August 21, 2003 | Read Time: 1 minute
The Nonprofit Membership Toolkit
by Ellis M.M. Robinson
This book is designed to help small- to medium-size advocacy organizations recruit new donors and maintain current supporters.
Ellis M.M. Robinson, president of the Buttonwood Partnership, a consulting firm in Sanibel Island, Fla., that provides training for nonprofit groups, says having a large pool of small donors can offer a charity a diversified base of financial support, increased political influence, and volunteer labor.
Ms. Robinson warns that, before they start or expand formal membership programs, organizations must ensure that they already have in place systems for communicating with, keeping track of, and thanking supporters. She advises groups to survey previous donors to learn why they have supported the organization, and to use the information when designing promotional materials for prospective donors.
The book offers advice on recruiting new members using special events, direct mail, and the Internet. It also describes how to encourage people to renew their membership and how to get participants to take action, such as writing letters to the editor, in support of the group. Case studies, checklists, and sample appeal letters illustrate Ms. Robinson’s suggestions.
Publisher: Jossey-Bass, 989 Market Street, San Francisco, Calif. 94103-1741; (317) 572-3986 or (800) 956-7739; fax (317) 572-4002; http://www.josseybass.com; 291 pages; $35; I.S.B.N. 0-7879-6506-5.
