Member Engagement: 5 Strategies for Retention and Growth

Philip Schmitz, Guest Blogger

This guest article was written and submitted by Philip Schmitz, founder and CEO of CharityEngine. Please see the end of this article for Philip's bio.

By: Philip Schmitz

Members are the lifeblood of any organization. While it’s important to grow your base of support, it’s equally critical that you have a plan to retain existing members. After all, it’s much easier to keep your current members happy than to recruit new ones!

In this article, we’ll share five tips that organizations of any size can use to both retain members and grow their number of supporters.

1. Personalize Communication

CharityEngine’s donor retention guide says it best: “[Personalization is] the most crucial way to strengthen donor relationships.” Personalized communication signals to your supporters that they’re more than just a number—it shows that their contributions and involvement are truly valued. When members feel seen and appreciated, it fosters deeper loyalty and long-term engagement. Personalization creates a human connection that turns one-time supporters into lifelong advocates.

For example, let’s say your museum wants to bolster its donor appreciation efforts. Here are some easy, scalable tips that can help personalize content:

• Smaller museums will find that simple gestures can have a big impact. Consider sending handwritten thank-you notes, making personal phone calls, or referencing a donor’s past involvement in your outreach. These personal touches go a long way in building trust and appreciation.
• Larger museums can lean on a CRM to segment donors by giving history, interests, or engagement levels. Create targeted campaigns that speak directly to each group’s motivations and behaviors. For example, major donors might receive customized impact reports, while newer supporters could get tailored welcome series emails. Marketing automation tools can also help streamline personalized outreach at scale.

2. Provide Exclusive Member Benefits

Everyone loves to feel as though they belong. Offering exclusive member benefits creates a strong sense of community and reinforces that members are getting more than just a transaction—they’re gaining access to something special. 

Members who perceive additional value beyond their membership fee are more likely to renew and advocate for your cause. Any size organization can find benefits to offer members: 

• Early access to events, programs, or special announcements
• Member-only webinars, workshops, or networking sessions
• Discounts on merchandise, event tickets, or partner services

• Behind-the-scenes updates or VIP tours

• Recognition in newsletters, annual reports, or on your website

• Access to exclusive digital content, such as eBooks, reports, or toolkits

• A dedicated member services hotline or priority support

• Opportunities to participate in leadership councils or advisory groups

• Personalized thank-you gifts or milestone rewards

•  Invitations to exclusive donor appreciation events or galas

Where possible, highlight member benefits in your communications to encourage non-members to join your organization officially. When promoting these opportunities, your website is your best friend. Leverage your organization’s presence on Google to reach new audiences and spread the word about membership benefits.

3. Invite Members to Interact With Your Content

Interactive content transforms your supporters from bystanders to participants. Members who engage with your content forge a stronger emotional connection with your organization. Interactive experiences allow supporters to feel heard and involved, creating a sense of ownership and belonging. 

This deepened engagement often translates into increased loyalty and advocacy as members become more invested in your mission.

There are many types of interactive content you can consider:

• Webinars on relevant subjects will educate your supporters and allow them to ask questions live.

• Q&A sessions with subject matter experts can highlight aspects of different industries and organizations

• Surveys and polls are instrumental in gathering member feedback and using it to improve communications or processes

• Live streams of exhibits or behind-the-scenes tours can intrigue and engage your supporters

• Interactive quizzes about specific museums or cities can gamify the experience and encourage social sharing
  

Once members start engaging with your content, you can also point them toward other involvement opportunities, such as committing to sustained giving (more on these opportunities later!).

4. Build a Strong Community Through Events

Events are among the most effective ways to build relationships with your members. They create opportunities for in-person interaction with each other and your staff and foster a great sense of community. Whether you choose engaging activities like games or raffles or bring in special guest speakers, events can leave a lasting positive impression.

Here are a few ideas of events that can be scaled to your organization’s size:

• Behind-the-scenes tours of your facilities that are normally closed to the public are always popular.

• Member-only exhibit previews with a curator-led talk will attract and engage supporters.

• Interactive workshops related to your organization’s mission. For example, a museum might incorporate historical crafts or hands-on artifact restoration.

• Virtual events can be inexpensive ways to host lectures or panels and offer an excellent way for members to engage, regardless of their location.

Your events should engage everyone in your organization—not just members—to build a sense of community. Enhance the volunteer experience, thank staff members, and deepen your connection to event sponsors.

5. Offer Opportunities To Get Involved Beyond Membership

Giving members meaningful ways to contribute to your organization’s success strengthens their connection to your organization. Including your members beyond financial support also allows your staff to tap into valuable skills, ideas, and energy from within your own community.

What are common strategies you can try? These opportunities will work for organizations of any size!

• Volunteerism: Invite members to volunteer for your organization’s events and programs. With effective volunteer management, organizations of any size can turn disengaged members into excited and active participants.
• Advisory Committee or Focus Group: Ask members from different groups (ages, level of participation, etc.) to gather insights on programming, exhibits, or member benefits. This will give your members a voice and strengthen their sense of ownership.
• Mentorship Programs: Pair experts in your organization with teens or newer supporters to encourage knowledge-sharing.
• Content Contributors: Invite members to contribute articles for your newsletter or website. Ask for testimonials or ask several people to name their favorite exhibit and publish it on social media.

As your engagement efforts succeed, you’ll see signs of members’ deepened loyalty through their commitment to other roles in your organization. For example, your members might commit to monthly donations or regular volunteer shifts.

Membership engagement isn’t a one-time task–it’s an ongoing effort that requires creativity, consistency, and a dedication to building strong relationships.

Now is a great time to step back and evaluate your current membership program. Are you offering enough personalized communication? Do members have opportunities to feel like insiders or to actively contribute to your mission? Which strategies could help boost retention, increase engagement, and foster long-term growth?

Thoughtfully applying these strategies (and adapting them to your organization’s size and resources) can help you cultivate a community of loyal members eager to stay and continue supporting your organization. 

About the author - Philip Schmitz

Phil Schmitz is the founder and CEO of CharityEngine, a complete fundraising platform powering some of the nation’s largest nonprofits and associations. Phil has developed patent-pending anti-fraud tools and industry-leading recurring payment technology that allows nonprofits to retain more sustainer revenue than the industry average; clients have raised nearly $5 billion using these tools.  Phil's passion for leveraging technology to empower nonprofits is supported by more than 20 years of experience in building successful technology and e-commerce companies.