Marrying Membership, Financial Development
Brings Dividends at Campaign Time
By Gary P. Rick, Vice President
YMCA Business Development Officer
Pittsburgh
Jerry came into the YMCA; his headphones on, he was ready to workout. While he didn’t know much about the variety of programming at this Y, he enjoyed the fitness facilities and was a frequent attendee.
One day, while standing at the front desk, he overheard a conversation between a single mother and a staff person. The woman was distraught because she wanted to send her children to summer day camp but couldn’t afford the fees. Jerry was touched by her situation and wished there was a way he could help. Then he heard the staff person tell the mother about the YMCA Financial Assistance program and how volunteers raised money to help families in need. The staff person explained that there would be a good chance the children would be able to attend summer camp. This experience left Jerry feeling good about the YMCA and with the realization that the organization was much more than a fitness club.
A few months later, as Jerry continued working out he began developing a friendship with another member who coached in the youth basketball league. He invited Jerry to join him. This was the beginning of a deeper involvement for Jerry. He went on to coach his own team, get involved in the annual campaign as a donor and worker and then as campaign chair.
How many Jerry’s are there in your organization? Members who, if educated, would give of their time and money?
Jerry’s story exemplifies the need to educate members about the depth of our organizations and the numerous opportunities for member involvement.
It is no secret that nonprofit organizations must be effective at membership development in order to sustain themselves. They must also be adept at telling their stories and managing campaigns. In many organizations these are two independent areas of focus. There is often a membership development focus and a separate financial development focus.
However, there are benefits in uniting both. Your membership development staff not only works to boost membership, but because of their stewardship skills, they can serve as great financial development ambassadors as well.
When the membership department focuses on telling the compelling stories of your Y, they encourage word of mouth advertising. Motivated members may ask friends, family and business associates to join them as a guest at a class or during a workout. Satisfied members who know your programs and successes are more likely to talk to others AND renew their own membership. Before you know it, your members’ words become your Case for Support when it is time for a fundraising campaign. Here are some ways that your front-line staff can help cultivate and nurture committed members:
Front-Line Staff
Membership development begins and ends with those people who meet, greet and interact with your members. There are steps you can take to help your staff be a positive part of the process.
- Ensure your front-line staff knows specific success stories that illustrate how you are meeting your mission in your community. These stories cannot reside only with the executive director, development person and/or a select few volunteers! They must be shared with everyone.
- Find out what prospective and current members know about your organization? They may be aware of all your programming and may have an interest in getting involved more deeply. Just ask them. The biggest reason members donate time and money is because they are ASKED.
- Reward membership and front-line staff for member advocacy successes.
Your Facility and Promotional Pieces
Tell your story in your brochures; post photo essays throughout the facility. Living your success is sharing it with others. Think development and case statement when creating promotional pieces.
- Post great stories of things your more involved members have done to help the organization. Modeling behavior is the best teacher, especially if the members are people they know personally.
- Use a closed-circuit television and video in your facility as a means of spreading news of your good work to members.
- Make sure all membership materials, newsletters and your website paint a broader picture of the organization and not just a list of programs.
- Send articles to the local newspapers.
Promote Relationships With Members
Encourage members, staff and volunteers to interact and get to know each other.
- Invite your members to events and programs that help them better understand your mission and how you are meeting it.
- Send personal thank you notes to members who model success. These should come directly from the membership department and executive director.
Development, whether it is membership or fundraising, belongs to everyone in the organization. By following some or all of the recommendations above you will be letting many people know the importance of advocacy. It should result in more members, staff and board advocating for your organization. This investment with your members will show dividends not only in membership development but also pave the way for participation in annual, capital and planned giving campaigns.
