Why is it that although not for profit organizations and associations aspire to have their members active, happy and engaged, many are struggling with declining attendance and apathetic involvement? Whether you are a charity, a sports association or a church, it is becoming increasingly difficult not only to get people’s attention, but also to keep it.
There are many questions that you need to answer when trying to engage your membership but the most important one is this: What’s in it for them?
Now, before you get all riled up and start protesting, think about it. Altruism is not without the “what’s in it for me” factor. Even if people are involved in a charity to help orphans in Darfur, there is something in it for them – that warm and fuzzy feeling of knowing they are making a difference in the world.
The first step in figuring out what’s in it for your membership is knowing your members. What drives them? What is their motivation? What need can you fill? For example, a sports association may decide that what is in it for their members is a safe, positive and nurturing environment for their children.
Once you decide what is in it for them, make sure you can deliver. But don’t stop there. Make sure that they can see you are delivering. Using stories or pictures, let your members see and experience what is in it for them. Whether through newsletters, websites, emails, phone calls or special events, keep them informed. Highlight the ways you are fulfilling their needs.
Once your membership is convinced that your organization or not-for profit is providing something they need, they are more than half sold on why they should become active and engaged.
Did You Know?
Alberta Nonprofit/Voluntary Sector include 19,000 charities and non profit organizations including community associations, recreational sports groups, cultural, health and social services organizations. (Alberta Nonprofit/Voluntary Sector Initiative)
Nonprofit and voluntary organizations appear to be experiencing difficulties fulfilling their missions or achieving their organizational objectives…Just over one-half reported having problems with planning for the future, recruiting the types of volunteers needed by the organization and obtaining board members. Just under one half reported problems with retaining volunteers. (Highlights of the National Survey of Nonprofit and Voluntary Oganizations. Statistics Canada)
Additional Resources
A list of Canadian nonprofits to follow on twitter
@artezonline/canadian-nonprofits
Guidelines for Evaluating Nonprofit Communications Efforts
Great post! Thought provoking…Thanks.
Thanks for the feedback
[...] talked about how important it is to know “what’s in it for me?” when trying to get your membership engaged and active. We’ve also talked about some ways to [...]