Membership Promotion


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  • May 12, 2010
  • May 12, 2010
  • May 12, 2010
  • May 12, 2010
  • May 12, 2010
  • May 12, 2010
  • May 12, 2010
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  • May 12, 2010
  • May 12, 2010
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  • May 12, 2010
  • May 12, 2010
  • Membership Promotion

    1. 1. Membership Promotion Lee Stogner IEEE Membership Development Committee [email_address] John Day IEEE Membership Development Staff [email_address] Qiana Harder IEEE Membership Development Staff [email_address] IEEE-USA Annual Meeting September 1, 2007 Phoenix, AR
    2. 2. <ul><li>Introductions </li></ul><ul><li>The “Numbers” - July 2007 Membership Stats </li></ul><ul><li>Recent history, realities and opportunities </li></ul><ul><li>The Sales Team </li></ul><ul><li>Resources and Tools </li></ul><ul><li>Present Action </li></ul><ul><li>Future State </li></ul><ul><li>Fall Membership Development Campaign </li></ul><ul><li>Open Floor </li></ul>Today’s Discussion … Note: This is not a session to debate membership models. We are here to learn how to organize to sell what we have today.
    3. 3. July 2007 Stats By Region / Higher & Student Grade Net Gain Net Gain Total Net Gain
    4. 4. July 2007 Stats Society By Division / Higher Grade, Student Grade, Affiliate Net Loss Net Loss Net Loss Total Net Loss
    5. 5. <ul><li>Engage all parts of the IEEE into a total Membership Development program </li></ul><ul><ul><li>Regions </li></ul></ul><ul><ul><li>Sections </li></ul></ul><ul><ul><li>Societies </li></ul></ul><ul><ul><li>Chapters </li></ul></ul><ul><ul><li>Student Branches </li></ul></ul><ul><ul><li>The Member </li></ul></ul><ul><li>Grow the IEEE by 5% over the 2006 year end total of 374,767 (18,738) </li></ul>Recent History - 2007 Goals…
    6. 6. 2006 Comeback… Dec 2006 – highest point in four years 2006 Terminator – lowest point in four years
    7. 7. 2006 Comeback… 76,500 new recruits worldwide (most in 7 years) Higher-Grade Members Higher-Grade Members +19% +22% +9% -12% +10% +20% -34% -14% +20% -16% +3% +7%
    8. 8. <ul><li>IEEE lost a net of 75,321 members to dues arrears in 2006: </li></ul><ul><ul><li>46,599 HG Members </li></ul></ul><ul><ul><li>28,722 Students </li></ul></ul><ul><li>Plugging the leak is the major first step in growing our membership </li></ul>Leaking Bucket
    9. 9. <ul><li>It costs 5 to 15 times more to acquire a new member than to keep a current one. </li></ul><ul><li>No matter what the membership effort is, there will be 10 to 25 percent of members who will not renew </li></ul><ul><li>(moving, death, other personal situation) </li></ul><ul><li>*”Membership Development: An Action Plan for Results,” Rich, Hines, © 2002 </li></ul>Real-World Realities
    10. 10. <ul><li>375,000 members including more than 87,000 students </li></ul><ul><li>311 local Sections in 10 geographic regions </li></ul><ul><li>1,570 Chapters </li></ul><ul><li>39 Societies and 5 technical councils </li></ul><ul><li>1,430 student Branches </li></ul><ul><li>356 student Branch Chapters </li></ul><ul><li>400+ conferences </li></ul>Real-World Opportunities
    11. 11. The Sales Team
    12. 12. The Sales Team Regional Activities Board Technical Activities Board 10 Regional Directors Vice Chair, Membership Activities Region MD Officers IEEE Membership Development Committee Section Chairs Section MD Officers 39 Societies Society MD Officers How we’re organized…
    13. 13. The Sales Team R3 - Lee Stogner R4 – Tarek Lahdhiri R8 – Rolf Remshardt R7 – Elmer Bouruque R9 – Enrique Alvarez R5 – Robert Shapiro R2 – Michael Cardinale R6 – Ed Perkins R1 – Ron Tabroff R10 – Tan Tieniu The Regional MD “sales team”
    14. 14. The Sales Team <ul><li>Society MD volunteers </li></ul><ul><li>More than 375,000 Members including more than 87,000 students </li></ul><ul><li>311 local Sections in 10 geographic regions </li></ul><ul><li>1,570 Chapters </li></ul><ul><li>39 Societies and 5 technical councils </li></ul><ul><li>1,430 student Branches </li></ul><ul><li>356 student Branch Chapters </li></ul>The extended MD “sales organization”
    15. 15. <ul><li>Developing a local MD plan and/or plan of MD activities </li></ul><ul><li>Monitoring plans and goals for membership growth, retention, and recovery </li></ul><ul><li>Receiving / ordering membership materials from the IEEE Operations Ctr. </li></ul><ul><li>Communicating with MD partners within Region, e.g., Sections </li></ul><ul><li>Analyzing membership information and trends </li></ul><ul><li>Quarterly membership status reports w/ recommendations </li></ul><ul><li>Ensuring MD activities parallel headquarters programs and processes </li></ul><ul><li>Cultivate prospects lists for membership </li></ul>The Sales Team Duties of an MD Volunteer / Officer…
    16. 16. <ul><li>Membership Development </li></ul><ul><li>Membership recruitment kits ordering / fulfillment </li></ul><ul><li>MD Webcast coordination </li></ul><ul><li>Conference marketing liaison </li></ul><ul><li>Monthly progress reporting </li></ul><ul><li>Pre and post-Terminator list support </li></ul><ul><li>Monthly MD Progress Reports </li></ul><ul><li>Membership Marketing / Communications </li></ul><ul><li>Membership brochures </li></ul><ul><li>Membership applications </li></ul><ul><li>Renewal campaign messaging and collateral </li></ul><ul><li>Advertising </li></ul><ul><li>Promotional supplies </li></ul><ul><li>Member Services </li></ul><ul><li>General member inquiries </li></ul><ul><li>Pre-Arrears outreach </li></ul><ul><li>Arrears telemarketing campaign </li></ul>Staff Support & Responsibilities… The Sales Team
    17. 17. Market(s) Membership(s) programs benefits marketing / renewal programs benefits Market researched benefits and programs increases likelihood of recruitment Making Membership Growth a Business Process… The Sales Team Benefit / program utilization increases likelihood of renewal marketing utilization recruitment / sales marketing
    18. 18. Resources & Tools
    19. 19. Membership Development Home Page Resources & Tools
    20. 20. Prospect Brochure <ul><li>Description: </li></ul><ul><ul><li>Multi-page brochure listing benefits, services & features of membership </li></ul></ul><ul><ul><li>1 version for all grades of membership </li></ul></ul><ul><li>Usage: </li></ul><ul><ul><li>Primary new member recruitment piece </li></ul></ul><ul><ul><li>Directs the prospect to the web to join online or may be used in conjunction with print application form (higher grade) </li></ul></ul>NEW
    21. 21. Benefits Brochure <ul><li>Description: </li></ul><ul><ul><li>Lists all benefits, services & features of membership + societies </li></ul></ul><ul><li>Usage: </li></ul><ul><ul><li>Distributed to all new member with their 2008 member card </li></ul></ul><ul><ul><li>Directs new members to go to for more information on individual benefits </li></ul></ul>
    22. 22. Poster <ul><li>Description: </li></ul><ul><ul><li>17x22” folded down to 8½x11” </li></ul></ul><ul><ul><li>Incorporates testimonials </li></ul></ul><ul><ul><li>Main call to action: </li></ul></ul><ul><li>Usage: </li></ul><ul><ul><li>Distributed with Membership Development kit for use at meetings, events and general postings on campus, etc </li></ul></ul>
    23. 23. Product Sheets <ul><li>Description: </li></ul><ul><ul><li>Product overviews for </li></ul></ul><ul><ul><ul><li>myIEEE™ </li></ul></ul></ul><ul><ul><ul><li>™ </li></ul></ul></ul><ul><ul><ul><li>IEEE Mentoring Connection™ </li></ul></ul></ul><ul><li>Usage: </li></ul><ul><ul><li>Distributed with Membership Development kit, select conferences and on demand </li></ul></ul>
    24. 24. Member-Get-A-Member <ul><li>Description: </li></ul><ul><ul><li>Brochure – program explanation with tips for recruiting </li></ul></ul><ul><ul><li>Pass along business card – includes space for name and member number </li></ul></ul><ul><li>Usage: </li></ul><ul><ul><li>Distributed with Membership Development kit </li></ul></ul><ul><ul><li>Peer to peer recruitment </li></ul></ul>
    25. 25. Membership Development Manual <ul><li>Description: </li></ul><ul><ul><li>The must-have resources for MD officers </li></ul></ul><ul><ul><li>Advice for developing new members and retaining old </li></ul></ul><ul><ul><li>Also available in PDF format </li></ul></ul><ul><li>Usage: </li></ul><ul><ul><li>Summary of duties </li></ul></ul><ul><ul><li>Membership development guidelines, calendar </li></ul></ul><ul><ul><li>Correspondence templates </li></ul></ul><ul><ul><li>Concise list of member benefits </li></ul></ul><ul><ul><li>How to respond to objections </li></ul></ul>
    26. 26. <ul><li>Monthly Progress Report </li></ul><ul><li>Statistical ‘pulse’ </li></ul><ul><li>Membership Trends </li></ul><ul><li>MD-related announcements, activities </li></ul><ul><li>Quarterly Prospectus </li></ul><ul><li>Sales & marketing orientated </li></ul><ul><li>New member recruitment </li></ul><ul><li>MD calendar </li></ul>Membership Reporting & Analysis… Resources & Tools
    27. 27. <ul><li>Pre- and Post-Terminator lists </li></ul><ul><li>Provided to Region MD Chairs </li></ul><ul><li>Coordinated retention strategy w/HQ </li></ul>Membership Arrears List Support Resources & Tools
    28. 28. <ul><li>Membership Recruitment Kits </li></ul><ul><li>Mailing now to all MD Chairs worldwide </li></ul><ul><li>Make sure your MD Chair status is up to date or you will not receive the kit </li></ul><ul><li>More supplies always available on demand </li></ul>Resources & Tools
    29. 29. <ul><li>John Day IEEE Staff [email_address] </li></ul><ul><li>Qiana Harder IEEE Staff [email_address] </li></ul><ul><li>Lee Stogner IEEE MDC [email_address] </li></ul><ul><li>Ron Tabroff R1 [email_address] </li></ul><ul><li>Michael Cardinale R2 [email_address] </li></ul><ul><li>Lee Stogner R3 [email_address] </li></ul><ul><li>Tarek Lahdhiri R4 [email_address] </li></ul><ul><li>Robert Shapiro R5 [email_address] </li></ul><ul><li>Edward Perkins R6 [email_address] </li></ul><ul><li>Elmer Bourque R7 [email_address] </li></ul><ul><li>Rolf Remshardt R8 [email_address] </li></ul><ul><li>Enrique Alvarez R9 [email_address] </li></ul><ul><li>Tieniu Tan R10 [email_address] </li></ul>The Region Membership Support Team MD Resources
    30. 30. <ul><li>The web page to join the IEEE </li></ul><ul><li>The web page for MD volunteers </li></ul><ul><li>The MD Virtual Community </li></ul><ul><ul><li> </li></ul></ul><ul><li>Your Region web page </li></ul><ul><li>Your Section web page </li></ul><ul><li>Your Chapter web page </li></ul><ul><li>Your Conference web page </li></ul><ul><li>Your Student Branch web page </li></ul>Online MD Resources MD Resources
    31. 31. Present Action “What can you and I do together”
    32. 32. <ul><li>Sustained communications from IEEE MDC to local, MD volunteers worldwide </li></ul><ul><li>Normalized activities to the MD calendar (MD Manual) </li></ul>Frequent & Reinforcing Communications Action! spread the word who’s your MD Chair membership value improved
    33. 33. <ul><li>Began in Autumn 2006 </li></ul><ul><li>1 hour session </li></ul><ul><li>Standing agenda </li></ul><ul><li>Sharing of best practices </li></ul><ul><li>Guest speakers </li></ul><ul><li>Webcast slides posted in MD virtual community </li></ul>Present Action MD Webcasts…
    34. 34. <ul><li>All MD officers can gain access </li></ul><ul><li>Repository of MD documents </li></ul><ul><li>Discussion strings </li></ul><ul><li>Sharing of best practices </li></ul><ul><li>Time-sensitive alerts </li></ul><ul><li>Recordings of past MD webcasts </li></ul>Membership Development Virtual Community Present Action
    35. 35. <ul><li>Communicate IEEE benefits and values </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Articles (Create “Why I joined the IEEE”) </li></ul></ul><ul><ul><li>One on one </li></ul></ul><ul><li>Work directly with Section Chair / MD Chair </li></ul><ul><ul><li>Communications / planning / goals </li></ul></ul><ul><ul><li>Resource material </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>MD initiatives such as MGM and Senior Member </li></ul></ul><ul><ul><li>Plan for, not react to Renewals </li></ul></ul><ul><ul><li>Motivation / support </li></ul></ul>Steps 1 & 2 Present Action
    36. 36. <ul><li>Develop the student Member pipeline </li></ul><ul><ul><li>Student Advisors need to be supported and motivated to do their job </li></ul></ul><ul><ul><li>Explain to students why Membership is important at the beginning of their careers </li></ul></ul><ul><ul><li>Periodic joint Section / Branch meetings to promote networking </li></ul></ul><ul><ul><li>Engage the Gold Members to help </li></ul></ul><ul><ul><li>Encourage use of the IEEE alias and change of address after graduation </li></ul></ul>Step 3 Present Action
    37. 37. <ul><li>Develop new Members through Society conferences, seminars and publications </li></ul><ul><ul><li>Make it a requirement that if you want to host a IEEE branded event, a Membership function will be included </li></ul></ul><ul><ul><li>Harvest potential Member data and do the sales follow-up </li></ul></ul><ul><ul><li>Make sure we have the IEEE IT systems, staff and local volunteers to complete the new Member sales cycle </li></ul></ul>Step 4 Present Action
    38. 38. <ul><li>Integrate Membership and Industry Relations efforts </li></ul>Step 5 Present Action
    39. 39. <ul><li>Provide incentives </li></ul><ul><li>Others ? </li></ul>Step 6 Present Action
    40. 40. Future State “New IEEE HQ support for Membership growth”
    41. 41. <ul><li>Retention </li></ul><ul><li>Benefits of Membership primer – Primary objective is benefit education, to jump-start utilization. Mailed to all members, with membership card, upon joining IEEE </li></ul><ul><li>Recruitment </li></ul><ul><li>Membership Brochure – Primary objective is sales-support for grassroots recruitment efforts, and marketing at conferences. Included in worldwide shipment of membership development kits, and available on-demand throughout year </li></ul>Membership Collateral —Increased value emphasis, member testimonials, visual introduction to benefits … * Can be re-purposed as a sales-support tool 2008 Tactical Upgrades
    42. 42. <ul><li>Updated - </li></ul><ul><li>New - myIEEE, Mentoring Connection </li></ul><ul><li>Consistent formatting </li></ul><ul><li>Included in MD-Kit shipment </li></ul>Product Sheets … 2008 Tactical Upgrades
    43. 43. Membership Promotion Plan
    44. 44. <ul><li>Advertising – Paid public and impersonal communication utilizing the mass media. Intent is to educate, convince, remind. </li></ul><ul><li>Sales promotion – Consists of various types of incentives, including discounts, rebates, contests, etc. Intent is to produce a positive response from consumers. Can be combined with other promotional activities. </li></ul><ul><li>Direct marketing – Business to consumer communications that could include direct mail, telemarketing, and/or e-marketing. Intent to solicit a direct consumer response. </li></ul><ul><li>Personal selling – Developing personal, long-term, one-on-one relationships, dependent upon an organizational sales force. Intent is to close the deal. </li></ul>Quick review – Standard promotion mix / definitions …
    45. 45. RETENTION ADVERTISING – increased focus to retention-oriented message, placement in IEEE publications … <ul><li>Member-testimonial driven </li></ul><ul><li>Retention value, post student experience </li></ul><ul><li>Target publications </li></ul><ul><ul><li>Spectrum, Potentials, The Institute </li></ul></ul><ul><ul><li>Society flagship pubs (Computer, Communications, and Power Engineering Societies) </li></ul></ul>
    46. 46. RETENTION Getting the most out of membership - …… . ……. ….. ….. ..… ….. … ……. …… . ……. ….. ….. ..… ….. … ……. ADVERTISING – Monthly benefit alert … <ul><li>Objective: Increase benefit awareness and utilization with existing members </li></ul><ul><li>E-mail based </li></ul><ul><li>Showcase 3 benefits monthly </li></ul>
    47. 47. RETENTION DIRECT MARKETING … <ul><li>Annual HQ Renewal Campaign </li></ul><ul><li>Single, largest membership campaign at IEEE </li></ul><ul><li>Collateral </li></ul><ul><li>Updated membership pricing on all collateral, print and web </li></ul><ul><li>Updated membership card </li></ul><ul><li>Campaigns </li></ul><ul><li>Monthly, and compounded over time beginning 1 September through 28 February </li></ul><ul><li>Pre-Terminator List Support </li></ul><ul><li>Generated and disseminated to Region MD chairs five and three months before membership termination date </li></ul><ul><li>Template letters provided </li></ul>
    48. 48. <ul><li>Membership Development Manual </li></ul><ul><li>Updated w/ BMS tutorial, additional communication templates </li></ul><ul><li>Member-get-a-Member (MgM) Program </li></ul><ul><li>Brochure and business cards </li></ul><ul><li>Membership Development Kits </li></ul><ul><li>2,000 Kits shipped globally to all IEEE sections, student braches, and society MD officers </li></ul><ul><li>Brochures, posters, product sheets, CDs, giveaways, MD Manual </li></ul><ul><li>MGM supplies </li></ul><ul><li>On-demand, online ordering of supplemental supplies </li></ul><ul><li>Global MD Webcast / Conference Call </li></ul><ul><li>Monthly, standard agenda, MD tactics and best practices </li></ul>RECRUITMENT PERSONAL SELLING …
    49. 49. <ul><li>Conference-targeted campaigns… </li></ul><ul><li>Objectives </li></ul><ul><ul><li>Membership/conference campaigns occurring in IEEE Regions experiencing membership decline </li></ul></ul><ul><li>Region 1 – Stony Brook Symposium (Sep) </li></ul><ul><li>Region 2 – GlobeComm (Nov) </li></ul><ul><li>Region 5 or 6 – tbd, finalizing </li></ul>RECRUITMENT DIRECT MARKETING … <ul><li>Authors Outreach … </li></ul><ul><li>Objective: </li></ul><ul><ul><li>Identifying authors who are not members, solicit their joining IEEE </li></ul></ul>
    50. 50. Official Launch
    51. 51. <ul><li>Retention – </li></ul><ul><li>Positioned as a new benefit included with IEEE membership. Emphasis targeting of Student and 1 st -year members </li></ul><ul><li>Channels… </li></ul><ul><li>Print Ad placements </li></ul><ul><li>IEEE distribution channels </li></ul><ul><li>Direct outreach marketing </li></ul><ul><li>Visits > Advertising </li></ul><ul><li>Position availability of Public Access programming, and as a new benefit included with IEEE membership </li></ul><ul><li>Channels… </li></ul><ul><li>Business Wire </li></ul><ul><li>Targeted online ads </li></ul> Campaigns <ul><li>Recruitment – </li></ul><ul><li>Leverage the official product launch of as a new reason to join IEEE. Piggyback in all communications the other benefits of membership </li></ul><ul><li>Channels… </li></ul><ul><li>Business Wire </li></ul><ul><li>MD Kits </li></ul><ul><li>Direct outreach marketing </li></ul><ul><li>Targeted online ads </li></ul>Two-fold focus … membership growth & visits/viewing minutes…
    52. 52. <ul><li>Inclusion in membership brochures </li></ul><ul><li>Product Sheet </li></ul><ul><li>Conference display </li></ul><ul><li>Takeaways </li></ul><ul><li>Mailing Inserts </li></ul><ul><li>Advertisements </li></ul><ul><li>Collateral included in worldwide shipment of MD kits </li></ul> Collateral
    53. 53. <ul><li>Recruitment </li></ul><ul><li>Prompts sign-in to access members-only programming, encourages non-members to join IEEE </li></ul><ul><li>Retention </li></ul><ul><li>Alert appears beginning 1 January </li></ul><ul><li>“ Member-supported IEEE” theme </li></ul><ul><li>Gives member option of continuing experience, or renewing at that time </li></ul><ul><li>Alert disabled after renewal </li></ul> – Agent for MD Membership commercial
    54. 54. SALES PROMOTION – value sequencing … <ul><li>Schedule and pre-market value-rich offerings available in March/April , accessible only with renewal </li></ul><ul><li>“ Coming in March” message to Jan & Feb’s past-due members </li></ul>First-time Tactic ! – Agent for MD Program Season
    55. 55. <ul><li>Get the team in place now and update the IEEE database </li></ul><ul><li>Organize around IEEE volunteers, staff resources, the MD Kit and upcoming events </li></ul><ul><li>Make a plan (resources, activities, schedule, budget) </li></ul><ul><li>Welcome back the Sections, Chapters, Students Branches in your area </li></ul><ul><li>Promote networking amongst all members (higher and student too) </li></ul><ul><li>Promote Senior Member upgrades </li></ul><ul><li>Put Member Get A Member cards in everyone’s pocket </li></ul><ul><li>Put a MD Desk at local conferences, seminars, meetings </li></ul><ul><li>Put a meeting notice up at work (ask first) </li></ul><ul><li>Put PR in the local media </li></ul><ul><li>Make IEEE a part of the upcoming 2008 Engineering Week activities </li></ul>IEEE Fall Membership Development Campaign
    56. 56. In Summary…
    57. 57. <ul><li>Made great progress to date. Create the foundation first </li></ul><ul><li>Plan is to take present activities to the next level by better integrating tactics </li></ul><ul><li>Key is our ability to leverage new BMS system for lead storage and follow-up </li></ul><ul><li>The extended IEEE team needs to support the Membership Growth plan </li></ul>In Summary …
    58. 58. Thank you!