Your nonprofit’s membership program provides a sustainable revenue stream that you can rely on year-round. With the right benefits and marketing strategies in place, you can cultivate a tight-knit community of familiar faces who will be the first to sign up for your events, participate in your fundraising initiatives, and speak out on behalf of your cause.
But, if you’re just starting out or you find your member base stagnating, how do you build the momentum your program needs to thrive? One powerful tactic to consider is recruiting member ambassadors.
A member ambassador program allows your nonprofit to amplify its reach and connect with more members in an authentic way. Let’s walk through some frequently asked questions to help you hit the ground running with one of these programs.
What is a member ambassador program?
Imagine you’re standing in front of two ice cream shops. You can’t immediately tell which is better—both have eye-catching signs claiming they sell the best ice cream in town. However, when several customers leave the first shop and see you deliberating, they tell you how delicious all the ice cream flavors are. Chances are, you’ll end up trying the first shop.
This example illustrates how game-changing a member ambassador program can be.
A member ambassador program puts your most passionate members in charge of spreading the word about your nonprofit and engaging existing members in your community. According to iMIS’s guide to member engagement, when members share their real, diverse experiences to endorse your nonprofit, it comes across as more authentic and trustworthy to potential members.
Promoting your own membership benefits can only go so far. By enlisting ambassadors, you can boost the credibility and relatability of your member program.
What are the benefits of member ambassadors?
It’s clear that member ambassadors are supposed to represent your nonprofit and encourage engagement in your membership program, but what do they actually do? The answer varies from organization to organization.
There are many ways ambassadors can benefit your nonprofit, such as:
- Recruiting new members. Ambassadors provide cost-effective marketing for your organization, allowing you to tap into their personal networks through word-of-mouth recommendations. They might directly invite their friends and family to join your program or host informational sessions to share their positive experiences with your nonprofit.
- Fostering a welcoming community. Since they know the ins and outs of your nonprofit’s mission and member program, ambassadors can be a friendly resource for both new and long-time members. They can help new members connect with others and direct them to resources they might not otherwise know about.
- Improving member retention. By actively engaging with members, ambassadors ensure that each individual continues to find value and feel involved in your nonprofit’s program. They might check in with members or send out personal invitations to member-exclusive events to keep your organization top of mind.
- Enhancing your program’s credibility. Ambassadors boost your reputation by sharing personal stories through social media or blog posts, demonstrating your member program’s value and impact. These stories often resonate with your audience more than generic promotional materials summarizing your membership benefits.
Plus, by interacting with your members regularly, ambassadors can provide valuable insights and feedback to improve your member program. They may be able to brainstorm new ideas for engaging members or help you pinpoint which benefits appeal most to your nonprofit’s community.
How do you find potential ambassadors?
When recruiting employees for your nonprofit, you likely focus on finding individuals who care deeply about your mission and feel invested in your organization’s success. The same applies to recruiting people for your member ambassador program. Since it takes time and energy to advocate for your nonprofit’s program, you must find members who are willing to put in that effort.
Start by searching in your nonprofit’s database for individuals who:
- Have been a member for many years
- Frequently attend your events
- Actively participate in member discussion boards and forums
- Regularly volunteer with your organization
- Often interact with your nonprofit’s social media posts
- Donate consistently to your fundraising campaigns
Ideally, these potential ambassadors should have a strong social following. You can even invite members to nominate those they think have the right personality and passion to represent your membership program. You can approach the candidates you identify directly or allow anyone who’s interested to apply. From there, screen your potential ambassadors and choose those who would be the best representatives of your member program.
How do you support member ambassadors?
Once you’ve selected your member ambassadors, prepare them for success by providing them with the proper training, knowledge, and resources to act on behalf of your nonprofit.
Be sure to:
- Train your ambassadors. Equip ambassadors with foundational information about your nonprofit and member program so they can discuss your offerings accurately and confidently. TopClass recommends incorporating various formats and elements—such as webinars, interactive videos, and digital badges—to make it easier for learners to absorb and remember your training content.
- Create ambassador guidelines. Clarify ambassador responsibilities and expectations, from promoting events to acting as mentors for new members. Additionally, outline a code of conduct that ensures ambassadors always act respectfully, maintain confidentiality of sensitive member information, and understand what to do if conflicts or misunderstandings arise.
- Share images and templates. Your ambassadors should maintain a cohesive and consistent voice when communicating about your nonprofit. Supply them with branded images, video clips, and logos that they can add to their online content. Provide email and social media templates they can easily adapt and personalize with their own stories.
- Offer perks and recognition. Develop incentives and appreciation strategies to demonstrate how much your nonprofit values ambassadors for their support. For example, send a free branded t-shirt to member ambassadors and celebrate them at your annual gala.
Set up quarterly check-in meetings or surveys to allow ambassadors to share their feedback and express any challenges they’re facing. Use all-in-one member management tools, such as an engagement management system (EMS), to view how members are engaging with your ambassadors. Use this data to zero in on the best outreach strategies and areas where you can better support your ambassadors going forward.
A member ambassador program can breathe new life into your nonprofit’s membership program, turning it into a lively and loyal community that boosts your financial stability.
As you recruit and maintain ambassadors, track metrics such as member acquisition rates, social media engagement, and retention rates to assess your program’s performance. Provide ambassadors with transparent updates on their impact, and keep an eye out for new ways to help them help you thrive.