Posted By Leah Baker

 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.


 
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Leah Baker
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