Engaging and retaining members is, of course, crucial for nonprofits. TechSoup Connect BC’s recent event, “Growing Member Engagement: Ideas to Increase Your Nonprofit’s Membership,” provided an abundance of insights into boosting membership through strategic structuring and value enhancement.
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More From Communal
Communal is an all-in-one solution designed for member-based nonprofits to manage memberships, programs & events, facility rentals, donations, volunteers and more. By reducing manual administrative tasks in these areas, nonprofits can maximize their community impact and save valuable time.
- Website: https://getcommunal.com/
- Personal LinkedIn: www.linkedin.com/in/wade-e-jacques
- Communal LinkedIn: https://www.linkedin.com/company/getcommunal/
Harnessing Technology for Growth
Wade Jacques, co-founder of Communal, a comprehensive membership solution for nonprofits, highlighted how leveraging digital tools can simplify membership management and enhance member engagement. With over a decade of experience working directly with member-based nonprofits, Jacques emphasized the importance of understanding membership structures—whether rolling or annual—and their impacts on member acquisition and retention.
Structural Insights for Effective Membership
Jacques advised attendees to review their membership structures and consider updates that could attract more members. For instance, shifting from fixed-term memberships to rolling memberships can offer continuity and avoid the drop-off in sign-ups as the membership year ends. Additionally, introducing tiered memberships could cater to a broader audience by providing options that suit various needs and financial capabilities.
Enhancing Member Value Beyond Transactions
Moving beyond mere transactional relationships with members, Jacques stressed the need for organizations to focus on the intrinsic value they offer. This involves understanding why individuals join and ensuring the organization continues to align with their expectations and interests. Whether it’s through exclusive events, content, or community-building activities, making members feel valued is key to retention.
Optimizing Online Engagement
Another critical factor is a robust online presence. Jacques pointed out the necessity of having a modern, mobile-responsive website and utilizing tools like Google Ad Grants to increase visibility. Moreover, engagement doesn’t stop at the membership sign-up; it extends into ongoing communication strategies. Welcome emails, targeted content based on member preferences, and regular updates can keep members involved and informed.
Leveraging Data for Personalized Interactions
Effective membership management systems can provide data insights that allow nonprofits to tailor their interactions and offerings to meet member needs precisely. Such systems facilitate the automation of tedious tasks like membership renewals and communication, freeing up time for more strategic activities.
Real-World Applications and Results
Jacques shared case studies demonstrating the tangible benefits of these strategies. Organizations that had adopted flexible membership structures and value-oriented engagement strategies saw notable increases in both member sign-ups and retention rates.
The session concluded with a vibrant Q&A, during which attendees engaged directly with Jacques. The knowledge exchanged in this event illuminated the pathway for nonprofits looking to thrive through active and satisfied memberships.
The journey to growing a nonprofit’s membership is multifaceted. It involves strategic structuring, embracing technology, and continuously delivering value that resonates with members’ expectations and needs. Nonprofits willing to adapt and innovate are well-positioned to expand their membership programs.