IEEE Membership Growth and Trends Analysis August 2022
Understanding the IEEE membership year cycle, growth patterns, marketing efforts, and revenue trends can help in strategic planning. The data for 2022 shows an expected growth that will fuel longer-term membership increases, with significant gains in new member recruitment. Geographically, there has been a rise in membership counts, exceeding pre-pandemic levels. Notably, US higher-grade recruitment has increased by 25%, and student recruitment worldwide is up by 19%. The larger member pool in 2023 is expected to result in greater gains for IEEE.
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. Download presentation by click this link. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
E N D
Presentation Transcript
IEEE Membership Marketing Member & Geographic Activities Staff Lead: Elyn Perez, Senior Manager, Member Market Development Start Here Go Anywhere! Start Here Go Anywhere! ieee.org/join ieee.org/join
What we will review Membership year cycle How membership grows Membership marketing efforts MD team programs and support What s New in 2023 Member dues revenue trends Start Here Go Anywhere! ieee.org/join IEEE Proprietary
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 Start Here Go Anywhere! IEEE Proprietary ieee.org/join
2022 growth expected to fuel longer term, sustained growth Geographic IEEE Membership Summary - August 2022 Higher-Grade w/o GSM Graduate Students REGION Undergraduate Students TOTAL MEMBERS 2022 # 21,260 18,809 20,172 13,735 18,668 37,053 129,697 130,567 11,109 50,125 8,663 75,052 144,949 145,254 274,646 275,821 2021 # 21,532 19,197 20,108 13,912 18,508 37,310 Change 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 2021 # 1,208 1,085 1,649 1,134 1,206 1,809 8,091 1,385 7,829 1,049 18,362 28,625 36,716 Change 2022 # 1,053 763 1,284 909 1,269 1,640 6,918 681 10,839 5,171 42,787 59,478 66,396 2021 # 918 683 1,029 881 1,193 1,655 6,359 627 8,119 4,678 32,424 45,848 52,207 Change 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 2021 # 23,658 20,965 22,786 15,927 20,907 40,774 145,017 13,279 64,880 14,611 126,957 219,727 364,744 Change # % # % # % # % (272) (388) 64 (177) 160 (257) (870) (158) 1,193 (221) (1,119) (305) (1,175) -1.3% -2.0% 0.3% -1.3% 0.9% -0.7% -0.7% -1.4% 2.4% -2.5% -1.5% -0.2% -0.4% 214 141 105 153 145 185 943 35 1,381 (138) 461 1,739 2,682 17.7% 13.0% 6.4% 13.5% 12.0% 10.2% 11.7% 2.5% 17.6% -13.2% 2.5% 6.1% 7.3% 135 80 255 28 76 (15) 559 54 2,720 493 10,363 13,630 14,189 14.7% 11.7% 24.8% 3.2% 6.4% -0.9% 8.8% 8.6% 33.5% 10.5% 32.0% 29.7% 27.2% 77 (167) 424 4 381 (87) 632 (69) 5,294 134 9,705 15,064 15,696 0.3% -0.8% 1.9% 0.0% 1.8% -0.2% 0.4% -0.5% 8.2% 0.9% 7.6% 6.9% 4.3% 1 2 3 4 5 6 R 1-6 7 8 9 10 R 7-10 TOTAL 11,267 48,932 8,884 76,171 Membership counts have exceeded pre-pandemic levels 380,440 as of August 2022 versus 379,767 in August 2019 New member recruitment is up 17.2%; most significantly, growth in US HG recruitment is up 25% Student recruitment worldwide is up 19% Larger member pool in 2023 should yield larger gains Start Here Go Anywhere! ieee.org/join IEEE Proprietary
How Membership Grows 2022 Renewal Opportunity = 361,941 Retention is the biggest determinant of whether total membership will grow year-over-year 55% of lost members are first-year Total membership in August is the renewal opportunity for the following membership year 111,520 members lost 2022 Renewals 250,421 2023 Renewal Opportunity New Recruits Reinstates 105,629 20,646 ~377,000 September thru August Start Here Go Anywhere! ieee.org/join IEEE Proprietary
Membership Retention by Tenure - Total Engagement in the first 3 years is most critical for member longevity 93% 84% 84% 80% 78% 73% 68% Retention Rate 59% 47% 43.1% % of Total membership Retention 24% 25.3% 9.4% 5.7% 4.3% 3.0% 2.6% 2.4% 2.2% 2.0% 1 2 3 4 5 6 7 8 9 10+ Cumulative Years of Service Data: as of 15 August 2022 Start Here Go Anywhere! ieee.org/join IEEE Proprietary
Membership Development Programs and Support Start Here Go Anywhere! Start Here Go Anywhere! ieee.org/join ieee.org/join
Membership Development Efforts Summary Channel Tactic 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 Cross-OU engagement efforts Promote auto renewal sign up Spectrum Members Only Content strategy Ongoing direct outreach (internal data sources) Third-party direct outreach (external data sources new lists) Digital advertising Social media tactics Referral program process enhancements Lead generation and lead nurture programs Areas of special focus and/or segmentation within each tactic: Students (FUTURE50) Recent Grads and YP US HG membership Retention/ Engagement Continuing programs that contribute to all channels: Member-get-a-Member Gift of Membership IEEE Day Recruitment Annual direct mail Enhanced messaging based on survey Reinstatement Start Here Go Anywhere! ieee.org/join IEEE Proprietary
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 Virtual and on demand training for section leaders and Section Action Plan development Printed membership collateral and promotion giveaways to support in-person events Support for conference organizers and Societies Start Here Go Anywhere! ieee.org/join IEEE Proprietary
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 Start Here Go Anywhere! IEEE Proprietary ieee.org/join
Whats New for 2023 Initiatives that focus on retaining students, growing HG membership, cost savings Start Here Go Anywhere! Start Here Go Anywhere! ieee.org/join ieee.org/join
12 Student Member Growth and Retention Low-income student dues in developing nations (Board motion) For undergraduate students from Developing Nations US$14.00 For undergraduate students from Low Income Economies US$5.00 Graduate student members are not eligible for this discounted membership (still $27/$32) Price is automatically shown to individuals in these countries Cannot use any other promotions/discounts in conjunction with this See ieee.org/emember for the list of countries Third/final year of FUTURE50 Targeting all graduate students and undergraduate students outside of developing nations Digital advertising will commence in September Renewal campaigns to segment eligible students Start Here Go Anywhere! ieee.org/join IEEE Proprietary
13 Members choose to receive physical membership cards Going paperless, significant cost savings, low perceived value of physical card Members can opt to receive a mailed card if they wish, but by default will not receive one Checkbox selection at time of payment E-members and students do not receive a physical card today, that won t change Electronic membership card is already presented at the time of join/renew Additional option to access the electronic card and request a physical card to be added in the member profile Newly elevated Life members will still receive the gold membership card in the mail Minimum $350k cost savings from reduced mailing of physical membership cards Start Here Go Anywhere! ieee.org/join IEEE Proprietary
Women in Engineering (WIE) Electronic Membership To align with current developing nations and low income country discounts Traditional WIE membership dues are US$25 annually for higher grade members WIE membership is free for IEEE Student Members, Graduate Student Members, and Life Members. WIE Electronic membership is US$12.50 in developing nations (50% off) In low income countries, it will be priced at US$5.00 (80% off) Start Here Go Anywhere! ieee.org/join IEEE Proprietary
15 Pilot Initiatives in 2023 Recent Grad Discount testing to continue Testing the impact of 3-year stepped dues, 5-year stepped dues and 5-year flat dues on retention as compared to the control group (current 1 year 50% discount) Ending with first cohort from 2019 inconclusive results New cohort starting with 2021 Recent Grads that renewed for 2022 Multi-year membership discount Sections Congress 2020 recommendation #4 Targeting 1styear renewing higher grade members only, in Regions 1-7 Option to renew for 3 or 5 years pre-paid at a discount (10% and 20% respectively) Society-focused messaging bundling IEEE and Society membership Computer Society, Power & Energy Start Here Go Anywhere! ieee.org/join IEEE Proprietary
Member Dues Revenue Trends Start Here Go Anywhere! Start Here Go Anywhere! ieee.org/join ieee.org/join
Total Member Dues Revenue 2012 - 2022 40,000.0 1,000.0 35,401.9 34,911.7 34,834.3 34,604.5 34,330.5 34,061.5 34,000.3 35,000.0 33,762.9 33,679.0 33,140.0 33,458.2 33,293.4 500.0 33,058.7 32,950.7 32,937.9 32,503.0 32,387.4 31,625.7 29,967.4 30,018.0 29,318.6 28,771.3 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 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Actual Budget Variance (US$000) Data as of 15 August annually Start Here Go Anywhere! ieee.org/join IEEE Proprietary
Dues Revenue Trends 2012 2022 Full Dues Students Special Circumstance eMembership Affiliates Life Members Total Basic Dues 450,000 $35,000.00 400,000 $34,000.00 350,000 $33,000.00 300,000 Member Count $32,000.00 Dues(,000s) 250,000 $31,000.00 200,000 $30,000.00 150,000 $29,000.00 100,000 $28,000.00 50,000 - $27,000.00 *Data as of 15 August annually. Does not include assessments, society membership dues, etc. Start Here Go Anywhere! ieee.org/join IEEE Proprietary
Dues Paying Membership Counts 2012-2022 400,000 27,626 350,000 23,599 30,348 28,163 27,976 29,305 28,632 31,983 22,619 23,326 37,029 21,133 21,384 21,727 20,869 36,729 20,591 32,075 19,474 300,000 16,460 18,204 17,863 250,000 195,095 200,458 194,434 191,979 180,619 191,466 156,768 174,095 182,512 200,000 159,631 169,735 150,000 100,000 128,321 119,938 119,189 117,444 114,695 114,256 112,651 111,875 111,741 111,222 50,000 101,714 0 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 Students Higher Grade Special Circumstances Electronic Membership *Data as of 15 August annually. Does not include Society Affiliates. Start Here Go Anywhere! IEEE Proprietary ieee.org/join
Questions? Contact: Elyn Perez, elyn.perez@ieee.org MD Portal: ieee.org/md Start Here Go Anywhere! ieee.org/join Start Here Go Anywhere! ieee.org/join
