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

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

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


Why do they join? What makes them tick? How do you communicate with them effectively? What will they do for the assn? Need some members to contact legislators or volunteer in the community? Just ask the Altruistic members!


Altruistics join because they believe in your mission and values. This could include: having a voice in Washington or locally that speaks for your profession; standing up for those you serve; or if multi-disciplinary, bringing together diverse groups of people. 


Letters or appeals to Altruistics should emphasize good works, serving the public interest, and how your assn provides members with a legislative voice. If your assn has a Foundation, Altruistics want to know how you “made a difference.”


Altruistics are a critical part of your assn and it is vitally important that proposed legislation be watched because one new law or regulation can have severe consequences for your members’ profession or trade and their constituents.


Altruism itself conveys a deep level of commitment to the profession or trade. The challenge lies in transferring some of this commitment to the organization. Altruistics would be very interested in a Code of Ethics. At renewal time, tell Altruistics about different ways they can get involved. For example, your annual conference may include a food or book drive. Perhaps you have a mentoring or tutoring program. Write a renewal letter just for Altruistics showing how you met their needs in the past year and how you will continue doing so. These are called resonant statements.


People are complimented when you ask for their opinions and if you don't, someone else will! For more info about the YTheyJoin program, go to or call 703-772-5263 in the U.S. The program also includes a Workbook with marketing ideas for each category.




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Leah Baker
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