Insights into IEEE Membership Development Trends

Explore the latest trends in IEEE membership development, including membership growth strategies, retention rates, renewal opportunities, and efforts in recruitment, reinstatement, and arrears recovery. Gain valuable insights into lead generation, nurturing, and leveraging data for new member recruitment. Stay informed to optimize your membership growth approach.

• IEEE
• membership development
• trends
• retention
• recruitment

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1. 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

2. What we will review Membership year cycle How membership grows Membership marketing efforts MD team programs and support Member dues revenue trends Start Here Go Anywhere! ieee.org/join

3. Membership Development Cycle Understanding where we are in the membership cycle helps define our message 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 Start Here Go Anywhere! ieee.org/join

4. How Membership Grows Retention is the biggest determinant of whether or not total membership will grow year-over-year 2021 Renewal Opportunity = 356,896 Total membership in August is the renewal opportunity for the following membership year 56% of lost members are first-year 106,399 members lost 2022 Renewal Opportunity New Recruits 2021 Renewals 250,497 Reinstates 22,411 90,099 ~362,000 September thru August Start Here Go Anywhere! ieee.org/join

5. 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 5 Start Here Go Anywhere! ieee.org/join IEEE Proprietary Data: as of 15 August 2020

6. Outperforming recruitment, reinstatement, and arrears- recovery in 2021 lays foundation for 2022 growth Recruitment: +4.4 YoY due to HG recruitment losses (every Region except R9); STU recruitment was up +10.8% Arrears Recovery: Above average recovery activity through July, and we deactivated 15% fewer members than we did last year. Reinstatement activity ahead 20% YoY , and well above the long term average as well. Start Here Go Anywhere! ieee.org/join

7. 7 2022 Major Focus Areas for Membership Development Lead generation and lead nurturing Increase use and sources of internal data for new member recruitment post-GDPR Improved engagement among members past their first year Increase engagement and retention of members at different stages of their membership tenure Student recruitment and retention Build on gains of 2021, energize pipeline into higher-grade membership (FUTURE50 initiative) US higher grade membership growth Reverse the downward trend in higher-grade membership Start Here Go Anywhere! ieee.org/join

8. FUTURE50 Student Dues Discount Launched in mid-December 2020 following November 2020 Board motion In 2021, 35,000+ students used the promotion code (39% of students) More than half were new or reinstated members - directly attributing to membership growth India makes up 50% of overall response; R10 in total accounts for 65%; US Regions account for just 10% As a result, student recruitment was up 12% YoY, and the student retention rate up more than 50% Overall 2021 revenue from student dues was $2,176k Revenue generated from usage of FUTURE50 was $482k, or 22% of total student dues revenue So far for 2022: 16,000 new and reinstated students, over 5,700 student renewals 1,300 student members automatically renewed for 2022 (credits from last year) Digital advertising campaign launched 1 September https://brand-experience.ieee.org/templates-tools-resources/resources/toolkits/ieee-future50/ Toolkit with digital ads and templates is available to Regions, Sections, Chapters and Branches: Start Here Go Anywhere! ieee.org/join

9. 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/ Recovery 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

10. 10 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 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

11. 11 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.org/join

12. Member Dues Revenue Trend 2010 - 2021 36,000.0 500.0 35,401.9 34,911.7 34,834.3 35,000.0 34,604.5 34,330.5 0.0 34,061.5 34,000.3 33,762.9 34,000.0 33,679.0 33,626.6 33,458.2 33,434.1 33,333.3 33,293.4 33,140.0 33,078.1 33,058.7 32,950.7 32,937.9 33,000.0 -500.0 32,503.0 32,387.4 32,000.0 31,625.7 -1,000.0 31,000.0 29,967.4 30,018.0 30,000.0 -1,500.0 29,000.0 -2,000.0 28,000.0 27,000.0 -2,500.0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 Actual Budget Variance (US$000) Data as of 15 August 2021 12 Start Here Go Anywhere! ieee.org/join IEEE Proprietary

13. Member Dues Trends Data as of 15 August 2021 Start Here Go Anywhere! ieee.org/join IEEE Proprietary

14. Dues Paying Membership Counts 2017-2021 Data as of August 15, 2021 Start Here Go Anywhere! 14 ieee.org/join IEEE Proprietary

15. 15 Distribution of Member Dues - Budget 2022 % by Category Membership Activities (Marketing, Research, Processing Fees, AckPacks) 14% Budget Surplus 4% Contact Center & Join/Renewal Processing Groups 20% MGA 3% Rebates (12% Bylaw) 7.5% Infrastructure EA - Educational Activities 18% Spectrum - Publications 21% Start Here Go Anywhere! ieee.org/join IEEE Proprietary

16. 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