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

The YTheyJoin™ member types and related codes enable you to do much more powerful, sophisticated, and efficient marketing. It is targeted, personal, timely, and very cost effective. It tells the member, “We know what your specific needs are” and explains how you are meeting these needs and expectations. It also helps you deal with unexpected surprises that occasionally arise for an association whether it is public relations or proposed legislation, and it can also help you sell products. Here are some real-life success stories from associations that use YTheyJoin.

 

Finding Members – an assn decided to send renewal letters to lapsed members based on their YTheyJoin categories. For example, the letter to Relevant Participants emphasized upcoming meetings and speakers while the letter to Cognoscenti emphasized new publications. They got a positive return of 8% to 22% (rates varied by YTheyJoin member types) resulting in unexpected revenues of $23,000.

 

Averting Disaster by Mobilizing Quickly – a national assn needed to mobilize quickly to stop proposed state legislation at the committee level that would negatively impact its members. They did this by identifying all the Altruistics in that state who then contacted legislators and this coalition was successful in its mission. Now this network of Altruistics is managed by assn employees who regularly keep in touch and spur them to quick action when needed.

 

Board Relations  – The YTheyJoin pie chart is all it takes to show your board what the members are really about! It dramatically shows the unique distribution of member types in your assn. An assn dominated by Boosters and Altruistics is very different from an assn dominated by Mailboxers and Shapers. The board of one assn asked why conference attendance is usually 15% of members rather than 30% and the YTheyJoin pie chart revealed the answer. It showed that the member types most likely to attend were close to 15%. Mystery solved.

 

Read three more success stories in the next blog article!

 

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.


 

 

 
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Leah Baker
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