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

There is an interesting Web site called www.EzineArticles.com that has hundreds of articles on a wide range of topics. Dr. Dale Paulson, President of Allegiance Research Group, writes occasional articles for Ezine and you can find them by looking under “Business” and then the sub-topics of Marketing, Non-Profits, Management, and H.R.

 

His newest article, just published, is “Nine Member Types – the Future of Your Association May Depend on it.” In this article he discusses the member segmentation program that he developed and that is now called YTheyJoin™. He identifies nine types of members based on their professional needs and motivations rather than traditional demographics and they include: Mailboxer; Relevant Participant; Shaper; CompShopper; Cognoscenti; Booster; Altruistic; Doubter; and Non-Relevant.

 

Then sit back for a few minutes and enjoy a humorous article that he recently wrote called “Ten Ways to Be Mediocre and Keep Your Association Marketing Job.”

 

His other articles at Ezine:

“Context is the Key to Understanding Consumer Behavior”

“Job Interviews: Do Ask, Don’t Tell”

“Is it Easier to Hire Good Workers During a Recession?”

“How to Hire a Really Bad Employee”

 

For more information contact us by sending an e-mail to AllegianceResearch@gmail.com or visit our Web site at www.AllegianceResearch.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

If you are in charge of membership or marketing you may have problems. First, you probably have several bosses. In a sense all of your members are bosses, plus there are the volunteers some of whom head membership or marketing committees. Of course, they all have the direct phone number to your main boss, the Executive Director.

 

Also, most associations want more: more members; more sales; more people attending seminars; and more people at the convention. Guess what, this is your responsibility and did I mention that we are in the middle of a recession? Unfortunately, you don’t have a lot of tools to work with especially if you depend on mass marketing which is cold and impersonal and treats everyone the same.

 

This is where member-segmentation and target marketing can help. Let’s say your Executive Director wants a ten-percent increase in attendance at the next annual convention. Where is the growth going to come from? Try the following strategy.

 

Send everyone a notice about the convention (and be sure to mention the most exciting speakers and topics). Then target the people most likely to attend, and for those of you who use the YTheyJoin™ program this would be the Shapers and Relevant Participants. If you do not use the program, this could be those who attended in the past, possibly new members, and people living within 200 miles of the convention city. Send repeated announcements and any expensive color brochures to these people; just send postcards to the others. This type of targeted marketing will save you money and should also result in increased attendance. We know this because our clients have used this strategy with excellent results.

 

A good strategy for increasing membership is your member application. Take a good look at it. Is it cold and impersonal? Intimidating? Like a laundry list? You can change this by simply allowing a little white space where you ask the person to write about their professional needs and expectations. Better yet, include the YTheyJoin tagging form where they get 100 points to spend on your products and services, etc. to explain what is most important to them. We often get comments like “Thanks for asking!” And a check follows.

 

Do you have ways to get more members, more sales, etc? If you do not have ideas and good methods, your job may be at risk and a raise or promotion may not materialize. Member segmentation and target marketing can make you look like a star! For more info, call 703-772-5263.


 
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

     Yes, mass marketing is so 1990's. Spend spend/waste waste. You spend lots of money on mailings to random lists, assuming everyone is the same, to achieve maybe a two-percent response rate. Think of all the paper you sent that ended up in a trash can. Way over ninety-percent of the people you contacted rejected you and how can this be good for your association?

     Did you know there is a better way? Did you know there is a way to achieve high response rates? Did you know there is a way to save a lot of trees? And you can look like a star in the process!

     Sure, it is easy to sit back and send the same letter to everyone or have a vendor do this. If that is your nature, then you will not be interested in this blog. For those who are looking for a better way to serve members, to save money, to increase retention, and to make their jobs more interesting please read on.

     No, this is not about data mining that takes a lot of time and money, is based on past behavior, and gives you little information about newer members. And this is not about membership surveys that go to a small random sample and the results remain anonymous.

     This is about target marketing and the best way to do this is to get to know your members--learn about their professional needs--and record this information in their member record. Want to sell books? Go to those who say they are interested in your publications. Need help with legislative affairs? Go to those who say they are interested in grassroots efforts. Want to staff committees? Go to those who say they are ready to serve.

     I can hear you now! "My database is a mess!" "My to-do list is very long right now!"

     Hey, target marketing as I describe it can go into any database and the time involved is small. As a matter of fact, it will save you time overall. Target marketing takes three steps and I will describe them in my next blog article.

 

 


 

 

 
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