Member Retention

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Presentation made by John Day during the 'Membership Retention' breakout session.

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Member Retention

  1. 1. IEEE Membership Development First-Year Member Experience 2010 Strategy & Plan IEEE Region 10 Student Congress Singapore 18 July 2009 Gerhard Hancke Vice Chair, MGA Member Development g.hancke@ieee.org John Day Director, Membership Development j.day@ieee.org
  2. 2. First-Year Member Experience Strategy & Plan Slide 2 Today’s Break-Out Session Presentation Membership Situation & Trends First Year Strategy & Plan Considerations Strategy Execution Group Exercise Developing a First-Year Student Member Experience
  3. 3. First-Year Member Experience Strategy & Plan Slide 3 Membership Situation & Trends
  4. 4. First-Year Member Experience Strategy & Plan Slide 4 Total Recruitment vs. Annual Net Growth (calendar year) Annual Recruitment The number of new members who joined IEEE. Net Membership Growth The year-over-year difference in total membership.
  5. 5. First-Year Member Experience Strategy & Plan Slide 5 First-Year Members – Inflows & Outflows, 2006-2007 TOTAL New Recruits: 78,189 Total Outflow: 46,789 New Recruits Did Not Renew / % of New Recruits 24,986 11,658 (47%) Higher-Grade 7,879 (54%) Elevations – automatic for graduates 14,560 (27%) 53,203 27,252 (51%) Student-Grade (including GSMs)
  6. 6. First-Year Member Experience Strategy & Plan Slide 6 First-Year Members – Inflows & Outflows, 2006-2007 R-10 New Recruits: 22,948 Total Outflow: 16,497 Did Not Renew / (% of Inflow) 5,018 2,479 (49%) Higher-Grade 1,795 (58%) Elevations – automatic for graduates 3,108 (17%) 17,930 12,223 (68%) Student-Grade (including GSMs)
  7. 7. First-Year Member Experience Strategy & Plan Slide 7 First-Year Members – Inflows & Outflows, 2006-2007 First-Year % of Outflow by Region Paths Total R-1 R-2 R-3 R-4 R-5 R-6 R-7 R-8 R-9 R-10 IEEE In HG 47% 51% 51% 51% 48% 48% 37% 45% 46% 60% 49%  out HG In ST 54% 53% 49% 55% 53% 52% 52% 45% 53% 66% 58%  out HG In ST 51% 42% 40% 36% 37% 37% 37% 32% 44% 71% 68%  out ST Combined 69% 62% 58% 59% 63% 59% 59% 52% 62% 82% 78% In ST  out HG/ST Total R-1 R-2 R-3 R-4 R-5 R-6 R-7 R-8 R-9 R-10
  8. 8. First-Year Member Experience Strategy & Plan Slide 8 First-Year Experience Plan Considerations
  9. 9. First-Year Member Experience Strategy & Plan Slide 9 Distinct & Different Challenges New Recruits Did Not Renew / % of Total % of Inflow *1* Outflow 24,986 12,658 (47%) 25% Higher-Grade 7,897 (54%) 17% *2* Elevations – automatic for graduates *3* 14,560 (27%) 53,203 27,252 (51%) 58% Student-Grade (including GSMs)
  10. 10. First-Year Member Experience Strategy & Plan Slide 10 Distinct yet Interdependent New Recruits Did Not Renew / % of Total % of Inflow *1* Outflow 24,986 11,658 (47%) 25% Higher-Grade 7,879 (54%) 17% *2* Elevations – automatic for graduates *3* •14,560 (27%) 53,203 27,252 (51%) 58% Student-Grade (including GSMs)
  11. 11. First-Year Member Experience Strategy & Plan Slide 11 First-Year Members Every Day of the Year The 1st-year experience begins 365 days per year – There’s no single begin date – There is a common end-date (31 Dec) Annually, IEEE recruits 75k-80k new members worldwide, 70% students – 150-300 new members daily – Dues rates are seasonal, e.g. full vs. ½-year
  12. 12. First-Year Member Experience Strategy & Plan Slide 12 Plan Execution
  13. 13. First-Year Member Experience Strategy & Plan Slide 13 Thinking Holistically For the Acela, all 10 points on the customer journey had to be mapped and designed... Not just #8, Riding
  14. 14. First-Year Member Experience Strategy & Plan Slide 14 MELCC Brainstorming – Engagement Venues & Concepts (MGA Member Engagement & Lifecycle Committee) Engagement Prospecting & Messaging Events & Service Measurements Venue Modeling Local OU • Membership • Newsletter • New member • New member (Section, Chapter, collateral recognition welcome social attendance Branch) • Designated ‘first- year responders’ • STEP receptions Peer-to-Peer • MGM program • Life Member • Greet-a-member • MGM recruitment (individual members) postcards drives • Postcard mailings • Life member participation MGA Operations • Membership • Welcome kit • Orientation • Member data & Processes website • Contact center webcast acquisition (operations ctr.) • Join process courtesy calls • ‘Concierge Service’ • Webcast attendance • IEEE.org/start • Renewal • Elevation / Grade • Benefit utilization advancement • ‘Early-warning’ detection / remediation Interactive • myIEEE / • Next-Gen • Collectors Cards • “Engagement Benefits memberNet Membership card (MOH winner) recognition points”
  15. 15. First-Year Member Experience Strategy & Plan Slide 15 Activity Mapping, Sequencing the Engagement (select examples) Engagement Venues & 1Q 2Q 3Q 4Q Sequencing (Jan – Mar) (Apr – Jun) (Jul – Sep) (Oct – Dec) MGA Operations & Processes New Joins Daily Daily Daily Daily Welcome E-mails, IEEE.org/start Daily Daily Daily Daily Welcome Kit Mailings Weekly Weekly Weekly Weekly New Member Orientation Webcast Monthly ? Monthly ? Monthly ? Monthly ? Local OU New Member Social Quarterly ? Quarterly ? Quarterly ? Quarterly ? Newsletter Recognition of new members Varies by OU Varies by OU Varies by OU Varies by OU Member Peer-to-Peer Life Member Postcard Mailings Quarterly ? Quarterly ? Quarterly ? Quarterly ? New Member Greeting Drives Quarterly ? Quarterly ? Quarterly ? Quarterly ?
  16. 16. First-Year Member Experience Strategy & Plan Slide 16 Pilot Presently Underway New Recruits Did Not Renew / % of Total % of Inflow *1* Outflow 24,986 11,658 (47%) 25% Higher-Grade 7,879 (54%) 17% *2* Elevations – automatic for graduates *3* 14,560 (27%) 53,203 27,252 (51%) 58% Student-Grade (including GSMs)
  17. 17. First-Year Member Experience Strategy & Plan Slide 17 Underway … New Recruits Did Not Renew / % of Total % of Inflow Outflow 24,986 11,658 (47%) 25% Higher-Grade 7,879 (54%) 17% *2* Elevations – automatic for graduates 14,560 (27%) 53,203 27,252 (51%) 58% Student-Grade (including GSMs)
  18. 18. First-Year Member Experience Strategy & Plan Slide 18 First-Year Experience – What should be done here ? New Recruits Did Not Renew / % of Total % of New Recruits Outflow 24,986 11,658 (47%) 25% Higher-Grade 7,879 (54%) 17% Elevations – automatic for graduates *3* 14,560(27%) 53,203 27,252 (51%) 58% Student-Grade (including GSMs)
  19. 19. Slide 19 thank you ! questions ?
  20. 20. First-Year Member Experience Program Development Exercise IEEE Region 10 Student Congress Singapore 18 July 2009 Facilitated by: John Day – Director, Membership Development
  21. 21. Today’s Group Exercise Objectives & Instruction … Deliverables Completing the Templates Considerations for Tactics Time Management Program Development Templates … Opportunities for First-Year Member Engagement Activity Mapping of First-Year Member Engagement
  22. 22. First-Year Member Experience Strategy & Plan Objectives & Instruction
  23. 23. Deliverables … Draft strategy and documented plan for engaging first-year student members Presentation of your draft strategy & plan to the entire group
  24. 24. Completing the Templates … Brainstorm opportunities for how Student volunteer leaders and the Student Branch can engage first-year student members Template A: Engagement Opportunities – Select 1 to 3 tactics for each engagement activity—communications, events, recognition—and document in the template Template B: Activity Mapping – Transpose tactics to second template – Brainstorm and document the frequency each activity should occur
  25. 25. Considerations for Tactics … Student members feeling IEEE is their ‘professional home’ Member utilization of benefits First-year member participation in Branch-sponsored events First-year members becoming Branch Volunteers Improved first-year, student member retention Student Branch awareness and vitality Contribution to retention post-graduation
  26. 26. Time Management (75 minutes) … Sub-Teams Brainstorming / Template Documentation (50 minutes) Sub-Teams Present Their Program (10 minutes) Group Reflections / Wrap-Up / Key Learnings (15 minutes)
  27. 27. First-Year Member Experience Strategy & Plan Program Development Templates
  28. 28. First-Year Member Experience Strategy & Plan Template A: Opportunities for Engaging First-Year Student Members IEEE Communications Events Recognition Evaluation Entity Considerations Student • Tactic A • Tactic A • Tactic A • Professional Home • Tactic B • Tactic B • Tactic B • Benefit Utilization Branch • Event Participation • Tactic C • Tactic C • Tactic C • Volunteer Recruitment • Branch Vitality • Student Retention • Post-Graduation Retention
  29. 29. First-Year Member Experience Strategy & Plan Template B: Activity Mapping the Engagement of a First-Year Student Member Engagement Venues 1Q 2Q 3Q 4Q & Frequency* (Jan – Mar) (Apr – Jun) (Jul – Sep) (Oct – Dec) Communications Tactic A Tactic B Tactic C Events Tactic A Tactic B Tactic C Recognition Tactic A * Frequency Tactic B Examples: Weekly, Monthly, Quarterly, Bi-Annually, Annually. See next slide for example for how complete template Tactic C
  30. 30. First-Year Member Experience Strategy & Plan Example – Activity Mapping Engagement Venues 1Q 2Q 3Q 4Q & Frequency* (Jan – Mar) (Apr – Jun) (Jul – Sep) (Oct – Dec) Communications Tactic A Monthly Monthly Monthly Monthly Tactic B Bi-Annually -- Bi-Annually -- Tactic C Quarterly Quarterly Quarterly Quarterly Events Tactic A Weekly Weekly Weekly Weekly Tactic B Quarterly Quarterly Quarterly Quarterly Recognition Tactic A Quarterly Quarterly Quarterly Quarterly Tactic B Annually -- -- --
  31. 31. thank you ! questions ?

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