Four Ways to Revitalize Nonprofit Memberships
For many nonprofits, memberships are a critical component. Members provide much needed support and often funding to pay for programs and outreach. Membership sign ups can be hard to come by– especially in a market where every website, group and organization seems to be vying for members. While people want to support the causes they believe in, they typically choose a few and stick with them. Your membership acquisition plan must have elements that illustrate what sets you apart from your competition. Here are a few ideas to get you started.
Offer Your Members Something Special
Members are your most loyal supporters. Why not show them some appreciation? Give them a unique and memorable gift for becoming a member. It could be as simple as a t-shirt or a jacket consistent with your brand. You could also host an annual member’s dinner. It doesn't have to be incredibly upscale, but make sure to plan it with consideration. An exclusive night out carries the sentiment that your members are a valuable part of your organization.
Make Them Think
Understanding the story behind your mission will motivate people to take action. Provide your members with specially curated content, focusing on your cause. Include ideas on how they can help, share success stories and small wins. An exclusive “members only” newsletter is the easiest way to distribute information. Using an email service like Mail Chimp,will keep your cost to a minimum.
Another way to inform your members on what's happening in your space is to plan a trip to a conference that focuses on your cause. Give your members a comprehensive look at the latest information, trends and stories. The knowledge they gain could initiate more support or, at the very least, motivate them to spread the word. The more “hyped” they are about your organization’s work, the more likely it is they will share with those they influence.
Encourage Peer Recommendations
Why not create a membership ambassador program? If your current members believe in the work you're doing, why wouldn't they want to evangelize it. People trust their friends and personal contacts more than any other source and word of mouth is proven to be the most effective way to increase participation. Social networking sites and groups provide tools for your ambassadors to spread the word and easily invite others to join in. It's also another way to quickly distribute information and receive feedback.
Give Them a Voice
Get the conversation started. Letting your members provide input and share ideas will give them ownership in your mission. Allow them to recommend and elect board members, present them with a small list of potential projects and let them vote on which project matters most to them. Voting as a privilege of membership, makes supporters feel like they are a part of your story.
No matter what approach you take, make sure your supporters feel like membership is worth it by setting them apart. When supporters feel like they're part of the solution, there is no end to how far they'll go to be successful.
Frequently asked questionsHow can a nonprofit revitalize its memberships?
Focus on making membership feel worth it. The four moves in this post are giving members something special, sharing exclusive content that connects them to your cause, encouraging peer recommendations through an ambassador program, and giving members a voice in decisions. Each one signals that members are a valued part of your story, not just a line on a donor list.
What kinds of perks make membership feel special?
A perk does not have to be fancy to feel meaningful. A branded t-shirt or jacket, a thoughtfully planned annual members dinner, or a members-only newsletter all work. The point is exclusivity, giving members something that non-members do not get so they feel appreciated.
Do member perks have to be expensive?
No. The post points to simple, low-cost options like a t-shirt and a members dinner planned with care rather than upscale spending. Curated content and a members-only newsletter cost little to produce, especially when you send them through software you already use. What members notice is the thought, not the price tag.
How does a member ambassador program help recruit new members?
People trust their friends and personal contacts more than any other source, and word of mouth is one of the most effective ways to grow participation. An ambassador program gives your most enthusiastic members the tools to invite others and share your work across their own networks. It also gives you a fast channel for spreading news and gathering feedback.
How do you keep members engaged after they join?
Keep feeding their connection to the mission. Send specially curated, members-only content with success stories, small wins, and clear ways to help. Some organizations also sponsor a trip to a conference in their field so members learn the latest trends and come back energized to spread the word.
Why should members have a voice in the organization?
Letting members weigh in gives them ownership in your mission. Invite them to recommend or elect board members, or hand them a short list of potential projects and let them vote on which one matters most. Treating a vote as a privilege of membership makes supporters feel like part of your story, which keeps them invested.