Transcript Document

SCIP Survey Non Members
August 2013
DRAFT – NOT FOR
DISTRIBUTION~
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KEY TAKEAWAYS
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Key Takeaways and Non Members Behavior Analysis
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Former members joined SCIP mainly for Professional Development reasons and
Networking Opportunities.
One third of the respondents have been a SCIP member for 3-5 years. 30% of the
surveyed have been SCIP members for only one year.
7 out of the 10 reasons to join SCIP exceeded the 20% mark, making all 7 reasons
noteworthy. Each former member selected 3 reasons on the average.
Former members did not renew their membership as they claim they have received
low value for dues paid. However, still some of the lapsed members explained
cancellation with job focus shift. 9% replied they did not realize they have not
renewed.
Some former members specifically pointed in “Other reasons for cancellation” that
their employers would not reimburse them or there was a cost cutting at their
companies.
Former SCIP members belong to other associations such as SLA (15%), AMA (12%),
Conference Board (12%) and ESOMAR (10%).
Former members were Very Satisfied with CI Quarterly magazine (32%), SCIP insight
newsletter / email communications (25%) and Conferences/Educational opportunities
(22%).
They were dissatisfied with the possibility to generate leads and referrals (19%),
Chapters events/ involvement/ networking (21%) and Opportunities to contribute
articles and speak at events (17%).
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Key Takeaways and Non Members Behavior Analysis
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More than 50% of the surveyed did not use their membership perks on
discounts on books, publications and events, SCIP’s help to generate leads and
referrals, the career center, social media and blog discussions.
39% of the surveyed replied they did not use / attend Chapter events and
networking.
40% of former members were very (9%) or somewhat (31%) satisfied with the
Chapter Events.
37.2 % of lapsed members are eager to renew their membership given SCIP could
provide other services. When grouped together, the specific replies centered around
reduced fees, networking and active local chapters, materials and content.
Former members asked for SCIP to reach out more actively to the membership for
contributions to the magazine and blog
Specific additional services desired were vendor information that would assist
marketing professionals, a certification program connected to a referral system, CI
quarterly magazine in its formal version, more focus on service industries, more value
added webinars and professional opportunities, advanced educational courses, more
'CI for the non-CI professional', peer-reviewed journal, help in finding people in the
same industry to network with, and help on which tracks to attend at the conference.
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NON MEMBERS
FEEDBACK & ANALYSIS
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SCIP lapsed members had joined the organization for various reasons among which
Current Snapshot of SCIP’s Offerings
professional development, networking and the ability to promote their company are
leading indicators of membership.
77.8%
80.0%
70.0%
60.0%
58.3%
50.0%
41.7%
37.0%
40.0%
30.0%
20.0%
25.9%
22.2%
22.2%
15.7%
10.0%
0.9%
1.9%
0.0%
Q1. When you initially joined SCIP what was the reason? (select all that apply)
Base: 108
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Source: Q1
42.6% ofCurrent
the participants
that
they received low value
Snapshotselected
of SCIP’s
Offerings
for the amount of dues paid, while 29.6% are no longer in CI
42.6%
Received low value for amount of dues paid
29.6%
No longer in CI
23.1%
Unable to participate actively at a chapter
14.8%
Not enough networking opportunities
I did not get enough business/clients
9.3%
I did not realize I haven’t renewed it
9.3%
Lack of Educational Programs
Retirement
0.0%
4.6%
1.9%
5.0%
10.0%
15.0%
Q2. Please indicate the reason for cancellation (check all that apply):
20.0%
25.0%
30.0%
Base: 108
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35.0%
40.0%
45.0%
Source: Q2
PriceSnapshot
is among of
theSCIP’s
top mentions
in the
Current
Offerings
reasons for cancellation.
“Expensive subscription.”
“No longer in CI but still
work across same
department.”
“Was able to join the CI
division of SLA”
“Left prior company.
Procrastinating on
renewing. Seems like a
pain to renew. Not easy.”
“few years ago there seemed to
be a problem with leadership”.
“No reduced rates for
retirees’
“Fees were too high for folk
who work as a consultant (like
me ).”
Q2. Please indicate the reason for cancellation (check all that apply):
“cost of membership and
conferences was high”
Base: 44
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Source: Q2
SCIP has
lapsedSnapshot
long term
and only 29.6% of the
Current
ofmembers
SCIP’s Offerings
surveyed have been a member of SCIP for one year only.
7.4%
13.9%
29.6%
1 year
2 years
3-5 years
6-10 years
More than 10 years
15.7%
33.3%
Q3. How many years had you been a member of SCIP?
Base: 108
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Source: Q3
SCIP former
members
areofnow
associated
with SLA, AMA,
Current
Snapshot
SCIP’s
Offerings
Conference Board, ESOMAR.
45%
42%
40%
35%
30%
25%
20%
15%
15%
12%
10%
5%
6%
3%
2%
12%
10%
5%
6%
2%
4%
0%
Q4. Which of the following associations are you a member of currently?
Base: 108
(check all that apply)
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Source: Q4
More than Current
50% of the
surveyed did
use discounts
on books, publications
Snapshot
of not
SCIP’s
Offerings
and events, SCIP’s help to generate leads, the career center and social media.
100%
90%
28
80%
70%
21
8
15
28
10
42
57
8
64
62
60
15
16
16
24
22
8
7
66
15
60%
45
50%
40%
56
23
8
61
21
30%
36
20%
10%
0%
33
34
11
17
27
7
6
10
18
41
24
10
Did not use / Attend
Dissatisfied
Somewhat Satisfied
Very Satisfied
Q5. Please rate the benefit(s) you found most useful during your time as a member using the following
rating scale: 1 = Very Satisfied, 2 = Somewhat Satisfied, 3 = Dissatisfied; 4 = Did Not Use/Attend
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Base: 108
Source: Q5
37.2 % replied
there
are services
SCIPOfferings
could provide, which will
Current
Snapshot
of SCIP’s
make them reconsider dropping their membership
62.7%
Yes
37.3%
Q6. Are there services SCIP could provide that would make you
Base: 102
reconsider dropping your membership?
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No
Source: Q6
SuggestedCurrent
servicesSnapshot
by the respondents
further networking
of SCIP’s include
Offerings
assistance, additional educational and chapter programs.
“More materials”
“more exclusive content”
“Vendor information”
“better management and it
seems you are going in
that direction”
“Helping me find people
in the same industry to
network with. Helping
me choose which
tracks to attend at
conference. Offering
events closer to me.
Lowering the price of
membership.”
“Give a good discount for
Chapters volunteers and
directors”
“Assistance marketing intel
professionals, such as I've seen
in other industries, such as a
certification program connected
to a referral system.”
“CI quarterly magazine, in its
former version (with in-depth
articles)”
“Advanced educational
courses aimed at consultants,
mentoring programme”
“More Chapter Events as well as
regional conferences with lower
registration costs”
Q6. Are there services SCIP could provide that would make you
Base: 38
reconsider dropping your membership?
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Source: Q6
Former members
are looking
new people
contributing to the
Current Snapshot
offor
SCIP’s
Offerings
magazine and more regional events.
“Regional Events”
“Enhance interaction of
SCIP 's member in China”
“I would like to work in
CI, but it can be a very
difficult field to break
into.”
“SCIP is great if you're in
manufacturing,
pharmaceuticals, and
other industries that deal
with tangible goods. But I
work in entertainment...”
“Maybe if there was a Pharmaonly or healthcare-only division
…. “
“Less theory, More real life
examples. In addition, too
many vendors are part of
SCIP. “
“Reach out more actively to the
membership for contributions to
the magazine and blog...”
Q7. Do you have any additional comments you would like to share with SCIP
Base: 45
on how we can improve the value of our membership?
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Source: Q7
RECOMMENDATIONS
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Needs to focus on providing members value added services in
order to increase membership
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SCIP needs to increase networking opportunities (Chapter Events, SCIP
Conferences) and professional development opportunities.
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Former members are looking to get more content and the ability to publish in high
value publications and magazines.
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SCIP needs to Increase the value for amount of dues paid and decrease the fees for
the membership as many lapsed members find it expensive.
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SCIP has to find new communication channels to be able to allow members to
participate actively in chapters. One possible way would be via the new website as
there will be individual chapter pages to help improve the marketing of Chapters
events and membership involvement.
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Lapsed members should be notified via additional marketing messages that they are
due for renewal so that they are aware.
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Membership and revenue will increase with the added value
that members receive for their money
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In order to improve SCIP’s membership there have to be additional possibilities
offered to generate leads and referrals as well as additional advertising options.
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New people and faces need to be provided with the opportunity to contribute with
articles and speak at events.
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SCIP should increase the overall involvement of its membership as the membership
base is not actively participating in the organization. 39% of the surveyed lapsed
members replied they did not use / attend SCIP events.
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Special attention to be paid to the discounts, Chapters, opportunities to contribute
articles and speak at events, access to the career center and SCIP’s social media, all
ranked below 40% on combined satisfaction (Very + Somewhat Satisfied).
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BOARD OF DIRECTORS MEETING | AUG 2013| CONFIDENTIAL – NOT FOR DISTRIBUTION