tag:blogger.com,1999:blog-8701810422851568415.post1764848052458078547..comments2024-03-26T14:10:34.668-04:00Comments on Membership Marketing Blog: One Thing I Do Not Like about DTJTony Rossellhttp://www.blogger.com/profile/05288238496792646049noreply@blogger.comBlogger6125tag:blogger.com,1999:blog-8701810422851568415.post-75908102637573965392007-11-08T16:09:00.000-05:002007-11-08T16:09:00.000-05:00Matt -- As always good points. The reason I raise...Matt -- As always good points. The reason I raised the issue is that if someone just read DTJ and then tried to write a membership promotion, they might have it sound like a fund raising appeal. As I mentioned on Ben's blog, joining reminds me of going to church. Many people join a church for what it will do for them and their family. However, their commitment changes over time to the mission of the church and what they can do for others. I go back to the point that DTJ is the decision to join, not the decision to renew. TonyTony Rossellhttps://www.blogger.com/profile/05288238496792646049noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-69153389906607970582007-11-08T00:43:00.000-05:002007-11-08T00:43:00.000-05:00Good points all the way around. I would like to s...Good points all the way around. I would like to see the DTJ stats cross-tabbed about the answers you pointed out with whether they pay for the membership themselves or their company pays for it. I would be willing to bet that if the company pays, you are only talking value (cold, hard ROI). Plus, the question is a little tainted anyway. Who would say they don't join for the good of the order? The question might have better data if it asked folks to weight the reasons. Steve Rauchenecker and I just talked about asking actionable questions in our Membership session in The Hats You Wear. <BR/><BR/>Long story short, I think Greg hits the nail on the head:<BR/>"the DTJ finding isn't about ignoring the cost benefit equation, it is about NOT ignoring the ego/heart appeal."Matt Baehrhttps://www.blogger.com/profile/01261516528674311768noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-36813476271853830392007-11-07T13:49:00.000-05:002007-11-07T13:49:00.000-05:00Ben -- Thanks for the follow up post on your blog ...Ben -- Thanks for the follow up post on your blog related to this topic. As you mentioned, I will try and share some real stats with you and others. TonyTony Rossellhttps://www.blogger.com/profile/05288238496792646049noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-6002991253331082142007-11-07T13:48:00.000-05:002007-11-07T13:48:00.000-05:00Greg -- Good points as always. I think people ver...Greg -- Good points as always. I think people very well may stay for a sense of purpose, but I do not think that they initialy join for that reason. For example, I joined the church I attend initially because of what it would do to help me an my family. I now particpate much more because of how I can be of help to others. TonyTony Rossellhttps://www.blogger.com/profile/05288238496792646049noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-90646620476726168072007-11-07T11:16:00.000-05:002007-11-07T11:16:00.000-05:00I agree with you. And I agree with DTJ. My fence-s...I agree with you. And I agree with DTJ. <A HREF="http://caeexam.blogspot.com/2007/11/key-dtj-finding-questioned.html" REL="nofollow">My fence-sitting thoughts on the matter</A>.Ben Martin, CAEhttps://www.blogger.com/profile/15458543500102665114noreply@blogger.comtag:blogger.com,1999:blog-8701810422851568415.post-71158714372658589302007-11-07T10:12:00.000-05:002007-11-07T10:12:00.000-05:00Great post Tony! You raise some very good points. ...Great post Tony! You raise some very good points. For me, what the DTJ results point to is that you can't just sell membership on the ROI of what's in it for me. I beleive that there has been a rush to do this and that over time, many associations end up commoditizing their value. For me, it comes down to a simple statement that I believe to be true..."Winners want to be with other winners!" Assoications are about community, not things and I believe truly healthy, sustainable assoications are the ones that find the eefective balance between the "things they do and give" and the sense of purpose and worth provided to members for being part of a unique select community. All too oftern, over the past ten yeats, I believe membership folks have forgotten how important the call to the ego and the heart is. It is intersting to note, that corp America is investing millions of dollars in new mothods to help create an emotional/personal connection to a brand or product. This connection is present from the very beginning in associations and many of us have ignored it. Again, for me, the DTJ finding isn't about ignoring the cost benefit equation, it is about NOT ignoring the ego/heart appeal.Greg Finehttps://www.blogger.com/profile/16648867853648957646noreply@blogger.com