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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


 
Posted By Leah Baker

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

 


 
Posted By Leah Baker

 

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.


 

 

 
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