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

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses two of them: Doubters™; and Non-Relevants™. (The other seven types were discussed in previous blog articles.)

 

Doubters are members who question membership for a variety of reasons. In an economic downturn, the problem could be dues. Other people are Doubters because they had a negative experience – perhaps they asked to be on a committee or to write an article and were ignored, or they had a problem with customer service. Some Doubters may be long-time members but they have a personality that always sees the glass as half empty rather than half full, and they carefully evaluate the information they receive from the association when deciding to renew. If you really want to understand Doubters, ask them to specify their concerns. Consider giving newly-unemployed members an extension on their membership and they may like a job bank.

 

Non-Relevants are members who have changed status and the association is no longer relevant. This could include changing jobs or professions, retirement, etc. If it is important to you to keep these members, consider a special category with reduced price such as “Retirees.” It is important to watch the percent of Non-Relevants from year to year since it may start increasing due to demographic changes that are looming such as Baby Boomers starting to retire. If they form a large part of your membership, you will need to find new, younger members. There may be other reasons that this category grows, such as major changes in your industry, and it is up to your organization to determine the reasons.

 

At renewal time consider sending Non-Relevants a postcard asking if they intend to renew and, if not, why. This serves two purposes: it provides valuable feedback as to why people do not renew; and it saves the cost of sending multiple renewal notices to people who do not want them.

 

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


 
Posted By Leah Baker

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Mailboxers™. Why do they join? What makes them tick? How should you communicate with them effectively?

 

Mailboxers lack time or resources to interact in person with your assn but they value what they receive through the mail or computer. This may be your magazine, journal, newsletter, directory, books or tapes, web site, list serves, brochures, etc. They may also appreciate YouTube, Facebook or Twitter.

 

Mailboxers feel that the info they receive this way is good enough to justify continued membership. Letters or appeals to Mailboxers should include a recognition that “they are busy and that you can provide them with a unique and concise overview of information.”

 

Our research found that Mailboxers don't expect articles directly related to their interests in every issue of your magazine. Therefore, we recommend sending them an “Annual Index” of articles from the previous year to remind them that their needs are being met. And consider sending them a preview of articles for the upcoming year. They also like short versions of each article that is published in your magazine or journal.

 

Mailboxers are an excellent group for a list serve or other ways of networking on the Internet because it takes little time and strengthens the bonds to the association. Good ways to communicate with Mailboxers also include wikis, text messages, fast-track access to experts, distance learning, and short online surveys during the year to get feedback on topics that may arise.

 

A note of caution - the nature of the Mailbox relationship can be tenuous and it is important to target these members with something extra during the year. This can be extra communications, a discount coupon for a CD, a phone call, or a unique renewal letter highlighting how you met their needs during the past year.

 

To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit www.YTheyJoin.com You can also call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 

 

 
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