YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Cognoscenti™.
Why do they join? How should you communicate with them effectively? What will they do for the assn? Need some writers or speakers? Just contact the Cognoscenti members!
Cognoscenti join because they want specialized info they believe they cannot get elsewhere. This includes your magazine, journal, newsletters, Web site, directories, library services, etc. Some may want to write, speak or teach. Unlike the Mailboxer type who wants quick and concise info, the Cognoscenti type takes the time to read and study.
Letters or appeals to Cognoscenti should include announcements of technical or scholarly studies sponsored by your assn. Emphasize the availability of up-to-date data and statistics, and consider asking for feedback to ensure they are receiving what they need. Examples include compensation surveys, trends analysis, sales or hiring statistics in their field, etc. If your assn provides certification programs many Cognoscenti members may be interested.
Cognoscenti are also resources. Ask if they would like to serve in a Speaker's Bureau, submit articles for publication, or teach seminars. If you publish specialized books, gather Cognoscenti members to discuss new ideas and some may submit book proposals. Are they aware that you may have research grants?
At renewal time ask what topics, leaders in the field, or types of studies interest them and consider sending a discount coupon for a publication. Write a renewal letter just for Cognoscenti showing how you met their needs during the past year and how you will continue doing so. These are called resonant statements.
People are always complimented when you ask for their opinions - - if you don't ask them, someone else will!
For more info about the program go to www.YTheyJoin.com or call 703-772-5263 in the U.S.