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 identify 9 types of association members based on their professional needs and expectations. Our program called YTheyJoin™ was developed using scientific methodology. (For more info about its development and the extensive crosstabs, please see the book by Dr. Dale Paulson, “Allegiance: Fulfilling the Promise of One-to-One Marketing for Associations.”) 

 

 

         “YTheyJoin – Nine Member Types”

Mailboxers – want info through mail or computer

Relevant Participants – want to attend meetings

Shapers – want to be on committees and shape policy

CompShoppers – compare assn to other sources of info or benefits

Cognoscenti – want specialized info not available elsewhere

Boosters –  want assn to improve their image

Altruistics – believe in your mission and want a leg voice

Doubters – resist change and new initiatives

Non-Relevants – retiring or changing professions

 

Can you guess which member types dominate your assn? Here are the top three member types for some national assns, taken from the Allegiance book.

 

US Chamber of Commerce: Altruistics 51%, Mailboxers 31%, Cognoscenti 7% 

Urban Land Institute: Relevant Participants 31%, Altruistics 23%, Shapers 21%

Am Soc of Assn Execs: Mailboxers 38%, Cognoscenti 18%, Relev Part's 17%

 

Each assn that does YTheyJoin receives a Pie Chart showing the distribution of member types in their assn, a Summary of Implications, and a Workbook with marketing ideas for each type. For more info call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
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.


 

 

 
Google

User Profile
Leah Baker
Washington, ...

 
Archives
 
Visitors

You have 1200925 hits.

 
Latest Comments

No Latest Comments at this time.

 
Navigation