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

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

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


You can also call directly 703-772-5263 or e-mail





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Leah Baker
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