Do you know why each member joined your association? Are you speaking to your members in language that hits their hot buttons? If not, you may lose them to an association that does.

Not a pleasant prospect, but that's the truth of the matter. In the association business we have to move away from looking at our members as a single group and start focusing on multiple segments where each group has its own particular interests and concerns. All our marketing counterparts in the for-profit world are doing it. If we don't follow suit, we'll be left in the dust.

Let's start off by looking at an example in private industry to see how segmenting works. Think about cell phone users. "Watering down" your message to appeal to a wide variety of their motivations and interests doesn't make good sense. A couple of segments - One type of cell phone users is primarily motivated by safety - these folks are risk averse. They probably bought their cell phones to use mostly in case of emergencies. In contrast, another segment is motivated by communicating - they want to stay in touch with friends and family wherever they are.

You can see how different messages would reinforce each group's decision to use their cell phones. With the "risk averse users", you might provide a listing of emergency phone numbers and examples of other customers who've used their phones for safety. And you might want to ask for referrals based on other family members who "need protection." With the "communicators" you might want to stress how all the "down time" in our lives (like waiting for ever in the dermatologist's office) is a great opportunity to use a cell phone to "catch up" with people we haven't talked to in years. The point is there are endless ideas for communication and marketing activities that would best resonate with each group.

What about your world? How can you take advantage of segmentation? First ask yourself, "What are some of the major segments my members probably fall into?" You and your staff can ask a small sample of your members - "Why do you pay your dues each year?" "What do they need and expect from membership in your association?"

Once you have a list of 5 to 15 or so reasons, you can start to create segments-ending up with around 8 to 10. For example, you might have some members who join simply to network and move ahead in their careers. Others may join because they believe in your "cause" and feel it's the right thing to do. Still others may join to help "make things happen" within your organization or to attend meetings and connect with other people in the industry.

Once you determine segments (also known as clusters), you need to classify each member as fitting into one or more of the clusters. One option for assigning people to segments is to create a simple survey that asks questions to help determine what each member wants from your association. You can also look at data that you already have on them. For example, if you know who has attended a meeting or who has ordered educational books, you can use this data to segment.

If you tag members as part of specific groups and stop there, you won't realize any value. The real key is using the information on a regular and consistent basis to strengthen the member-association relationship. You can send targeted messages to each segment when you acknowledge their initial membership, when you send the announcements of upcoming events, and when you solicit renewals - all with messages and phrases that will resonate with each group. By highlighting the key benefits each group most desires, you reinforce and grow your relationship with them.

Concerned about the cost of segmentation? You may spend LESS on production costs. For example, if you're promoting an annual meeting, you can send the most expensive brochures to those most likely to attend (based on their segment) and send a less expensive invite to others.

With the web, you could easily provide each segment with a customized view of your association which would address the most relevant needs of that member. Those members interested in meetings, might be directed to a "get involved" web page.

As industry has proven over the years, you will see an increase in retention and loyalty by speaking to each member in their "language." And the costs associated with segmentation will be more than offset by increased membership retention.