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

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 


 
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


 

 

 
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