Keep Your Nonprofit Members Engaged In The Slow Season

Keep Your Nonprofit Members Engaged in the Slow Season

Bryce Sanders, President

Perceptive Business Solutions Inc.

Life runs in cycles.? The stock market moves in cycles.? So do the economy and interest rates.? The change in seasons is an example of weather running in cycles.? Some times are exciting, others are boring.? How can your nonprofit keep members engaged during the slow season?

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Why is this important?? Have you ever had a relationship where the other party only calls when they want something?? If the phone rings and you see their name on caller ID, you wonder “What do they want now?”? You might have relationship with a financial professional you only hear from when they want to change something, and fees are involved.? If your nonprofit only engaged with people when asking for money, it can put people off.? You engage when you have an upcoming event.? You need to engage at other times in other ways.

1.????? The annual report.? If you donate to a hospital or museum, you have seen this before.? Sometimes it is called “Report to the Community” or “A Record of Philanthropy” but it serves the same purpose of a corporate annual report.? It showcases the organization’s accomplishments over the past year.? Donors want to know how their money is spent and the goof it accomplished.

2.????? Periodic newsletters.? This became much easier when eNewsletters became popular.? A physical newsletter has it’s advantages too.? This is another way to highlight achievements, spread the word about you mission and spotlight volunteers and members.? Newsletters on a schedule keep members engaged.

3.????? Recognize members or donors in a newspaper ad.? People like to see their name in print.? They like recognition.? They feel affiliated with the organization.? They see famous local names and feel part of the same crowd.? They have a reason to call each other because they have a shared interest.? They will tell friends “I saw you name in the paper.” ?

4.????? Celebrate achievements.? Your organization was recognized in “Readers Choice Awards” as holding the best fundraiser or summer event.? Businesses winning this accolade often hand a banner over the door.? You can share this news with your members.? People like to be associated with a winner.

5.????? Drip market by e-mail.? Here you need to be careful.? Everyone can name at least on big box store who e-mails them every day!? This can become annoying.? If you do it sparingly, you can stay on the radar, without getting annoying.? The e-mails can be short, pointing people to your website.

6.????? Maintain an active website.? If you have a hobby, you likely subscribe to a specialty magazine.? It might even be online only today.? Regardless of if it is print or not, they have a website with new stories every day. Get people into the habit of visiting regularly.? Your e-mail campaign can direct them.

7.????? Promote upcoming events.? This is standard procedure.? You want to drive ticket sales or promote attendance.? This is often done with “save the date” cards followed by a formal, wedding style invitation.? You want to generate excitement.

8.????? Celebrate the event afterwards.? People love seeing themselves in photos.? Will your local newspaper cover the event, printing pictures in the paper the next week?? Your website and newsletter can feature event photos.

9.????? Celebrate successes.? You hand out scholarships.? You do volunteer work in the community.? You hit your fundraising goal.? These are all achievements you want to tell people about.? Use your channels to get the word out.

10.? Stay active on social media.? Different people prefer different channels.? The member segment who likes flipping through a print newsletter might not be active on social media.? The members of your social network might discover new activities and engage primarily through online channels.? Social media is an ideal way to “push” out fresh content.

11.? Engage with members.? How can members ask a question?? Do they call?? Send e-mails?? Message through social media?? You need to be responsive.? When people comment, you should at least thank them for making the effort.

This can be a continuous proves to stay connected with your membership.? When friends ask them about your organization, you want them to easily tell your story.?

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Bryce Sanders is president of Perceptive Business Solutions Inc.? He provides HNW client acquisition training for the financial services industry.? His book, “Captivating the Wealthy Investor” is available on Amazon.

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