7 factors to consider for a successful membership program

September 9, 2:25 PMDC Nonprofit Business ExaminerDianne Walker

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Whether or not an organization is membership based is decided during the planning stages of a nonprofit organization. Annual dues, membership dues or having voting rights are important pieces of information in the financial and legal structure. If your organization offers memberships, make sure that the program is well defined. Here are factors to consider when working with your membership program:

1 - Ensure that the benefits of membership are clear. If you are asking people to become a member, you may be implying that they will be offered something in return. Spell out the exact benefits on all membership material.

2 - Listen to the current members of your organization. If possible, solicit their feedback.  Members can be instrumental in providing valuable input in helping you to decide what benefits to offer members. Be careful, however, you want to make sure that you do not "over survey" members.

3 - If your organization decides to hold a membership drive, consider offering an incentive to the staff member or volunteer that signs up the most new members. Ask local businesses if they would be willing to donate a gift to give to the winner. Be honest with the donor on what the gift will be used for.

4 - Get out of the office. Find volunteers willing to canvass areas and hand out membership materials. Networking members of the organization should always have material on hand so that it can be distributed to potential members.

5 - Mass mailings can be a massive waste of funds. An inexpensive flyer sent to a few contacts maybe useful in finding members. Do not send out expensive mailings or engage in a huge direct mail campaign. If the recipients are not familiar with your organization the chances of them reading the material are slim, resulting in a waste of money.

6 - Make your renewal method user friendly. Most organizations are turning to online renewal for membership. While this is timely and cost effective, keep in mind that not all members like to use the Internet or have a computer. An inexpensive renewal notice along with a stamped envelope addressed back to the organization will increase the chances that they will renew.

7 - If your organization does not have the resources to offer benefits, consider asking for donations instead of offering memberships.  While most people will join your organization because they believe in the cause, membership implies incentives.

Ongoing relationships are extremely important. Maintaining current relationships is easier than trying to engage new members, but new members are extremely important. A successful membership program will help your organization to move forward and get the word out about your cause.

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