A
Smart Database
Every database that contains member
info should have more than name, address, and basic
demographics. It should also tell you the
member's needs and expectations, and it should do this
simply and elegantly. That's the reason for the
YTheyJoin Smart Database.
The YTheyJoin Smart Database is
dynamic and enables you to bring it alive in many ways:
 | Find the members who are willing
to teach seminars, write articles, give speeches
|
| Find the members who will
mobilize quickly when potential legislation
impacts your organization
|
| Find the members who will staff
committees or start a new chapter
|
| Find the members who are most
likely to attend meetings and seminars
|
| Find the members who are most
likely to recruit new members
|
| Design targeted renewal letters
(especially important for first-year members)
|
| Design targeted services and
products
|
YTheyJoin starts with a one-page
form that goes to every member to complete. The form
is a fixed-sum preference scale that lists several
services provided by your association, and the member
spends 100 points to explain his or her most important
needs and expectations. The process is very simple for
the respondent and usually takes just a few minutes.
The form can be a dedicated mailing, part of your
member or renewal application, part of your
welcome-aboard packet, in your magazine or newsletter,
posted on your web site, or any other methods you may
like.
YTheyJoin reviews all the completed
forms and based on their answers a 3-digit marketing
code (member type) is assigned to each member. Then
the association enters the codes into its membership
database, much like entering a zip codeŽ. YTheyJoin
never has a copy of your database or access to it.
The code that each person receives
tells their: primary member type; strength of that
category; and secondary member type. For example, John
Smith may be a "267" which means
"Relevant Participant-60 Points-Altruistic."
Here are some other examples.
156 means "Mailboxer-50
points-Booster"
382 means "Shaper-80
points-Relevant Participant"
744 means "Altruistic-40
points-CompShopper"
In addition to the codes, YTheyJoin also provides you with a
Workbook that describes each member type in detail,
has marketing ideas and resonant statements for each
member type, and has a list
of all the 3-digit codes.
(Note-The YTheyJoin survey form and
the Workbook are copyrighted.)
