1. Analyzing Section Demographics Matthew J. Angiulo Western Region Deputy Director, Membership August 7 th, 2014

2. Your Challenge, If You Choose To Accept It Institute membership is in a steady decline. Sections must clearly communicate why membership is worth the expense.  Members have to answer this annually.  Non-members don’t think it is. All sections and members are different. Different groups of members want different things. One size does not fit all. 2

3. Membership is Marketing! In order to increase membership, Sections must:  Know their member Demographics.  Know the interests of their members.  Know what their members want from the section. Section activities should be driven by membership data! The Datamaker and Monthly Membership Reports can provide valuable insight into who your members are and what they want. 3

4. Your Section is a Dynamic System You section health is a dynamic system and is barely under control. Standard control theory applies!  Members renew when they get value for their dues.  Value is obtained by giving members what they want. (Programming, etc.)  Determining what members want comes from understanding members and measuring their response to the system. 4 Sensor (Monthly Feedback ) System (Programming ) Measured Output System Input Controller (Demographics ) Measured Error System Output Reference + -

5. Membership as Marketing 5 Feedback Sensor: Review Monthly Membership Reports. Membership chair follows up on delinquent members with two objectives: Membership retention Feedback on currently offered membership value. Controller: Analyze current section membership demographics: Geography, Company Affiliation, TC affiliations, Professional Interest Codes, Age, Gender, Longevity, Growth Areas, Hemorrhaging Areas. Determine major & minor member groups to target for programming.

6. Data Available: DataMakerProfessional ReportEducator Associate Report Student Report Name# Professional Members# Educator Associates# Students Email# Member Grade and Status# New Address# New# Gender# New Phone Number# RejoinName# Gender Organization# Transferred inSection Relationship Start Date# Gender by Country Date of Birth# About to dropJoin, Rejoin, Expiry Dates# Institution Member Grade# Gender # Institution by Region Join, Rejoin, Expiry DatesCountryDegree Date Number of Years as Member# Grade and Status by CountryJoin, Rejoin, Expiry Dates Professional Interest Codes# Gender by CountrySection Relationship Start Date Name Section Relationship Start Date Join, Rejoin, Expiry Dates 6 Data is institute wide and broken out by region and section. Current as of the previous month. Only your section. Current data the day you download it.

7. Demographic Examples: San Diego is a Medium Section (~560 Total Members) Section extends 80 miles N-S & E-W. Membership has been steady. 7 LA-LV is a Very Large Section (~1490 Total Members) Section boundary crosses state lines. Membership has been decreasing consistently.

8. What Type of Members Do I Have? 8 From August 3 rd Datamaker Save your datamaker each month to identify shrinking groups. * Excluding Las Vegas Members

9. How Old Are My Members? 9 Keep Track of which groups are showing up to which events? Let the datamaker identify which members to contact! From August 3 rd Datamaker * Excluding Las Vegas Members

10. What is the Longevity of my Membership? 10 Keep Track of which groups are showing up to which events? Let the datamaker identify which members to contact! From August 3 rd Datamaker * Excluding Las Vegas Members

11. Where Do My Members Live / Work? 11 Population density maps can help you determine where to hold meetings and events. Maps can be made for the full membership or subsets. Find convenient locations for:  Events for YPs  Events for retirees  Dinner meetings on specific interest topics. www.easymapmaker.com

12. What Are My Members Interested In? Professional interest codes indicate the top three key interests of each member.  Except members who join at a conference. Can be sorted to search for common interest trends among:  Total membership  New or Expiring Members  Key age groups.  Members in a specific area or business. 12

13. Top 10 Professional Interest Codes Per Demographic 13 San Diego – All Members Los Angeles – All Members San Diego – Young Professionals San Diego – Members > 65 years old

14. June - August:  Analyze current section membership demographics.  Determine key demographics to target and plan as a section to address them.  Use membership to drive final program plan. September - October:  Focus on top priority target market segment  Reach out to first and second year YPs. November - December:  Focus on Secondary target market segment.  Conduct renewal campaign.  Review Demographics. January-March  Exciting, Members-only program with promotional pricing.  Focus on Primary Market Segment  Member upgrade nominations. April – May  Update Professional Interest Codes  Membership Satisfaction Survey  Prepare Annual Report & Officer Transition Membership Chair Activity Schedule 14