IEEE Wuhan Section

Membership Development Strategy & Plan

Wei GongMembership Development ChairWuhan Section weigong@lmars.whu.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

Wuhan Section

Wuhan Section Total Members Since Year 2007Formation Date: 14 February 2007

Section / Council Total Members

Wuhan Sections Total Members since Year 2007

IEEE Wuhan Section Membership31 December 2011

SWOT – Section’s Member Growth Program

Strengths

• Academia: IEEE membership has much higher awareness among academic communities, especially in the fields of computer and communications

Weaknesses • Industry: the rate of members from industry is obviously lower than the average level, and IEEE membership has low awareness among the industry people, although the name “IEEE” is very famous

Opportunities

• Student Members & Graduate Student Members: there are nearly 1 million college students and graduate students in Wuhan, the potential market is large• Industry: the development of high tech industry in Wuhan is strong in recent years, which will bring large potential for member development

Threats

• Loss of existing members: many new members join in IEEE for the purpose of discount in IEEE conferences registration, with the attractiveness of IEEE conferences decreases in recent years, the loss of some members is inevitable

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

• access to IEEE publications

• access to IEEE standards

• tutorials

• attending IEEE events

• participating in IEEE standards development

• membership upgrade (to senior member or fellow)

• forming new chapters

• discount for members of multiple years

• discount for members of multiple societies

Prospective Members

• access to IEEE publications

• access to IEEE standards

• tutorials

• attending IEEE events

• participating in IEEE standards development

• status of “IEEE Member”

• discount for the first year membership and society membership

• discount for journal publication or conference registration

Differentiate Audiences – Different Expectations

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Wuhan Section

• set up and maintain contact info for all the members• release news about membership upgrade information

• update events information through the section website• ask for lowest registration price for IEEE members• ask for free attendance for IEEE members in the technical sessions

• post the introduction of the IEEE members who have notable achievements on the section website• annual best paper selection

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

Opportunities for Engaging Existing Members

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Wuhan Section

• release news about membership upgrade information

• update events information through the section website• promotion in industries & universities

• invited speech given by IEEE senior members or fellows

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

Opportunities for Engaging Prospective Members

Membership Development Plan

Engagement Venues & Frequency

1Q(Jan – Mar)

2Q(Apr – Jun)

3Q(Jul – Sep)

4Q(Oct – Dec)

Communications

set up and maintain contact info 1

release news about membership upgrade information 1

Events

update events information through the section website 1 1

ask for lowest registration price for IEEE members - - - -

ask for free attendance for IEEE members in the technical sessions - - - -

promotion in industries & universities 1 1

Recognition

post the introduction of the IEEE members who have notable achievements on the section website

1 1

annual best paper selection 1

invited speech given by IEEE senior members or fellows 1 1 1 1

Status UpdateEngagement Venues & Frequency

Goals & Progress

Communications

set up and maintain contact info to strengthen the communications between local IEEE members

release news about membership upgrade information to keep the local members informed about latest development of the section

Events

update events information through the section website to keep the existing and prospective members informed about the section events

ask for lowest registration price for IEEE members

to provide benefits for the existing members and to attract the prospective members to join in IEEE

ask for free attendance for IEEE members in the technical sessions

to provide benefits for the existing members and to attract the prospective members to join in IEEE

promotion in industries & universities

to make more people know about IEEE and to attract the prospective members to join in IEEE

Recognition

post the introduction of the IEEE members who have notable achievements on the section website

to make the members feel proud of being an IEEE member, and to raise the reputation of IEEE members

annual best paper selectionto strengthen the members’ activeness in the section, and to make the outstanding members feel proud of being an IEEE member

invited speech given by IEEE senior members or fellows to raise the reputation of IEEE members and to attract the prospective members

Section’s Membership Situation– relatively good in academia, and relatively weak in industry– great potential in students and graduate students– possible loss of existing members due to the recession of

conferences

Section MD Plan– strengthen the communications between members– hold more events and provide more benefits for members– strengthen the activeness of the section members and raise the

reputation for outstanding members

In Summary…