ARTICLE
19 Tips To Recruit New Members For Your Nonprofit
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Updated - 07/29/2024
Nonprofit membership models are all around us.
Culture, arts, and environmental organizations live and breathe memberships. Advocacy and professional associations thrive on them. Lots of household nonprofit brands, like the AARP, ACLU, Girl Scouts, Human Rights Campaign, and the YMCA, use a membership model.
What is a membership model?
A membership is a type of business plan where individuals pay a recurring fee—dues—to access the value an organization creates.
Who could you target as a member?
Your nonprofit’s natural constituency is the community you work in every day.
Your constituents are the people you serve, advocate for, or organize—and who directly benefit from your work. Schools have students and alums. Hospitals have patients, often referred to as “grateful patients.”
If you lack a natural constituency, think about who your ideal constituent might be by asking yourself:
- Who’s interested in our work?
- What’s their primary motivation for becoming involved with our organization?
- How can or do we add value to their lives?
- What are their demographic attributes?
Strategies to attract and recruit new members
I promised you 19 tips to supercharge your membership strategy, and here they are, neatly packaged into five strategic approaches. Each approach targets an essential aspect of membership recruitment and engagement, offering a clear roadmap to expand your nonprofit’s base. From mobilizing your current members to maximizing digital tools, these strategies will help you amplify your reach and forge a more connected and committed community.
Engage current members to recruit new members
Your current members aren’t just part of your community; they’re your best advocates for drawing in new members. Harnessing their credibility, trust, and intimate knowledge of your organization’s mission can supercharge your recruitment efforts. Plus, involving them deepens their own sense of connection and camaraderie, turning your community into a welcoming family that keeps growing.
- Solicit your current members for their recruitment ideas.
- Ask them to list their membership in their professional bios on LinkedIn.
- Help members craft an “elevator pitch” about their membership so they’re ready to recruit.
- Give your members ‘business cards’ to hand out to prospective members when they meet them.
- Extend a recurring “bring a friend” plus one invite for your events.
- Hold a recruitment contest with special perks for current members and recognition for when they recruit new members.
- Make it easy by crafting an invitation email template your members can use.
- Give members a button or pin and encourage them to wear it.
- Invite current members to a call-back campaign to win back lapsed members.
Embrace social media and digital marketing
Mastering social media and digital marketing is non-negotiable in today’s connected world. Use these dynamic platforms to cast a wide net and connect with potential members by showcasing what makes your nonprofit unique. This strategy doesn’t just boost your visibility; it’s your direct line to engage with a diverse audience and start meaningful conversations.
- Use your social platforms to run targeted ads that reach prospective members based on their interests, location, and demographics.
- Create engaging and shareable content like videos, testimonials, and graphics highlighting the unique benefits of membership.
- Run email marketing campaigns that offer special promotions or highlight exclusive benefits for new members.
Ignite interest with limited-time promotions
Nothing spices up an offer like the magic words: “limited time.” Use this approach to inject excitement and urgency into your membership drive. Dangling enticing membership perks for a brief period may help nudge those on the fence to leap into action.
- Create a sense of urgency with special, limited-time perks.
- To encourage current members to refer friends and family, offer a special perk to both the referrer and the new member.
- Combine these promotions with compelling testimonials, and watch prospect interest transform into loyal commitment.
Create connections through special events and open houses
Why not invite potential members to step into your world? Let them meet your vibrant community and witness the impact of your efforts firsthand. These experiences are not just informative; they’re transformational, often tipping the scales for attendees to join your cause.
- Host “member for a day” open house events where potential members can experience the benefits of membership firsthand. These events can feature exclusive tours or free classes. Consider getting a corporate sponsor to invite their contacts and underwrite the event.
- Offer special perks to those who sign up for a membership on the spot at your public community events.
Expand your horizons with partnerships and collaborations
Why go it alone when you can join forces? Collaborating with local businesses and other nonprofits can supercharge your membership offers. Whether with bundled memberships or exclusive discounts, these partnerships do more than just widen your pool of prospects—they enrich your membership, making it irresistibly appealing.
- Develop partnerships with local businesses that can offer discounts or special deals to your members and, in return, promote your membership program to their customers.
- Collaborate with other nonprofits to cross-promote membership programs; for example, an art museum could partner with a local theater to offer joint memberships or discounts.
There you have it—19 ways to supercharge your nonprofit membership base!
Remember, a vibrant membership community is built over time. It takes a mix of creativity, consistency, and genuine connection. By engaging your current members, working social media, offering special promotions, hosting memorable events, and building strategic partnerships, you’ll create a compelling membership experience that keeps people coming back for more. So, roll up your sleeves and get ready to watch your membership soar. Your community is waiting to be a part of something amazing—it’s time to invite them in and show them the difference they can make. Happy recruiting!
Are you actively trying to recruit new members? Let us know in the comments.
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