YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Boosters™.

Why do they join? What makes them tick? How should you communicate with them effectively? What will they do for the association? Need some members to organize an awards program or to promote your certification program? Just ask Boosters!

Boosters look to the association to enhance their status or that of the industry or profession. This is particularly true of associations that represent specialties, set standards, or provide certification. They want the association to do public relations campaigns or ads, to announce awards, and to have a presence in media of all types. They also like the association to provide them with logo material and brochures. The bottom line is they want help with upward mobility or help with increasing their business.

During recessions, Boosters can be a key to restoring success. Target them to do member-get-a-member campaigns or to give talks about the benefits of membership including the prestige it provides. The general public may not be aware of the many services your association provides and its value to the community, and the Boosters will help get this message out there. If you have a certification program, Boosters may be more likely to buy this service than other members.

Letters or appeals to Boosters should include mention of important press releases by your association, and the various ways that you recognize membership tenure such as certificates or pins. The Booster is one of nine member groups identified by the YTheyJoin Program (see previous blog articles). Like Shapers, they will work hard for the organization and can be a great resource.

To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit www.YTheyJoin.com

You can also call directly 703-772-5263 or e-mail AllegianceResearch@gmail.com

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Shapers™.

Why do they join? What makes them tick? How should you communicate with them effectively? What will they do for the association? Need some members to serve on committees or start a chapter? Just ask Shapers!

Shapers join because they do, or want to, serve on the board or committees to shape policy. This can include serving as a volunteer leader, serving as a chapter leader, or recruiting new members. Shapers work very hard and will make contributions greater than their numbers suggest. If you would like some help at a convention be sure to contact the Shapers in that city. The Executive Director of one assn contacts Shapers in the various cities that she visits during the year.

Letters or appeals to Shapers should acknowledge their extra efforts or interest, and always include an opportunity to participate in the assn. It also helps to keep them informed of policy decisions.

Boards like to complete the tagging form so consider distributing it at the next board meeting and then summarize the results in a Board Pie Chart. The board is likely dominated by Shapers and when comparing their pie chart to the pie chart for members, they will see real differences. Boards tend to think that all members are like them but the pie charts show the differences.

The Pie Chart for members may show an assn dominated by Relevant Participants and Altruistics, or by Cognoscenti and Mailboxers, or other combinations. Every assn has a unique profile. The pie chart for members will help the board set priorities, allocate resources, and drive strategic planning. In a nutshell, they will see the assn in a new light.

For more info go to www.YTheyJoin.com or call 703-772-5263 in the U.S.

With target marketing you segment your members into various types, and I like to segment them into nine types. These types are based on the member’s professional needs and expectations, not on traditional demographics. It is part of a program called YTheyJoin based on why they paid the dues. The key question always is: Why did you join the association?

1. Mailboxers-(snail or electronic) want concise info/no time to mingle

2. Relevant Participants-like to attend meetings for info or to network

3. Shapers-like to serve on committees, help shape assn policy

4. CompShopers-look for value such as discounts/benefits

5. Cognoscenti-like the publications or opportunity to write/speak

6. Boosters-like the assn to boost the image of the profession

7. Altruistics-believe in your mission and legislative action

8. Doubters-tend to resist change and new initiatives

9. Non-Relevants-may be retiring or changing professions

I will discuss each type in later blog articles, and provide marketing ideas for each, but first you need to learn the three steps to implement a simple target-marketing system and this is in the next article.

(Please note that YTheyJoin and the nine member categories are trademarks of ARG.)