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

Your association is connected. You do social media. You know about mobile devices. You may even have a Director or VP for New Media! But how do you make sense of it all and know which members want what? YTheyJoin identifies nine types of members and here are some ideas for serving them with new media. The focus here is on four of the member types.


Altruistics: Use Twitter to send updates on pending legislation; use Facebook to create a grassroots community to support causes or undertake a major volunteer activity.


Cognoscenti: Ask them to write on topics relevant to your association for Wikipedia; put a short video on YouTube introducing the association’s Meeting Director who reviews the steps that speakers need to take before the next big meeting.


Mailboxers: Use Linkedin to create a group or network for your members who are dispersed around the country or the world and have little face-to-face interaction with the association; use blogs or ask some of these members to blog for your association.


Boosters: Go to and find topics where Boosters can write quick articles related to your association activities or “how to” articles; use list serves to start discussions on a variety of topics.


In your next member survey, consider asking how many use mobile devices such as i-phones or blackberries. Do they carry them all the time? How often do they check for info or messages? (And have you taken a look on Twitter to see what people are saying about your association?) Remember that members have different expectations on how you communicate with them and how quickly you get back to them. Send an e-mail to a person in their twenties and they are likely to get back to you in 5 minutes!


Have a new-media day!


For more info please call 703-772-5263 or e-mail or visit our Web site at

Posted By Leah Baker

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


CompShoppers are members who compare your association to other sources of information, discounts, or benefits. Other sources may include competing organizations, the Internet, books or directories, etc. For example, some members join your association because they want discounts for attending meetings, or they want health insurance or insurance related to your profession.


CompShoppers are shopping around and may also be looking for an organization with lower dues or more local in nature. This group represents a warning to the association and they should be targeted in a special way. You can do this by knowing who or what the competition is, and by showing members that they get value for their money which can be done with a simple pie chart that shows how the money is spent and who benefits.


Your association should have a presence on the Internet and consider using Facebook or YouTube to establish a more personal relationship. For example, the Director of Meetings can put up a short video where they talk to speakers about their presentations at an upcoming conference. More and more members will want to communicate by Web via hand-held devices and some associations now twitter with these people – i.e. short, real-time messages.


The bottom line is you need every tool possible to target and keep members.


To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit You can also call directly 703-772-5263 or e-mail




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Leah Baker
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