With the rise of COVID-19 in early 2020, AIAA wanted to understand and monitor the global pandemic to the greatest extent possible to make sure that they continued to deliver value to members of all levels and in all locations. AIAA needed to understand how the virus was affecting both their members’ health and employment to determine whether any organizational responses might be appropriate, such as adjustments to certain membership renewal models.
The goals of AIAA’s project with Nucleus were to determine the impact of COVID-19 on all categories of membership in all locations and determine whether assistance in forms such as membership extensions might need to be offered to those residing in severely impacted countries or regions. AIAA used Nucleus to compile COVID-19 data based on demographics such as location or age with data that they had about their own members to project which demographics are most at risk and which might need a three-month extension on their membership in order to retain it.
Pathway to success
Danielle Deane – Membership Manager, AIAA provides an overview of the data analytics challenge and solution:
AIAA leadership asked for rapid delivery of COVID-19 and membership data to make informed decisions about membership, future events, and potential new services offerings.
Projected Positive Cases among AIAA Membership, All Types
The overall conclusion was that although the aerospace industry is struggling, AIAA members are largely able to work from home, lessening the impact of COVID-19 on AIAA members – much to the relief of all. The action chosen by AIAA was to reach out to members in the areas identified as hardest hit and initiate a dialogue.
Life with Nucleus
The rapidity and ease of this initiative and its demonstration of the power of analytics also lays the groundwork for additional data-driven decision making in the future.