Subscribe to this blog to receive announcements about the Raiser's Edge.

Shiny Rings And Membership Programs

I’ll admit I’m a hopeless romantic, so whenever I hear “engagement,” I immediately think of someone on one knee with balloons, flowers, and a small velvet box.  
A membership program is like a romantic relationship. There’s no velvet box, but the basics are there.  
  1. I read about (or visit) your organization and decide I want more information—similar to noticing a profile on a dating website or a chance meeting with someone who could be special.
  2. I get together with your organization and want to visit regularly—similar to a first date going well and resulting in a second, third, and fourth date—and beyond.
  3. I commit to being a member of your organization—similar to getting engaged.
Let’s stop there. Engagement is where the relationship becomes serious. Not only are you committing to each other—committing that you’ll stick togetherbut there’s an underlying agreement that you’ll keep each other company. You will connect with each other’s goals and missions.
When it comes to your membership programs, are you stopping at member commitment, or are you following through by engaging your members? What do you do to promote a continuing connection with your members? Do you ignore them after the courtship, or do you have a plan to grow and steward your relationship?
Because your members know your organization and have made a commitment to stick with you, they can be your champions—if you encourage them and give them the right tools. They can spread the word about your mission. Are you honoring the relationship you have with your members by showing them how important they are to you?
You don’t need to get down on one knee, but you do need to profess your devotion to your members. Uncertain how to start? Don’t fret. Blackbaud University’s Organizational Best Practices: Membership—Engagement workshop has tips, tools, and resources to help you build a successful membership engagement plan. Learn to build that special relationship and steward it in a way that benefits both your organization and your members.
Posted by Mike Adams on Feb 11, 2019 2:36 PM America/New_York

Leave a Comment

Log in to post a comment.

I will need to get our fundraising team to take this course. 
  • Posted Fri 29 Mar 2019 04:48 PM EDT