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Membership, money and mission - how to put membership at the heart of your income strategy

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This presentation is from a workshop at the NCVO Funding Conference 2014, sponsored by Charity Bank. …

This presentation is from a workshop at the NCVO Funding Conference 2014, sponsored by Charity Bank.

This presentation was given by Gillen Knight and Steve Cole, NCVO and explores how to put membership at the heart of your income strategy.

Find out more about the NCVO Funding Conference 2014: http://www.ncvo.org.uk/training-and-events/funding-conference

Find out more about the funding resources provided by NCVO: http://www.ncvo.org.uk/practical-support/funding

Published in: Economy & Finance
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Transcript

  • 1. NCVO Funding Conference 2014 Generating income in a complex environment Sponsored by:
  • 2. Membership, Money and Mission – how to put membership at the heart of your income strategy • Steve Cole • Gillen Knight • Claire Cousins
  • 3. My background
  • 4. 6 Key Drivers for changing nature of membership 1) Changing sources of identity 2) Changing attitudes to money and consumerism 3) Increasing availability of free information 4) The rise of the social web 5) Changing expectations of participation 6) The commodification of membership
  • 5. Gillen Knight Head of Enterprise and Membership, NCVO Members, money and mission – how to put membership at the heart of your income strategy Twitter: @GilJKnight Linked-in: uk.linkedin.com/in/gillenknight
  • 6. @GilJKnight
  • 7. @GilJKnight
  • 8. @GilJKnight
  • 9. Start with the basics • Start charging, if you don’t already, for some types of membership. • Ramp up your recruitment. Simply get more members. • Get members on Direct Debit – up to four times more sticky. • Ask. Ask members to regularly donate on top of their membership fee. • Create Gold, Founder, Patron or other high value special memberships. @GilJKnight
  • 10. Then move on to mission driven income generation through your members. Innovate by: @GilJKnight  Fundraising through members  Trading with members  Introducing members to suppliers
  • 11. It’s got to be mission driven, and simple to understand @GilJKnight + =
  • 12. It’s still got to be mission driven @GilJKnight
  • 13. Practicalities @GilJKnight  Do you need to set up a trading company?  VAT issues – beware – can be complex  Reputation – need to manage the risks  Don’t bet the farm  Research, test, roll out rather than go in big  Undertaken due diligence on any commercial partners  Team up with people who know what they are doing, if you don’t. Be honest about this.  Start with what you are good at  Fail cheap, fail fast!
  • 14. Further support @GilJKnight  NESTA - www.nesta.org.uk Funder and great supporter of innovation  NCVO’s Good Guide To Membership – From www.ncvo-vol.org.uk/publications  NCVO’s The Art of Raising Money – using marketing to stabilise your income – From as above.  NCVO member helpline on VAT issues. www.ncvo- vol.org.uk/VAT-advice  Each other – network, stay in touch, share ideas
  • 15. Sponsored by:
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