I don’t recall where I first heard the term, but I’ve been using the concept of “implied interest” since back in my days as a marketing director for a small association.
Put simply, implied interest is inferring interest about an individual based on their behavior with the association. For example, if an individual attends an event on the topic of medical devices, then that person has an implied interest in medical devices, without ever having to tell me that explicitly.
Of course, this is valuable for marketing and communications. In the example above, when trying to target a market for promoting an event or publication about medical devices, one set of individuals that I would select is those who have attended a past event about medical devices.
This is one of the strengths of a centralized data management system. When your association captures all of an individuals activities with the association (e.g., membership, donations, web browsing, newsletter subscriptions, phone calls, etc.), it is collecting a whole host of implied interest. And this implied interest can be used very effectively in marketing and communications.
“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”
“We came to Wes because we were very frustrated with our existing AMS and we wanted to improve our capabilities as soon as practicable. Wes very quickly helped us through a process of identifying our needs, identifying potential vendors, and selecting a new system that we’ll be able to move into very quickly. I especially appreciated Wes’s candor about our processes as well as the systems we were looking at. He was a great resource to have in a period of high anxiety for our organization. I would highly recommend Wes for any similar project.”
Mary Pat Paris, Executive Director
International Registration Plan
“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”
Tim Wilson, Executive Director
Western Arts Alliance