Nonprofit Membership Programs

At their best, nonprofit organizations are communities of supporters and leaders who come together and make positive changes in their community. Leaders come up with programs and events to create these changes while supporters provide the manpower and revenue needed to fund these activities.

A nonprofit membership program offers a way for these supporters to make more regular donations in exchange for exclusive benefits and engagement opportunities. In doing so, these programs help form a stronger sense of community and commitment among supporters while providing the NPO a more reliable and recurring source of revenue.

What type of program should you build for your organization? You can model your program in many ways, depending on what type of community you want to form. If your members see themselves as donors to your cause, you can create programs offering many donation and volunteer opportunities. If they seek something of value in exchange for their support, your program may resemble an association where subscribers pay dues to gain access to special events and resources like museums, tours, or discounts.   

On the other hand, if your constituents are more interested in advocating for your cause, you can build committees or advocacy groups where subscribers can lobby for community change or participate in activism campaigns. Additional programs may offer networking opportunities for those who see your NPO as a platform to meet, share knowledge, and collaborate with like-minded people.

However you decide to form your program, it's important to build a solid foundation for attracting and sustaining new supporters. Examining different community engagement models and modifying them to engage different groups of people will provide your nonprofit with the manpower and funding you need to make a sustainable difference in your community and provide supporters with a reason to keep participating in your programs.

This article will guide you through the process of building a membership program for your NPO. We'll examine the benefits and challenges of a program for both NPO leaders and members. We'll see how other membership-based nonprofits have enjoyed success with their programs and how you can take advantage of current trends to build yours.  

What Are Nonprofit Membership Programs?

Nonprofit membership is a strategy used by NPOs to create a sustainable funding source while building a stable base of loyal supporters.

Basically, this program offers exclusive benefits, opportunities, and other incentives to subscribers in exchange for regular donations in the form of fees or dues. These benefits may take the form of exclusive discounts, access (or early access) to special events, networking opportunities, insider newsletters, and more. Members are different from traditional donors or volunteers since they receive program benefits for their dues, unlike donors who receive no such incentives.

NPOs may choose to offer individual or corporate membership. Individual memberships focus on personal engagement and community building. Corporate memberships focus on providing businesses with access to a nonprofit's resources and networking opportunities.

In addition, subscribers often get voting rights for the NPO's key issues. This is in contrast to non-membership organizations who leave these decisions up to the board of directors. Some nonprofits offer different membership "tiers" that provide subscribers with extra benefits (such as voting rights) depending on how much they regularly donate. In these cases, only some supporters will get voting rights.  

Benefits of Membership Programs

Nonprofit membership programs offer many benefits to both NPOs and program members. Some of the best advantages include:

Stable revenue through dues

Relying on one-time donors and individual grants as a source of funding can be detrimental to a nonprofit's long-term success. Fundraisers and galas may not always generate enough revenue to sustain all of your NPO's projects and programs, requiring cutbacks.

Creating a membership program lets you generate a stable form of revenue by collecting dues. As long as you provide subscribers with benefits and incentives they want, they'll see the value of paying regular dues and providing you with long-term support. 

Business schools such as eSoft Skills advocate that nonprofits should not rely on a single revenue source to supply more than 25% of their total income. Instead, nonprofits should diversify their revenue sources to improve their financial health. Collecting revenue from dues provides another income stream that can lead to long-term financial stability for your NPO.

Better community engagement

Members who pay to be involved in your program are more likely to be actively involved in your activities. This can provide your NPO with much-needed manpower during events and greater resources from supporters who feel they have a more personal stake in their organization.

This heightened level of involvement can also create a greater sense of community. Seeing the same people volunteer and contribute regularly at events and activities fosters a sense of belonging and builds a shared sense of purpose. Better community engagement leads to increased loyalty, which helps your NPO financially and socially. 

Increased advocacy

Greater engagement offers more opportunities for advocacy -- which benefits both your supporters and organization. For subscribers, having voting rights gives them a voice in your organization's direction and decision-making process. Seeing their personal preferences and concerns being taken into account shows members that they are valued, and they can feel better about supporting a group that reflects the issues they feel most passionate about.

On the flip side, people who feel more valued often become strong advocates for your mission. This can be invaluable when it comes to recruiting new volunteers, sponsors, and business partners. Rather than use a formal marketing campaign to attract support, your subscribers can help do the job for you. 

Access to exclusive resources or events

Your NPO likely has many resources such as educational materials, access to online communities, and exclusive discounts. In addition, your support network may include influential members of the business and social community.

Providing subscribers with access to these resources can be a huge incentive for more people to support your NPO. You could offer networking opportunities that allow local businesses to forge stronger ties with business partners and peers, which could benefit your community. Having access to educational webinars, workshops, and online courses related to your nonprofit's mission could excite members interested in becoming a part of industries related to your NPO -- which in turn can benefit your group since the skills they develop can be used to support your own organization.   

Other loyalty perks and benefits for charities could include access to more social events, such as luncheons, tours, special screenings, and performances. People love having exclusive access to events, so having both professional and personal benefits in your program is an excellent strategy.

Building a Membership Program for Your Nonprofit

Membership programs look different based on the goals of your NPO, the needs of your subscribers, and the type of revenue streams you want to generate. To make sure your program fits your NPO's needs, here are some actionable steps to take when building a program.

Define your goals and value proposition

What do you seek to accomplish for your NPO with your program? Generate recurring revenue? Build better relationships within your community? Share your mission with a wider audience? All of these goals need to be clearly defined during your program setup.

What value will your program provide for its subscribers? Take stock of what your NPO can offer -- whether that be exclusive content, access to networking events, money-saving discounts, or fun events -- and turn that into your unique value proposition. You'll also want to clarify what programs or projects your fees will be used for to create more transparency among supporters. 

Set your pricing and tier structures

How much will you charge in dues and fees, and how often will they be collected? When calculating fees, it's useful to start with a revenue target that defines how much you expect to make from your program. Divide this figure by the number of people you expect to recruit, and you'll arrive at a baseline membership fee.

Some nonprofits offer a tier-based membership that provides different benefits in exchange for different price points. If do this, consider the different types of benefits (voting rights, access to exclusive events, networking opportunities) you'll offer at each level and calculate how much you want to charge for these incentives. Take the budgets of your anticipated members into account and make each price point affordable for each income level.  

Develop recruitment and retention plans

Designing an effective recruitment campaign is vital to attracting the type of high-value supporters you want for your organization. Some effective recruitment tactics for building charity membership include:

• Launching a targeted email marketing campaign: Sending tailored messages and promotions to people you feel would be a good fit for your program is a great way to recruit new people. Offer incentives, such as free trials or special discounts, and highlight why your program would be a good fit for their interests.
• Offering free events: Informational sessions, public activities, and open webinars can be a good way to bring in new people and educate them about your nonprofit's mission, and the perks or joining your membership program. Tailor your event to attract people with interests and values that line up with your mission so you attract the right clientele.
• Partnering with other organizations: Local businesses, community organizations, and even similar NPOs can help promote your program to their audiences. You can also turn to your current membership and see if they can refer their social networks to your program.

You also want to have strategies in place for retaining subscribers and making sure they want to stay active (and paying) supporters of your program. Consider the following strategies:

• Maintain an online community where subscribers can voice their preferences and state what they like (and don't like) about your current program. Offer surveys and use this information to keep your program activities relevant and enticing.
• Provide regular luncheons, award ceremonies, and other activities to recognize supporters and show your appreciation.
• Send regular thank you notes every time subscribers engage in key activities, such as volunteering at an event, making additional donations, or renewing their membership. Personalized, handwritten thank you notes are great, especially for high-value supporters.
• Automate membership renewal to improve convenience. You can also send out automated reminders before the expiration date. 

Incorporate technology into your program

Keeping track of your recruitment efforts, regularly communicating with supporters, and offering personalized touches are all important parts of building a good program. Using software tools and a digital platform like a nonprofit CRM to organize, process, and analyze your program and member data goes a long way in saving time, improving communication, and even planning for the future. Some of the most important benefits from using a CRM include:

• Improved organization: Customer relationship management (CRM) tools are key to collecting, organizing, and accessing data on your members in one centralized location, making it easy to keep track of and find information on the members, events, and projects you're dealing with.
• Saving time: CRMs can be used to automate tasks like collecting fees and reminding subscribers of deadlines, saving you time.
• Better communication strategies: You can tailor your messaging using data on member interests and identify important people to reach out to, improving your communication and engagement strategies.
• Progress tracking: CRMs can be used to track growth and program success by collecting and analyzing your data, enhancing your overall success. 
• Enhanced reporting: You can build reports based on member data (rather than your entire support network), making your reports more accurate. CRMs also help you share your reports with team members in easily digestible forms, such as charts and graphs.

Strategies to Attract New Members

When growing your program, it's important to differentiate your program from similar programs offered by other nonprofits. Remember: other NPOs are using these same strategies to improve their own revenue streams, so highlighting your differences (and showing how they increase your program's value), goes a long way in recruiting not just more subscribers but also they type of people you want supporting your NPO.

Here are some member engagement strategies for enhancing growth and authority:

Leverage social media marketing campaigns

Social media marketing channels provide opportunities for not only increasing visibility of your program but also offering ways for new supporters to engage with your nonprofit. Target audiences you want to bring into your program by focusing your messaging in the channels they frequent (Facebook, Instagram, LinkedIn etc.). Highlight the benefits of joining your program and share stories from current members detailing these benefits.

Engage with subscribers by encouraging them to comment on your posts and create online discussions around your program and its features. You can even create social media contests and offer program-related prizes, such as special discounts, to increase engagement.

Above all, make your social media content valuable to your audience. Offer access to your nonprofit's resources and organize free events that show the benefits of joining your program. 

Offer referral incentives

We've already discussed how your current members can be your strongest advocates for fueling growth. So, give them additional incentive to spread the word. Offer discounts, gift cards, or access to exclusive events/educational materials in exchange for referring new people to your program. You can even create a tiered system for those who refer a set number of people to your program and offer prizes every time they hit a new milestone in your charity member recruitment.

Host member-exclusive events

Exclusive events like luncheons, unique dinners, webinars, and parties are some of the most effective member engagement strategies. However, you should make sure that these events are unique to your nonprofit and highlight your specific mission. If you're hosting a seminar, have the guest speaker talk about the issues your nonprofit supports and provide valuable educational information your guests can't find anywhere else. If you want to host a tour or an outing, make it in an area that benefits from your program's activities -- such as in a botanical garden (for environmentally-focused nonprofits) or a museum (if your program focuses on funding its continuing activities).

Personalize communication

Your nonprofit CRM makes it easier to access specific information on individual members and personalize your messaging. Create form emails that your system can automatically fill in with information on each member's past contributions, the events they attended, and the projects they volunteered for. This shows you recognize and appreciate their support, providing incentive for them to stay with your program and continue engaging with your activities.

Better yet, create handwritten thank you notes with personalized content supported by your CRM. This can be done with your most high-value supporters, showing them you appreciate them enough to take the time to recognize and celebrate their contributions.

Membership Trends for NPOs (March 2025)

As we move through 2025, new trends and developments are providing unique ways to reach out to the community. In addition, nonprofits are focusing on different demographics to support their organizations, which requires a new way of communicating your goals and benefits. Here are some of the biggest trends you need to watch out for in 2025.

Digital membership platforms are rising

Offering personalized communication and providing a space for community building are some of the best ways to attract (and retain) people to your membership program. This makes digital membership platforms attractive to nonprofits as they let NPOs tailor member experiences based on collected data (for instance, by sending emails inviting specific people to events based on their participation in past nonprofit activities), increasing engagement.

Digital platforms also help members stay involved in your activities regardless of geographic distance. The best platforms are also mobile-friendly, letting subscribers remain in touch while on the go. Members can access your nonprofit's educational resources even when they can't engage with your team face-to-face, reminding them of the value they derive from being a member. Meanwhile, online forums and virtual networking events facilitate constant interaction, allowing your program to be part of your subscribers' everyday lives. 

Younger demographics should be part of your recruiting efforts

According to a 2023 survey of 2294 adults conducted by research firm Ipsos, 66% of Generation Z respondents stated they volunteered -- comparable to 66% of Baby Boomers and 57% of Millennials. The survey found that Generation Z is particularly passionate about serving causes related to the environment and education, compared to other generations, and have been known to participate in mentoring programs, coaching, and in-classroom volunteering.

Additional surveys indicate almost a third of Generation Z (32%) is regularly involved in activism or social justice work, indicating the value of targeting younger demographics in membership program recruitment efforts. However, to effectively recruit the younger generation, NPOs need to take Generation Z's preferences into account.

For starters, Generation Z tends to learn about nonprofit programs through social media and track their impact with apps. Many also like to volunteer online, showing how important it is to incorporate digital tools into your recruitment efforts to connect with Generation Z. This generation also prefers more flexible, purpose-driven opportunities over long-term commitments, as well as opportunities to build their skill sets, which should be reflected in the opportunities provided by your program.

Sustainability goals

As previously stated, younger generations are interested in environmental issues, such as climate change. As such, they gravitate toward nonprofits that use sustainability practices in their organizations, seeing this as a reflection of their values.

While this does make nonprofits that advocate for conservation efforts and environmental policy changes more attractive to younger demographics, any nonprofit that practices sustainable practices can curry favor with this audience. Thus, highlighting your use of green technology and waste reduction practices is an excellent way to attract younger demographics to your program. 

Challenges of Membership Programs

Creating a profitable membership program is challenging and NPOs must be prepared to use several strategies to keep their group sustainable. 

Encouraging membership renewal

Motivating members to renew their memberships can be challenging. NPOs need to regularly communicate with program subscribers to learn what type of activities and resources keep them actively involved in their program. Remember -- it costs more to recruit new members than to retain your existing ones, so invest in their sense of fulfillment!

Cost vs. value perception

On a similar note, people need to regularly see the value of belonging to your NPO's program, especially if you need to raise your membership fees. Regularly remind subscribers of the benefits your program offers (educational opportunities, networking events, online resources etc.) and encourage them to take advantage of these assets. Likewise, spend time managing program finances and make sure any fee increase take your supporters' budgets into account. 

Competing with free community options

Public libraries, schools, and community centers may offer the same or similar resources as your program. Find ways to differentiate yourself from the free options by offering unique benefits they can't find elsewhere. This could mean access to special databases, networking events, or professional development workshops. 

Success Stories: Membership in Action

Incorporating digital tools into your membership program can vastly increase your level of support. The nonprofits below were able to revitalize their existing programs by using software to detect shortcomings and come up with innovative solutions.

• Kenya Green Building Society acquired 1060 new contacts and registered 842 people by offering an online webinar. They also retained more members by automating their renewal process and sending out push notifications and emails to existing subscribers.In addition, a community app now provides members with a way to share business cards, creating new online networking opportunities. 
• National Rural Education Association (NREA) was able to build up a network of 5500 members during the pandemic by sending out a weekly newsletter to members tracked in their CRM. This allowed them to stay in communication with people even during lock down and locate people who had not renewed their membership, helping them retain their existing membership while adding new people.

Frequently Asked Questions

Let's look at some common questions surrounding programs:

What is the cost of membership fees?

Annual dues for your program can vary from as little as $100 to well over $1000. The cost is based on the benefits your program offers, the ability of subscribers to pay high dues, and whether or not your program is focused on building community or raising funds for your NPO. Some nonprofits offer a tiered system, discounts, or flexible payment options to accommodate member needs.

How does nonprofit membership differ from donations?

Where donations are voluntary contributions made with no expectation of getting anything back, membership dues are paid to an NPO to gain specific benefits from your program.

Who can join a membership program?

In general, anyone can join a membership program. However, some NPOs offer organizational memberships for businesses that want to gain nonprofit membership benefits. Other programs might offer specific tiers for students, professionals, or teachers, with different levels offering unique perks (such as voting rights).

What are the perks of membership programs?

Members receive exclusive access to special events, such as networking opportunities, tours, professional development classes, and workshops. They can also receive discounts and access to resources, like the nonprofit's database. Some subscribers may also receive voting rights to determine the direction of a nonprofit's activities.

The Future of Membership Management for Nonprofits

Nonprofit membership programs provide plenty of benefits for both their members and nonprofits. Members receive access to a community that can provide them with networking opportunities, educational resources, discounts, and even voting privileges that let them play an active role in the well-being of their community. Meanwhile, nonprofits receive regular revenue to fund their activities and programs as well as a way to keep their members and volunteers more engaged in their mission.

However, membership management comes with its share of challenges. Nonprofits need to understand the needs and preferences of their members to provide them with useful resources that motivate them to keep paying their dues. This becomes even more challenging when other nonprofits start their own programs and community organizations provide similar public resources for free. Knowing how to properly invest in your program to keep it attractive and cost-effective is a tricky balancing act NPOs need to regularly engage in as they create and then update their membership programs.

Software tools can help make your program more viable. CRM tools provide you with member data that reveals their interests. Communication tools automate and personalize your messaging, helping you reach out to existing and new subscribers. Social media marketing tools let you meet younger demographics where they are. And reporting tools process your existing data to let you know how well you are meeting your goals and what changes you may want to make.

If you're ready to start your membership program, PayBee can help. You can integrate PayBee into your existing platform and use it to design your membership program, building tiers and setting dues. You can then keep track of membership numbers, dues, and engagement, even communicating and offering support to people who have questions about your program's benefits and costs.

Learn more by signing up for a free demo of PayBee's online platform and experience all the other fundraising activities you can create on it, from online auctions to ice breaking games. If you have technical questions, our team of experts will be able to provide assistance. Sign up for a free demo today!   

Additional FAQ's

NPOs looking to build a successful program should keep the following in mind:

What membership software is best for managing your program?

When looking into software options, consider your budget and fundraising needs. Some membership software like WildApricot offer free versions with limited features while others like MemberClicks are better suited for mid-sized to large NPOs. In addition, PayBee can be incorporated into multiple membership platforms, providing you with additional personalized and fundraising options. 

How often should membership benefits be updated?

Try to review and update your membership benefits at least once a year to make sure they stay relevant and attractive to your supporters. If new events or programs provide unexpected opportunities to add new benefits, make sure to update and promote any new tools or events right away to retain existing subscribers and attract new ones. 

What's the difference between membership and sponsorship?

Sponsorship is typically an event-specific contribution done in exchange for promoting your sponsor at your fundraiser. Membership provides those who pay regular dues with ongoing access to your nonprofit's resource and can provide subscribers with a voting rights in the NPO.