Why People Choose to Become Members | Historic Preservation | Wisconsin Historical Society

Guide or Instruction

Why People Choose to Become Members of Your Nonprofit Organization

Why People Choose to Become Members | Historic Preservation | Wisconsin Historical Society

People may choose to become members of your nonprofit organization for many reasons — some for professional reasons, but most for personal reasons. Your efforts to build membership in your nonprofit organization are more likely to be successful if you understand the most common reasons that people join organizations. This knowledge will help you to design membership development initiatives that reflect these reasons.

Personal Connections Spark
Belief in a Mission

A member's belief in your organization's mission may be rooted in that person's personal connection to the cause.

Barbara Kooiman, Chair of the Board of the Preservation Alliance of La Crosse (PAL), asked a few members of her board why they joined the organization. Their responses reflected their very personal connection to historic preservation and to their hometown roots. Here are two board members' reflections on their personal connection to PAL's mission:

I have always been interested in preservation of historic and older buildings. In fact, that is how I grew up in Copenhagen. I visited my favorite island, Bornholm, where you are not allowed to build new buildings that do not fit in with the old style of houses, and where it is the law that you do not destroy historic buildings. We also became especially interested here in La Crosse after we were restoring our old schoolhouse. We appreciated help and ideas from PAL, and I am happy to be part of the organization.

I wish there was more awareness in the U.S. about historic preservation, and I really appreciate historic places in Denmark every time I go home. Most often people who join PAL are probably involved themselves in historic preservation.

Lisbeth Reynertson

I grew up during the urban renewal era. In my hometown, it meant removing old, poorly maintained buildings and leaving open spaces until someone decided to build. A subsequent trip to Europe opened my eyes to the value of maintaining old structures for their charm, history and opportunity for adaptive reuse. I feel we should be preserving our architectural history for the same reasons. Serving on the PAL board is one way to be an advocate when one doesn't have the resources to buy and restore structures.

Roger Grant

Five of the most common reasons why people might choose to become a member of your nonprofit organization are described below.

  1. Reason #1: They Believe in Your Mission

    The primary reason anyone joins a particular nonprofit organization is belief in the organization's mission. Your organization was set up to do something that appeals to your members' core values. By joining your organization, your members are taking action to support this core value. This feels good and right.

    Anne Katz, Executive Director of Arts Wisconsin, said the following about her organization's members:

    The invisible, intrinsic, intangible reason any one or any entity supports Arts Wisconsin is because they believe in our mission, vision, and purpose—that everyone, everywhere in the state should have the opportunity to be involved in the arts, and that the arts are essential tools for economic vitality, educational advancement, civic engagement, and healthy, vibrant communities.

  2. Reason #2: They Feel a Sense of Community Belonging

    It can be empowering and deeply satisfying to be a part of an effort that is bigger than your immediate, day-to-day life. People who join your organization may be seeking to strengthen their personal and professional identity by working alongside people who share their values.

  3. Reason #3: They See the Social Benefits

    Some of your members may be highly motivated by social opportunities in which they can interact with others who share their interests. If your organization becomes known for its events and social activities, you will draw members who are most interested in these social benefits.

  4. Reason #4: They Want to Expand their Business Network

    Some people may join your nonprofit organization because their business appeals to those who value your organization's mission. These work-minded members may use your membership events to network with future employers, employees, clients, or customers. You can use this kind of thinking to benefit your organization by marketing the "business" value of membership in your organization.

  5. Reason #5: They Want a Tax Deduction

    Although most people who join your nonprofit organization for $20 or more a year are not thinking about the tax benefit, those who join at a higher level may be looking ahead to their end-of-year charitable tax deductions. Many people who are inclined to join nonprofit organizations will establish a philanthropy plan. These members set aside a percentage of their annual income for membership dues and contributions.

Learn More

Historic Preservation Advocacy Guide

Find more how-to articles about historic preservation advocacy.