Many
nonprofits heavily depend on donations. The easiest way to increase donor
loyalty and to keep donations recurring is to implement a membership program.
However, creating enough incentive for supporters to pay for a membership may
be daunting. The following tips will help you
amp up your membership program to
be more attractive to your supporters.
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| Offering small gifts with memberships will keep your donors loyal. |
Start with the basics and build
up
Before
you can create an extravagant membership program with plenty of perks, you need to first create the basics
of what a membership to your organization entails. The most important aspects
to consider are how long the membership will last, whether
it is meant for individual or family use and how much the membership will cost
the supporter. Once the basics have been decided, more exciting details can be
planned. However, the actual memberships also need to start with the basics and
build up. The membership program should have multiple options available, with
the benefits growing with the donation amount.
Minimum
package level must-haves
This package should start with free admission
if your organization (such as a zoo, park or museum) charges guest visits. This
will be the best way to get a supporter to continually frequent your
organization. The more they interact with what they are supporting, the more
important they will view the cause. Chances are, their visits will bring in
other guests as well. Since you are encouraging them to visit more often, the
membership should also include discounts towards anything else that the venue charges.
For example, a percentage off at the gift shop and/or classes or programs
offered by the venue. For the minimum membership level, this discount should be
around 10-15%.
If your supporter cares enough about your
organization or cause to become a member, chances are they will want to be kept
up-to-date. Add them to your mail or email newsletter list. It is important
that your members are kept in the loop so they know exactly what their support
is doing for their cause. If they don’t know what happens with their money,
what is the point of their donation? This communication is also a great way for
your members to feel connected and truly a part of the organization. When they
can tell they are making a difference, they are more likely to stay involved.
Mid-level
packages
Mid-level packages should contain everything
the minimum-level package does, but with additional benefits. Start by raising
any discount prices another 5-10% and include extra communication from the
organization. Sending a different picture each month from your venue with a
statistic or piece of trivia could go a long way. For example, a zoo could send
a picture or postcard of a different exhibit with a fact about the animals
living in it. Another option to include in mid-level packages is member-only
invites. This could be as formal or casual as fits your organization, from a formal
dinner to an outdoor concert to private walking tours. An animal activist may
want to get a “meet and greet” to see the animals that their money helped
rescue, while a nature enthusiast may appreciate an outdoor concert at the
community garden that their donations helped flourish.
Top-level packages
Like the
mid-level membership packages, the top-level packages should offer everything
the previous packages do, with even more benefits. Discount levels should be
raised to a significant amount and extra “freebies” should be offered. At this
point, their membership offers should really leave an impression on them. For interactive
venues such as museums or zoos, free admission to similar or partner venues
around the country could be offered. This is also a good opportunity to send gifts
that will really resonate with the member. For example, venue stickers and
coloring books could be sent to family memberships. Millennials often appreciate
t-shirts and printed or embossed silicone bracelets from their cause. A nature
enthusiast may also appreciate seeds or seedlings to plant from an arbor society
or botanical garden, while animal supporters may enjoy the chance to name new
animals in zoos or shelters.
