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

The past ten years have been full of ups and downs, unexpected developments, and demands for the most creative and resourceful leadership. Associations that anticipate the future needs and demographics of their members are in a much better position to succeed than associations who prefer to work in the dark.

 

Some associations are actually afraid to hear from their members! Others value this feedback and use it to do strategic planning, to set budget priorities, and to give members what they want.

 

My company, Allegiance Research Group, has done membership surveys for over 100 national associations and this has been our specialty for twenty years. This data will prepare you for the years ahead and here are some types of questions we like to ask on a member survey.

 

Q Do you think you will be a member of this association in five years?

Q What words come to mind when you hear the name of this association?

Q Do you expect to find articles of interest in every issue of the association magazine? Topics you would like?

Q How do you like to receive communications from this association?

Q Do you plan to attend the next Annual Conference? Topics you would like?

Q What issues do you consider most important when we represent you before Congress?

Q Do you plan to take part in this association’s certification program?

Q Do you have ideas for books or articles by this association?

Q Tell us about yourself: age group; gender; region; years as member; etc.

Q What is your biggest professional need?

 

In twenty years we have never missed a deadline and we take care of all the steps involved in doing a survey such as: selecting scientific samples; designing the questionnaire; computer programming; and final report with narrative, charts and graphs, and crosstab tables. Most of our surveys are by mail or Internet. For more info call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

The YTheyJoin Workbook serves as a great reference as you implement this member segmentation and target marketing program. The Workbook contains an Introduction that explains the program, then a section that contains marketing ideas for each of the nine member types. It also shows you how to use the codes and while some people like to use all three digits in each code, many are happy just using the first digit. (Previous blog articles explain the codes).

 

The Workbook also has three appendices that contain the following info.

 

Appendix A: Samples of targeted letters for member renewal. There is one letter for each of the nine YTheyJoin member categories (Mailboxers, Relevant Participants, Shapers, CompShoppers, Cognoscenti, Boosters, Altruistics, Doubters, and Non-Relevants). Rather than mailing the same renewal letters to everyone, this program allows you to tailor the letters to individual needs. These letters are followed by samples of targeted meeting letters that were designed by a client of YTheyJoin to promote their annual meeting.

 

Appendix B: Tie-breaking strategy that we sometimes use to assign the 3-digit codes. For example, if Mr. Smith gives 50 points to one service and 50 points to another service, we refer to the tie-breaking strategy.

 

Appendix C: List of all the possible 3-digit codes. Note that each association has a unique mix of YTheyJoin member categories (as shown in their YTheyJoin Pie Chart) and just a few 3-digit codes will dominate your association. Use this list as a guide when selecting which members get which marketing strategy and to communicate with your IT Department.

 

For more info please e-mail AllegianceResearch@gmail.com 


 
Posted By Leah Baker

After the 3-digit YTheyJoin codes go into your member database there are many creative ways you can use them - to find new opportunities for your association, to make your job easier, to engage members, etc. You can cross the codes with any demographics in your database such as city, state, length of membership, certification, education, job title, age group, gender, etc. (The demographics that your assn records most likely come from questions on its member application.)

 

For example, if your next annual meeting is in Chicago, send multiple announcements to the Relevant Participants in Illinois and neighboring states. This category is the most likely to attend, and an extra announcement or mailing to them can bring a very high response rate.

 

If there is a prospect of legislation in a state that would negatively affect assn members, pull the Altruistics in that State and ask them to mobilize or contact their state legislators. We have had great success with this!

 

If you want to start a chapter in a city, let’s say Houston, pull the Shapers in that area and ask them.

 

If you want to start a Speaker’s Bureau or a Wiki with experts in your field, pull the Cognoscenti who went through your association’s certification program.

 

If you want to start an Awards Program that recognizes professional accomplishment pull the Boosters who work in public relations or similar fields for their help.

 

Maybe you want to start a committee of young members to focus on their needs and to communicate in quick, concise ways via hand-held devices, pull the Mailboxers in their twenties.

 

The possibilities are limitless! For more info about YTheyJoin call 703-772-5263 or visit www.YTheyJoin.com


 
Posted By Leah Baker

After you id the nine types of YTheyJoin™ members (each type was described in previous blog articles as well as the methodology to id each member), you can design targeted services and communications. For example, instead of writing the same renewal letter to everyone, design different letters for the nine types and use resonant statements for each group. Here are examples of Resonant Statements:

 

(Mailboxers) We know that your time is extremely valuable and that your primary involvement with our assn is through the mail or Web. You want info that is concise, relevant, and up-to-date.

 

(Relevant Participants) We know that when possible you like to attend our assn meetings to obtain relevant information or meet others in the field, or to buy/sell at the Expo.

 

(Shapers) We know that you do, or want to, actively participate in our assn by helping to shape policy, serve on a committee, or lead a chapter.

 

(Cognoscenti) We know that you look to our assn for info that is not available elsewhere or for opportunities to write or speak.

 

(Boosters) We know that you look to our assn to be a leader in the field or to help you advance in the profession by providing certification.

 

(Altruistics) We know that you believe in the values and mission of our assn. to ensure the safety of the public and provide a voice in Washington.

 

Look for a sample renewal letter in the next blog article. To learn more please visit www.YTheyJoin.com or call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 

 

 
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