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Membership drives everything
- 1. Membership Drives Everything A discipline grounded in real research and real results 1 Edited for public (some material has been removed to maintain confidentiality)
- 2. AGENDA What’s happening in and around us? What should we do about it? Current environment Need for a stronger membership base What members want 2 Edited for public (some material has been removed to maintain confidentiality)
- 3. What’s happening inand around us? External • Economic uncertainty • Mass competition Internal • <confidential> 3 Edited for public (some material has been removed to maintain confidentiality)
- 4. What should wedo about it? Selling impact Nurturing Transparency members Members 4 Edited for public (some material has been removed to maintain confidentiality)
- 5. Current environment 5 Edited for public (some material has been removed to maintain confidentiality)
- 6. Current environment Donations have been declining 2007 2008 2009 Amount (in $ billions) $8.65 $8.19 $7.75 % change from year prior -5.3% -5.4% Number of Canadians reporting donations on their taxes have been declining since 1990 23.1% of Canadians were donors in 2009 versus 24.1% in 2008 6 Edited for public (some material has been removed to maintain confidentiality)
- 7. Recent trends <confidential> 7 Edited for public (some material has been removed to maintain confidentiality)
- 8. Current environment Demand for charity “accountability” is growing Increased media focus on charity effectiveness Donors demanding more control and involvement Charity rankings becoming more widespread 8 Edited for public (some material has been removed to maintain confidentiality)
- 9. Current environment 9 Edited for public (some material has been removed to maintain confidentiality)
- 10. What does thisall mean? Increased competition Stakeholders want to associate with NPO showing value More exposure if positioned correctly 10 Edited for public (some material has been removed to maintain confidentiality)
- 11. Membership drives everything 11 Edited for public (some material has been removed to maintain confidentiality)
- 12. Need for astrong membership base <confidential> 12 Edited for public (some material has been removed to maintain confidentiality)
- 13. Need for astrong membership base Why a strong membership base? Key Success A membership base drives everything Factor Corporate Sponsors Government Media Donor Base (Members) 13 Edited for public (some material has been removed to maintain confidentiality)
- 14. Need for astrong membership base “Strong charities have a solid base of individual donors” “Strategically important to build a base of donors who give regularly and in response to a cause” - Scotiabank Philanthropic Advisory Forum 14 Edited for public (some material has been removed to maintain confidentiality)
- 15. Need for strongmembership base <confidential> 15 Edited for public (some material has been removed to maintain confidentiality)
- 16. Need for strongmembership base Cygnus Applied Research reports: Acquisition is more expensive than retention and often at a loss Focus on boosting donor retention 16 Edited for public (some material has been removed to maintain confidentiality)
- 17. Need for strongmembership base Customers leave for many reasons Geographic move Death Wooed away by competition #1 Reason: they simply feel you don’t care enough about them 17 Edited for public (some material has been removed to maintain confidentiality)
- 18. Members want tohelp “The essential ingredient in forming productive engagements is to create ways for stakeholders to provide candid feedback to the foundation about its grantmaking practices and approach.” 18 Edited for public (some material has been removed to maintain confidentiality)
- 19. Members’ wants 19 Edited for public (some material has been removed to maintain confidentiality)
- 20. Plan of action 1. Establish monthly newsletter 2. Generate more information sharing 3. Establish effective database 4. Emphasis on past stakeholders over new ones 20 Edited for public (some material has been removed to maintain confidentiality)
- 21. What do wedo with members? Research shows that donors don’t want formal recognition, just information. Prompt gift acknowledgement Confidence their gifts are “working” as intended Measurable results of gifts at work before another gift is requested 21 Edited for public (some material has been removed to maintain confidentiality)
- 22. How do wemanage members? Inexpensive databases to manage members effectively • $50 per month for up to 100 members • Marketing using email • Marketing via social media • Donations, and more • $25 per month for up to 250 members • Automated applications and renewals • Newsletters and email blasts • Member self-service, and more 22 Edited for public (some material has been removed to maintain confidentiality)
- 23. Thank You 23 Edited for public (some material has been removed to maintain confidentiality)
- 24. Questions? 24 Edited for public (some material has been removed to maintain confidentiality)
Editor's Notes
- #5 I am asking the board and everyone involved with our offices to focus on members and customer retention before acquiring new stakeholders.We do that by actively engaging our members promptly, opening channels of communication (using technology more and more to reduce more costly means such as snail mail), and measuring and delivering results before asking for another one.
- #6 So I want to begin by creating the context in which we operate.
- #9 Demand for charity “accountability” is growingSimply put, donors want to know: how their donations were spent.
- #12 So what do we do about it?