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 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, Relevant Participants™. Why do they join? What makes them tick? How should you communicate with them effectively?

 

Relevant Participants are the members who like face-to-face interaction with your organization and they tend to go to meetings for education or networking purposes. These can include your national conference, other seminars, or chapter meetings. If you have an Expo, motivations also include the opportunity for buying or selling.

 

Letters or appeals to Relevant Participants should include a recognition that they judge your association by the quality of meetings that they attend. Send all Relevant Participants an annual calendar of meetings. The home page of your Web site should have a prominent place that clearly shows when and where the next annual meeting is, and a place to click for other upcoming meetings.

 

Use target marketing when planning annual meetings. This means that you send one or two meeting announcements to everyone, then multiple meeting announcements just to Relevant Participants and Shapers. Some organizations send a postcard to everyone that directs them to the Web site for info, and then send the expensive color brochures just to the categories most likely to attend.

 

Relevant Participants have the potential for developing close ties to your association by the very nature of personal interaction. Target this potential in Relevant Participants by asking them to specify topics of interest and preferred formats for meetings. Ask if they can help out at a national or local meeting. Consider a coupon that offers a discount on the price of a meeting and include this with their member renewal letter.

 

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


 


 
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