3 Ways to Build A Solid Membership Program

Fundraising membership programs are exciting ways to engage both donors and prospect lists. The idea of membership – based upon inclusion and the perceived sense of a deeper level of support – intrigues supporters and makes them want to jump at the opportunity. And this is not only perceived value: the organization should be offering true benefits of membership. Organizations can provide compelling things that supporters genuinely want, at a reasonable cost that keeps acquisition metrics in check.

1. Offer Incentives. Everyone likes something, whether that is a physical premium, the exclusivity of being an insider, the honor of an invitation, or access to information. Think about your audience and what might be considered meaningful to them. If you are an advocacy organization, is it access to insider information on what your org is planning? If your mission is conservation, maybe it’s access to organization-curated photography. If you’re an arts institution, maybe it’s a membership card (printable or digital) to display. Have a store, physical or digital? How about a discount? We could do this all day but the point is that incentives can be low-cost to you and highly motivating to potential members.
2. Invite Everyone. Donors, lapsed, prospects, everyone. Everyone is a potential new member of your membership program. That’s why membership programs are so exciting – they offer clear and distinct entry points for supporters at all levels. Supporters want to feel appreciated, prospects want a reason to give, lapsed donors want a reason to give again. I mean, they’re still on your list, right? They haven’t unsubscribed. Segment your list (which you’ve already done) and speak directly to each unique audience.
3. Think About Next Year Now. You’re going to invest time and effort into building this program now. The audience, the incentive, the messaging, the email copy and design, the forms, the fulfillment, the backend. Whew. Now, most memberships last a year. You could offer the checkbox when signing up to renew next year automatically. You could also set up email marketing automations so that nine months after signing up, a member will receive automatic emails about their soon-to-expire membership and would they like to renew now? You’ll probably want to tweak this copy over time (global situations, organizational shifts, incentive updates, etc.), but by thinking it out now as part of your overall membership program planning, you’ll avoid headaches later along the calendar.
4. Bonus Thought: Consider grandfathering in mid-level donors, or high-end low-dollar donors, or sustainers. These are ways to build a strong base quickly, to build affinity right from the start.

Not everyone thinks that membership programs are for them. Some organizations may feel that membership programs aren’t worth it for their constituency; maybe they skew older, or more conservative, or it just doesn’t fit their branding. And that’s okay – it’s not for everyone, by choice or by environment.

But too many organizations rule out a membership strategy without real consideration. Memberships can be exciting, can drive growth, and can transform into a source of regular sustained revenue through annual campaigns and renewals. Take some time to think about how it could fit you. It might fit surprisingly well.

Would you like to brainstorm on membership strategies for your organization? Contact us!