Gillen KnightHead of Enterprise and Membership, NCVO

Members, money and mission – how to put membership at the heart of

your income strategy

Twitter: @GilJKnight Linked-in: uk.linkedin.com/in/gillenknight

@GilJKnight

@GilJKnight

@GilJKnight

@GilJKnight

Start with the basics

• Start charging, if you don’t already, for some types of membership.

• Ramp up your recruitment. Simply get more members.• Get members on Direct Debit – up to four times more

sticky.• Ask. Ask members to regularly donate on top of their

membership fee.• Create Gold, Founder, Patron or other high value special

memberships.

@GilJKnight

Then move on to mission driven income generation through your members. Innovate

by:

Fundraising through members

Trading with members Introducing members to

suppliers

@GilJKnight

It’s got to be mission driven, and simple to understand

+ =

@GilJKnight

It’s still got to be mission driven

@GilJKnight

Practicalities Do you need to set up a trading company? VAT issues – beware – can be complex Reputation – need to manage the risks Don’t bet the farm Research, test, roll out rather than go in big Undertaken due diligence on any commercial

partners Team up with people who know what they are

doing, if you don’t. Be honest about this. Start with what you are good at Fail cheap, fail fast!

@GilJKnight

Further support NESTA - www.nesta.org.uk Funder and great

supporter of innovation NCVO’s Good Guide To Membership – From

www.ncvo-vol.org.uk/publications NCVO’s The Art of Raising Money – using

marketing to stabilise your income – From as above.

NCVO member helpline on VAT issues. www.ncvo-vol.org.uk/VAT-advice

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