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Building Membership

Building Membership. Karen Hudson, Executive Director SSI Conservancy Tom Arnold, Manager, Member Care TLC. Why build membership?. Cornerstone for success Easy entry-point to your organization Can be primary source of: Volunteers Board Members Donors Major Donors Planned Givers

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Building Membership

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  1. Building Membership Karen Hudson, Executive Director SSI Conservancy Tom Arnold, Manager, Member Care TLC

  2. Why build membership? • Cornerstone for success • Easy entry-point to your organization • Can be primary source of: • Volunteers • Board Members • Donors • Major Donors • Planned Givers • Missionaries!

  3. Why build membership? • Route to long-term financial stability: • Key source of discretionary revenue • Implied sense of commitment • Immediate connection to organization (not just a project or property) • Easy way to encourage monthly giving

  4. Why build membership? • The benefits of monthly memberships: • Ongoing gifts, no renewals (especially if using pre-authorized chequing) • Cheaper gift processing costs • Increased emphasis on thanking member • Simple upgrade strategy

  5. Source: Hidden Gold, Harvey McKinnon

  6. Getting Started • The case for support: • Why does your organization exist? • How does the community benefit? • What are you asking for? • Why do you need money and how will it be used? • Why should people care? • What is the benefit to them?

  7. Getting Started • Sharing your “case” with the world • Developing a “voice” for your organization • Taglines and phrases • Visual identity

  8. Getting Started • Keep it simple • Giving is 90% emotional, 10% rational • Simplify messaging and “asks”

  9. Avoid asking for everything at once:

  10. Membership pricing and benefits • Case study #1: Salt Spring Island Conservancy

  11. Membership pricing Membership Type: Youth (Under 16) 1 yr @ $15 Senior, or Low-Income: 1 yr @ $20 3 yr @ $60 Regular Single 1 yr @ $25 3 yr @ $75 Regular Family 1 yr @ $35 3 yr @ $105 Group/School 1 yr @ $35 3 yr @ $105 Business 1 yr @ $55 3 yr @ $165 Donations: In addition to my membership fee above, I have enclosed my donation in the amount of: $25 $50 $100 $250 $500 $1,000 $5,000 Other: ________ *Tax-deductible receipts are provided for donations over $20

  12. Membership Benefits • 3-4 issues of The Acorn, the Conservancy newsletter • Advanced email notice of Education and community events • The knowledge that you are conserving and restoring Salt Spring Island ecosystems • Use of the Conservancy broom pullers to remove this invasive species • A voice that speaks for you on island conservation issues • Salt Spring Island Conservancy member decal • Member Trail Maps to Conservancy lands: AVNR, MRNR, and coming soon: Mt. Erskine Park.

  13. Membership pricing • Case study #2: TLC

  14. Membership pricing • Old system: • Levels-based • Separate asks for memberships and donations • Promotes annual membership

  15. Membership pricing • New system: • Amount-based • Blends membership and donation components • Promotes monthly membership

  16. Membership Benefits #1: You will help save BC’s most special places • Quarterly newsletter, the LandMark • Monthly e-newsletter • Free access to TLC visitor sites • Discounts on TLC trips and cottage rentals • Access to the TLC Advantage Program • Reciprocal NT Memberships • TLC’s Privacy Guarantee

  17. Why your Membership is so important • Leadership • Leverage • Core support

  18. Where to find members? • Start with existing contacts: • People who attend events • Volunteers • Board members • Mailing list • Landowners • Suppliers / contractors /local businesses

  19. Tools to recruit members • Personal asks • Most effective form of fundraising

  20. Tools to recruit members • Events • Friend-raisers • Member-only raffle at regular events

  21. Tools to recruit members • Outreach • Low-cost way to get noticed…especially in small communities • Information table at community events

  22. Tools to recruit members • Telephone solicitation • Can be very effective tool for existing contacts

  23. Tools to recruit members • E-mail / web • Ever-increasing online access • Importance of website

  24. Tools to recruit members • Direct Mail • Versatile – can be used for acquisition, renewal, special appeals, invites to monthly giving, etc. • Newsletters can also be important tool

  25. Keys to growing your Membership • Integrate membership into everything you do • Borrow ideas from other organizations • Don’t think: “It won’t work here” • Be accessible, have office hours • Treat your members with respect • Focus on renewals, not just acquisition

  26. Ideas Sharing

  27. Resources • Karen Hudson, Salt Spring Island Conservancy Ph.: (250) 538-0318 E-mail: ssiconservancy@saltspring.com http://www.saltspringconservancy.ca • Tom Arnold, TLC Ph.: (250) 479-8053 E-mail: tarnold@conservancy.bc.ca • Fundraising for Social Change by Kim Klein, Jossey-Bass; 4th edition (November 2000) ISBN: 0787961744 • www.charityvillage.com • www.afpnet.org

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