November 2018 – Rick Szilagyi, Principal
Growing the list of members in a membership organization, and increasing the list of donors for a charity, are paramount to long-term success. Let’s divide the topic into ongoing efforts and event-specific efforts.
Ongoing efforts to attract new members and donors include solicitations on all of an organization’s “routine” marketing instruments. Your website, social media, and periodic newsletters or broadcast emails can include the “ask” to join as a member of your organization, or to join the ranks of donors in the financial support of your organization’s mission.
Other ongoing efforts in a membership organization can include incentivizing members to join the board and Executive Director in recruiting new members. While it is a basic expectation of board members, non-board members of the organization can be motivated to assist, if that motivation doesn’t already exist intrinsically.
Event-specific efforts to build the list of members/donors can be tied to charity events, networking events, educational sessions, conferences, and trade shows. A dedicated membership drive or fundraising event are other forms of event-specific efforts. And, of course, a drive or fundraiser can be a separately-managed component of a different event.
While I want to remain brief here, targeting strategy is important. Experience has shown that key challenges faced within an industry, or a community occurrence, can increase the timeliness—and therefore the success—of the effort. And, the more laser-focused the organization can be on who is being solicited for support or membership, the greater the success. Once the audience is established, the message (script) can be developed, and efforts can be executed.
For more information:
10 Proven Ideas for a Successful Membership Drive
10 Creative Membership Drive Ideas That Will Rock Your Organization
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