Posted By Leah Baker

If you are in charge of membership or marketing you may have problems. First, you probably have several bosses. In a sense all of your members are bosses, plus there are the volunteers some of whom head membership or marketing committees. Of course, they all have the direct phone number to your main boss, the Executive Director.

 

Also, most associations want more: more members; more sales; more people attending seminars; and more people at the convention. Guess what, this is your responsibility and did I mention that we are in the middle of a recession? Unfortunately, you don’t have a lot of tools to work with especially if you depend on mass marketing which is cold and impersonal and treats everyone the same.

 

This is where member-segmentation and target marketing can help. Let’s say your Executive Director wants a ten-percent increase in attendance at the next annual convention. Where is the growth going to come from? Try the following strategy.

 

Send everyone a notice about the convention (and be sure to mention the most exciting speakers and topics). Then target the people most likely to attend, and for those of you who use the YTheyJoin™ program this would be the Shapers and Relevant Participants. If you do not use the program, this could be those who attended in the past, possibly new members, and people living within 200 miles of the convention city. Send repeated announcements and any expensive color brochures to these people; just send postcards to the others. This type of targeted marketing will save you money and should also result in increased attendance. We know this because our clients have used this strategy with excellent results.

 

A good strategy for increasing membership is your member application. Take a good look at it. Is it cold and impersonal? Intimidating? Like a laundry list? You can change this by simply allowing a little white space where you ask the person to write about their professional needs and expectations. Better yet, include the YTheyJoin tagging form where they get 100 points to spend on your products and services, etc. to explain what is most important to them. We often get comments like “Thanks for asking!” And a check follows.

 

Do you have ways to get more members, more sales, etc? If you do not have ideas and good methods, your job may be at risk and a raise or promotion may not materialize. Member segmentation and target marketing can make you look like a star! For more info, call 703-772-5263.


 
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Leah Baker
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