The YTheyJoin™ Workbook serves as a great reference as you implement this member segmentation and target marketing program. The Workbook contains an Introduction that explains the program, then a section that contains marketing ideas for each of the nine member types. It also shows you how to use the codes and while some people like to use all three digits in each code, many are happy just using the first digit. (Previous blog articles explain the codes).

The Workbook also has three appendices that contain the following info.

Appendix A: Samples of targeted letters for member renewal. There is one letter for each of the nine YTheyJoin member categories (Mailboxers, Relevant Participants, Shapers, CompShoppers, Cognoscenti, Boosters, Altruistics, Doubters, and Non-Relevants). Rather than mailing the same renewal letters to everyone, this program allows you to tailor the letters to individual needs. These letters are followed by samples of targeted meeting letters that were designed by a client of YTheyJoin to promote their annual meeting.

Appendix B: Tie-breaking strategy that we sometimes use to assign the 3-digit codes. For example, if Mr. Smith gives 50 points to one service and 50 points to another service, we refer to the tie-breaking strategy.

Appendix C: List of all the possible 3-digit codes. Note that each association has a unique mix of YTheyJoin member categories (as shown in their YTheyJoin Pie Chart) and just a few 3-digit codes will dominate your association. Use this list as a guide when selecting which members get which marketing strategy and to communicate with your IT Department.

For more info please e-mail AllegianceResearch@gmail.com