Are you trying to build your nonprofit’s membership value proposition? Your organization’s membership value proposition will play a vital role in attracting the right members who can help your organization achieve its goals and objectives. It addresses what your members will find important, highlights the benefits of the membership, and indicates why they should select your nonprofit over another. Creating an effective membership value proposition can be tough. If you are having trouble with it, here are some questions that can help you get started.

1. Who Is Your Target Audience?

The first thing you need to ask is who are you targeting to join your nonprofit? You can build a profile by considering the following:

• What is their age?
• What is their profession?
• What type of values do they follow?
• What type of socioeconomic issues would they care about?
• What kind of results or initiatives would they be interested in participating in?

You can also take a look at your current members and see what they have in common. This can help you create a relevant value proposition that appeals to prospective members.

2. How Does Your Non-Profit Provide Value?

Now that you have identified who you are targeting, you can think about how your nonprofit caters to the needs and interests of a prospective member. How does it offer value, and what type of benefits can they expect if they become associated with your nonprofit? How would this help them realize their personal goal?

Answering these questions can allow you to prepare a membership value proposition that strikes a chord with prospective members.

3. How Is It Different from A Competitor’s?

You also need to create a member value proposition that is different from your competitors. If you are both offering the same thing, then there’s a possibility a prospective member will sign up with the competition instead.  

You can do some research on your competitors to avoid any duplication. It can also give you ideas on how to improve your value proposition.

4. Can You Offer a Measurable Value Proposition?

If you are trying to create a value proposition, then offering something that is quantifiable can add to its appeal. For instance, suppose your non-profit is dedicated to eradicating homelessness in a region. Assigning a distinct number to this could be helpful and elevate the impact of your value proposition.

Here’s an example: You established the organization in 2010, and so far, you have managed to reduce homelessness by 20% in an area. In the next 20 years, you expect to increase this number to over 50%. This informs a prospective member that you have a goal in mind and being a part of your efforts can allow them to help make an impact.

Wrapping It Up

Creating an effective membership value proposition can allow your association to attract prospective members that share the same values and are passionate about supporting your organization. It can help achieve your goals much more easily and invite new thoughts and ideas that can shape future initiatives.

Did you find this article helpful? Follow Stratagems for more interesting articles on non-profit leadership solutions.