As nonprofits grow and develop, they seek out new ways to fundraise and sustain their operations. Organizations find many different ways to accomplish this, but a frequently utilized and successful means to create sustainable fundraising is membership. When we examine the success of memberships in the for-profit economy, there are numerous successes. Streaming services like Netflix or Disney+ are enjoyed by so many people. Netflix has over 203 million subscribers around the world with nearly half them in the United States. They are enjoying the commitment, consistency, and convenience of a membership. Even grocery shopping has been turned upside down by memberships with Costco having 105 million members in the United States. These members enjoy the access and convenience provided by Costco. Furthermore, Americans enjoy having everyday toiletries delivered through subscriptions to sites like Dollar Shave Club or Quip. The point of all of this is that memberships are attracting consumers.

Nonprofits can take advantage of the same factors that make memberships successful for the for-profit sector in order to fundraise effectively. offering some benefits and inside access attracts the audience that is most excited and dedicated to your cause. Membership offers an opportunity to better engage and remain connected to this audience. Developing and maintaining a membership program can be daunting and requires much hard work. We are strong proponents of fundraising through memberships, so we want to offer four membership “must-haves.”

Tell the public why to join

This is how you bring the new members into your organization. You need to focus on what the membership will accomplish. Explaining this is a direct A to B fashion will connect more effectively with visitors. For example, if your organization is a zoo, you can market that the lowest membership level could feed a penguin for a month. This message connects your membership with accomplishing a central function for the organization. In this case, memberships help the zoo care for its animals. An organization working to increase literacy can connect a membership with a certain number of books or lessons offered to the community. Something along these lines engages potential members by linking them to the mission of your organization. In this messaging, you need to explain what their individual membership is supporting (your organization’s work). More complex membership programs cans go more in-depth. Different levels of memberships (silver, gold, platinum) can each support something more.

What benefits will they receive?

Making sure that members know what they get from the membership is key. Memberships are utilized and successful because they are different from gifts. They engage by offering something. These benefits can be a wide range of possibilities. With nearly everything being virtual over the last year, benefits can reach an incredibly broad audience. Even in a post-pandemic world, the virtual options offered in 2020 can be integrated into membership programs in order to broaden the geographic range for members. Interested visitors who live far away from a museum could get digital access to special collections via a membership. This virtual membership can operate alongside memberships that offer in-person benefits such as early access to galleries, special events, and really anything an organization can offer that is special.

Remind members that they are helping your organization

If you make it all about the benefits, you risk drowning out the philanthropic piece that so many people look for in nonprofit memberships. With so many virtual options, many members are from out of city/state/country. While they may join for access to a certain gallery or collection, remind them of what their support does. Remind them that they also get the benefit of knowing they supported your philanthropic cause. This messaging works hand in hand with communicating how memberships direct affect the organization. The key here is to continue to communicate how members are helping. Finding the balance between benefits for the person versus benefits for the organization is key to supporting a robust membership program.

Making the members feel special and appreciated is key!

Members are there for a reason. They are excited and interested in your cause. Remember to treat them as members. Don’t just take their money and hand them their benefit until next year. Have member appreciation days or events that offer access to a special collection or behind the scenes look at a gallery. Let them “meet the team” behind your organization and get to know what makes your organization special. These are the special privileges that not only attract members but get them excited about what your organization does.

An even simpler way to stay connected and engage members is to communicate with them regularly. Offer a special member e-newsletter to keep them informed. Reach out to welcome new members to your organization. Furthermore, follow up with a letter six months or a year after they join to check-in, explain how they have helped, and reiterate how they can engage with your organization further. So many people don’t know how or simply don’t want to ask how to engage more with your organization. Offering this information to them directly and inviting their engagement helps members and helps your mission succeed.

Developing a membership program introduces a lot of moving parts and work for your organization. Planning and strategy are key which is why we shared insights that lay a great foundation for considering what must be done in a membership program. Membership programs may require a lot of effort, but they also allow for creativity and new engagement. Tailor a program to your organization and find new ways to engage with the community. Memberships are a great way to not only forge a sustainable fundraising mechanism but also to forge a strong connection with a community that passionately supports your organization.

Want to learn how we’ve raised more than $100 million and developed millions of dollars more in earned income? We’ve spent over 20 years developing the strategies and insights behind fundraising efforts across the world.

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