In times of trouble and triumph, your members remain your most powerful asset

Members are more than kind supporters: they are the ones who believe in your mission and help bring it to life. Whether they’re volunteers, advocating on your behalf, or contributing financially, members are typically your most loyal and engaged community.

Community Council for Australia (CCA) chief executive David Crosbie, the head of the peak body lobbying for a better deal for the not-for-profit sector, will be launching GiveNow’s new membership service on Tuesday, March 25, and he argues that members are the “heart and soul of an organisation”.

Crosbie believes that for an organisation to meet its mission, it must ensure its organisation is strong and sustainable, which requires an active and engaged membership.

“Unity is what makes organisations strong, and members make organisations tick,” Crosbie said.

“I know this because our own organisation relies on the membership of more than 80 outstanding charities that have chosen to prioritise unity and to invest in collective action. It is their exceptional commitment that has meant we’ve been able to achieve much better outcomes for the whole sector.”

One organisation using the GiveNow membership platform to strengthen its organisation is GeneEthics, which is conducting a campaign promoting awareness of ultra-processed foods (UPFs).

Executive director Bob Phelps said GeneEthics members were the organisation’s driving force.

"GeneEthics members are key to the success of our advocacy, education and campaigns against addictive UPFs,” Phelps said.

Whether it’s influencing the decision-makers, raising funds, building community trust and engagement, or volunteering, here are five ways to help members of your not-for-profit have an outsized impact.

Use your members for strategic advocacy and policy engagement

One of the most effective ways to drive change is through strategic advocacy and policy engagement. Encouraging members to engage with local, state and federal representatives – whether by writing letters, attending town halls or participating in consultations – helps keep your mission on the political agenda.

You can help by providing them with briefing materials or fact sheets to ensure you’ve giving a consistent message when dealing with decision makers.

Nominating members to join advisory boards or committees related to your mission can also be an influential way to advocate for policy changes that support your cause.

Using your member networks for fundraising and peer-to-peer campaigns

Fundraising is another area where members can make a big difference.

By leveraging their personal and professional networks, they can help raise money through peer-to-peer fundraising campaigns.

Encouraging members to introduce your organisation to potential corporate partners or high-net-worth donors can open new funding streams.

Let members help build your credibility

Reputation and thought leadership play a crucial role in strengthening your organisation’s impact.

Providing members with key talking points enables them to share your message effectively on social media, in professional settings and with journalists.

Identifying passionate members who can act as media spokespeople helps build credibility, particularly when they share personal stories that reinforce your mission.

Encouraging members to leave positive reviews or testimonials on social media platforms or Google can further enhance public trust in your work.

Your members can be the best community teachers

Community education is another powerful way to create impact.

Training members as community ambassadors allows them to give talks, lead workshops or mentor others.

A “train-the-trainer” model can help multiply your advocacy efforts by equipping members to educate others about your cause. Providing simple tools, such as PowerPoint decks, scripts and resource sheets, makes it easier for members to run effective outreach and engagement activities.

Use volunteers to make a big difference to your mission

Volunteering, particularly in skills-based roles, is one of the most practical ways for members to contribute. Matching their professional expertise in marketing, law, finance or another area to organisational needs can maximise their impact.

Encouraging members to take up leadership roles on committees or in working groups fosters deeper engagement.

For those with limited time, micro-volunteering opportunities, such as reviewing grant applications, writing testimonials or conducting short research projects, can provide meaningful contributions without requiring long-term commitments.

How to run a membership program

A well-managed membership program strengthens your organisation’s reach, visibility, and long-term sustainability.

Members help define your community, but membership income can also be a vital revenue stream, often accounting for 10% or more of income in well-run and well-connected organisations.

Data on the value of membership programs in Australia is not collected anywhere. At GiveNow, our best estimate is that it contributes between $6,000 and $15,000 to the average small grassroots community organisations each year.

Yet despite its value, many groups struggle with the administration of membership programs. Many of the software options available are clunky, expensive ($1,000–$2,000 per year), or simply not designed with Australian community organisations in mind.

At GiveNow, we’ve listened closely to what organisations across Australia need. We want to make managing member registrations and renewals easier and more affordable. Our new membership registration system, to be launched on March 25, will allow you to streamline your registration processes, reduce admin time, and focus on what matters: engaging with your community and carrying out your mission.

Whether you’re running a local neighbourhood group, a cultural association, or a national peak body, membership matters.