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Student Member Retention Research Project Mini Thomas, Vice Chair, M D MGA Darrel Chong, Chair, MGA SAC Jamie Moesch, Director Member Strategy Region 10 Meeting San Francisco 19 August, 2011

Student Member Retention Research Project

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Student Member Retention Research Project. Mini Thomas, Vice Chair, M D MGA Darrel Chong, Chair, MGA SAC Jamie Moesch, Director Member Strategy Region 10 Meeting San Francisco 19 August, 2011. 2. SOME USEFUL MEMBER DATA. Membership Makeup (July 2011). 33,947. # Members: 379,266. - PowerPoint PPT Presentation

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Page 1: Student Member Retention Research Project

Student Member Retention Research Project

Mini Thomas, Vice Chair, M D MGA

Darrel Chong, Chair, MGA SAC Jamie Moesch, Director Member Strategy

Region 10 Meeting San Francisco19 August, 2011

Page 2: Student Member Retention Research Project

SOME USEFUL MEMBER DATA

2

Page 3: Student Member Retention Research Project

Membership Makeup (July 2011)

3

# Members: 379,266 84,254 33,947

Page 4: Student Member Retention Research Project

*Past statistics required us to use the Level Data

Slide 4

Ten Year Membership Totals in Top Countries- Student Membership (w/ GSM) -

Zoom in on Rank 3-15

Page 5: Student Member Retention Research Project

*Past statistics required us to use the Level Data

Ten Year Membership Totals in Top Countries- Higher Grade Membership (no GSM) -

Slide 5

Zoom in on Rank 2-10

Page 6: Student Member Retention Research Project

Objectives

Explore why IEEE students fail to renew membership after one or two years– Use past data and new studies to determine the facts and

reasons for non renewal

Develop an understanding of our ability to meet/exceed expectations in the areas our student members care about/are interested inReassess current strategies and programs and allow the process to improve constantlyTake your suggestions and feedback

6

Page 7: Student Member Retention Research Project

What do we know?

7

Retention through July 2011

Total Student

Retention

Undergrad Student

Retention

Graduate Student

Retention

Regions 1-9 58.8% 41.8% 76.1%

Region 10 w/out India 49.7% 36.4% 58%

India 20% 18.1% 31.1%

- India is the second largest country for student membership - India has the lowest retention for student members

Page 8: Student Member Retention Research Project

What do we know? Year after year, this is what the membership in India looks like

8

IEEE Membership in India by Years of Service (14 Aug 2009)

Years of Service

Nu

mb

er o

f M

emb

ers

Something is wrong with First Year student retention in India

Page 9: Student Member Retention Research Project

Why not to renew?

Lack of local IEEE activity

Membership did not meet expectations

Membership is too expensive

9

The top 3 reasons were

Overall satisfaction* was a lot lower among India students (18%), compared to US 46% on top 3 box % (very satisfied)

* 2010 Non-renewing survey

*

… but we need to ask more levels of “Why” to understand deeper layers of the root causes

Page 10: Student Member Retention Research Project

Research done

10

Phase I – to better understand the root causes

Online bulletin board focus group– Conducted 21-24 March– 20 participants meeting specific criteria for

the group (varied across geo, gender, tenure)

– The event lasted 4 days – three days with new questions posted and a final day to allow participants to read and make final responses to others posts

Page 11: Student Member Retention Research Project

Research done

11

Phase Il – followed the trail, using the findings of the on online focus group to refine our focus

Quantitative online survey– Define the key aspects of member

experience – Design the process to improve – Developed an understanding of what we can

offer to our members – Survey conducted in April 2011

Page 12: Student Member Retention Research Project

Current Action Recommendations: - For Sections

We must improve opportunities for Professional Networking: – Sections need to bring networking events

out to the student branches– Generally events are conducted in cities

where the section is located, hence the students loose the opportunity to network

– Create more networking opportunities for students

12

Page 13: Student Member Retention Research Project

Current Action Recommendations: - For Sections

We must not ‘oversell’ IEEE to students - Sections need to train student leaders to have effective and factual membership drives to recruit new members

(benefits page www.ieee.org/benefits )– Ensure member satisfaction at the first year

level(we are loosing ~30K St M in R10 and ~20K St M

in India every year, who are probably lost for ever for IEEE)

13

Page 14: Student Member Retention Research Project

Current Action Recommendations: - For Sections/SBs

Improve the lag between students paying their local branch volunteers to join IEEE vs. actually becoming IEEE members. - Some local units may be waiting too long to aggregate payments, resulting in months between payment and processing

- Have training sessions for branch counselors to empower them

14

Page 15: Student Member Retention Research Project

Current Action Recommendations: - For Region 10

R10 SAC to strengthen training sessions/ webinars to train student leaders/branch counselors/SAC chairsStrengthen GINI for better student interaction/retentionDevelop new awards to recognize retention of members/include this criteria in student branch awards

15

Page 16: Student Member Retention Research Project

Current Action Recommendations: - For IEEE Headquarters

Improve the quality of the student branches through training, support, metrics, and constant feedback loopsConsider revising the rebate system, to provide more incentive for retention than recruitmentDevelop new awards to recognize retention of members/includeImprove the visibility/awareness of :

a. Discounts

b. Scholarshipsc. Contests

16

Page 17: Student Member Retention Research Project

Slide 17

Comments, Questions, Suggestions?

Page 18: Student Member Retention Research Project

Slide 18

APPENDICES

Page 19: Student Member Retention Research Project

19

Renewal by Region: 2011 Membership Year-July 2011

  HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportuni

ty#

Renewal%

RenewalOpportuni

ty#

Renewal%

RenewalOpportuni

ty#

Renewal%

Renewal

Australian Capital Terr Sect

363 326 89.8% 74 57 77.0% 437 383 87.6%

Bangalore Section 1867 1156 61.9% 2439 652 26.7% 4,306 1,808 42.0%

Bangladesh Section 257 82 31.9% 344 132 38.4% 601 214 35.6%

Beijing Section 2785 1791 64.3% 1031 362 35.1% 3,816 2,153 56.4%

Bombay Section 1401 732 52.2% 3883 571 14.7% 5,284 1,303 24.7%

Calcutta Section 766 548 71.5% 646 136 21.1% 1,412 684 48.4%

Changwon Section 166 130 78.3% 24 10 41.7% 190 140 73.7%

Chengdu Section 218 163 74.8% 92 30 32.6% 310 193 62.3%

Daejeon Section 595 459 77.1% 283 188 66.4% 878 647 73.7%

Delhi Section 1060 626 59.1% 2038 435 21.3% 3,098 1,061 34.2%

Fukuoka Section 620 562 90.6% 107 72 67.3% 727 634 87.2%

Gujarat Section 231 143 61.9% 330 107 32.4% 561 250 44.6%

Harbin Section 264 170 64.4% 79 33 41.8% 343 203 59.2%

Hiroshima Section 386 358 92.7% 37 17 45.9% 423 375 88.7%

Hong Kong Section 2160 1836 85.0% 313 218 69.6% 2,473 2,054 83.1%

Hyderabad Section 1018 590 58.0% 1961 429 21.9% 2,979 1,019 34.2%

Indonesia Section 263 195 74.1% 159 65 40.9% 422 260 61.6%

Islamabad Section 190 111 58.4% 224 37 16.5% 414 148 35.7%

Kansai Section 1845 1688 91.5% 246 152 61.8% 2,091 1,840 88.0%

Page 20: Student Member Retention Research Project

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Karachi Section 224 68 30.4% 290 52 17.9% 514 120 23.3%

Kerala Section 663 349 52.6% 2566 767 29.9% 3,229 1,116 34.6%

Kharagpur Section 103 85 82.5% 69 49 71.0% 172 134 77.9%

Kwangju Section 121 91 75.2% 49 30 61.2% 170 121 71.2%

Lahore Section 206 65 31.6% 209 40 19.1% 415 105 25.3%

Macau Section 90 74 82.2% 27 18 66.7% 117 92 78.6%

Madras Section 2016 874 43.4% 7022 1034 14.7% 9,038 1,908 21.1%

Malaysia Section 1278 984 77.0% 683 316 46.3% 1,961 1,300 66.3%

Nagoya Section 974 895 91.9% 110 74 67.3% 1,084 969 89.4%

Nanjing Section 736 568 77.2% 261 124 47.5% 997 692 69.4%

New South Wales 2059 1766 85.8% 366 244 66.7% 2,425 2,010 82.9%

New Zealand Central Section

228 202 88.6% 39 24 61.5% 267 226 84.6%

New Zealand North 370 281 75.9% 280 167 59.6% 650 448 68.9%

New Zealand South 195 157 80.5% 101 48 47.5% 296 205 69.3%

Northern Australia 105 79 75.2% 49 26 53.1% 154 105 68.2%

Queensland S 820 674 82.2% 244 155 63.5% 1,064 829 77.9%

Reg 10-Countries Outside Sections

115 75 65.2% 45 6 13.3% 160 81 50.6%

Region 10 - Apo/Fpo

64 56 87.5% 3 2 66.7% 67 58 86.6%

Renewal by Region: 2011 Membership Year-July 2011

  HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportu

nity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Page 21: Student Member Retention Research Project

21

Renewal by Region: 2011 Membership Year-July 2011

  HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportu

nity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Sendai Section 561 510 90.9% 86 63 73.3% 647 573 88.6%

Seoul Section 1836 1375 74.9% 642 307 47.8% 2,478 1,682 67.9%

Shanghai Section 597 471 78.9% 126 44 34.9% 723 515 71.2%

Shikoku Section 176 165 93.8% 60 34 56.7% 236 199 84.3%

Shin-Etsu Section 185 179 96.8% 21 16 76.2% 206 195 94.7%

Singapore Section 2313 1814 78.4% 696 361 51.9% 3,009 2,175 72.3%

South Australia 451 379 84.0% 90 70 77.8% 541 449 83.0%

Sri Lanka Section 379 271 71.5% 125 71 56.8% 504 342 67.9%

Taegu Section 196 153 78.1% 75 39 52.0% 271 192 70.8%

Tainan Section 621 503 81.0% 212 112 52.8% 833 615 73.8%

Taipei Section 2495 1972 79.0% 1069 460 43.0% 3,564 2,432 68.2%

Thailand Section 442 343 77.6% 126 67 53.2% 568 410 72.2%

Tokyo Section 6968 6320 90.7% 579 392 67.7% 7,547 6,712 88.9%

Uttar Pradesh Section

460 292 63.5% 699 143 20.5% 1,159 435 37.5%

Victorian Section 1492 1232 82.6% 324 205 63.3% 1,816 1,437 79.1%

Vietnam Section 77 59 76.6% 10 6 60.0% 87 65 74.7%

Western Australia 638 528 82.8% 175 113 64.6% 813 641 78.8%

Wuhan Section 202 138 68.3% 96 27 28.1% 298 165 55.4%

Xian Section 380 269 70.8% 112 76 67.9% 492 345 70.1%

Grand Total 47,629 36,251 76.1% 32,109 9,519 29.6% 79,738 45,770 57.4%

Page 22: Student Member Retention Research Project

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Comparison: Membership Year-July 2011/Feb 2010 (<30% only)

 HIGHER GRADE

MEMBERSSTUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Bangalore Section 1867 1156 61.9% 2439 65226.7%

(19.8%)4,306 1,808 42.0%

Bombay Section 1401 732 52.2% 3883 571 14.7% 5,284 1,303 24.7%

Calcutta Section 766 548 71.5% 646 136 21.1% 1,412 684 48.4%

Delhi Section 1060 626 59.1% 2038 435 21.3% 3,098 1,061 34.2%

Gujarat Section 231 143 61.9% 330 107 32.4% 561 250 44.6%

Hyderabad Section 1018 590 58.0% 1961 42921.9%

(13.7%)2,979 1,019 34.2%

Kerala Section 663 349 52.6% 2566 76729.9%

(14.6%)3,229 1,116 34.6%

Madras Section 2016 874 43.4% 7022 1034 14.7% 9,038 1,908 21.1%

Islamabad Section 206 88 42.7% 200 23 11.5% 406 111 27.3%

Karachi Section 182 44 24.2% 262 49 18.7% 444 93 20.9%

Lahore Section 181 56 30.9% 292 46 15.8% 473 102 21.6%

Uttar Pradesh Section 460 292 63.5% 699 143 20.5% 1,159 435 37.5%

* GINI/LINK active

Page 23: Student Member Retention Research Project

IEEE R10 GINIStudent Branch / Volunteer networking project– Active in India , Pakistan , Beijing , Tokyo , Australia / NZ

Works with volunteers on the ground– Enhances the awareness about membership benefits– Trains volunteers– Increases cross communication between student volunteers

from sections / regions , keeps them aware and updated

Results : – Huge increase in R10 Awards / Competitions participations

from student volunteers and members from GINI Sections– Marginal increase in retention rate in few GINI Pilot Sections

(Kerala , Hyderabad )

GINI Startup Manual – How to establish a SB Network in your section and sustain student activities

23

Page 24: Student Member Retention Research Project

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Renewal by Region: 2010 Membership Year-February 2010

  HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportun

ity

# Renewa

l

% Renewal

Opportunity

# Renewa

l

% Renewal

Opportunity

# Renewa

l

% Renewal

Australian Capital Terr Sect 340 282 82.9% 53 41 77.4% 393 323 82.2%

Bangalore Section 1,643 939 57.2% 2,217 438 19.8% 3,860 1,377 35.7%

Bangladesh Section 224 75 33.5% 239 89 37.2% 463 164 35.4%

Beijing Section 1,913 1249 65.3% 734 269 36.6% 2,647 1,518 57.3%

Bombay Section 1,304 571 43.8% 3,939 408 10.4% 5,243 979 18.7%

Calcutta Section 601 389 64.7% 577 79 13.7% 1,178 468 39.7%

Changwon Section 172 110 64.0% 24 13 54.2% 196 123 62.8%

Chengdu Section 244 136 55.7% 121 42 34.7% 365 178 48.8%

Daejeon Section 556 392 70.5% 334 161 48.2% 890 553 62.1%

Delhi Section 1,016 476 46.9% 1,452 303 20.9% 2,468 779 31.6%

Fukuoka Section 595 519 87.2% 116 69 59.5% 711 588 82.7%

Gujarat Section 219 116 53.0% 326 63 19.3% 545 179 32.8%

Harbin Section 181 122 67.4% 60 32 53.3% 241 154 63.9%

Hiroshima Section 375 338 90.1% 35 19 54.3% 410 357 87.1%

Hong Kong Section 2,148 1754 81.7% 307 196 63.8% 2,455 1,950 79.4%

Hyderabad Section 959 419 43.7% 1,928 264 13.7% 2,887 683 23.7%

Indonesia Section 219 144 65.8% 47 31 66.0% 266 175 65.8%

Page 25: Student Member Retention Research Project

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Islamabad Section 206 88 42.7% 200 23 11.5% 406 111 27.3%

Kansai Section 1,834 1617 88.2% 264 147 55.7% 2,098 1,764 84.1%

Karachi Section 182 44 24.2% 262 49 18.7% 444 93 20.9%

Kerala Section 578 234 40.5% 2,411 351 14.6% 2,989 585 19.6%

Kharagpur Section 101 65 64.4% 90 26 28.9% 191 91 47.6%

Kwangju Section 115 76 66.1% 48 23 47.9% 163 99 60.7%

Lahore Section 181 56 30.9% 292 46 15.8% 473 102 21.6%

Macau Section 66 54 81.8% 17 13 76.5% 83 67 80.7%

Madras Section 1,688 543 32.2% 4,839 559 11.6% 6,527 1,102 16.9%

Malaysia Section 1,209 774 64.0% 660 235 35.6% 1,869 1,009 54.0%

Nagoya Section 954 842 88.3% 118 75 63.6% 1,072 917 85.5%

Nanjing Section 672 432 64.3% 249 128 51.4% 921 560 60.8%

New South Wales Section 1,971 1615 81.9% 222 160 72.1% 2,193 1,775 80.9%

New Zealand Central Section 216 186 86.1% 23 12 52.2% 239 198 82.8%

New Zealand North Section 343 244 71.1% 206 109 52.9% 549 353 64.3%

New Zealand South Section 211 147 69.7% 56 25 44.6% 267 172 64.4%

Northern Australia Section 92 67 72.8% 40 24 60.0% 132 91 68.9%

Queensland Section 747 599 80.2% 130 101 77.7% 877 700 79.8%

Reg 10-Countries Outside Sections

106 44 41.5% 8 3 37.5% 114 47 41.2%

Region 10 - Apo/Fpo 73 53 72.6% 7 3 42.9% 80 56 70.0%

Renewal by Region: 2010 Membership Year-February 2010

  HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Page 26: Student Member Retention Research Project

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Repic Of Philippines Section 179 89 49.7% 38 19 50.0% 217 108 49.8%

Sapporo Section 189 154 81.5% 30 19 63.3% 219 173 79.0%

Sendai Section 552 491 88.9% 65 55 84.6% 617 546 88.5%

Seoul Section 1,813 1192 65.7% 627 271 43.2% 2,440 1,463 60.0%

Shanghai Section 515 362 70.3% 108 47 43.5% 623 409 65.7%

Shikoku Section 175 143 81.7% 79 35 44.3% 254 178 70.1%

Shin-Etsu Section 196 165 84.2% 31 19 61.3% 227 184 81.1%

Singapore Section 2,226 1625 73.0% 453 257 56.7% 2,679 1,882 70.3%

South Australia Section 439 354 80.6% 75 54 72.0% 514 408 79.4%

Sri Lanka Section 366 209 57.1% 160 62 38.8% 526 271 51.5%

Taegu Section 192 137 71.4% 66 37 56.1% 258 174 67.4%

Tainan Section 599 457 76.3% 181 107 59.1% 780 564 72.3%

Taipei Section 2,444 1729 70.7% 873 435 49.8% 3,317 2,164 65.2%

Thailand Section 409 270 66.0% 124 59 47.6% 533 329 61.7%

Tokyo Section 6,943 6061 87.3% 557 334 60.0% 7,500 6,395 85.3%

Uttar Pradesh Section 467 232 49.7% 522 96 18.4% 989 328 33.2%

Victorian Section 1,364 1071 78.5% 237 171 72.2% 1,601 1,242 77.6%

Vietnam Section 72 33 45.8% 12 3 25.0% 84 36 42.9%

Western Australia Section 591 470 79.5% 145 94 64.8% 736 564 76.6%

Wuhan Section 194 103 53.1% 58 24 41.4% 252 127 50.4%

Xian Section 288 226 78.5% 102 70 68.6% 390 296 75.9%

Grand Total 44,467 31,384 70.6% 27,194 6,897 25.4% 71,661 38,281 53.4%

Renewal by Region: 2010 Membership Year-February 2010

  HIGHER GRADE MEMBERS STUDENT MEMBERS TOTAL MEMBERS

REGION 10Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al

Opportunity

# Renew

al

% Renew

al