Membership Deputy Director Training
Matthew J. Angiulo
Western Region Deputy Director, Membership
April 10th, 2012
What does the Deputy Director (DD) Membership do?
• Advise and Assist Sections with Membership / Programming
 Encourage Sections to set specific membership goals/objectives
– Turn into a specific plan.
– Tie to Programming!
 Assist Sections as they plan and implement their technical programs
– Membership chairs need to be proactive with section planning.
– We are selling a product to our members. If we stop selling, they stop buying.
 Develop an "ideas that work" list for the Sections
– These ideas may need to be yours first!
 Collect and disseminate information on other Regional
membership/technical programs/activities that may be useful to local
Sections in formulating or improving their local programs.
 Keep membership chairs on schedule. There is always something to be
planning/doing.
 Help process loads of data. Look for trends to share.
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Membership as Marketing
• Typical Membership Chair Activities
 Review Monthly Membership Reports.
 Membership chair follows up on delinquent members with two objectives:
– Membership retention
– Feedback on currently offered membership value proposition.
Simply pulling and reporting the monthly reports will not
Make progress toward Strategic goals.
Growth requires a more proactive approach!
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Membership Chair Requirements
• For this to be successful the right people must be recruited to
these positions.
• Should be willing to make calls and personally contact
members.
• Capable in Excel to handle large amounts of membership data.
• Interested in working with data and able to sort it different ways
looking for trends.
• Empathic – able to understand member needs and interests
 Good candidates may have or aspire to jobs in Business
Development or Strategy.
• Encourage Membership officers unwilling to perform these tasks
to rotate to another council position.
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A New Approach to Membership
• A bold new strategy must be applied in order to
meet strategic goals.
• 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!
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AIAA Strategic Goals (2011-2015)
•
Increase professional membership by 20% (34,000 by 2014; Western Region goal: to 8,100 by '14)
•
Boost student membership by 28% by 2013. Western Region goal: to 1,370 by 2013
•
Substantially reduce professional member attrition, to no more than 10% per year by 2013. (5% is
normal attrition given a 20-year typical membership life)
•
Actively engage prospective college graduates (while they are student members) to provide a
seamless transition to membership as young professionals; increase our student-to-professional
member conversion rate to 60% or more.
•
Increase the participation of under-represented groups (young professionals, women, minorities) in our
membership until it reflects industry demographics (while we continue to lead the efforts to improve
these industry demographics)
•
 Double the percentage of women members (from 8% to 15%);
 Boost the percentage of young professionals (from 18% to 20%); and
 Substantially increase minority membership (Hispanic, Asian, African American, Native
American).
Increase the number of actively engaged members to over 50% of the total, up from about a third
today.
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Membership Chair Activity Schedule
• 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.
Should be
Complete
Should be
Complete
• 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
Should be
Complete
In
Progress
or
Planning
Planning
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June – August Activities
• Train Incoming Membership Chair.
 June is a great time to start transferring knowledge to the incoming chair.
 Submission of Section Annual Reports provides an opportunity to
summarize last year’s activities.
 Hand over tools and lessons learned.
 Membership Training Webinars:
–
–
–
–
–
–
–
Two sometime between July 6 – 14 or August.
Membership Chair Responsibilities and Tasks
Annual calendar of significant membership related activities.
Membership reports (where to find, how to process, what data is available)
Monthly membership reports (and how to do it quickly)
Share section issues & solutions
Determining Target Markets & Using this to Develop a Programming Plan.
Check out:
https://info.aiaa.org/Regions/Western/Membership%20Officers/Forms/AllItems.aspx
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Example Add / Drop Letters
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June – August Activities
• Determining Target Markets
 The best way to start planning the year is by first
understanding who your members are and what they
want.
 Analyze current section membership demographics:
– Geography, Company Affiliation, Professional Interest Codes, TC
affiliations, Age, Gender, Membership Longevity, Growth Areas,
Hemorrhaging Areas.
 Research addressable membership segments which
are currently under-represented.
 If you think this can’t be done in your section, let me
help you figure out how!
Professional Interest Codes
Current
Missile Systems (126)
Guidance, Navigation & Control (43)
Systems Engineering (43)
Aircraft Design (41)
Applied Aerodynamics (27)
Joined in Past 6 Months
Aircraft Design (12)
Missile Systems (11)
Guidance, Navigation & Control (9)
Systems Engineering (5)
Design Engineering (4)
Expired
Missile Systems (20)
Guidance, Navigation & Control (6)
Systems Engineering (6)
Weapons System Effectiveness (6)
Aircraft Design (4)
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Tucson Membership By Age
Age
0 to 30
31 to 40
41 to 50
51 to 60
61 to 70
71 to 80
81 to 90
91 to 100
DNS
34
39
63
59
33
7
5
2
95
10.09%
11.57%
18.69%
17.51%
9.79%
2.08%
1.48%
0.59%
28.19%
0 to 30
31 to 40
41 to 50
51 to 60
61 to 70
71 to 80
81 to 90
91 to 100
DNS
28
36
58
54
36
6
7
2
65
9.59%
12.33%
19.86%
18.49%
12.33%
2.05%
2.40%
0.68%
22.26%
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Tucson Membership By Years of Membership
0 to 10
11 to 20
21 to 30
31 to 40
41 to 50
51 to 60
61 to 70
71 to 80
224
46
37
17
4
5
3
1
66.47%
13.65%
10.98%
5.04%
1.19%
1.48%
0.89%
0.30%
*** PIC for Tucson Section Members Joined in the Past 10 years***
Missile Systems
: 69
Aircraft Design
: 27
"Guidance, Navigation & Control"
: 25
Systems Engineering
: 25
Design Engineering
: 16
0 to 10
11 to 20
21 to 30
31 to 40
41 to 50
51 to 60
61 to 70
71 to 80
184
43
33
20
4
5
3
0
12
63.01%
14.73%
11.30%
6.85%
1.37%
1.71%
1.03%
0.00%
Tucson Membership By Organization
University of Arizona
Raytheon Missile Systems
Rincon Research Corporation
Paragon Space Development Corporation
PM & AM Research
Other or DNS
11
208
7
11
5
95
3.26%
61.72%
2.08%
3.26%
1.48%
28.19%
University of Arizona
Raytheon Missile Systems
Rincon Research Corporation
Paragon Space Development Corporation
PM & AM Research
Other or DNS
12
173
7
9
5
86
4.11%
59.25%
2.40%
3.08%
1.71%
29.45%
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Membership Trends and Actions (Tucson)
Membership Trend:
Goal: 359 mbrs, 100 students
Significant Demographic:
• 60% of our membership has been a member fewer
than 10 years. Will focus on the PICs of this group!
• Drop in Raytheon members. Will cater to this group!
Targeted Market Segments:
Professional Interest Codes:
Current
Past 6 Months
Expired
Missile Systems
(119)
Missile Systems
(5)
Missile Systems
(16)
GNC (43)
Astrodynamics (4)
GNC (6)
Systems (43)
Unmanned
Systems (4)
Structures (4)
Aircraft Design
(39)
Aerospace Power
Systems (3)
Aircraft Design (3)
Fluid Dynamics
(32)
Gas Turbine
Engines (3)
Fluid Dynamics
(3)
Primary: Members with fewer than 10 years of membership.
• Event: Lecture on Aircraft Design or Astrodynamics @ University of
Az; 11-15-2011, expect 35 attendees
• Event: YP Social/Happy Hour; 10-20-2011, expect 15 attendees
• Action: Recruit more YPs to Section Officer Positions, goal of 3
• Communication: Focused monthly Constant Contact message; all
members to be reached with information on how to get involved
Secondary: Raytheon Members
• Past Event: Lecture or Lunch n Learn series @ RMS on GNC; 0714-2011, 25 attendees
• Event: AIAA Members-only hosted social with Raytheon Senior
Leader, 09-29-2011, expect 30 attendees
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• Event: Lecture or Lunch n Learn series @ RMS wrt Missile
Systems or Unmanned Systems; 3rd Thurs., expect 25 attendees
Membership Trends and Actions (Pacific Northwest Section)
Membership Trend:
Section Goal: 1050 Members, 175 Students
Significant Demographics:
•Student and Women Membership, Out-of-state
members
• Women members
are ~6% of total
membership
• Student members
are 164
Professional Interest Codes:
Current
Joined
Past 6 Months
Expired
Aircraft Design(166)
Aircraft Design(16)
Aircraft Design(13)
Applied Aero (155)
Design Engineering (9)
Structures (12)
Structures (148)
Atmospheric and Space
Environments (7)
Fluid Dynamics (7)
Design Engineering
(126)
Material (7)
Space Systems (7)
Management (96)
Applied Aero (6)
GN&C (5)
Targeted Market Segments:
Student / New Members
•Tech symposium - Nov 2011
•Student paper competition
•AIAA info / contacts for company orientations,
•Constant contact/letters to renew / new members
Women Members
•Partner events with Society of Women Engineers
Out-of-state Membership
•Council representative (outside WA)
•Web-based video of invited speakers
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Program Invited Speaker Alignment
• Sept – Space; March - Aircraft design or policy
October – January Membership Activities
•
October



•
November


•
Programs focus on Secondary target market segment; Membership chair works with programs chair
to promote to that segment and follows up on attendees.
Conduct phone campaign to contact AIAA members who have not renewed their membership.
December


•
Programs focus on top priority target market segment;
– Membership chair works with programs chair to promote to that segment and follows up on
attendees.
Membership chair reaches out to first and second-year young professionals to encourage participation in
section activities and leadership positions.
Membership chair selects individuals to nominate for sustained service award.
Membership chair reviews section demographics and reports on membership drive progress.
(when do we start the drive?)
Special emphasis on new joins since August as well as 3-month delinquent demographics.
January


Section holds dynamite, members-only program with promotional pricing to entice delinquent
members to rejoin.
Membership chair reviews roster for Senior Member upgrades and follows through for all eligible
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members.
January – April Membership Activities
•
January


•
February



•
Programs focus on primary target market segment. Membership chair works with programs chair to
promote to that segment and follows up on attendees.
Membership chair reviews roster and identifies Fellow and Associate Fellow upgrade targets.
Prepare a message to be included in section Engineer’s Week activities. This can be an article in your
newsletter or on your Section’s webpage. This can also be accomplished by including the benefits of
membership flyer at a local Engineer’s Week activity.
March

•
Section holds dynamite, members-only program with promotional pricing to entice delinquent
members to rejoin. This should be repeated in the summer so start meeting with Programs Chair now!
Membership chair reviews roster for Senior Member upgrades and follows through for all eligible
members.
Membership chair contacts members for Fellow and Associate Fellow upgrades, and identifies potential
new section officers.
April



Membership chair conducts member satisfaction survey. – Update demographics!
Reach out to student members and encourage transition to professional membership. Work with
programs chair to plan an event directed specifically at students & YPs.
Encourage members to updated Professional Interest Codes and all other contact information.
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Monthly Membership Reports
• Institute Membership reports are updated and
made available the first week of each month.
• Section membership reports should be filled out
with this data and and sent to me by the end of
each month.
• Provides a record for correlating section activities
with changes in membership.
 Once correlations are made, data can be shared across
the region!
What did Phoenix do
In March to cause
this bump?
Goal for June Report:
Determine top two key market segments
Develop strategy for serving them.
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Region VI Membership
Matthew J. Angiulo
Western Region Deputy Director, Membership
August 28, 2010
Go to “https://info.aiaa.org”
20
Click on “Sign In”
21
Click on “Western Region”
22
Click on HQ Documents
This will only show up if you’re signed in.
23
Click “Monthly Membership Reports”
24
Click “2010 Monthly Membership Reports”
The Reports Guide explains
the data in the reports
25
Select the Desired Month
26
Choose the report to analyse
The Reports Guide explains the data in the reports
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The Data Maker
While signed In,
the Data Maker is available on
your Section’s SharePoint site.
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Region VI Membership
Matthew J. Angiulo
Western Region Deputy Director, Membership
November 10, 2010
Open up “Drops” file and click on Data tab
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Sort the Data to find your section’s data.
Step 1: select all
Note: If you’re using an older version of
excel, the top bar will look different but the
commands are the same.
Just pull down “data” and click “sort”.
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Specify Columns to Sort
32
Scroll and Find Data
Scroll down to your section and cut and paste
email addresses of members up for renewal.
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