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The Membership Database
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'The Membership Database’ , the new book from data expert and regular AAE congress presenter Michael Collins, establishes the role of data in the association, providing an understanding of how it can be used to support and drive member acquisition and retention, generating engagement, managing advocacy and building profitable relationships.

Written in an easy-to-understand non-techy style it explains how data should be acquired, how data quality should be maintained and considers its role in implementing a CRM strategy.

Readers will benefit from a step-by-step introduction to some powerful analysis and modelling methods, with recommendations for applying insight in the achievement of the commercial objectives. 

Michael has more than thirty years’ experience of working with data in organisations in most business sectors. He helps his readers understand better by using creative explanations. For example, he applies a novel railway analogy for explaining how to establish member journeys, introduces the difference between active and passive advocacy and explores the power of enriching database analysis by fusing the outcome of purposefully structured member surveys.

The book is published in paperback by the Association of Association Executives.

Order your copy now!


“In my experience Michael is of a very rare breed: he is an established expert in his fields and … has a great understanding of how to help people get the best out of systems and data without being over complicated. A gem.” David Duncan (previously CTO of the Institution of Engineering and Technology and a Board member at IFIS)

Michael … is one of the top international experts in the field. Not only does he really know his stuff, but he is excellent at putting it across as well."  Charles Dennis (Professor of Consumer Behaviour at Middlesex University)

In a world of Johnny-come-latelies, Michael brings decades of experience to topics such as CRM, data-mining and business intelligence.”  Dr.Paul Jackson (Academic, trainer, consultant and management advisor)

About the author

Michael Collins is Managing Consultant at Database Marketing Counsel, a specialist consultancy providing advice and direction on developing data-driven CRM. He is a Chartered Marketer and a Fellow of the Institute of Direct and Digital Marketing and has taught database marketing and CRM at several London university business schools. With more than 30 years’ consultancy experience in providing direction on customer insight and building customer relationships he has worked with clients in most sectors especially membership organisations and charities. He can be contacted at

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