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. SOME USEFUL MEMBER DATA 2

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

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

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

6. Objectives 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 6

7. What do we know? 7 Retention through July 2011 Total Student Retention Undergrad Student Retention Graduate Student Retention Regions 1-958.8%41.8%76.1% Region 10 w/out India49.7%36.4%58% India20%18.1%31.1% - 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 8 IEEE Membership in India by Years of Service (14 Aug 2009) Years of Service Number of Members Something is wrong with First Year student retention in India

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

10. Research done 10 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 11 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 12

13. Current Action Recommendations: - For Sections 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 )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) 13

14. Current Action Recommendations: - For Sections/SBs 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 14

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 15

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 16

17. Slide 17 Comments, Questions, Suggestions?

18. Slide 18 APPENDICES

19. 19 Renewal by Region: 2011 Membership Year-July 2011 HIGHER GRADE MEMBERSSTUDENT MEMBERSTOTAL MEMBERS REGION 10 Opportuni ty # Renewal % Renewal Opportuni ty # Renewal % Renewal Opportuni ty # Renewal % Renewal Australian Capital Terr Sect 36332689.8%745777.0%43738387.6% Bangalore Section1867115661.9%243965226.7%4,3061,80842.0% Bangladesh Section2578231.9%34413238.4%60121435.6% Beijing Section2785179164.3%103136235.1%3,8162,15356.4% Bombay Section140173252.2%388357114.7%5,2841,30324.7% Calcutta Section76654871.5%64613621.1%1,41268448.4% Changwon Section16613078.3%241041.7%19014073.7% Chengdu Section21816374.8%923032.6%31019362.3% Daejeon Section59545977.1%28318866.4%87864773.7% Delhi Section106062659.1%203843521.3%3,0981,06134.2% Fukuoka Section62056290.6%1077267.3%72763487.2% Gujarat Section23114361.9%33010732.4%56125044.6% Harbin Section26417064.4%793341.8%34320359.2% Hiroshima Section38635892.7%371745.9%42337588.7% Hong Kong Section2160183685.0%31321869.6%2,4732,05483.1% Hyderabad Section101859058.0%196142921.9%2,9791,01934.2% Indonesia Section26319574.1%1596540.9%42226061.6% Islamabad Section19011158.4%2243716.5%41414835.7% Kansai Section1845168891.5%24615261.8%2,0911,84088.0%

20. 20 Karachi Section2246830.4%2905217.9%51412023.3% Kerala Section66334952.6%256676729.9%3,2291,11634.6% Kharagpur Section1038582.5%694971.0%17213477.9% Kwangju Section1219175.2%493061.2%17012171.2% Lahore Section2066531.6%209 40 19.1%41510525.3% Macau Section907482.2%271866.7%1179278.6% Madras Section201687443.4%7022103414.7%9,0381,90821.1% Malaysia Section127898477.0%68331646.3%1,9611,30066.3% Nagoya Section97489591.9%1107467.3%1,08496989.4% Nanjing Section73656877.2%26112447.5%99769269.4% New South Wales2059176685.8%36624466.7%2,4252,01082.9% New Zealand Central Section 22820288.6%392461.5%26722684.6% New Zealand North37028175.9%28016759.6%65044868.9% New Zealand South19515780.5%1014847.5%29620569.3% Northern Australia1057975.2%492653.1%15410568.2% Queensland S82067482.2%24415563.5%1,06482977.9% Reg 10-Countries Outside Sections 1157565.2%45613.3%1608150.6% Region 10 - Apo/Fpo 645687.5%3266.7%675886.6% Renewal by Region: 2011 Membership Year-July 2011 HIGHER GRADE MEMBERSSTUDENT MEMBERSTOTAL MEMBERS REGION 10 Opportu nity # Renew al % Renew al Opportu nity # Renew al % Renew al Opportu nity # Renew al % Renew al

21. 21 Renewal by Region: 2011 Membership Year-July 2011 HIGHER GRADE MEMBERSSTUDENT MEMBERSTOTAL MEMBERS REGION 10 Opportu nity # Renew al % Renew al Opportu nity # Renew al % Renew al Opportu nity # Renew al % Renew al Sendai Section56151090.9%866373.3%64757388.6% Seoul Section1836137574.9%64230747.8%2,4781,68267.9% Shanghai Section59747178.9%1264434.9%72351571.2% Shikoku Section17616593.8%603456.7%23619984.3% Shin-Etsu Section18517996.8%211676.2%20619594.7% Singapore Section2313181478.4%69636151.9%3,0092,17572.3% South Australia45137984.0%907077.8%54144983.0% Sri Lanka Section37927171.5%1257156.8%50434267.9% Taegu Section19615378.1%753952.0%27119270.8% Tainan Section62150381.0%21211252.8%83361573.8% Taipei Section2495197279.0%106946043.0%3,5642,43268.2% Thailand Section44234377.6%1266753.2%56841072.2% Tokyo Section6968632090.7%57939267.7%7,5476,71288.9% Uttar Pradesh Section 46029263.5%69914320.5%1,15943537.5% Victorian Section1492123282.6%32420563.3%1,8161,43779.1% Vietnam Section775976.6%10660.0%876574.7% Western Australia63852882.8%17511364.6%81364178.8% Wuhan Section20213868.3%962728.1%29816555.4% Xian Section38026970.8%1127667.9%49234570.1% Grand Total47,62936,25176.1%32,1099,51929.6%79,73845,77057.4%

22. 22 Comparison: Membership Year-July 2011/Feb 2010 (<30% only) HIGHER GRADE MEMBERS STUDENT MEMBERSTOTAL MEMBERS REGION 10 Opport unity # Renew al % Renew al Opport unity # Renew al % Renew al Opport unity # Renew al % Renew al Bangalore Section1867115661.9%2439652 26.7% (19.8%) 4,3061,80842.0% Bombay Section140173252.2%388357114.7%5,2841,30324.7% Calcutta Section76654871.5%64613621.1%1,41268448.4% Delhi Section106062659.1%203843521.3%3,0981,06134.2% Gujarat Section23114361.9%33010732.4%56125044.6% Hyderabad Section101859058.0%1961429 21.9% (13.7%) 2,9791,01934.2% Kerala Section66334952.6%2566767 29.9% (14.6%) 3,2291,11634.6% Madras Section201687443.4%7022103414.7%9,0381,90821.1% Islamabad Section2068842.7%2002311.5%40611127.3% Karachi Section1824424.2%2624918.7%4449320.9% Lahore Section1815630.9%2924615.8%47310221.6% Uttar Pradesh Section46029263.5%69914320.5%1,15943537.5% * GINI/LINK active

23. IEEE R10 GINI 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 23

24. 24 Renewal by Region: 2010 Membership Year-February 2010 HIGHER GRADE MEMBERSSTUDENT MEMBERSTOTAL MEMBERS REGION 10 Opportun ity # Renewa l % Renewal Opportun ity # Renewa l % Renewal Opportun ity # Renewa l % Renewal Australian Capital Terr Sect34028282.9%534177.4%39332382.2% Bangalore Section1,64393957.2%2,21743819.8%3,8601,37735.7% Bangladesh Section2247533.5%2398937.2%46316435.4% Beijing Section1,913124965.3%73426936.6%2,6471,51857.3% Bombay Section1,30457143.8%3,93940810.4%5,24397918.7% Calcutta Section60138964.7%5777913.7%1,17846839.7% Changwon Section17211064.0%241354.2%19612362.8% Chengdu Section24413655.7%1214234.7%36517848.8% Daejeon Section55639270.5%33416148.2%89055362.1% Delhi Section1,01647646.9%1,45230320.9%2,46877931.6% Fukuoka Section59551987.2%1166959.5%71158882.7% Gujarat Section21911653.0%3266319.3%54517932.8% Harbin Section18112267.4%603253.3%24115463.9% Hiroshima Section37533890.1%351954.3%41035787.1% Hong Kong Section2,148175481.7%30719663.8%2,4551,95079.4% Hyderabad Section95941943.7%1,92826413.7%2,88768323.7% Indonesia Section21914465.8%473166.0%26617565.8%

25. 25 Islamabad Section2068842.7%2002311.5%40611127.3% Kansai Section1,834161788.2%26414755.7%2,0981,76484.1% Karachi Section1824424.2%2624918.7%4449320.9% Kerala Section57823440.5%2,41135114.6%2,98958519.6% Kharagpur Section1016564.4%902628.9%1919147.6% Kwangju Section1157666.1%482347.9%1639960.7% Lahore Section1815630.9%2924615.8%47310221.6% Macau Section665481.8%171376.5%836780.7% Madras Section1,68854332.2%4,83955911.6%6,5271,10216.9% Malaysia Section1,20977464.0%66023535.6%1,8691,00954.0% Nagoya Section95484288.3%1187563.6%1,07291785.5% Nanjing Section67243264.3%24912851.4%92156060.8% New South Wales Section1,971161581.9%22216072.1%2,1931,77580.9% New Zealand Central Section21618686.1%231252.2%23919882.8% New Zealand North Section34324471.1%20610952.9%54935364.3% New Zealand South Section21114769.7%562544.6%26717264.4% Northern Australia Section926772.8%402460.0%1329168.9% Queensland Section74759980.2%13010177.7%87770079.8% Reg 10-Countries Outside Sections 1064441.5%8337.5%1144741.2% Region 10 - Apo/Fpo735372.6%7342.9%805670.0% Renewal by Region: 2010 Membership Year-February 2010 HIGHER GRADE MEMBERSSTUDENT MEMBERSTOTAL MEMBERS REGION 10 Opport unity # Renew al % Renew al Opport unity # Renew al % Renew al Opport unity # Renew al % Renew al

26. 26 Repic Of Philippines Section1798949.7%381950.0%21710849.8% Sapporo Section18915481.5%301963.3%21917379.0% Sendai Section55249188.9%655584.6%61754688.5% Seoul Section1,813119265.7%62727143.2%2,4401,46360.0% Shanghai Section51536270.3%1084743.5%62340965.7% Shikoku Section17514381.7%793544.3%25417870.1% Shin-Etsu Section19616584.2%311961.3%22718481.1% Singapore Section2,226162573.0%45325756.7%2,6791,88270.3% South Australia Section43935480.6%755472.0%51440879.4% Sri Lanka Section36620957.1%1606238.8%52627151.5% Taegu Section19213771.4%663756.1%25817467.4% Tainan Section59945776.3%18110759.1%78056472.3% Taipei Section2,444172970.7%87343549.8%3,3172,16465.2% Thailand Section40927066.0%1245947.6%53332961.7% Tokyo Section6,943606187.3%55733460.0%7,5006,39585.3% Uttar Pradesh Section46723249.7%5229618.4%98932833.2% Victorian Section1,364107178.5%23717172.2%1,6011,24277.6% Vietnam Section723345.8%12325.0%843642.9% Western Australia Section59147079.5%1459464.8%73656476.6% Wuhan Section19410353.1%582441.4%25212750.4% Xian Section28822678.5%1027068.6%39029675.9% Grand Total44,46731,38470.6%27,1946,89725.4%71,66138,28153.4% Renewal by Region: 2010 Membership Year-February 2010 HIGHER GRADE MEMBERSSTUDENT MEMBERSTOTAL MEMBERS REGION 10 Opport unity # Renew al % Renew al Opport unity # Renew al % Renew al Opport unity # Renew al % Renew al