Soapbox Engage Blog

For many nonprofits, having a robust membership program is key to thriving and fulfilling their mission. Though acquiring new members is essential, retaining existing members is vital to ensuring sustained growth and continued impact.

Year-end marks a pivotal moment when nonprofit members are particularly generous and eager to know how their contributions made an impact in their community. This period is an opportune moment to connect with members and strengthen existing bonds, ensuring their continued support in the coming year.

Here are five actionable tips to retain your nonprofit members and end the year on a strong note.

5 Year-End Tips to Retain Nonprofit Members

1. Send Out Membership Renewal Reminders
2. Highlight Your Nonprofit’s Impact
3. Re-emphasize Your Nonprofit Membership Benefits
4. Create a Year-End Survey for Member Retention
5. Host a Year-End Member Appreciation Event

1. Send Out Membership Renewal Reminders

Sending membership renewal reminders ensures that members don’t slip through the cracks during the renewal period. To increase the chances that members view them, personalize each reminder by:

• Addressing members by their preferred name: Using members’ preferred names in the subject lines of your reminders is an excellent way to foster a positive relationship based on mutual respect and trust.


• Communicating through their preferred channels: Members are more likely to view the reminder when it appears on a channel they’re most comfortable or familiar with.


• Referencing each member’s past contributions and involvement: By referencing past contributions and involvement, you can evoke a sense of belonging and appreciation, reinforcing the value of membership.

Don’t limit yourself to sending a single personalized reminder. Crafting a series of reminders, rather than a single notification, increases the chances of engagement. Create a timeline that includes a variety of follow-ups to ensure that members don’t accidentally miss a renewal reminder.

It is also important to remove as many barriers to renewing as possible. Streamlining the renewal process, perhaps through auto-renewal options facilitated by membership management tools, removes unnecessary hurdles and makes it easier for members to stay committed.

2. Highlight Your Nonprofit’s Impact

At the heart of every nonprofit’s mission is a desire to make a meaningful impact, and people become members to be part of this impact. The end of the year is a perfect opportunity to highlight your achievements and the role members have played in them.

Consider using the following channels:

• Website: A membership website is an excellent platform to share compelling stories, engaging images, and videos to demonstrate your impact and underscore significant moments. By building a membership website that is visually appealing and user-friendly, you can drive more membership engagement and demonstrate social proof using testimonials and endorsements.


• Social media: Using various social media platforms, you can post stories about the communities and people you reached, your challenges overcome, and your positive impact. You can also upload videos and photos to capture all the action and boost engagement by hosting virtual Q&A sessions.


• Email: Sending personalized emails containing project updates, case studies, emotional stories, success metrics, and donor spotlights is another way to highlight your achievements. Emails are also good for expressing gratitude and conducting surveys.


• Direct mail: You can also employ direct mail to send personalized appreciation, reports, and stories. Visual content such as images, infographics, or charts can also be included.


• Text messaging: Send concise messages highlighting recent accomplishments, success stories, or milestones achieved. Keep the messages short and focused to grab members’ attention quickly. Include multimedia elements such as images, videos, or GIFs in text messages to visually showcase your impact.

Shine the spotlight on members, portraying them as the real heroes driving change. By emphasizing the collective impact of your community, you can inspire a sense of pride and ownership among members, reaffirming their commitment to your cause.

3. Re-emphasize Your Nonprofit Membership Benefits

While many nonprofit members are driven by altruistic motives, it is still essential to remind them of the tangible benefits they stand to enjoy as a result of their membership. This can be done by including them in websites or welcome materials.

Here are some of the most popular member benefits nonprofits can offer:

• Members-only online community: Members are added to a members-only online community where they can interact with other members and with leaders of your nonprofit.


• Members-only content: Here, members can access exclusive content, such as newsletters, reports, or resources related to your mission or industry.


• Discounts on products or services: Offer discounts or special deals on products, services, or events related to your nonprofit’s activities. This could include discounts on merchandise, event tickets, or educational programs.


• Early access and priority registration: Offer members early access or priority registration for events, programs, or initiatives before they are open to the general public.


• Free branded merchandise: Members can receive free branded shirts, face caps, pens, notepads, or other merchandise bearing your nonprofit’s logo.


• Member events: Host member-only events such as networking gatherings, workshops, or seminars where members can connect and engage with your leadership or experts in the field. You can employ useful tools such as event management software to streamline the process.


• Volunteering opportunities: Provide members with opportunities to volunteer or participate in hands-on activities related to your mission. This will require effective volunteer management at key events and community service projects.


• Recognition and acknowledgment: Recognize members publicly for their support through acknowledgments in newsletters, on your website, or at events. This could also include highlighting member achievements or milestones.

Tailor your messaging to resonate with different segments of your membership base, emphasizing benefits that align with individual interests and preferences. For example, younger members may value access to exclusive digital content, while older members may appreciate discounts on events and merchandise.

4. Create a Year-End Survey for Member Retention

Feedback is a cornerstone of any successful relationship, and the nonprofit-member dynamic is no exception. Sending out a year-end survey provides an opportunity for members to voice their opinions, concerns, and suggestions.

By asking targeted questions about the member experience, preferred communication methods, and desired improvements, you can gather valuable insights into member satisfaction and engagement. Examples of questions you can include in your survey are:

• How would you rate your overall experience with our nonprofit this year?
• How do you prefer to receive news and updates from us?
• How often did you attend our events or activities?
• Which membership benefits do you value the most?
• What events or engagement opportunities would you like to see more of next year?
• Are there any improvements you would like us to make to our membership program?

Approach surveys as more than just data collection exercises. They’re an excellent opportunity for dialogue and relationship-building. Engaging with members in this way fosters a sense of ownership and partnership, empowering them to shape the direction of your nonprofit.

Moreover, acting upon survey feedback demonstrates responsiveness and adaptability, signaling to members that their voices are heard and their needs are being addressed.

5. Host a Year-End Member Appreciation Event

Expressing gratitude is one of the most heartfelt ways to retain nonprofit members, and hosting a year-end member appreciation event is a highly engaging way to accomplish this. It’s an opportunity to celebrate members for their contributions, to connect on a personal level, and to foster a sense of belonging within your community.

Additionally, you should incorporate other methods of appreciation throughout the year, including:

• eCards
• Social media shoutouts
• Handwritten notes

Your nonprofit relies on the combined efforts of staff, volunteers, donors, and members to fulfill your mission. By recognizing and celebrating members’ dedication and generosity, you can strengthen your relationships, laying the foundation for continued engagement and collaboration in the years to come.

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As your nonprofit prepares for the year-end season, prioritizing member retention is essential for long-term sustainability and impact. Keep an eye on your membership retention rate each year and learn from both successes and setbacks to maximize your year-end member retention efforts over time.