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   Part M. Social Marketing and Institutionalization of the ... >
      Chapter 46. Planning for Long-Term Institutionalization >
         Section 17. Establishing and Maintaining a Membership Program >
             Tools & Checklists - A checklist that summarizes the major points contained in the section. >

Establishing and Maintaining a Membership Program

  

Tools & Checklists

 Contributed by Phil Rabinowitz Edited by Bill Berkowitz

Tools

Tool 1: A sample membership letter
Tool 2: A sample thank-you letter

Checklist

Tools

Tool # 1: A sample membership letter.

Dear [Potential Member],

"For the first time in my life, I feel like a real person. I know what I can do now." -- Francis

"Learning has become really important for me. And my kids see that, and they're doing better in school now, because they understand it's important. Mom's going to school, it must be important." -- Jacquie

"...and I voted for President for the first time this year. I read the newspapers, and I understood what both of them were saying, and I decided who I wanted to vote for. I could actually read about politics and understand it. And it was interesting !" -- Nancy

These are quotes from learners at Reading, Inc., an award-winning adult literacy provider serving Washington County. They, and the more than 300 others who took classes from us in reading, writing, math, and GED (high school equivalency) preparation in the past year, were able to accomplish things they thought were beyond them. By offering them not only educational services, but the opportunity to take charge of their own learning and look at themselves differently, we help learners understand how to take control of their lives. Many earn their GEDs and go on to higher education or to better and more fulfilling work. Nearly all gain skills and an increased respect for their own abilities that they'll carry for the rest of their lives.

We're asking you to join us in this work. Become a member of Reading, Inc. for the next year, and help to make adult illiteracy a thing of the past in Washington County. For your membership of $25.00 or more, you'll receive a quarterly newsletter, an invitation for you and your family to our annual barbecue (Jimmy's famous ribs get better each year!), and the knowledge that you're part of the difference for Francis and Jacquie and Nancy and hundreds of others like them.

Nearly half of the over 19,000 adults in Washington County who lack high school diplomas are unable to read the safety instructions on a medicine bottle or figure their change at the supermarket. As a result, many are un- or underemployed, constantly subject to layoffs, unable or afraid to move up. Furthermore, it's likely that their children will follow in their footsteps: the most powerful statistic we have about literacy is that children's literacy is dependent on that of their primary caregivers, usually their mothers.

Literacy is a core issue. Lack of basic skills is one of the roots of many societal problems, including hunger, homelessness, and crime (about 80% of those incarcerated lack high school diplomas). At Reading, Inc., we're trying to tackle these problems one learner at a time.

Your contribution will help us to pay for what our state funding doesn't cover : rent, most of our administrative and clerical salaries, a computer for our bookkeeper. We're a 501(c)(3) tax-exempt organization, and your membership is completely tax -deductible.

As a community-based organization, Reading, Inc. has always depended on partnership with community members like you. Thank you for your support, and for your recognition of the importance of eliminating adult illiteracy.

Sincerely,

[Director]



Please detach and return this portion of the letter with your membership.

Yes! I want to become a member of Reading, Inc. I'm enclosing my check or money order, made out to Reading, Inc., for

$25.00____ $50.00____ $100.00____ Other amount____________

Name____________________________________________________________

Address__________________________________________________________

Phone___________________ Fax_________________ E-mail: ______________

I'm interested in becoming more involved in Reading, Inc. Please contact me about :

____Learning more about what I can do

____Volunteering

____Becoming a Board member

____Making a tax-deductible donation of goods or services

____Other


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Tool #2: A sample thank-you letter.

Dear [Member's name],

We're delighted to welcome you as a member of Reading, Inc. for 2001. Thank you for helping to support the efforts of the more than 300 learners we serve every year .

Your membership contribution is very important to us, because we can use it to pay for whatever we need. Our state funding comes with many strings attached, and we can't use it for many of our expenses: rent, for instance, or most of our administrative and clerical salaries. We depend for operating funds on the support of community members like you. This year, your contribution may help us buy our own copier (we spend hundreds of dollars and countless hours a year having learner readings and office documents copied commercially), may help (finally!) to finance that computer for the bookkeeper, and will, as always, assure that we can keep our space.

Please feel free, as a member, to contact Reading, Inc. with any questions, ideas, or concerns you have, or about getting more involved in our work. There are opportunities to volunteer in the classroom or the office, to join the Board of Directors, to work on specific projects, or to donate goods or services. If you'd like information about these possibilities or anything else, please call or e-mail [name of contact person ] at [phone and e-mail], and she'll be glad to talk to you.

We're enclosing the latest edition of our newsletter, which includes some stories and comments from learners, as well as a description of the Distinguished Teaching Award won by staff member Elaine Marshall. You'll be getting three more newsletters and occasional collections of student writing over the course of the year. You're also cordially invited to our annual barbecue, to be held this year at Jefferson Park in Bigelow on June 9 (rain date June 10) starting at 1:00 p.m.

Welcome to the Reading, Inc. family. We hope you'll take advantage of your membership to become more familiar with the organization, and perhaps to join us in our work. Thanks again for your help and support. Without folks like you, who care about the community, we couldn't do what we do.

Sincerely

[Director]



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Checklist

Here you'll find a checklist summarizing the section's main points.


What is a membership program?

___ You understand that a membership program is one that asks people to contribute something - money, time, specific actions, etc. - to an organization, in return for which they become affiliated with it for a set length of time.


Why might you want to establish a membership program?

You know that membership:

___ Encourages commitment, and makes people feel part of the organization.

___ Can broaden the knowledge and understanding of your issue in the community.

___ Builds community support for your organization.

___ Can involve members more deeply in the organization.

___ Can afford you with a predictable share of annual income.

___ May motivate members to contribute to an endowment or make larger annual gifts .

___ Can strengthen members' support and advocacy in the community.

___ Can establish your credibility with funders.

___ Can increase your influence with policy makers.


When is a good time to establish a membership program?

You take into account:

___ The best time of year to contact potential members.

___ The organization's capacity to mount a membership drive.

___ The organization's need for cash at specific periods.

___ The existence of events or periods when - because of the nature of the organization - it's most appropriate to conduct a membership drive.


Who are potential members, and how do you find them?

You know that you can:

___ Start with the people you know.

___ Target individuals and groups that have some personal or professional connection with the work of your organization.

___ Buy, borrow, or trade contact lists from other organizations.

___ Circulate sign-up sheets at presentations.

___ Go where the money is.

___ Build a contact list.


How do you establish a membership program?

You will:

___ Develop a system for overseeing and coordinating the membership process.

___ Set fees and dues.


You'll contact people by:

___ Face to face meetings.

___ Phone solicitation.

___ Direct mail

___ You know about bulk mail

___ You know how to write and pretest a membership letter.

___ You know how to get membership letters stuffed and mailed.

___ E-mail.

___ Public appeals through the media.

___ Other methods: events, postering, etc.

___ You will record and answer members' responses.

___ You know how to write a member thank-you letter.


How do you maintain a membership program?

You will:

___ Keep building your contact list.

___ Keep contact and membership lists up to date.

___ Respond to members' offers and requests.

___ Keep contact with members.


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