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

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

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

Here are three more success stories from the YTheyJoin™ program. This program identifies nine types of association members, codes them, and enables you to do target marketing that is personal, timely, and very cost-effective.

 

Conference Promotion – An assn wanted to spend money more effectively on conference promotion so they designed different letters and resonant statements for the various YTheyJoin categories. Then, extra mailings and color brochures were sent to the categories most likely to attend while postcards were sent to the categories least likely to attend. The savings from this strategy was over $30,000 and it also resulted in increased attendance.

 

Publications – YTheyJoin strategies can help you strengthen ties to the assn with the member types having loose ties such as Mailboxers. Here is an effective and simple strategy to remind Mailboxers that you are meeting their needs: at the end of the calendar year, send them an “Annual Index of Articles” that were in your magazine or a “Preview of Articles” for the upcoming year.

 

Flip the Message – An assn with physicians and nurses as members found that they had different YTheyJoin profiles. Physicians were dominated by Cognoscenti then Altruistics, while nurses were dominated by Altruistics then Cognoscenti. As a result of this finding, the assn wrote renewal letters to physicians that emphasized access to specialized info followed by helping patients; and they flipped this message for nurses. As a result of these targeted messages, member renewal rates increased. The assn also used this strategy to market publications to physicians and nurses and book sales increased.

 

There are many more good ideas in our YTheyJoin Workbook. For more info please e-mail AllegianceResearch@gmail.com or visit the Web site at www.YTheyJoin.com or 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

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.)


 


 
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