If you are interested in:
… then this is what YTheyJoin will bring to your association.
YTheyJoin is the only member segmentation model that helps you better understand and respond to different member needs and motivations. It tells you how members want to interact with your association and the types of information they value. It is a unique tool that is specifically designed for membership associations that will help you improve your marketing and customer relationship management.
You simply use the special YTheyJoin tagging form to survey members to find out which category they belong to. You then target your marketing, services and messages accordingly to suit that particular members needs. The concept is simple, yet sophisticated. It has helped many associations get closer to fulfilling the promise of one-to-one marketing.
It is equally important to have a segmentation strategy for existing members.
Let me explain. People and organisations join for different reasons and with different expectations. The decision to renew every year will depend on how well you have met those needs.
If you ask members when they join what it is they primarily want from you, and code your database accordingly, you can then target different types of members and offer them what they most want. This will increase member satisfaction, increase retention and save you money because you won’t be sending them information anymore that they are not really interested in receiving.
A membership segmentation model that has been developed specifically for associations is called Allegiance®. It is based on interviews with over 200,000 members and asked them why they stay loyal and pay their subscription every year. Nine different types of member categories were found to exist.
For example, one category of member is called ‘Relevant Participant®’. These members primarily join because they want to network and attend events. So when you are sending out reminder notices about a forthcoming seminar,
these are the members who would value the reminder. However it would be wasteful to send reminders to your ‘MailboxTM’ category of members. Mailboxers are on average 4-5 times less likely to attend because they do not have the time and are primarily interested in receiving information from you through the post or via email. They would see the reminder as a waste of money. These people however would welcome summaries of material that you have sent out in the past and what is coming out in the future.
Allegiance tells you what communications to send out and what involvement opportunities to offer each of the nine member categories. There is also a workbook that gives you templates of various letters to use for each category so that the focus of the message is more appealing.
Many organisations send out far too much information that is of little interest to the recipient. Using a segmentation strategy for recruitment and retention will focus your resources wisely and prevent this from happening. This is smart membership marketing.
This article was published in Association Manager in December 2003
For more information on YTheyJoin in the UK and Europe call Sue Froggatt on 0870 7476 9185
TM Dale Paulson, Ph.D