ida’s member growth recruiting and retention of members

IDA’s member growthRecruiting and retention of members

Nordic IN organising workshop 31 August – 2 September 2011

Agenda

• About IDA• Growth in figures• Elements of growth

Facts about IDA

• 83,500 members• All engineering disciplines and other

professionals with a background in science• 8 regions and 25 sections• App. 80 science and technology networks and

groups• 1,500 annual events – 50,000 participants• Staff – approx. 200 persons• Membership fee – approx. 450 € per year

IDA is both a professional body and trade union

IDA offers counseling on:•Matters related to employment•Establishing and running your own businessIDA offers:•Networking and events •Financial benefits.

Growth in figures

Members total

Members divided into graduates and students

Elements of growth

Financial benefits

IDA in all seasons!

Core benefits

Boom

Recession

Time

Actions - 1

• Reduced membership fee– 2 * 500 DKR. in 2006 and 2008

• Establishing of a Sales Department– Growth focus– Dedicated team of sales people

• Reduction in membership terminations• Active recruitment of engineers

• All members wanting to cancel their membership receive a phone call within 8 hours

Action 2• Streamlined university thrust

– 31 ‘sales people’– Building a ‘giant’ database of future graduates– Current, electronic dialogue– Automatic transfer from student to full membership– Loyalty benefits are gained during university years– Lock-in strategies, examples

• Dedicated student insurance programme• Car insurances priced according to membership duration• Active advisory services in relation to employment contracts

when graduated

• IDA Forsikring (IDA Insurance)– Inexpensive insurances, e.g. car insurance– Most important barrier against termination (Rambøll)– Massive marketing activities

Actions - 3

• Active recruitment through telemarketing among– Subscribers to Ingeniøren without IDA membership– Citizens bearing the title ‘Engineer’– Former members– Members of IAK (The unemployment insurance fund for

engineers)

• Telephone contact to all newly recruited (graduate) members

• Member-get-member programme

• Massive general marketing

IDA and IDA Forsikring grow accordingly

IDA Forsikring - members IDA - members

Insurance coverage among IDA’s members

Members’ reflections - 1

• Sevices/benefits most used by members (2009)

1. Job change, advisory on contract2. Termination of contract (lay-off)3. Wage negotiation4. IDA Forsikring.

Members’ reflections - 2

• Benefits of greatest importance (2009)1. Ingeniøren (our weekly newspaper)2. IDAs wage statistics3. Advisory services on contracts and employment4. Insurance 5. Networking (vocational)