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Student Member Retention Research Project

Student Member Retention Research Project. Mini Thomas, Vice Chair, M D MGA Darrel Chong, Chair, MGA SAC Jamie Moesch, Director Member Strategy Region 10 Meeting San Francisco 19 August, 2011. 2. SOME USEFUL MEMBER DATA. Membership Makeup (July 2011). 33,947. # Members: 379,266.

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Student Member Retention Research Project

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  1. Student Member Retention Research Project Mini Thomas, Vice Chair, M D MGA Darrel Chong, Chair, MGA SAC Jamie Moesch, Director Member Strategy Region 10 Meeting San Francisco 19 August, 2011

  2. 2 SOME USEFUL MEMBER DATA

  3. Membership Makeup (July 2011) 33,947 # Members: 379,266 84,254

  4. Slide 4 Ten Year Membership Totals in Top Countries - Student Membership (w/ GSM) - Zoom in on Rank 3-15 *Past statistics required us to use the Level Data

  5. Slide 5 Ten Year Membership Totals in Top Countries - Higher Grade Membership (no GSM) - Zoom in on Rank 2-10 *Past statistics required us to use the Level Data

  6. Objectives 6 • Explore why IEEE students fail to renew membership after one or two years • Use past data and new studies to determine the facts and reasons for non renewal • Develop an understanding of our ability to meet/exceed expectations in the areas our student members care about/are interested in • Reassess current strategies and programs and allow the process to improve constantly • Take your suggestions and feedback

  7. What do we know? Retention through July 2011 - India is the second largest country for student membership - India has the lowest retention for student members

  8. What do we know?Year after year, this is what the membership in India looks like IEEE Membership in India by Years of Service (14 Aug 2009) Something is wrong with First Year student retention in India Number of Members Years of Service

  9. Why not to renew? Overall satisfaction* was a lot lower among India students (18%), compared to US 46% on top 3 box % (very satisfied) • Lack of local IEEE activity • Membership did not meet expectations • Membership is too expensive * The top 3 reasons were • … but we need to ask more levels of “Why” to understand deeper layers of the root causes * 2010 Non-renewing survey

  10. Research done Phase I – to better understand the root causes • Online bulletin board focus group • Conducted 21-24 March • 20 participants meeting specific criteria for the group (varied across geo, gender, tenure) • The event lasted 4 days – three days with new questions posted and a final day to allow participants to read and make final responses to others posts

  11. Research done Phase Il – followed the trail, using the findings of the on online focus group to refine our focus • Quantitative online survey • Define the key aspects of member experience • Design the process to improve • Developed an understanding of what we can offer to our members • Survey conducted in April 2011

  12. Current Action Recommendations: - For Sections • We must improve opportunities for Professional Networking: • Sections need to bring networking events out to the student branches • Generally events are conducted in cities where the section is located, hence the students loose the opportunity to network • Create more networking opportunities for students

  13. Current Action Recommendations: - For Sections 13 • We must not ‘oversell’ IEEE to students - Sections need to train student leaders to have effective and factual membership drives to recruit new members (benefits page www.ieee.org/benefits ) • Ensure member satisfaction at the first year level (we are loosing ~30K St M in R10 and ~20K St M in India every year, who are probably lost for ever for IEEE)

  14. Current Action Recommendations: - For Sections/SBs 14 • Improve the lag between students paying their local branch volunteers to join IEEE vs. actually becoming IEEE members. - Some local units may be waiting too long to aggregate payments, resulting in months between payment and processing - Have training sessions for branch counselors to empower them

  15. Current Action Recommendations: - For Region 10 • R10 SAC to strengthen training sessions/ webinars to train student leaders/branch counselors/SAC chairs • Strengthen GINI for better student interaction/retention • Develop new awards to recognize retention of members/include this criteria in student branch awards

  16. Current Action Recommendations: - For IEEE Headquarters • Improve the quality of the student branches through training, support, metrics, and constant feedback loops • Consider revising the rebate system, to provide more incentive for retention than recruitment • Develop new awards to recognize retention of members/include • Improve the visibility/awareness of : a. Discounts b. Scholarships c. Contests

  17. Slide 17 Comments, Questions, Suggestions?

  18. Slide 18 APPENDICES

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  23. IEEE R10 GINI 23 • Student Branch / Volunteer networking project • Active in India , Pakistan , Beijing , Tokyo , Australia / NZ • Works with volunteers on the ground • Enhances the awareness about membership benefits • Trains volunteers • Increases cross communication between student volunteers from sections / regions , keeps them aware and updated • Results : • Huge increase in R10 Awards / Competitions participations from student volunteers and members from GINI Sections • Marginal increase in retention rate in few GINI Pilot Sections (Kerala , Hyderabad ) • GINI Startup Manual – How to establish a SB Network in your section and sustain student activities

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