to start planning the year is by first

understanding who your members are and what they want.

Analyze current section membership demographics:– Geography, Company Affiliation, Professional Interest Codes, TC

affiliations, Age, Gender, Membership Longevity, Growth Areas, Hemorrhaging Areas.

Research addressable membership segments which are currently under-represented.

If you think this can’t be done in your section, let me help you figure out how!

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Current Joined in Past 6 Months ExpiredMissile Systems (126) Aircraft Design (12) Missile Systems (20)Guidance, Navigation & Control (43) Missile Systems (11) Guidance, Navigation & Control (6)Systems Engineering (43) Guidance, Navigation & Control (9) Systems Engineering (6)Aircraft Design (41) Systems Engineering (5) Weapons System Effectiveness (6)Applied Aerodynamics (27) Design Engineering (4) Aircraft Design (4)

Professional Interest Codes

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Tucson Membership By Age

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Age0 to 30 34 10.09%31 to 40 39 11.57%41 to 50 63 18.69%51 to 60 59 17.51%61 to 70 33 9.79%71 to 80 7 2.08%81 to 90 5 1.48%91 to 100 2 0.59%DNS 95 28.19%

0 to 30 28 9.59%31 to 40 36 12.33%41 to 50 58 19.86%51 to 60 54 18.49%61 to 70 36 12.33%71 to 80 6 2.05%81 to 90 7 2.40%91 to 100 2 0.68%DNS 65 22.26%

Tucson Membership By Years of Membership

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0 to 10 224 66.47%11 to 20 46 13.65%21 to 30 37 10.98%31 to 40 17 5.04%41 to 50 4 1.19%51 to 60 5 1.48%61 to 70 3 0.89%71 to 80 1 0.30%

0 to 10 184 63.01%11 to 20 43 14.73%21 to 30 33 11.30%31 to 40 20 6.85%41 to 50 4 1.37%51 to 60 5 1.71%61 to 70 3 1.03%71 to 80 0 0.00%

*** PIC for Tucson Section Members Joined in the Past 10 years***Missile Systems : 69

Aircraft Design : 27"Guidance, Navigation & Control" : 25

Systems Engineering : 25Design Engineering : 16

Tucson Membership By Organization

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University of Arizona 11 3.26%Raytheon Missile Systems 208 61.72%Rincon Research Corporation 7 2.08%Paragon Space Development Corporation 11 3.26%PM & AM Research 5 1.48%Other or DNS 95 28.19%

University of Arizona 12 4.11%Raytheon Missile Systems 173 59.25%Rincon Research Corporation 7 2.40%Paragon Space Development Corporation 9 3.08%PM & AM Research 5 1.71%Other or DNS 86 29.45%

Membership Trends and Actions (Tucson)

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Membership Trend:

Professional Interest Codes: Targeted Market Segments:Primary: Members with fewer than 10 years of membership.• Event: Lecture on Aircraft Design or Astrodynamics @ University of Az; 11-15-2011, expect 35 attendees• Event: YP Social/Happy Hour; 10-20-2011, expect 15 attendees• Action: Recruit more YPs to Section Officer Positions, goal of 3 • Communication: Focused monthly Constant Contact message; all members to be reached with information on how to get involved

Secondary: Raytheon Members• Past Event: Lecture or Lunch n Learn series @ RMS on GNC; 07-14-2011, 25 attendees• Event: AIAA Members-only hosted social with Raytheon Senior Leader, 09-29-2011, expect 30 attendees• Event: Lecture or Lunch n Learn series @ RMS wrt Missile Systems or Unmanned Systems; 3rd Thurs., expect 25 attendees

Current Past 6 Months Expired

Missile Systems (119)

Missile Systems (5)

Missile Systems (16)

GNC (43) Astrodynamics (4) GNC (6)

Systems (43) Unmanned Systems (4)

Structures (4)

Aircraft Design (39)

Aerospace Power Systems (3)

Aircraft Design (3)

Fluid Dynamics (32)

Gas Turbine Engines (3)

Fluid Dynamics (3)

Significant Demographic: • 60% of our membership has been a member fewer than 10 years. Will focus on the PICs of this group!• Drop in Raytheon members. Will cater to this group!

Goal: 359 mbrs, 100 students

Membership Trends and Actions (Pacific Northwest Section)

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Membership Trend:

Professional Interest Codes: Targeted Market Segments:Student / New Members

•Tech symposium - Nov 2011•Student paper competition•AIAA info / contacts for company orientations,•Constant contact/letters to renew / new members

Women Members•Partner events with Society of Women Engineers

Out-of-state Membership•Council representative (outside WA)•Web-based video of invited speakers

Program Invited Speaker Alignment • Sept – Space; March - Aircraft design or policy

Current Joined Past 6 Months

Expired

Aircraft Design(166) Aircraft Design(16) Aircraft Design(13)

Applied Aero (155) Design Engineering (9) Structures (12)

Structures (148) Atmospheric and Space Environments (7)

Fluid Dynamics (7)

Design Engineering (126)

Material (7) Space Systems (7)

Management (96) Applied Aero (6) GN&C (5)

Significant Demographics: •Student and Women Membership, Out-of-state members

Section Goal: 1050 Members, 175 Students

• Women members are ~6% of total membership• Student members are 164

October – January Membership Activities

• October Programs focus on top priority target market segment;

– Membership chair works with programs chair to promote to that segment and follows up on attendees.

Membership chair reaches out to first and second-year young professionals to encourage participation in section activities and leadership positions.

Membership chair selects individuals to nominate for sustained service award.

• November Programs focus on Secondary target market segment; Membership chair works with programs chair to

promote to that segment and follows up on attendees. Conduct phone campaign to contact AIAA members who have not renewed their member ship.

• December Membership chair reviews section demographics and reports on membership drive progress.

(when do we start the drive?) Special emphasis on new joins since August as well as 3-month delinquent demographics.

• January Section holds dynamite, members-only program with promotional pricing to entice delinquent members to

rejoin. Membership chair reviews roster for Senior Member upgrades and follows through for all eligible members.

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January – April Membership Activities

• January Section holds dynamite, members-only program with promotional pricing to entice delinquent members

to rejoin. This should be repeated in the summer so start meeting with Programs Chair now! Membership chair reviews roster for Senior Member upgrades and follows through for all eligible members.

• February Programs focus on primary target market segment. Membership chair works with programs chair to promote

to that segment and follows up on attendees. Membership chair reviews roster and identifies Fellow and Associate Fellow upgrade targets. Prepare a message to be included in section Engineer’s Week activities. This can be an article in your newsletter

or on your Section’s webpage. This can also be accomplished by including the benefits of membership flyer at a local Engineer’s Week activity.

• March Membership chair contacts members for Fellow and Associate Fellow upgrades, and identifies potential new

section officers.

• April Membership chair conducts member satisfaction survey. – Update demographics! Reach out to student members and encourage transition to professional membership. Work with programs

chair to plan an event directed specifically at students & YPs. Encourage members to updated Professional Interest Codes and all other contact information.

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Monthly Membership Reports

• Institute Membership reports are updated and made available the first week of each month.

• Section membership reports should be filled out with this data and and sent to me by the end of each month.

• Provides a record for correlating section activities with changes in membership. Once correlations are made, data can be shared across

the region!

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What did Phoenix doIn March to cause

this bump? Goal for June Report:Determine top two key market segmentsDevelop strategy for serving them.

Region VI Membership

Matthew J. AngiuloWestern Region Deputy Director, Membership

August 28, 2010

Go to “https://info.aiaa.org”

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Click on “Sign In”

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Click on “Western Region”

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Click on HQ Documents

23This will only show up if you’re signed in.

Click “Monthly Membership Reports”

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Click “2010 Monthly Membership Reports”

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The Reports Guide explainsthe data in the reports

Select the Desired Month

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Choose the report to analyse

27The Reports Guide explains the data in the reports

The Data Maker

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While signed In, the Data Maker is available on your Section’s SharePoint site.

Region VI Membership

Matthew J. AngiuloWestern Region Deputy Director, Membership

November 10, 2010

Open up “Drops” file and click on Data tab

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Sort the Data to find your section’s data.

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Step 1: select all

Step 2: click “d

ata” then “s

ort”

Note: If you’re using an older version of excel, the top bar will look different but the commands are the same.

Just pull down “data” and click “sort”.

Specify Columns to Sort

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Step 1: Pull down to 1 st

“Section Chapter Name”

Step 2: Click “Add Level”

Step 3: Pull down to

“Membership Expire Date”

Scroll and Find Data

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Scroll down to your section and cut and paste email addresses of members up for renewal.

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