Mass marketing is so 1990's! Spend spend/waste wasteThis blog will take you in a different direction. It focuses on association recruitment and retention of members by using targeted methods and communications, and there will be an occasional sojourn into related topics of interest. Rather than discuss the broad, the general, and the "same old," the goal of this blog is to provide useful tools, fact sheets that answer specific questions, and inspiration to those looking to make their jobs more interesting and fun.Thank you for visiting and I welcome your feedback and ideas.

Posted By Leah Baker

Step 1: Send a one-page survey (I like to call it a tagging form) to all members where you give them 100 points to spend on your various products and services. You can include this in member applications or welcome-aboard packets, send by e-mail, put it in your newsletter or magazine, etc. Member applications are cold and impersonal and this form is a way of saying “We care about you and want to know about your professional needs.” It may be the first and only time that you ask each member why they joined, and you will be pleasantly surprised to see how many members say “thanks for asking!”


Step 2: Look at the places where they spend the most points and summarize this information into a 3-digit code that you write on each form. For example, 573, means this person is a Cognoscenti, spent 70 points on this, and their next choice is Shaper. (Please refer to the previous article to see the list of categories and the corresponding number for each.)


Step 3: Enter the code into each member’s record. All you need is three columns and it is like a Zip Code®.


That is all there is to it. Now you know what each member wants, no more guesswork! In the example, the person who is a 573 is a strong Cognoscenti (wants to read your publications and may buy some of them and may also want to be a speaker or writer for your assn) and has some interest in serving on a committee. This person spent points on no other categories.


I have a free Fact Sheet that explains this program, called YTheyJoin, and if you would like it just send me an e-mail at





User Profile
Leah Baker
Washington, ...


You have 1390174 hits.

Latest Comments

No Latest Comments at this time.