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

My company has many resources available that are free of charge. For example, please see the list of fourteen Fact Sheets listed in the July 21st article in this blog.

 

We also have a PowerPoint presentation that explains the YTheyJoin™ program. This program describes nine types of association members based on their needs and motivations, how to identify them, and how to do target marketing. This methodology was developed by Dr. Dale Paulson several years ago and he is the sole provider. If you would like a copy of the presentation, or for Dr. Paulson to visit your office to discuss it, just send us an e-mail or call. There is no oblgiation.

 

Here are the nine types of association members.

 

Mailboxers

Relevant Participants

Shapers

CompShoppers

Cognoscenti

Boosters

Altruistics

Doubters

Non-Relevants

 

For more info, e-mail AllegianceResearch@gmail.com or call 703-772-5263 or visit the Web site at www.YTheyJoin.com (Please note that YTheyJoin and the nine member categories are trademarked by Dale Paulson.)


 
Posted By Leah Baker

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses two of them: Doubters™; and Non-Relevants™. (The other seven types were discussed in previous blog articles.)

 

Doubters are members who question membership for a variety of reasons. In an economic downturn, the problem could be dues. Other people are Doubters because they had a negative experience – perhaps they asked to be on a committee or to write an article and were ignored, or they had a problem with customer service. Some Doubters may be long-time members but they have a personality that always sees the glass as half empty rather than half full, and they carefully evaluate the information they receive from the association when deciding to renew. If you really want to understand Doubters, ask them to specify their concerns. Consider giving newly-unemployed members an extension on their membership and they may like a job bank.

 

Non-Relevants are members who have changed status and the association is no longer relevant. This could include changing jobs or professions, retirement, etc. If it is important to you to keep these members, consider a special category with reduced price such as “Retirees.” It is important to watch the percent of Non-Relevants from year to year since it may start increasing due to demographic changes that are looming such as Baby Boomers starting to retire. If they form a large part of your membership, you will need to find new, younger members. There may be other reasons that this category grows, such as major changes in your industry, and it is up to your organization to determine the reasons.

 

At renewal time consider sending Non-Relevants a postcard asking if they intend to renew and, if not, why. This serves two purposes: it provides valuable feedback as to why people do not renew; and it saves the cost of sending multiple renewal notices to people who do not want them.

 

To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit www.YTheyJoin.com You can also call directly 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them: CompShoppers™.

 

CompShoppers are members who compare your association to other sources of information, discounts, or benefits. Other sources may include competing organizations, the Internet, books or directories, etc. For example, some members join your association because they want discounts for attending meetings, or they want health insurance or insurance related to your profession.

 

CompShoppers are shopping around and may also be looking for an organization with lower dues or more local in nature. This group represents a warning to the association and they should be targeted in a special way. You can do this by knowing who or what the competition is, and by showing members that they get value for their money which can be done with a simple pie chart that shows how the money is spent and who benefits.

 

Your association should have a presence on the Internet and consider using Facebook or YouTube to establish a more personal relationship. For example, the Director of Meetings can put up a short video where they talk to speakers about their presentations at an upcoming conference. More and more members will want to communicate by Web via hand-held devices and some associations now twitter with these people – i.e. short, real-time messages.

 

The bottom line is you need every tool possible to target and keep members.

 

To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit www.YTheyJoin.com You can also call directly 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Mailboxers™. Why do they join? What makes them tick? How should you communicate with them effectively?

 

Mailboxers lack time or resources to interact in person with your assn but they value what they receive through the mail or computer. This may be your magazine, journal, newsletter, directory, books or tapes, web site, list serves, brochures, etc. They may also appreciate YouTube, Facebook or Twitter.

 

Mailboxers feel that the info they receive this way is good enough to justify continued membership. Letters or appeals to Mailboxers should include a recognition that “they are busy and that you can provide them with a unique and concise overview of information.”

 

Our research found that Mailboxers don't expect articles directly related to their interests in every issue of your magazine. Therefore, we recommend sending them an “Annual Index” of articles from the previous year to remind them that their needs are being met. And consider sending them a preview of articles for the upcoming year. They also like short versions of each article that is published in your magazine or journal.

 

Mailboxers are an excellent group for a list serve or other ways of networking on the Internet because it takes little time and strengthens the bonds to the association. Good ways to communicate with Mailboxers also include wikis, text messages, fast-track access to experts, distance learning, and short online surveys during the year to get feedback on topics that may arise.

 

A note of caution - the nature of the Mailbox relationship can be tenuous and it is important to target these members with something extra during the year. This can be extra communications, a discount coupon for a CD, a phone call, or a unique renewal letter highlighting how you met their needs during the past year.

 

To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit www.YTheyJoin.com You can also call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

 

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Shapers™.

 

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 serve on committees or start a chapter? Just ask Shapers!

 

Shapers join because they do, or want to, serve on the board or committees to shape policy. This can include serving as a volunteer leader, serving as a chapter leader, or recruiting new members. Shapers work very hard and will make contributions greater than their numbers suggest. If you would like some help at a convention be sure to contact the Shapers in that city. The Executive Director of one assn contacts Shapers in the various cities that she visits during the year.

 

Letters or appeals to Shapers should acknowledge their extra efforts or interest, and always include an opportunity to participate in the assn. It also helps to keep them informed of policy decisions.

 

Boards like to complete the tagging form so consider distributing it at the next board meeting and then summarize the results in a Board Pie Chart. The board is likely dominated by Shapers and when comparing their pie chart to the pie chart for members, they will see real differences. Boards tend to think that all members are like them but the pie charts show the differences.

 

The Pie Chart for members may show an assn dominated by Relevant Participants and Altruistics, or by Cognoscenti and Mailboxers, or other combinations. Every assn has a unique profile. The pie chart for members will help the board set priorities, allocate resources, and drive strategic planning. In a nutshell, they will see the assn in a new light.

 

For more info go to www.YTheyJoin.com or call 703-772-5263 in the U.S.


 


 
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