Engaging Your First Year MembersIEEE Region 1 Meeting9 March 2012

Adrienne HahnMarketing & Communicationsa.hahn@ieee.org

Today’s Session

Why focus on first year members?Headquarters’ Communications & OutreachWhat do we know about Section interactionHelpful Tools & Resources

What can you do?

Why Focus on the First Year Members?

Who is leaving?

• 71% of our attrition was made up of members with 2 years or less of IEEE Membership; a trend that has been consistent for many years

• Even after removing the volatile student members and student elevations; 66% of the member attrition was members with 2 years of membership or less

Attrition by Member Tenure* (n-86,495)

1 Year 2 Years

3 Years 4 Years

5 Years + *2009

Retention comparison

First-Year Member Renewal / Retention - February 2012

REGION

HIGHER GRADE w/o GSM GRADUATE STUDENTS UNDERGRADUATE STUDENTS TOTAL MEMBERS

Opportunity

Renewal Opportunity

Renewal Opportunity

Renewal Opportunity

Renewal

# %, '12 %, '11 # %, '12 %, '11 # %, '12 %, '11 # %, '12 %, '11

1 1,885 629 33.4% 34.7% 597 279 46.7% 47.0% 1,185 384 32.4% 34.6% 3,667 1,292 35.2% 36.7%

2 1,750 612 35.0% 34.1% 558 236 42.3% 46.9% 1,204 377 31.3% 37.4% 3,512 1,225 34.9% 37.4%

3 1,999 580 29.0% 31.6% 698 365 52.3% 54.8% 1,707 560 32.8% 39.2% 4,404 1,505 34.2% 38.8%

4 1,460 480 32.9% 33.4% 669 320 47.8% 54.4% 1,220 397 32.5% 38.9% 3,349 1,197 35.7% 39.5%

5 1,792 550 30.7% 34.3% 565 286 50.6% 52.4% 1,453 516 35.5% 36.0% 3,810 1,352 35.5% 38.0%

6 3,168 1,145 36.1% 34.4% 827 360 43.5% 47.9% 2,007 684 34.1% 36.3% 6,002 2,189 36.5% 37.2%

R 1-6 12,054 3,996 33.2% 33.8% 3,914 1,846 47.2% 50.6% 8,776 2,918 33.2% 37.1% 24,744 8,760 35.4% 37.9%

7 1,204 456 37.9% 36.8% 550 305 55.5% 60.0% 732 305 41.7% 42.4% 2,486 1,066 42.9% 43.4%

8 7,345 2,455 33.4% 34.4% 4,112 2,130 51.8% 53.3% 5,814 1,421 24.4% 23.3% 17,271 6,006 34.8% 35.3%

9 2,007 597 29.7% 24.5% 667 255 38.2% 39.8% 4,417 610 13.8% 15.4% 7,091 1,462 20.6% 20.1%

10 9,852 3,224 32.7% 31.1% 6,308 1,861 29.5% 28.5% 21,279 2,761 13.0% 12.8% 37,439 7,846 21.0% 20.4%

R 7-10 20,408 6,732 33.0% 32.0% 11,637 4,551 39.1% 39.6% 32,242 5,097 15.8% 16.0% 64,287 16,380 25.5% 25.5%

TOTAL 32,462 10,728 33.0% 32.7% 15,551 6,397 41.1% 42.7% 41,018 8,015 19.5% 20.5% 89,031 25,140 28.2% 29.1%

IEEE Membership Renewal / Retention -February 2012

REGION

HIGHER GRADE w/o GSM GRADUATE STUDENTS UNDERGRADUATE STUDENTS TOTAL MEMBERS

OpportunityRenewal

OpportunityRenewal

OpportunityRenewal

OpportunityRenewal

# %, '12 %, '11 # %, '12 %, '11 # %, '12 %, '11 # %, '12 %, '11

1 30,485 24,800 81.4% 82.5% 1,769 1,133 64.0% 66.1% 1,645 610 37.1% 43.3% 33,899 26,543 78.3% 79.8%

2 26,903 21,844 81.2% 82.1% 1,731 1,095 63.3% 67.2% 1,713 658 38.4% 43.7% 30,347 23,597 77.8% 79.2%

3 24,370 19,136 78.5% 79.7% 2,170 1,434 66.1% 69.1% 2,326 908 39.0% 44.7% 28,866 21,478 74.4% 76.4%

4 18,479 14,758 79.9% 80.9% 1,777 1,144 64.4% 69.0% 1,770 708 40.0% 45.2% 22,026 16,610 75.4% 77.2%

5 23,982 18,992 79.2% 80.7% 1,667 1,129 67.7% 68.6% 1,948 784 40.2% 42.4% 27,597 20,905 75.8% 77.5%

6 47,930 38,343 80.0% 81.1% 2,815 1,774 63.0% 67.2% 2,780 1,113 40.0% 43.7% 53,525 41,230 77.0% 78.5%

R 1-6 172,149 137,873 80.1% 81.2% 11,929 7,709 64.6% 67.8% 12,182 4,781 39.2% 43.8% 196,260 150,363 76.6% 78.2%

7 12,920 9,968 77.2% 77.9% 1,781 1,295 72.7% 76.3% 1,144 580 50.7% 52.6% 15,845 11,843 74.7% 75.9%

8 52,110 37,304 71.6% 74.1% 9,790 6,496 66.4% 68.3% 7,798 2,578 33.1% 32.8% 69,698 46,378 66.5% 68.5%

9 8,838 5,456 61.7% 63.6% 1,434 802 55.9% 59.5% 5,554 1,047 18.9% 19.5% 15,826 7,305 46.2% 47.1%

10 51,471 35,206 68.4% 71.1% 9,850 4,364 44.3% 43.9% 25,006 3,905 15.6% 16.2% 86,327 43,475 50.4% 52.3%

R 7-10 125,339 87,934 70.2% 72.6% 22,855 12,957 56.7% 58.0% 39,502 8,110 20.5% 21.3% 187,696 109,001 58.1% 60.1%

TOTAL 297,488 225,807 75.9% 77.7% 34,784 20,666 59.4% 61.5% 51,684 12,891 24.9% 26.6% 383,956 259,364 67.6% 69.7%

Headquarters’ Communications & Outreach

Timeline

2009: Project strategy & plan

2010: - First year member survey- Join reasons in online application- New member orientation- Getting started brochures- Basic start page- New member alert for volunteers- Greeting cards- Communications’ samples/templates

2011:- Survey - Interactive start page with tutorials- Extended invitation to NMO to GSMs

First year member online experience

www.ieee.org/startIncludes tutorials on:– myIEEE– Setting up tip codes– My Account

New Member OrientationLive monthly webinars – held typically on 4th Thursday of each month at 9am(EST) and 3pm(EST)New higher grade members (including GSMs) invited to participate by email campaign

Getting Started BrochuresIncluded with ackpacks to new IEEE members Incorporates information covered in the new member orientation webinar

First Year Member Survey

Headquarters’ Communications & Outreach

CongratulationsYou’re a Member

Now what ?

First Year Member Survey

2010Sent to all members who joined between 16 August 2009 and 28 February 201011% response rate90% of higher grade respondents were Member gradeRegional breakdown:– 49% Regions 1-6– 4% Region 7– 18% Region 8– 5% Region 9– 24% Region 10

2011Sent to higher grade members who joined between 16 August – 31 December 201017% response rate88% of respondents were Member gradeRegional breakdown:– 25% Regions 1-6– 4% Region 7– 28% Region 8– 6% Region 9– 37% Region 10

The overall margin of error with 95% confidence in +-2.5%

Headquarters’ Communications & Outreach

Welcome to IEEE. By joining, you have taken an important step in expanding your opportunities to network, advancing your career and learning more about emerging technologies. Since you are new to the organization, we want to help you engage your membership.Register for the next "New IEEE Member Orientation" at ieee.org/start

Login to myIEEE to:- Learn about everything membership has to offer- Personalize your desktop to suit your professional and technical interests- Find local events in your area and make connectionsGet involved as an IEEE Volunteer - access your local officer

contact information

Visit IEEE memberNet – the authoritative list of IEEE members, and create your professional profile Get acquainted with your IEEE Web Account at ieee.org/

webaccounts- Change your username and password to something intuitiveThe sooner you get started, the sooner you will realize the

benefits and value of your IEEE membership.Sincerely,Adrienne HahnIEEE Member Development

Welcome email to new higher grade membersSent within 30 days of joining – links to start page (www.ieee.org/start)

Welcome call to new higher grade membersAdministered by Contact Center staff to Higher Grade Members in US

Elevation kitSent to all students upon elevation from student/GSM to higher grade level

IEEE Contact Center Supports New Members

Welcome calls– IEEE Associates make

outbound calls to higher grade members and affiliates throughout the year

– The goal is to answer questions regarding membership and their society affiliation

Dedicated first year experience ACD answering questions about:– Grade elevation– Conference registration– Web account assistance– Member benefits– Joining societies– IEEE Xplore– Profile updates– Adding subscriptions– Accessing myIEEE– MDL trial– Standards

What do we know about Section interaction

Knowledge of Local Support

One third of new members are not aware of local/Section support

How can you introduce the Section to new members?

12%

24%

64%

9%

26%

65%

0% 25% 50% 75% 100%

I am not sure

No

Yes

2010

2011

Question: Prior to this survey, did you know that IEEE has local sections and chapters with volunteer leaders who support members in your area?

8%

17%

32%

25%

18%

10%

16%

35%

23%

16%

0% 25% 50% 75% 100%

1: Not At AllImportant

2

3

4

5: VeryImportant 2010

2011

Importance of Section InvolvementQuestion: How important is (or was) it for you to get involved in your

local section?

Not all new members are interested in getting involved in local Sections

Most find it important or very important

72%

28%

69%

31%

0% 25% 50% 75% 100%

No

Yes2010

2011

Section ContactQuestion: Has someone from your IEEE section or technical chapter contacted you?

4%

3%

9%

93%

7%

3%

10%

89%

0% 25% 50% 75% 100%

Other

Postal Mail

Phone

Email

2010

2011

Form of Section ContactQuestion: How were you contacted by your local IEEE section?

Only those who indicated that they had been contacted answered this questionWhile email is, by far, the most widely used form of contact, it may not be the most impactful.

How do you contact your new members?

4%

14%

38%

27%

17%

3%

10%

38%

31%

18%

0% 25% 50% 75% 100%

1: Not At AllUseful

2

3

4

5: Very Useful 20102011

Utility of Section ContactQuestion: How useful did you find the contact from your local section?

Would a telephone call or hand-written note make a bigger impact on you?

74%

26%

70%

30%

0% 25% 50% 75% 100%

No

Yes2010

2011

Section Meeting AttendanceQuestion: Have you attended a meeting sponsored by your IEEE section and/or technical chapter?

Are new members attending your meetings?

What do you do to make them feel welcome?

10%

7%

83%

14%

6%

80%

0% 25% 50% 75% 100%

I do not know

No

Yes

2010

2011

Section Meeting Repeat AttendanceQuestion: Would you attend another event?

Most of the people who attended a local meeting found it useful

Would you come back to a meeting in your Section?

0%

17%

22%

22%

67%

9%

13%

7%

22%

69%

0% 25% 50% 75% 100%

Other

No interest inmeetings

No interest inmeeting content

Inconvenientlocation

Inconvenient time

2010

2011

Reasons for Non-attendance of Section MeetingsQuestion: Why not [attend another local section event]? Please select all that apply.

What can your Section do to help make meetings more convenient?

Helpful Tools & Resources for Section/Chapter Volunteers

New member alert

Monthly email to all MD volunteers thank links to SAMIEEE login Automatically opens new member dashboardList includes:– Name– Grade– Reason they joined

Remain technically current/obtain IEEE publications

Enhance my career opportunities Expand my professional network Connect me with local IEEE activities Learn about IEEE humanitarian programs

• MD Progress report – first year experience section

• Best Practices Guide + greeting cards– Suggested activities & frequency– Communications samples

Helpful Tools & Resources

• Volunteer outreach• Expand/adapt new member orientation to co-

facilitate with staff during new member orientation webinars

• Mapping of all IEEE communications/outreach to new members during their first year• Join +1 week• Join +2 weeks

• New tab in new member dashboard with a list of members who do not renew at their first renewal

Coming soon…

What can you do?

• Personally invite new members to a Section meeting/activity

• Identify a new member champion for your Section

• Organize events for new IEEE members

• Partner with Student Branches to introduce IEEE Students & GSMs to the value of membership

• Recognize new members at your meetings/assign a mentor

• Share best practices with others

Thank you