Non-profits who rely on memberships are often challenged to convert those members into donors. The conventional wisdom is that members derive a benefit while donors do not. Organizations are reluctant to ask members to give believing members won’t give without a direct benefit.

When stewardship is done well by telling your story, donors receive the greatest benefit – supporting the cause they care about and seeing it thrive. If donors are shown how their gift is impacting the organization, they will understand the value of giving.

So why not approach members with the same value proposition? Make a gift to keep the cause you love thriving and growing so your membership will ultimately hold the greatest value. All of your members have a connection to your organization and some of your members are philanthropic. There is a way to know who among your membership is philanthropically-minded. You can learn about your members by tracking their activities – how long they’ve been members, how often they are visiting, and what events they attend. Your data, along with third-party data can be analyzed to help you understand who among your members will make the most likely donors.

Need help focusing on which members to approach? Data analysis can help you target members who share similar characteristics to your donors. You can begin to convert members to donors. You can improve your fundraising while better understanding your membership base.