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 ezinearticles.com 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 AllegianceResearch.com or visit our Web site at www.YTheyJoin.com

We identify 9 types of association members based on their professional needs and expectations. Our program called YTheyJoin™ was developed using scientific methodology. (For more info about its development and the extensive crosstabs, please see the book by Dr. Dale Paulson, “Allegiance: Fulfilling the Promise of One-to-One Marketing for Associations.”) 

         “YTheyJoin – Nine Member Types”

Mailboxers – want info through mail or computer

Relevant Participants – want to attend meetings

Shapers – want to be on committees and shape policy

CompShoppers – compare assn to other sources of info or benefits

Cognoscenti – want specialized info not available elsewhere

Boosters –  want assn to improve their image

Altruistics – believe in your mission and want a leg voice

Doubters – resist change and new initiatives

Non-Relevants – retiring or changing professions

Can you guess which member types dominate your assn? Here are the top three member types for some national assns, taken from the Allegiance book.

US Chamber of Commerce: Altruistics 51%, Mailboxers 31%, Cognoscenti 7% 

Urban Land Institute: Relevant Participants 31%, Altruistics 23%, Shapers 21%

Am Soc of Assn Execs: Mailboxers 38%, Cognoscenti 18%, Relev Part's 17%

Each assn that does YTheyJoin receives a Pie Chart showing the distribution of member types in their assn, a Summary of Implications, and a Workbook with marketing ideas for each type. For more info call 703-772-5263 or e-mail AllegianceResearch@gmail.com

My company has many resources available that are free of charge. For example, please see the list of fourteen Fact Sheets listed in the July 21st article in this blog.

We also have a PowerPoint presentation that explains the YTheyJoin™ program. This program describes nine types of association members based on their needs and motivations, how to identify them, and how to do target marketing. This methodology was developed by Dr. Dale Paulson several years ago and he is the sole provider. If you would like a copy of the presentation, or for Dr. Paulson to visit your office to discuss it, just send us an e-mail or call. There is no oblgiation.

Here are the nine types of association members.

Mailboxers

Relevant Participants

Shapers

CompShoppers

Cognoscenti

Boosters

Altruistics

Doubters

Non-Relevants

For more info, e-mail AllegianceResearch@gmail.com or call 703-772-5263 or visit the Web site at www.YTheyJoin.com (Please note that YTheyJoin and the nine member categories are trademarked by Dale Paulson.)

 YTheyJoin™ knows that members have varying needs and expectations. They attend meetings, buy products, read articles, become volunteer leaders, and mobilize for action at varying rates. By understanding their needs and expectations you can segment members into nine types such as Shapers, Cognoscenti, and Altruistics. It starts by asking members or prospects a simple question, “what do you expect from the association?”

How is member segmentation and target marketing different from other methods?

* It is unlike data mining that is based on past behavior, is time-consuming, and has little or no info on first-year members.

* It is unlike mass marketing/direct marketing that is expensive, wasteful, assumes everyone is the same, and achieves very low response rates.

* It is unlike membership surveys that just go to a small, random sample and answers are not recorded in member records.

* It is unlike membership or renewal applications that are cold and impersonal.

YTheyJoin gives you the opportunity to change all this. It may be the only time you ask every member why they wrote the check and what they expect. The one-page form (see May 14 article in this blog) goes to all members and their most important answers are recorded in your member database. Members appreciate being asked about their needs, and a personal relationship can be established. It makes your job easier and personal relationships also lead to increased loyalty to the association. The form can also be given to prospective members and in that case you ask, "why would you join the association?"

For more info about the YTheyJoin program, visit www.YTheyJoin.com, e-mail AllegianceResearch@gmail.com or call 703-772-5263 in the U.S. We welcome inquiries from around the world.

Here is a sample renewal letter to one of the member types, Altruistics™. This type believes in your mission and wants a voice in Washington or locally. The YTheyJoin Workbook has sample cover letters for each of the nine member types. The point is to write a targeted letter to each group and use the resonant messages.

Dear Ms. Johnson:

We know that you believe in the values and the mission of the XYZ Association. Our mission to ensure the safety of the public and to provide a voice in Washington is very important to you.

We know this because earlier this year you told us how you feel about membership in the Association. We appreciate this feedback and now we can send information that meets your specific needs and expectations. This is more than just words – we have actually designed a renewal package with you in mind. During the year your membership package will include:

• Legislative and regulatory updates in our newsletter
• Important alerts via e-mail or twitter
• Opportunities for letter-writing campaigns
• Opportunities for volunteer and grass-roots activities
• Copy of our Code of Ethics

The Association will continue its efforts to improve the services we provide to you. Each month the staff comes together to see how we can better meet your needs, and if you have an idea we would like to hear from you. And be sure to look for us on YouTube. Renew now! Thank you!

(Signed by Exec Director and the Govt Relations Director)

For more info about YTheyJoin call 703-772-5263