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

By Dale Paulson, Ph.D., President of Allegiance Research Group

 

Let’s face it, there is some pretty lousy assn marketing out there. You can always blame poor economic times and if the boss is happy and the board is not complaining, why change? Occasionally a committee chairperson gets ambitious and asks “Why can’t we grow?” This is when your wit should hit the sham. In other words, use your wit to defend the status quo. Here’s how.

 

Outsource is what you should be doing. Yep, there are some good outfits that will do mass marketing for you. Take a company like Churn’em and Burn’em Inc. They will mail thousands of letters about your assn and a 2% response is considered wildly successful. Never mind that you can do the same thing yourself, and that 98% of the prospects say “No” to you because the mass mailing did not say the right thing to them. As a bonus, when things don’t work out you can blame your outsource buddy.

 

Assume that all of your members are basically the same. After all, they all paid dues didn’t they? But what if your members are different and have different needs? You must figure out what they want. You’ve got enough to do without opening that “can of worms.”

 

Forget preferred channels of communications. People like to get their info in different ways. What a hassle. I mean there are some great e-mail churners who will do all your communications. If people don’t want info the way you want to send it, ignore them.

 

Take your time responding. Some people are excited when they first see what you offer, but there are only 8 hours in the day and they can wait.

 

Make your assn like junior high. We all fondly remember jr high when it was important to belong to the right “clique.” Let some of your more aggressive members run things. They will like you better and it means less work for you.

 

There you have it, 5 ways to keep your job simple and 5 more in the next article. Remember, “Change is Pain!” But should you be an assn exec who wants to make a difference, I invite you to visit www.YTheyJoin.com

 


 
Posted By Leah Baker

Here is a sample renewal letter to one of the member types, Altruistics™. This type believes in your mission and wants a voice in Washington or locally. The YTheyJoin Workbook has sample cover letters for each of the nine member types. The point is to write a targeted letter to each group and use the resonant messages.

 

Dear Ms. Johnson:

 

We know that you believe in the values and the mission of the XYZ Association. Our mission to ensure the safety of the public and to provide a voice in Washington is very important to you.

 

We know this because earlier this year you told us how you feel about membership in the Association. We appreciate this feedback and now we can send information that meets your specific needs and expectations. This is more than just words – we have actually designed a renewal package with you in mind. During the year your membership package will include:

 

  • Legislative and regulatory updates in our newsletter
  • Important alerts via e-mail or twitter
  • Opportunities for letter-writing campaigns
  • Opportunities for volunteer and grass-roots activities
  • Copy of our Code of Ethics

The Association will continue its efforts to improve the services we provide to you. Each month the staff comes together to see how we can better meet your needs, and if you have an idea we would like to hear from you. And be sure to look for us on YouTube. Renew now! Thank you!

 

(Signed by Exec Director and the Govt Relations Director)

 

For more info about YTheyJoin call 703-772-5263

 


 
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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