A membership campaign, also known as a membership campaign, is a strategic and concerted effort to get your organization (and its many benefits) at the forefront of as many potential members as possible. The “Member-Get-a-Member” campaign is the ideal opportunity to share your professional successes by encouraging your non-member colleagues to join. We know you understand the value of your TAPA membership and now is the perfect time to reach out to your professional contacts and recruit them to join. A membership campaign with a fixed expiration date creates a sense of urgency for staff and potential members.
A timeline can also help volunteers and members plan personal and professional calendars around recruitment activities. Depending on the type of organization you run, choose a timeline that is appropriate for your mission and activities. A community volunteer organization, for example, could run a campaign before Christmas to attract members before the hustle and bustle of the holidays begins. You can also base your campaigns on seasons, the fiscal year, or even local events.
A recognizable end date or event will make your campaign more memorable and relevant. For partnerships, marketing is generally based on increasing membership. Of course, you also need to promote your programs, your meetings and your events. But membership is the key driver of everything within an association.
A “what your gift can make possible” strategy based on the estimated cost of multiple services increases the attractiveness of memberships when tangible benefits are not feasible. Before you even get started with membership marketing, you need to make sure that you have a clearly defined membership offer or package. You want to avoid alienating new members by requesting a bigger gift for the next campaign, especially from those whose membership donations were greater than their previous contributions. This goal is SMART because it is specific (50 members), measurable (50), achievable (10% increase), relevant (members of a membership organization) and limited in time (one month).
Philanthropy-driven, recognition-based membership campaigns are proven and effective tools used to convert prospects into donors, increase the size of donations, and build and strengthen relationships. You'll need to analyze your existing donor base to establish the levels of membership you'll be offering. Essentially, membership marketing allows you to get your message across to the masses while staying laser focused on those who are right for your organization. Set clear and achievable membership goals, including milestones and measurement, and a clearly defined period of time.
Too many organizations develop membership programs, advertise them, and distribute applications without suggesting a desired and specific level of support. That software is called Membership Management Software (it can also allow you to set up recurring fees). In the membership marketing study mentioned above, 21% of associations considered direct mail to be their best recruitment channel. This may be the opening to demonstrate the value of membership first, and secondly, to deliver the invitation to join.
Remember, there's no point in offering membership at tiers beyond the donating capacity of your organization's donors and prospects.
