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 AllegianceResearch@gmail.com