Relationship Marketing Strategy and implementation

The customer market domain: Managing relationships with buyers 157

The membership, research also initiated many questions about the
methods previously used to market to the membership database. Little
attention had been paid to targeting information or communications by
activity or interest but had been directed towards the pyramid hierarchy
which was based on response to appeals and products.

Table 2.6.9 Recruitment of new members by category (%)

1990 1991 1992 1993 1994 1995 1996

Single 18.2 8.4 36.1 40.9 38.5 38.9 39.8

Joint 68.4 78.0 41.7 39.3 38.0 36.7 34.1

Family 4.4 3.9 7.5 10.5 12.4 15.7 13.3

Fellow 0.1 0.01 0.2 0.1 0.1 0.05 0.04

Life 0.3 0.01 0.2 0.1 0.1 0.05 0.04

Concessionary 8.5 9.3 11.5 5.4 4.2 3.0 2.1

Others* 0.1 0.38 2.8 3.7 6.7 5.6 10.62

*Others are mainly members who have lapsed in the past and are rejoining after an absence.

They are not strictly ‘new’ members but are classed under this category as they are not renew-

ing an existing membership.These figures are approximate.

Table 2.6.10 Recruitment of new members by category (000s)

1990 1991 1992 1993 1994 1995 1996

Single 17 886 8061 22 049 29 040 23 496 26 100 29 500

Joint 67 241 75 019 25 452 27 946 23 202 24 600 25 300

Family 4321 3788 4595 7485 7591 10 500 9900

Fellow 139 39 96 61 43 40 30

Life 279 152 110 55 50 40 30

Concessionary 8397 9024 6991 3830 2606 2000 1500

Others 780 2000 1800 2700 4200 4000 7800

Table 2.6.11 Retention of new members by

membership type

Type of membership Average % retention

Single 58

Joint 67

Family 61

Fellow 75

Concessionary 74