Membership Development MD Training Overview of Membership Development

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

The Role Of Membership Development 2

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 3

Membership Development Cycle 4

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 5

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 Ex. Com – Sub-Committees within their Section – IEEE Membership Marketing Specialist (staff) Design and execute a Section Membership Plan for a given year. 6

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/relationship building with people both within IEEE and externally Membership is a team effort 7

Membership Development Themes 8

The Value of Membership 9

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 10

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 11

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: 12

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 13

The Basics of Membership Planning 14

Set Your 2016 Membership Goals Where do your Goals come from? – Region Director – Membership Development Chairs – Section Ex. Com BASEand OFRecovery Membership THE Recruitment Committee (MRRC) YOUR PLAN – 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 15

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

What to communicate Monthly Section outreaches to: First Year Members Prospective Members Renewed Members Welcome them to the Section/Chapter Invite prospects to join Thank you for renewing Inform them of upcoming events Reach out to inactive members Inform them of upcoming events Promote the New Member Orientation Emphasize the value of membership Encourage them reach out and get involved locally 17

How Do We Communicate With Our New Members? Scheduled IEEE Communication Suggested Volunteer Communication • Monthly email reminder to pull New Member list • Welcome package • New Member Orientation (NMO) & reminder email • NMO registered email receive PPT and recorded session • Series of 3 Information emails • Survey at 6 months membership • Welcome phone calls (CC*) • Possible SM grade elevation • Pull list of new members and send welcome email • Personal welcome phone call • e. Notice, e. Notice Express *CC – IEEE Contact Center

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

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

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

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

IEEE Staff Driven Communication

IEEE: Communication by Month 1 Order Confirmation Auto Generated Welcome email Traditional e. Membership & Student Ack Pack (electronic STU/GSM) Email Campaign to register and attend New Member Orientation (NMO) Reminder to attend NMO Month 2 Month 3 4 Month 6 • Email Msg #1 communication: Subject: Thank You for joining • Email to select group-might be eligible for SM grade-apply Email Msg #2 communication: Subject: Check out these IEEE benefits • Email Msg #3 communication: Subject: How IEEE Can Help You 6 month communication: survey 1 st Year - Anniversary email Ongoing monthly communication: Benefits Bulletin, What’s New For Students Newsletter, The Institute, IEEE Membership Forum Collabratec. TM community, Facebook, Instagram and Twitter posts. Email campaigns from other IEEE departments – message and frequency varies *CTA-Call to Action

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

IEEE Volunteer Driven Communication(s)

New Member Engagement Checklist Communications • • • Review new member data using SAMIEEE and the Section Vitality Dashboard Initiate communications to new members welcoming them to the Section/Chapter (e-mail, note cards, phone call) Consider designating a Volunteer as a new member Ambassador Recognition • • Highlight your new members in your Section / Chapter / newsletters communications Introduce new members at your event i. e. Section meeting Participation Hold special event for new members, i. e. quarterly new member welcome social • Solicit new members for open Volunteer positions, i. e. Greeter at Section meeting • Identify the interests of your new members, i. e. survey, part of welcome communication (phone) • Evaluation Identify and track new member participation in Section / Chapter events • Review first-year member retention rate for Section, with year-over-year comparisons •

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

Section/Chapter Communication Plan ü Pull List of New Members in Your Section üEmail sent to volunteers third Thursday of the month üPull real time data from Section Vitality Dashboard ü Section Welcome Message üIntroduce yourself, include contact information üInclude brief list of upcoming section activities üInclude a reference to the New Member Orientation and a link to register üSend email to new members in your Section üSuggest fourth Thursday of the month

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 “Member Activity 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

Santa Clara Valley in 2017 and 2018 31

THANK YOU! 32