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

I would like to introduce you to YTheyJoin™, the original member-segmentation and target-marketing program for associations. We identify and code nine types of members including Cognoscenti, Altruistics, and Boosters.

 

The categories are based on member needs and expectations which takes you beyond traditional demographics. It starts with a one-page form that each member completes (distribute 100 points among your various services and products), and based on their answers we assign a 3-digit code to each. Then your organization enters the codes into its member database and now you know what each member wants!

 

The program is very simple to implement. There is no software to buy or manual to learn.

 

YTheyJoin can pinpoint your efforts with more efficiency and accuracy. Want members to serve on a committee? Contact Shapers. Want members to write or buy publications? Contact Cognoscenti. Want members to sign up for certification programs? Contact Boosters. Want to learn more about the members most likely to attend meetings? Contact Relevant Participants. Want members to write legislators? Contact Altruistics.

 

The program also includes a Workbook that has marketing and communications ideas for each of the nine segments – For example, why write the same renewal letter to all members? We show how to customize the letters for each segment so as to maximize response rates. There are numerous ways you can make this information work for you so you become pro-active rather than re-active.

 

For more info go to www.YTheyJoin.com or call 703-772-5263.


 
Posted By Leah Baker

We are often asked, “What are the YTheyJoin profiles of various associations?” YTheyJoin™ identifies nine types of members based on their professional needs and motivations. Each association has a unique mix and an organization dominated by Relevant Participants and Shapers is very different from one dominated by Altruistics and Boosters. After doing the research, we give each association a pie chart to show their mix and here are the top three categories for three national associations.

 

An association of land developers:

Relevant Participants

Shapers

Altruistics

 

An association of doctors:

Cognoscenti

Altruistics

Relevant Participants

 

An association of nurses:

Altruistics

Boosters

Mailboxers

 

Some associations also like to break out a profile of full members and associate members, or national members and local chapters, and the differences can help you provide more effective services and spend money more efficiently.

 

Our program shows how to do target marketing based on the nine member types. For example, the first paragraph of renewal letters should change for each member type: a letter to Relevant Participants should emphasize meetings and speakers; while a letter to Cognoscenti should emphasize publications and opportunities to write.

 

Learn more at www.YTheyJoin.com or call us at 703-772-5362.


 
Posted By Leah Baker

Dr. Dale Paulson, President of Allegiance Research Group, finds that target marketing, even when using snail mail, can be fifteen times as effective as mass mailing, or more.

 

Recently, a large mass-mail company conducted a study of the effectiveness of mass marketing/direct mail to prospective members in the past three years and found the following: one to three mailings showed a response rate of 1%; four to seven mailings, 1%; and eight to ten mailings, less than 1%.

 

I suppose this demonstrates that assns should use less mass mailings but my question is “With such abysmally low response rates, why do mass mailings all?” It is marginally successful, wastes money, and turns off the large majority of people who receive the mailing and throw your brand into the trash basket.

 

Contrast this with a strategic, targeted mailing to lapsed members that Allegiance Research Group did for an assn. The members were considered lapsed after they failed to respond to four mass mailings by the assn. Then the assn asked us to apply our YTheyJoin™ system to this problem. Dr. Paulson invented this system to identify nine types of members based on their professional needs rather than traditional demographic categories. For example, Cognoscenti want specialized info not available elsewhere, and Altruistics believe in your mission and want a legislative voice. Then we write distinct renewal letters for each member type.

 

Fortunately, when these lapsed members belonged to the assn they had completed the YTheyJoin form where we identified their member-type. We used this info to write the letters and, after receiving one targeted letter, many of these lapsed members joined the assn again. Here are the results, and notice how much higher they are than the 1% results from mass marketing.

 

    Response Rates for Renewing Lapsed Members with Target Marketing

 

Shapers 23% renewed; Relevant Participants 20% renewed; Altruistics 13% renewed; Cognoscenti 12% renewed; Mailboxers 8% renewed; Boosters 6% renewed; and Other three categories 11% renewed.

 

Free Offer-If you want to see how this would work for your assn contact us and we will code 100 of your members at no charge. Call 703-772-5263 or e-mail AllegianceResearch@gmail.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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