Before you send out your next direct mail membership campaign, freshen up and expand your mailing list...by tapping some of these resources.
1. Look for trade
publications
Many publications will sell their lists directly, or through a large
mailing list company. In addition to publications that are specific
to your members' profession, look for closely related categories. For
example, if your members are chemists, look for chemical engineering,
plastics, or petroleum engineering publications.
2. Try related interest organizations and publications
What kinds of other interests are your members likely to have? Packaging
executives may belong to recycling organizations. Chemists might subscribe
to general science magazines. Bankers probably get general financial
publications. Survey your members to find the most commonly related
sources for names.
3. Approach colleges for alumni lists
Are most of your members agronomists? See if the agricultural colleges
will sell an alumni list. Try medical schools if you're a physicians'
association.
4. Be a sponsor at other trade shows
Become a sponsor at a trade show that your potential members are likely
to attend, or have one of your members do it. (Even if it's a competitor
organization's show!) Usually one of the benefits of sponsorship is
a mailing list of all show attendees.
5. Get company names from member companies
They do business with other companies who would probably like to make
contacts with similar businesses. What better way than joining your
organization?
6. Ask your current members for names
Enhance your in-house prospect list. Encourage members to send in the
names of likely candidates.
7. Revitalize your current list
Send a questionnaire to prospects who have been on your mailing list
for over two years to find out why they haven't joined. Include a special
last-chance offer.
8. Always test your new lists
Even the most targeted lists can turn out to be disappointing. Test
any new list with a limited mailing to a section of the names. From
your response rate, you'll be able to tell if it's worth expanding to
other parts of the list, before you invest any more in printing and
mailing costs.
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To learn about how O'Connell Meier can generate bright ideas and boost sales for your orgainzation, give Rich Meier a call at 703.739.2266 or send us an e-mail. For a preview of the sales-boosting techniques we use, visit the association section of our bright idea generator. And for an overview of our company, our experience, and our creative and marketing services visit the About OM section. |
