IEEE Tokyo Section

Membership Development Strategy & Plan

Hiroyuki OhsakiMDC chairTokyo Section ohsaki@k.u-tokyo.ac.jpphoto

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

Tokyo Section

Tokyo Section Total Members Since Year 2000Formation Date: 5 December 1955

IEEE Tokyo Section Membership31 December 2011

SWOT – Section’s Member Growth Program

Strengths

• Global established name brand• Deep and wide technical expertise• Sponsoring popular conferences and publications• Coverage of wider technical fields in Japan (38 societies)• Largest section of nine sections in Japan

Weaknesses • Language barriers: English-only publications and service contents• Membership only for conferences, publications and/or Xplore Digital Library• Local activities, including promotion of IEEE, being largely dependent on volunteers• Lower ratio of senior members

Opportunities

• “Internationalization” being an important goal for many universities and corporations• IEEE Tokyo Section website and e-newsletter• Conferences and symposium with technical co-sponsorship of an IEEE society• Lecture meetings, Career Development Workshops, Student Paper Contests, and a Leadership Training Workshop, etc.• Activities of IEEE Tokyo GOLD Affinity Group

Threats

• Decreasing number of engineering students and the young population• Competition from other domestic associations (e.g., IEEJ, IEICE, JSME, JSAP)• Diminished volunteer time to devote to IEEE activities

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

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

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Tokyo • Improved website and e-newsletter• E-mail to arrears members, first-year members, and non-renewing members• Work with Chapter Chairs• Encouragement of grade advancement

• Lecture meetings, workshops, etc.• Technical co-sponsorship of technical meetings• Support of student branch activities

• IEEE Tokyo Section Awards

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

Opportunities for Engaging Existing Members

IEEE Entity

Communications Events RecognitionEvaluation

Considerations

Tokyo • Improved website• Japanese brochures if possible• Work with Chapter Chairs to capture non-IEEE attendees

• Lecture meetings, workshops, etc.• Technical co-sponsorship of technical meetings• Support of student branch activities

• IEEE Tokyo Section Awards

• 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

Improved website and e-newsletterWebsite

improvementBulletin No.71

Website improvement

Website improvement

E-mail to arrears members, first-year members, and non-renewing members

E-mail to arrears members

Remind mail of renewal

Work with Chapter ChairsConsider collaboration with chapter chairs

Japanese brochures if possible Consider the possibility

Encouragement of grade advancement

Send e-mail information

Events

Lecture meetings, workshops, etc. 3 lecture meetings 4 lecture meetings Several meetings are planned

Technical co-sponsorship of technical meetings Many technical meeting are technically co-sponsored by IEEE chapters in Japan

Support of student branch activities

Recognition

IEEE Tokyo Section Awards Planning for 2013

Status Update

Engagement Venues & Frequency

Goals & Progress

Communications

Improved website and e-newsletter Increase member benefits awareness and activity information of IEEE Tokyo Section

E-mail to arrears members, first-year members, and non-renewing members

Increase member retention, recovery, and renewal

Work with Chapter Chairs Capture non-IEEE attendees in technical meetings

Japanese brochures if possible Increase member recruitment by bridging language barriers

Encouragement of grade advancement Increase the number of senior members

Events

Lecture meetings, workshops, etc.Increase member recruitment, and improve member satisfaction and professional knowledge

Technical co-sponsorship of technical meetings

Increase Section activities, and offer opportunities of improving professional knowledge to members

Support of student branch activities Promote student branch activities and make IEEE more attractive for students

Recognition

IEEE Tokyo Section Awards Recognize exceptional achievements and outstanding contributions of members

Section’s Membership Situation– Increased number of members until 2010, but deceased in 2011.– Low ratio of senior members.– Recent decrease in numbers of engineering students and young

population. Competition from other domestic associations.

Section MD Plan– Improved website and e-newsletter– E-mail to arrears members, non-renewing members, etc.– Encouragement of grade advancement– Lecture meetings, workshops, etc.– Work with Chapter Chairs– Japanese brochures if possible– IEEE Tokyo Section Awards

In Summary…