5 things to help membership organisations adapt for the future
Even though many membership organisations are Victorian in origin, the core of the membership offer sounds like it is designed for now. Membership organisations help create networks where people can connect, champion a cause, volunteer and have their say in the future direction of an organisation. With 23% of UK households estimated to hold a charity membership, adapting the membership offer for the future is critical.
Here we set out five key things identified by Chief Executives leading membership organisations that will help membership organisations adapt.
Keep your model of engagement relevant
Membership shouldn’t just be a binary choice – member or not. People’s engagement might start in campaigning, volunteering or community fundraising. Take full advantage of digital engagement and follow the path that people themselves want, offering them ways to graduate between your different offers.
Build a lifetime relationship
Make sure your offer can adapt as people age and their appetites shift. Major life transitions (including retirement and bereavement) can be a trigger for becoming more or less engaged, so respond actively to that.
Build community
Membership can give something much more than transactional benefit. People are also seeking community which gives them a sense of belonging or signals their strong commitment to a cause. This pull to both community and cause is a significant opportunity with particular appeal among younger generations.
Ensure your governance is fit for purpose
Low engagement in formal governance processes like voting for Trustees or attending AGMs indicates that membership models may need updating. Boards need to be diverse, representative and have the skills needed. There are examples of where membership charities have made governance changes successfully as part of a bigger transformation.
Build partnerships with other membership organisations
Often of a similar age and with roots in cause, membership organisations themselves could build partnerships and become stronger together. While many membership organisations partner in campaigns there may be other broader issues where a partnership approach could work – such as sharing plans for building digital capabilities.
Sharing lessons among Chief Executives is one way of ensuring your membership organisation is drawing on the learning of others to keep relevant and connected. If you want to be included in future conversations then drop a line to ceo@cyclinguk.org, or to find out more about this work email hello@lucentconsultancy.co.uk.