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Membership Development: Growing and Engaging IEEE Members

Learn the importance of membership development and how to attract, retain, and engage IEEE members. Discover the value of membership and the strategies to ensure members' needs are met through effective communication and planning.

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Membership Development: Growing and Engaging IEEE Members

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  1. Overview of Membership Development Membership Development (MD) Training Ram Sivaraman, SCV Section MD Chair

  2. The Role Of Membership Development

  3. What is Membership Development? Lead Generation + Member Engagement • Not just about recruiting new members (lead generation) • Provide opportunities for current members so they want to stay • Most member involvement is at the local level • Provide an excellent member experience based on what they want, everything else will follow

  4. Membership Development Cycle

  5. Why is MD Important? • Increases the breadth of the member network • Provides larger pool of potential volunteers • Sustains the future of IEEE Membership • Impacts Section finances Everything you plan… Everything you do… Affects your MEMBERS

  6. Section MD Role • Shepherd the activities pertaining to membership recruitment AND retention in order to deliver an excellent member experience. • Collaborative effort between: • Section Chair and ExCom • Sub-Committees within their Section • IEEE Membership Marketing Specialist (staff) • Design and execute a Section Membership Plan for a given year.

  7. Keys to MD Success • Be an IEEE “Champion” • Be passionate about: • Serving the members’ needs • Partnering with the various sub-groups within your Section • Driving member engagement in both the short and long term • Interested in networking/relationshipbuilding with people both within IEEEand externally • Membership is a team effort

  8. Membership Development Themes • You play a pivotal role in making IEEE your members’ professional home • Understand and serve your members’ needs so they can grow and develop in the profession. • Data is the backbone of understanding and growing membership • Are you offering what your members “value”?

  9. The Value of Membership

  10. Member Research Studies • Segmentation study • Every 3 years • Identifies key segments of membership • Non-renewing member survey • Relevancy based on the make up of the section

  11. What We Learned… • Five areas consistently rated most important by members: • Ability to Stay Technically Current • Networking • Continuing Education • Career Services • Discounts • These are very broad categories • Not all benefits are relevant to every Section or Member

  12. We Need to Know… • What do your Members value? • Deeper than the broad categories • Everyone’s definition is different • Every volunteer should have an answer to the following: Why are you an IEEE member? What do you “value” from your IEEE Membership?

  13. Key Takeaways • Serving the needs of EVERY individual member requires multiple strategies • Plan around the specific interest categories of your members • Don’t go it alone • Understand and serve your members’ needs so they can grow and develop in the profession.

  14. The Basics of Membership Planning

  15. Set Your 2016 Membership Goals THE BASE OF YOUR PLAN • Where do your Goals come from? • Region Director • Membership Development Chairs • Section ExCom • Membership Recruitment and Recovery Committee (MRRC) • Section Level Goals that role into the Region Goals • Both recruitment and retention • Based on three-year Section performance • Available in the Monthly Region Reports

  16. MD Activities YOUR COMMUNICATION PLAN • Recruiting new members • Show them the value of joining IEEE. Use conferences, workshops, events. Advertise. Mouth to mouth • Retaining existing members • Make them feel welcome. Remind them of the value. Promote services so that they can try. Pay special attention to first-year members • Reinstating previous members • Know why they left. Understand the reasons and welcome them back. Remind them of the benefits they are missing

  17. What to communicate • Monthly Section outreaches to:

  18. How Do We Communicate With Our New Members? *CC – IEEE Contact Center

  19. The Need for Focus First Year Member Retention has historically been low, around 35% Retention starts the day a new member joins Need to focus on benefits, engagement and networking

  20. Goals & Objectives • Demonstrate the value of IEEE membership • Increase First Year member retention, measured in August • Educate the member on local Section activities • Engage the member in the IEEE community

  21. Members are More Likely to Renew If They… Attended an IEEE meeting Are engaged within the IEEE community Understand the value of IEEE benefits Network with IEEE members, local and global level Feel a part of the bigger IEEE Volunteer with IEEE

  22. Outreach Communication to New Members Information in this document is intended to inform, educate, engage and recognize new members: • IEEE Staff-driven communication • IEEE Volunteer-led communication

  23. IEEE Staff Driven Communication

  24. 1st Year - Anniversary email IEEE: Communication by Month Ongoing monthly communication: Benefits Bulletin, What’s New For Students Newsletter, The Institute, IEEE Membership Forum CollabratecTM community, Facebook, Instagram and Twitter posts. Email campaigns from other IEEE departments – message and frequency varies *CTA-Call to Action

  25. IEEE Contact Center • Supports members • Answer questions • Suggest attending a New Member Orientation • Welcome telephone calls based on resource availability

  26. IEEE Volunteer Driven Communication(s)

  27. New Member Engagement Checklist

  28. Volunteer Opportunity • Identify a first year champion who • Has demonstrated a passion for IEEE • Can help new members navigate the IEEE organization • Have a desire to network with new members • Are passionate about supporting and growing the organization

  29. Section/Chapter Communication Plan • Pull List of New Members in Your Section • Email sent to volunteers third Thursday of the month • Pull real time data from Section Vitality Dashboard • Section Welcome Message • Introduce yourself, include contact information • Include brief list of upcoming section activities • Include a reference to the New Member Orientation and a link to register • Send email to new members in your Section • Suggest fourth Thursday of the month

  30. How to Generate New Member Lists • The easiest method: Section Vitality Dashboard • ieee.org/vitalitydb • Real-time data, anytime • Log into the dashboard with your IEEE Account Details. • Select the “Additional Member Lists” tab • From the top box, select “MemberActivity Update” • There are 2 options for reports: • New member lists • New members who have not renewed • Each can be run for a given date parameter NOTE: Save this list for future member communications

  31. Santa Clara Valley in 2017 and 2018

  32. THANK YOU! Thank You!!!

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