Data and Text Mining Using Your Data to Drive Membership Development

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Data and Text Mining Using Your Data to Drive
Membership Development

• George Breeden, CAE
• Director, Not-for-Profit Services, RSM McGladrey

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Some Common Sense Essentials

• Understand your membership and market
• Identify ways to pre-segment your data before
  attempting analysis
• Validate the quality of your data
• Understand your organizations business goals,
  and align your research to these initiatives
• Start simple
• Try to avoid investigator bias

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Strategic Plan Elements

• Increase membership by 4
• Increase product sales by 5
• Increase member retention by 4
• Increase advertising sales by 5
• Increase exhibit sales by 4
• Identify future leaders
• Become the indispensable resource for the
  industry
• Conduct some industry project

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Data Quality

• How old is the data?
• Where did it come from?
• How often has it been reviewed it for currency or
  relevance?
• Can all data be trusted equally?
• What is the context in which the data was
  gathered?

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Data Segmentation One Model

• Allegiance Fulfilling the Promise of One-to-One
  Marketing for Associations
• Mailboxers Read the magazine and newsletters
• Relevant Participants Participate in education
  and conferences
• Shapers - Volunteers
• CompShoppers Consume products directly
• Cognoscenti Interested in peer networking
• Status Conscious - Affiliation
• Altruistics Support the mission
• Doubters Not really sure why they belong, but
  would like to
• Non-Relevants Probably shouldnt be members at
  all

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Develop Member Behavior Profiles

• Identify by member type (Allegiance category)
  what the life cycle for a member might look like
  by activity and longevity
• Products bought
• Meeting attendance
• Committee involvement
• Fundraising contributions
• Survey participation
• Networking activities
• Intellectual offerings

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Member Behavior Profiles

• By category, what is the typical involvement by
  year typically a bell curve
• Identify profile for when members are at risk,
  and ways to bring them back forward on the curve
  membership interventions
• Be realistic about what you can expect from the
  members

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Example profiling Simple Point System

• Annual conference 10 points
• Regional conference 5 points
• Publication purchase 3 points
• Committee involvement 20 points
• Write article 10 points
• Speak at an annual conference 15 points
• Speak at regional event 10 points

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Sample Matrix
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