Membership Development : An Action Plan for Results,9780834219717

Membership Development : An Action Plan for Results

by ;
ISBN13: 9780834219717
ISBN10: 0834219719
Format: Paperback
Pub. Date: 2002-06-01
Publisher(s): Jones & Bartlett Learning
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Summary

This book provides all the tools you need to implement a membership program that will meet not only the needs on your nonprofit organization, but also the organization's membership and the surrounding community.

Table of Contents

Foreword xi
Preface xiii
Acknowledgments xv
The Meaning of Membership
1(20)
Forever Forming Associations
1(2)
Criteria for Types of Programs
3(3)
Program Types
6(6)
The Role of Income
12(2)
The Appeal of Membership
14(4)
Summary
18(3)
Planning for Membership
21(22)
Planning as the Foundation
21(2)
The Planning Process
23(4)
Planning Steps
27(13)
A Word about Flexibility
40(3)
Membership and Fundraising
43(24)
Members Give
43(1)
Membership or Annual Giving?
44(1)
Why Membership
44(2)
Making the Membership Decision
46(3)
Membership Strategy
49(3)
The Membership Relationship
52(9)
Asking Members
61(4)
Counting the Money
65(1)
Summary
66(1)
The Membership Program
67(28)
Variety in Membership
67(1)
Membership Packags
67(9)
Components of the Membership Program
76(15)
Corporate Membership Programs
91(2)
Summary
93(2)
Membership Acquisition
95(16)
The Critical Task
95(12)
Measuring Acquisition Success
107(4)
Direct Mail
111(22)
Proactive Acquisition
111(1)
Direct Mail Components
112(14)
Important Considerations in the Direct Mail Program
126(4)
Direct Mail Uses
130(3)
Telemarketing
133(20)
Advancement through Personal Communication
133(4)
The Other Direct Response Approach: Telemarketing
137(7)
Results
144(6)
Summary
150(3)
Membership Retention and Renewals
153(10)
The Importane of Renewals
153(1)
Retention
154(2)
Renewals
156(7)
Marketing the Membership Program
163(24)
Target Markets
164(1)
Market Research: Finding Needs and Wants
164(12)
Designing Products and Services
176(1)
Communications
176(7)
Effecting Pricing
183(1)
Delivery
184(1)
Summary
184(3)
Volunteers
187(24)
Membership and Volunteers
187(1)
Institutions and Independent Friends Groups
188(1)
Volunteering in Membership Programs
189(14)
Volunteering as a Condition of Membership
203(1)
Membership Programs in All-Volunteer Organizations
204(4)
Volunteers Who Are Not Members
208(1)
The Volunteer Department
209(2)
Leadership, Management, and Staff
211(14)
Leadership and Management
211(1)
Stages in the Growth of Membership Programs
212(2)
Relationship between Staff and Volunteers
214(2)
Staffing the Membership Program
216(9)
Membership and the Internet
225(10)
An Addition, Not a Substitution
226(1)
What Is Possible?
226(1)
Early Impact of the Web on Fundraising
226(1)
State of the Membership
227(1)
Secure Transaction Pages
228(2)
E-mail Communications with Members
230(2)
Members-Only Web Access Pages
232(1)
Integration of Old World and New World
233(2)
The Math of Membership
235(22)
The Demands on Membership
235(1)
The Financial Side of Membership
236(9)
Membership Reports and Benchmarks
245(10)
Tax Issue in Membership
255(2)
Ethical and Legal Dimensions: Right and Wrong and Everything In Between
257(20)
Ethics
257(6)
Legal Issues
263(12)
Summary
275(2)
Appendixes 277(28)
A--Planning Worksheets
277(6)
B--Report Worksheets
283(6)
C--Budgets and Members
289(8)
Example 1: Budget of $1,000 to $2,000; Up To 500 Members
290(1)
Example 2: Budget of $15,000; 1,000 Members
290(1)
Example 3: Budget of $75,000; 3,000 Members
291(3)
Example 4: Budget of $500,000; 20,000 Members
294(2)
Example 5: Budget of $1,000,000; 50,000 Members
296(1)
D--Case Studies
297(4)
Case Study 1: National Baseball Hall of Fame and Museum---The Basics Work
297(1)
Case Study 2: Arizona-Sonora Desert Museum---Improving an Already Successful Program
298(3)
E--Software Options
301(4)
Doing the Homework
301(1)
Software Vendors
302(3)
Glossary and Benchmarks 305

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