Give members reasons to continue supporting your nonprofit

Reliable income streams are worth their weight in gold. Unfortunately, these days some people may be feeling some economic uncertainty and think twice about renewing their memberships or continuing to make automatic monthly donations. If you’ve noticed declining membership and donor rolls, it’s time to act and give these stakeholders new reasons to support your mission and programming.

What do they want?

Think about what your nonprofit offers that members or supporters need, want or expect. For example, nonprofit associations generally provide educational programs, networking opportunities, research, discounts or credentials. Other charities might provide donors with programs, exclusive invitations, small thank-you gifts and the satisfaction of supporting a good cause. However, the only way you’ll really know is if you ask them.

Accomplish this through formal surveys, focus groups and online polls, as well as by asking your members and donors when you talk with them. How are you meeting their needs? What do they want that you’re not providing? Such expectations aren’t static, and a lot has changed in recent years. So check in with members and supporters regularly.

What do you offer?

Providing the right offerings is important. But you also must emphasize your organization’s value proposition. This is the unique experience your members have when they interact with your association or charity.

Try making an emotional appeal that taps into the intangibles of being part of your group. Depending on your mission, you might tout the value of individuals banding together to create a powerful voice for change, the chance to help improve conditions in your community, or the ability to network with local or industry leaders.

Personalizing your approach

In general, those who are deeply involved will stick with your organization. Create as many avenues as you can for them to participate, for example, as board and committee members, event volunteers, or newsletter contributors. Treat members as individuals whenever possible. Always address correspondence to them specifically (never to “member at large” or “donor”) and consider offering them personalized content when they visit your website.

Also make sure that it’s easy to renew membership or update credit card information on your website. If you don’t already, offer multiyear membership as a convenience or at a discounted rate.

And don’t forget about your social media channels. Give members reasons to follow you by regularly posting news, event photos and other engaging material. If your group is top of mind, members and supporters will find it harder to abandon you.

Finally, don’t avoid financial realities. Acknowledge that you understand some members may face cash crunches. If possible, you might want to discount your membership fees or offer other incentives to encourage membership renewals and recurring donations.

Take action

If your nonprofit is experiencing a revenue decline, it’s time to take action and determine new ways to attract lasting support. Contact us for help.

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