NCVO Funding Conference 2014

Generating income in a complex environment

Sponsored by:

Membership, Money and Mission – how to put membership at the heart of your

income strategy

• Steve Cole• Gillen Knight• Claire Cousins

My background

6 Key Drivers for changing nature of membership

1) Changing sources of identity 2) Changing attitudes to money and

consumerism 3) Increasing availability of free information 4) The rise of the social web 5) Changing expectations of participation 6) The commodification of membership

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

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:

@GilJKnight

Fundraising through members

Trading with members Introducing members to

suppliers

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

@GilJKnight

+ =

It’s still got to be mission driven

@GilJKnight

Practicalities

@GilJKnight

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!

Further support

@GilJKnight

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

Each other – network, stay in touch, share ideas

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Sponsored by:

Sponsored by:

Sponsored by:

Sponsored by:

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