Information pack for prospective members
Your promotional materials should be tailored to your target markets. Don’t produce a brochure for the sake of having a brochure. Decide its purpose and target market then work from there.
The right information kit will vary between associations. Some associations produce hard copy membership kits, others email their kit and some provide their membership kit on a USB key or on a CD. Regardless of the medium, your sales materials should focus on the value, rather than the features, of membership.
If printing a membership kit, for some associations an A4 flyer will be more than enough. For others, a comprehensive kit will be more appropriate. To find out what is right for you, you will need to do the same as for any direct mail piece - test, test, test and test again.
As your information kit is one of your most important pieces of collateral it is reasonable to invest a significant amount of time and effort to ensure that it works as hard as possible. Your information kit should be:
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Targeted - Your information kit should be target to the different segments of your market and emphasise the specific value proposition for each.
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Personalised - Personalise kits as much as possible. If someone has taken the time to request a kit it is important to take the time to personalise your reply.
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Issued promptly - Information kits should be issued on the same day that the request comes in. That promptness will create a good impression on the prospect.
An information kit is a highly targeted direct mail piece. Avoid the temptation to “get rid of old brochures” hanging around the office. Each piece of your kit should be carefully considered and contribute to a single, compelling message … “Join Us”. Your prospective member kit should very specifically convey the “join us” message. If posting a hard copy kit, a traditional information kit generally includes the following items:
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A personalised letter that talks about the value of membership (targeted to the recipient)
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A copy of your hardcopy publication
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Lift letter (a personal letter from a member encouraging them to join)
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Buck slip (special offer flyer)
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Application form
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Reply paid envelope
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Letter to the employer - If the membership is generally paid by the employer then consider also including a letter outlining the benefit to the employer of having their staff members join your association. You may end up picking up more than one member from it!
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