Not all members are the right members for everything your association does. You may be thinking, that is right, we have a new-to-the-profession academy, and that is not suitable for long-time members. Or we have a small business group that large business owners would not enjoy. Or we have the academics forum, which is not oriented for our industry members.
While the examples above focus on demographic differentiation, your members can also be divided into groups by mindset. The various predominant mindset groups vary by association, but, some popular ones are:
- Life-long learners
You cannot generally sort your database by these groups. It may be hard to categorize individuals into a mindset group using a poll or survey. Members won’t necessarily respond well to being labeled by their group (think dabblers, lurkers, or laggards). So why do mindset groups matter to associations?
Your members’ mindset matters because it informs who you are serving. With a particular group in mind, you can develop an amazingly valuable benefit. You can grab your member’s attention by using the right words and phrases in your promotions.
Innovators are a lot different than laggards. Experts are a lot different than dabblers.
Engage more when you target the right member mindset.