Don’t Ask … Don’t Get

“For instance, we’ve done surveys where we’ve been able to look at how the person joined initially and what their most important benefit of membership is and why they joined in the first place. And we can divide those people out and say, ‘OK, here is the altruistic group who joined to support the institution, and here is the group who joined because it’s a good deal.’ So you can target your messages according to who you know your members are.”