Membership Campaigns
Take Different Approaches
The byway representatives participating in the sustainability roundtables take a variety of approaches to membership-building – from having no members at all to relying solely on members as a funding source. One byway organization mounted a direct mail campaign that generated $4,000. A mailing by a byway organization, drawing in a large metropolitan population, produced $40,000 in membership fees. That $40,000 figure becomes an even greater success story when judged in the context of income versus costs, i.e., the campaign was underwritten by a $5,000 sponsor who covered postage and other costs allowing the byway organization to net the entire $40,000. Keep in mind that strong membership representation can serve as an indication to sponsors and grantors of the byway organization’s capacity.
Who/What:
The people who join a byway organization membership include interested individuals who live along or near the byway, business owners, government representatives, and representatives of other non-profit organizations, e.g., a Chamber of Commerce or sportfishing promotion council. Members are called by many names, including contributors, stakeholders, partners, and donors.
What/How/Funding Potential:
Among the methods used for building byway organization memberships are:
• Direct and Targeted Appeals – One byway raised $40,000 through a $5,000 mailing, the cost of which was donated. The mailing was targeted at businesses in the byway region; membership levels ranged in tiers from $50 to $500. One byway tightly targeted property owners along the byway that has large stretches of open road with many businesses. The effort raised about $4,000 with a mailing campaign. Learn more
• Friends Groups – Some byway organizations are considering developing a Friends group. Learn some tips for developing Friends Groups from the National Parks Conservation Association and The Friends of Libraries USA.
• Memberships
Ad-based Memberships – Several byway organizations provide free membership with purchase of advertising in a magazine or other print vehicle for the byway.
Approval-Based Membership – One byway has a code of ethics written into its bylaws and members must be voted in.
Dual Membership Offers - Where the byway organization has partnered with another organization, an individual may be able to join both organizations for a fee less than the cost to join each organization separately.
Mailing and Phone Follow-Up – One byway organization mails a byway brochure with next year’s workplan and last year’s financial statement to about 600 businesses. Membership levels range from $15 to less than $300. Byway board members call the business owners after the mailing as another prompt. The businesses becoming members received window/door decals and posters. This method has raised between $2,500 and $6,000 on an annual basis.
Non-Cash Memberships – One byway offers non-cash memberships and counts the time and non-cash contributions of members as in-kind value for grant requests and as evidence of a local support base.
• Tiered Dues Structure - The Indiana National Road Association has developed clever titles to distinguish the various levels of its memberships: Sunday Driver, National Road Traveler, Veteran Journeyman, Drover (suggested for businesses and non-profits), Toll House Keeper, and King of the Road.
Among the incentives or benefits offered members by various byway organizations are:
-
a byway directory listing
-
a free newsletter subscription
-
free or discounted advertising space in the organization’s newsletter or publications
-
mention in editorial articles in organization publications
-
discounted or free admission to byway attractions, events, workshops/conferences
-
discounted souvenir items
-
a hotlink from the organization’s website,
-
a byway logo window or door decal, and
-
access to the byway organization’s professional staff and expertise.
An amalgamation of suggestions from several byway organizations and other types of organizations has produced tips for developing a membership campaign.
Why Membership:
• Creates a support base for the byway organization that can be leveraged for grants and other financial support
• Members become advocates for the byway with other groups, agencies and individuals
• Members’ time spent on byway events/activities can be tracked for in-kind value
• Membership fees for non-profit organizations are tax-deductible
Resources:
10 Time-Tested Membership Recruitment Mailing Tips by Tony Rossell
How to Develop a Friends Group:
 |
This project was funded in part by a |
 |
 | |