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

We have done membership surveys for over 100 national associations and have been in business for over 20 years. This is our specialty and if you are thinking of doing a survey, we would be glad to talk with you at no obligation.

 

Why do a survey with us? Here are the top five reasons:

 

We specialize in surveys by mail or Internet, or a combination.

We always meet deadlines.

We are very cost conscious.

You will always work with a principal who has an advanced degree in research.

Our reputation is first-rate and very professional. No divas here!

 

Our surveys are always done scientifically and they will provide you with the most accurate and up-to-date information about member demographics, which can be critical to your growth, as well as member needs and opinions. Do you know which services they value the most and which they want in the future? Do you know which legislative issues they are thinking about and how they may affect your profession? Do you know where members want chapters?

 

There is no need to work in the dark and for a small investment you will have the data to do accurate strategic planning. For more info call 703-772-5263 or e-mail AllegianceResearch@gmail.com

 


 
Posted By Leah Baker

I would like to introduce you to YTheyJoin™, the original member-segmentation and target-marketing program for associations. We identify and code nine types of members including Cognoscenti, Altruistics, and Boosters.

 

The categories are based on member needs and expectations which takes you beyond traditional demographics. It starts with a one-page form that each member completes (distribute 100 points among your various services and products), and based on their answers we assign a 3-digit code to each. Then your organization enters the codes into its member database and now you know what each member wants!

 

The program is very simple to implement. There is no software to buy or manual to learn.

 

YTheyJoin can pinpoint your efforts with more efficiency and accuracy. Want members to serve on a committee? Contact Shapers. Want members to write or buy publications? Contact Cognoscenti. Want members to sign up for certification programs? Contact Boosters. Want to learn more about the members most likely to attend meetings? Contact Relevant Participants. Want members to write legislators? Contact Altruistics.

 

The program also includes a Workbook that has marketing and communications ideas for each of the nine segments – For example, why write the same renewal letter to all members? We show how to customize the letters for each segment so as to maximize response rates. There are numerous ways you can make this information work for you so you become pro-active rather than re-active.

 

For more info go to www.YTheyJoin.com or call 703-772-5263.


 
Posted By Leah Baker

Are you looking for new ways to communicate with your members? The Virginia Society of Association Executives (VSAE) will hold its Annual Conference this May and there will be a seminar by Dr. Dale Paulson on member segmentation and target marketing.

 

Title:    “Nine Member Types and Target Marketing for Associations”

Presenter: Dale Paulson, Ph.D. and President of Allegiance Research Group

Date:   Thursday, May 6, 2010

Time:   10:30 a.m. to Noon

Where: The National Conference Center in Lansdowne, VA

 

For more information about the VSAE Conference and their registration fee please visit www.vsae.org. For more information about the member segments and target marketing please visit Dale Paulson’s Web site at www.YTheyJoin.com

 

If you have a chance to attend he would enjoy meeting you.


 
Posted By Leah Baker

We are often asked, “What are the YTheyJoin profiles of various associations?” YTheyJoin™ identifies nine types of members based on their professional needs and motivations. Each association has a unique mix and an organization dominated by Relevant Participants and Shapers is very different from one dominated by Altruistics and Boosters. After doing the research, we give each association a pie chart to show their mix and here are the top three categories for three national associations.

 

An association of land developers:

Relevant Participants

Shapers

Altruistics

 

An association of doctors:

Cognoscenti

Altruistics

Relevant Participants

 

An association of nurses:

Altruistics

Boosters

Mailboxers

 

Some associations also like to break out a profile of full members and associate members, or national members and local chapters, and the differences can help you provide more effective services and spend money more efficiently.

 

Our program shows how to do target marketing based on the nine member types. For example, the first paragraph of renewal letters should change for each member type: a letter to Relevant Participants should emphasize meetings and speakers; while a letter to Cognoscenti should emphasize publications and opportunities to write.

 

Learn more at www.YTheyJoin.com or call us at 703-772-5362.


 
Posted By Leah Baker

Dispatch from Washington, DC also known this week at Snowmaggedon! Yes we are still here but life has become eat/sleep/shovel then eat/sleep/shovel. Up to 30 inches of snow in many places and drifts up to five feet.

 

During this time I re-discovered a favorite place on the web and you may also enjoy it. It is www.Ted.com and it features lectures by influential and innovative thinkers on a wide range of subjects. Some of my favorites are scientists and the woman who brings a brain into the room and sets it on a table. This week was especially interesting because they held their annual conference and it was covered in the press. Keynote speakers included Bill Gates and Jamie Oliver.

 

Jamie Oliver, a famous chef, also received the annual Ted Prize and he talked about his mission to teach children about food. He has a project in West Virginia and has brought fresh foods into the schools and also teaches children how to cook healthful meals. His goal is to cut obesity-related illness in this country and he talks about the related challenges. He wants every child to know how to cook ten healthful meals by the time they graduate high school, he wants a Food Ambassador in every supermarket, he wants truth in labeling.

 

A conference theme this year was simplicity over complexity. I love simplicity and believe that anyone in the research business, such as me, should strive to keep things simple and transparent. Explain findings simply. Explain how many people are in a study, how they were selected, and if it is scientific or not. Too many people say “this is what most associations do!” when in reality they do not know that for a fact – and then you in good faith believe them and make decisions based on misleading information.

 

Want a simple member segmentation and target marketing program? See www.YTheyJoin.com


 

 

 
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