IEEE Harbin Section

Membership Development Strategy & Plan

Qun WUVice President ofIEEE Harbin Section qwu@hit.edu.cnphoto

IEEE MD Strategy

Section Situation

Section MD Plan

Topics

IEEE MD Strategy

IEEE MD Support & Evolution

2005 2006 2007 2008 2009

365,500 members

BMS transition ‘Great Recession’

Optimizing the Campaigns >

renewal

recovery

recruitment

reinstatement

benefits promotion

382,400 members

(renewal alerts integrated into next-gen products)

367,400 members

Integrated multimedia

Putting a face onmembership promotion

Remaking the Collateral >

Integrated MD strategy &

plan

Integrated MD reporting

397,000 members

Synthesis & Engagement

First-year member experience

Message testing

MD webcasts

374,800 members

Building a Volunteer “Field Team” >

MD KitsMD portal

Membership presentation

MD Manual

MGM business cards

MD virtualcommunity

On-demandKit ordering

MD Strategy w/ Full Volunteer Integration

MD Volunteer “Platform”

Membership Situation

Harbin Section

Harbin Section Total Members Since Year 2006Formation Date: 18 November 2006

Section / Council Total Members

Harbin Section Total Members since Year 2006

IEEE Harbin Section Membership31 December 2011

SWOT – Section’s Member Growth Program

Strengths

• Member• Student Member

Weaknesses • Senior Member• Fellow• GOLD

Opportunities

• Recommendation of Senior member• Connect with the Industry-GOLD

Threats

• Renew of the existing membership• Student membership changing

Section MD Plan

Membership Year BeginsFull-year dues enactedRenewal opensKey month for launching new or

upgraded benefitsFrom Sep thru Dec, revenue

deferred to next year

Membership Mid-Year½-Year Dues-Cycle BeginsArrears-Recovery BeginsKey month for launching new or

upgraded benefitsMembership Year ConcludesMember retention rates determinedBusiness fiscal performance determined½-year dues cycle concludes

Calendar Year ConcludesYear-end membership statistics determined

Active-Status TerminatorPast-due members placed

into arrears

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

APRIL

MARCH

FEBRUARY

JANUARY

AUGUST

JULY

JUNE

MAY

Timing is Everything – Know the Membership Calendar

ConstituenciesTechnical

DevelopmentProfessional Development

Community Development

Cost Savings / Discounts

Existing Members

Prospective Members

Differentiate Audiences – Different Expectations

Their needs change throughout a career, maybe discounts in some journals would be attractive.

They are everywhere. When we do recruit them, 50%+ attrition rate (first-year member strategy)

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Harbin Section

• Email List•Technical Meetings• Telephone Call

• Technical Lectures• Technical Salons• Parties

• Member gathering• Dinner• Gifts for membership renew

• Event Participation• Volunteer Recruitment• Student Branch Vitality• Member Retention

Opportunities for Engaging Existing Members

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Harbin Section

• Lecture about IEEE• Technical Meeting Sponsor• Email List

• Promote IEEE• Technical Sponsor for Conference • IEEE Xplorer

• Membership recognition • Member parties• Distinguish lectures.

• Diversity and frequency of opportunities for member recruitment• Follow-up with interested individuals• First-year member engagement

Opportunities for Engaging Prospective Members

Membership Development PlanEngagement Venues & Frequency

1Q(Jan – Mar)

2Q(Apr – Jun)

3Q(Jul – Sep)

4Q(Oct – Dec)

Communications

Tactic A Lecture about IEEETechnical Meeting Sponsor

Lecture about IEEE Email List

Tactic B Technical Meeting Sponsor Email ListTechnical Meeting Sponsor

Lecture about IEEE

Tactic C Email List Lecture about IEEE Email ListTechnical Meeting Sponsor

Events

Tactic A Promote IEEE IEEE Xplorer Promote IEEETechnical Sponsor

for Conference

Tactic BTechnical Sponsor for Conference

Promote IEEETechnical Sponsor for Conference

Promote IEEE

Tactic C IEEE XplorerTechnical Sponsor for Conference

IEEE XplorerIEEE Xplorer

Recognition

Tactic A Membership recognition Distinguish lectures Membership

recognition Distinguish lectures

Tactic B Member parties Member parties Member partiesMembership recognition

Tactic C Distinguish lectures•Membership recognition Distinguish lectures Member parties

Status Update

Engagement Venues & Frequency

Goals & Progress

Communications

Lecture about IEEE Inform the prospective member about the IEEE

Technical Meeting Sponsor Let the participants know about IEEE

Email List Deliver the newsletters to the prospective member

Events

Promote IEEE Let the prospective member know about the IEEE

Technical Sponsor for Conference Inform the participants about the benefits about IEEE

IEEE Xplorer Let IEEE Xplorer benefit the career of the professionals

Recognition

Membership recognition Cherish the membership

Member parties Provide chances for the interaction of the members

Distinguish lectures Give the most recently professional developments

Section’s Membership Situation– From 2006 to 2011, the total member of IEEE Harbin Section

has increased from 175 to 477– The number of senior member and Fellow in IEEE Harbin

Section is still small.– The interaction with industry is limited.

Section MD Plan– More interaction with industry, and find the GOLD.– Promote the concept of IEEE to more professionals and

students. – Let more and more graduate and the Ph. D candidate get to

know IEEE Xplorer.

In Summary…