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