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 or visit the Web site at or call 703-772-5263.

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Leah Baker
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