3 Ways to Boost Nonprofit Membership Program Retention

Think about all that goes into acquiring new members for your program. Between creating promotional materials, hosting prospective member events, and encouraging referrals from current members, this process requires extensive time, energy, and costs from your team.

While member acquisition is essential for growing your member base, you shouldn’t solely rely on it to keep your organization afloat. Instead, offset your acquisition costs and efforts with a robust member retention strategy.

Retaining members is typically more cost-effective than acquiring new ones because current members are already committed to your organization and are more likely to stick around and continue providing monetary support. Beyond finances, member retention allows you to build a community surrounding your museum that enables it to thrive for years to come. 

Explore how your organization can boost its membership program retention with the following tips.

1. Leverage the right technology.

The right tools help you manage your membership program internally and provide a better member experience, allowing you to increase retention. While you may already have a variety of software solutions in your toolkit, membership software is incredibly helpful because it’s tailored to the specific needs of member-based organizations like yours.

As Bloomerang’s membership software guide explains, this type of platform allows you to:

•  Track member information. According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen; members are no different. When you store membership data in a centralized location, you can segment your audience based on shared characteristics and send them targeted communications that are more likely to resonate with them. For example, you may create a segment for members who have been part of the program for more than five years and host a special event honoring their longstanding participation. This level of personalization allows members to get more out of their membership and encourages them to renew.

•  Manage different membership tiers. Offering different membership levels makes your membership program more accessible, allowing members to choose the tier that aligns with their commitment level and budget. With membership software, you can more easily manage these tiers, ensuring everyone receives the benefits you promised them.
•  Send multichannel communications. Membership software enables you to communicate via email, direct mail, and text to reach members where they are. Organizing all of your messaging under one platform makes this process more efficient and ensures you deliver consistent communications across platforms that keep members engaged.
•  Calculate members’ statuses and upcoming renewal dates. Ditch the spreadsheet or paper system to track member join dates. Your membership platform will automatically note these important dates so you can send members reminders when their membership is up for renewal. Members will appreciate this transparency instead of automatically renewing their membership without being notified.Automate annual renewals. Simplify the renewal process with auto-renewals. If members are satisfied with your program, they’ll be grateful for the convenience of their membership renewing automatically without having to spend time doing it manually.

Membership software simplifies member participation, streamlines the renewal process, and allows you to provide a more personalized, engaging membership experience—all of which help increase member retention.

2. Offer a variety of benefits.

The purpose of a membership program is not only to provide a steady revenue stream for your organization but also to create a more immersive experience for members than they would have as a typical visitor or supporter. Make membership worthwhile by offering various unique benefits, such as:

•  Exclusive content. Keep members in the know with exclusive content and updates. For example, a museum may send a monthly members-only newsletter that gives members the first look at new exhibits, special behind-the-scenes information, and important museum updates. You may also give members free access to webinars or educational courses on your website.
•  Discounts. One of the top reasons people join membership programs is for discounts. Many museums will offer free admission to paying members, whereas other nonprofits may offer discounts on event tickets.
•  Branded merchandise. Allow members to show off their support for your organization by sending them branded merchandise. For instance, you may send them a t-shirt each year when they renew their membership that features the current year, your logo, and a design related to your organization.
•  Recognition. Thanking members for their participation is vital to keeping them around. Be sure to thank them in various ways throughout the year, such as via handwritten thank-you cards, social media shoutouts, a dedicated member appreciation week, or a member wall.

Consider offering benefits specific to your organization as well. For instance, museums may provide free family or guest passes, priority booking for special exhibits, and VIP access to museum events.

3. Foster community engagement.

Although each member has their own unique relationship with your organization, creating chances for members to meet and interact can enhance their experience and incentivize them to renew. Encourage community building with opportunities like:

•  Events. Fundraising events are a great way to boost funds for your organization and bring your community together. For example, Qgiv’s silent auction guide explains that the Art & History Museums Maitland hosted a three-day virtual art auction that allowed museum supporters to engage with each other online and bid on art pieces. You may also host members-only events, like luncheons or galas, that encourage members to get to know each other.
•  Online forums. Let’s say a history museum opens a new exhibit with rare and never-before-seen artifacts from the Vietnam War. A members-only online forum allows members to discuss their experience at the exhibit and share their takeaways. This type of forum can also serve as a space for members to talk about the membership program as a whole and workshop potential improvements or new opportunities.
•  Volunteer outings. Since members are already committed to your organization, they may be willing to become volunteers as well. In addition to helping your organization, volunteering allows members to socialize with each other and bond over their shared interest in your cause.
•  Member advisory boards. Have members take the lead on the direction of your program and organization by establishing a member advisory board. Assemble a group that’s willing to give their input on potential exhibits, events, and program updates to gather their opinions and give them an opportunity to become more actively involved in your organization.

Check in with members to assess their feelings of belonging in your program, gather feedback on their experience, and gauge their likelihood to renew. Store their responses in your nonprofit CRM so you can follow up on their comments and make any necessary improvements to your program.

Whether you run a museum, zoo, nature center, or other member-based organization, your membership program is vital to its growth and long-term success. Remember that the key to keeping members around boils down to providing them with a personalized, rewarding, and memorable overall experience that leaves them wanting more.