IEEE Membership Marketing

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Delve into the analysis of membership growth trends, marketing efforts, and revenue strategies for the upcoming year. Explore insights on membership year cycles, target segments, and innovative initiatives for enhancing IEEE's global community outreach.


Uploaded on Dec 24, 2023 | 1 Views


IEEE Membership Marketing

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  1. IEEE Membership Marketing Member & Geographic Activities Staff Lead: Elyn Perez, Senior Manager, Member Market Development ieee.org/md The professional home for the engineering and technology community worldwide The professional home for the engineering and technology community worldwide

  2. What we will review Membership year cycle How membership grows Membership marketing efforts MD team programs and support What s New in 2024 Member dues revenue trends The professional home for the engineering and technology community worldwide

  3. Membership Year Cycle Understanding where we are in the membership cycle helps define our message, for example: When to promote renewal How to position joining IEEE in October versus March When to alert members who haven t renewed to do so before their benefits are deactivated Grade elevations The professional home for the engineering and technology community worldwide

  4. 2023 membership year ended with 7.4% growth YoY Geographic IEEE Membership Summary - August 2023 Graduate Students Higher-Grade w/o GSM Undergraduate Students TOTAL MEMBERS REGION 2023 # 20,866 18,338 20,139 13,510 18,525 36,570 127,948 129,697 11,097 51,547 9,285 80,834 152,763 144,949 280,711 274,646 2022 # 21,260 18,809 20,172 13,735 18,668 37,053 Change 2023 # 1,493 1,316 1,837 1,495 1,388 2,032 9,561 1,561 10,000 1,049 23,339 35,949 45,510 2022 # 1,422 1,226 1,754 1,287 1,351 1,994 9,034 1,420 9,210 911 18,823 30,364 39,398 Change 2023 # 1,104 757 1,322 991 1,298 1,754 7,226 853 12,596 7,888 53,694 75,031 82,257 2022 # 1,053 763 1,284 909 1,269 1,640 6,918 681 10,839 5,171 42,787 59,478 66,396 Change 2023 # 23,463 20,411 23,298 15,996 21,211 40,356 144,735 13,511 74,143 18,222 157,867 263,743 408,478 2022 # 23,735 20,798 23,210 15,931 21,288 40,687 145,649 13,210 70,174 14,745 136,662 234,791 380,440 Change # % # % # % # % (394) (471) (33) (225) (143) (483) (1,749) (12) 1,422 622 5,782 7,814 6,065 -1.9% -2.5% -0.2% -1.6% -0.8% -1.3% -1.3% -0.1% 2.8% 7.2% 7.7% 5.4% 2.2% 71 90 83 208 37 38 527 141 790 138 4,516 5,585 6,112 5.0% 7.3% 4.7% 16.2% 2.7% 1.9% 5.8% 9.9% 8.6% 15.1% 24.0% 18.4% 15.5% 51 (6) 38 82 29 114 308 172 1,757 2,717 10,907 15,553 15,861 4.8% -0.8% 3.0% 9.0% 2.3% 7.0% 4.5% 25.3% 16.2% 52.5% 25.5% 26.1% 23.9% (272) (387) 88 65 (77) (331) (914) 301 3,969 3,477 21,205 28,952 28,038 -1.1% -1.9% 0.4% 0.4% -0.4% -0.8% -0.6% 2.3% 5.7% 23.6% 15.5% 12.3% 7.4% 1 2 3 4 5 6 R 1-6 7 8 9 10 R 7-10 TOTAL 11,109 50,125 8,663 75,052 Milestone: First time ever that we have surpassed the 400,000 member mark by August, the end of a membership year Strong recruitment was the main driver The professional home for the engineering and technology community worldwide

  5. How Membership Grows Retention is the biggest determinant of whether total membership will grow year-over-year 2023 Renewal Opportunity = 376,128 Total membership in August is the renewal opportunity for the following membership year 60% of lost members are first-year 127,084 members lost 2024 Renewal Opportunity New Recruits 2023 Renewals Reinstates 22,490 249,004 132,383 ~408,000 September thru August The professional home for the engineering and technology community worldwide

  6. Membership Retention by Tenure - Total Engagement in the first 3 years is most critical for member longevity 94% 91% 89% 87% 86% 82% 77% 68% Retention Rate 56% 38% 31% % of Total membership Retention 33% 9% 5% 4% 3% 2% 2% 2% 2% 1 2 3 4 5 6 7 8 9 10+ Cumulative Years of Service Data: as of 15 August 2023 The professional home for the engineering and technology community worldwide

  7. Membership Development Programs and Support Membership Development Programs and Support The professional home for the engineering and technology community worldwide

  8. Membership Marketing Summary Channel Tactic Areas of special focus and/or segmentation within each tactic: Students Recent Grads and YP US HG membership Standard renewal outreach series Member Benefits Bulletin monthly newsletter SMS text messaging pilot for the US Recent Grad Outreach Elevation Outreaches New member onboarding email series Post-renewal email series Promote auto renewal sign up Loyalty recognition badging Social media Ongoing direct outreach (internal data sources) Third-party direct outreach (external data sources new lists) Lead generation and lead nurture programs Digital advertising Programmatic advertising (podcasts, streaming TV) Social media Retention/ Engagement Continuing programs that contribute to all channels: Member-get-a-Member Gift of Membership IEEE Day Recruitment Annual direct mail with retargeting digital ad campaign Email series Reinstatement The professional home for the engineering and technology community worldwide

  9. 9 Section and Conference MD Support Monthly membership development webcasts for Section and Region volunteers On average, 80 attendees per month Section Membership Development annual goals and recognition program All Sections have unique goals for recruitment and retention based on the 4-5 year historical performance Formal recognition for goal achievement Accredible platform Virtual and on demand training for section leaders and Section Action Plan development Printed membership collateral and promotional items to support in-person events Support for conference organizers and Societies The professional home for the engineering and technology community worldwide IEEE

  10. 10 MD Monthly Statistics and Trends Report Statistical pulse Membership Trends Goal Achievements MD Calendar guidance MD-related announcements, activities Posted in the Membership Development Volunteers Community in Collabratec, and on the MD portal The professional home for the engineering and technology community worldwide

  11. Whats New for 2024 Initiatives that focus on retaining students, growing HG membership, cost savings The professional home for the engineering and technology community worldwide

  12. Reducing printed renewal notices and ack packs delivers significant cost savings Building on digital transformation efforts Leverage emails to drive renewal activity earlier, thereby reducing the number of mailed statements Mid-September: email campaigns commence - First mailed paper notice ( 1stNotice ) to be sent 10 November (was previously 1 October) Allow the emails promoting early renewal drawing deadline of November 1 to drive most activity before mailing Eliminates one entire print cycle - - Second mailed paper notice is sent in early January Third mailed paper notice is sent 1 April Update on ack pack cost reduction: In 2023, ack pack default was electronic (PDF) only; members had to opt in to receive a printed card Just 6% of eligible members requested a printed card R9 was the lowest, 2%; US Regions highest, 7+% - - The professional home for the engineering and technology community worldwide

  13. Initiatives that focus on expanding the digital transformation and marketing efforts started in 2023 Paper and Postage reduction / Digital Acknowledgement Packages Upgrade the member experience - Digital membership card/ mobile wallet - New design for membership cards uses QR code functionality Increase automatic renewal enrollment - Incremental efforts to generate more sign ups Continue testing new communication channels with our members - SMS/text - Ringless voicemail Advertising campaign launched in September that encompasses digital, social, podcast and video advertising The professional home for the engineering and technology community worldwide

  14. New membership marketing campaign With IEEE Spanning print, digital, search, social media, and programmatic efforts Emails, digital ads, streaming TV and podcast audio Printed materials available to order online Print-ready PDF s available for download and local printing ieee.org/mdsupplies The professional home for the engineering and technology community worldwide

  15. Membership cards get an upgrade and allow for digital wallet functionality Refreshed design adds more definition and differentiation among grades QR code functionality will add a member card to a digital wallet - Limited information - digital cards aren t designed for visual appeal - Name, member number, effective dates, Society memberships - Leveraging work done by the IEEE App team for this The professional home for the engineering and technology community worldwide

  16. 2023 Pilot Initiatives Update Recent Grad Stepped Dues (2020 Board Motion): - 2023 membership year results showed increased retention with discounted offers - Although the discounted offers generate higher retention, overall dues revenue is lower than the non-discount Control segment 2-5PP higher retention rate, but 13% lower revenue - Using a promotion code approach offsets some of this revenue loss - only half of members take advantage of it - This pilot is scheduled to run through the end of the 2025 membership year Multi-Year Membership Option (Sections Congress 2020 Recommendation) - Choice of a 1-year membership at regular dues, a 3-year membership at a 10% discount, or a 5- year membership at a 20% discount targeted first-year renewing members in US and Canada - In the 2023 membership year, 3.6% opted for a multi-year membership discount option - In 2024, expanding to EU/non-developing nations and conducting a survey to those that took it to understand why The professional home for the engineering and technology community worldwide

  17. Member Dues Revenue Trends The professional home for the engineering and technology community worldwide

  18. Total Member Dues Revenue 2013 - 2023 40,000.0 1,000.0 35,401.9 34,911.7 34,834.3 34,330.5 34,061.5 34,000.3 35,000.0 33,762.9 33,679.0 33,293.4 33,140.0 500.0 33,058.7 32,503.0 32,950.7 32,937.9 32,387.4 31,283.0 31,625.7 28,771.3 29,967.4 30,018.0 29,780.4 29,318.6 30,000.0 0.0 25,000.0 -500.0 20,000.0 -1,000.0 15,000.0 -1,500.0 10,000.0 -2,000.0 5,000.0 0.0 -2,500.0 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Actual Budget Variance (US$000) Data as of 15 August annually The professional home for the engineering and technology community worldwide

  19. Dues Revenue Trends by Category 2013 2023 Full Dues Students Special Circumstance eMembership Affiliates Life Members Total Basic Dues 450,000 $35,000.0 400,000 $34,000.0 350,000 $33,000.0 Member Count Dues(,000s) 300,000 $32,000.0 250,000 $31,000.0 200,000 $30,000.0 150,000 $29,000.0 100,000 $28,000.0 50,000 - $27,000.0 *Data as of 15 August annually. Does not include assessments, society membership dues, etc. The professional home for the engineering and technology community worldwide

  20. Dues Paying Membership Counts 2013-2023 400,000 350,000 27,626 39,595 30,348 28,163 27,976 29,305 28,632 31,983 22,619 37,029 21,133 16,029 21,384 21,727 20,869 36,729 20,591 32,075 19,474 300,000 16,460 18,204 17,863 250,000 155,486 195,095 194,434 191,466 191,979 182,512 180,619 174,095169,735 159,631156,768 200,000 150,000 100,000 119,938 114,256 111,222 112,651 114,695 117,444 119,189101,714 111,741128,321153,841 50,000 0 2013 2014 Higher Grade 2015 2016 2017 2018 2019 2020 Electronic Membership 2021 2022 2023 Students Special Circumstances *Data as of 15 August annually. Does not include Society Affiliates. The professional home for the engineering and technology community worldwide

  21. Questions? Contact: Elyn Perez, elyn.perez@ieee.org Elyn Perez elyn.perez@ieee.org MD Portal: ieee.org/md The professional home for the engineering and technology community worldwide

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