13 Ways Revamped Nonprofits Can Attract And Retain Loyal Stakeholders

Forbes

3 days ago

Nonprofit organizations are meant to evolve over time. Making internal changes to reimagine the organization as a whole can enable nonprofit professionals to better meet the needs of constituents and the communities being served.
However, change is not always seen as a positive thing. With even small changes having the potential to alienate current supporters who are happy with how the nonprofit currently operates or repel new people from joining the cause, professionals must proceed with care.
To help, 13 Forbes Nonprofit Council members offer recommendations on how leaders and their teams can create valuable member benefits to attract and retain loyal stakeholders. Read on to learn more about the long-term impact of having people who will continually invest in the organization's mission and purpose.
1. Get Clear On Your 'Why' And Goals
It is essential that a nonprofit is clear on what it is doing and why. Avoid replicating what others do because we agree with the mission. Instead, focus on ensuring that you are filling a gap not currently being addressed. For those we respect, we supplement, not supplant. Above all, we all need a clear North Star that is unique to us and clear to the communities we serve. - Patrick Riccards, Driving Force Institute
2. Craft An Identity Around The Organization
Design benefits that create identity, not just access. People stay loyal when they feel seen, valued and part of something bigger than themselves. Build experiences that reinforce belonging, language that signals shared values, and tools that let members shape the mission. Loyalty is not bought through perks. True loyalty is earned through purpose, participation and pride. - Cherian Koshy, Kindsight
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3. Connect Authentically
When reimagining member benefits, focus on authentic connection. At Well Aware, we emphasize gratitude and transparency. For example, we send postcards from East African beneficiaries (when appropriate) and a members-only newsletter with behind-the-scenes access and early news. These simple, heartfelt touches create lasting loyalty. - Sarah Evans, Well Aware
4. Actively Listen
Be an active and present listener. Stakeholders want to be heard and seen, especially in times of transition, organizational change, or during a launch or a refresh. The most valuable member benefit is knowing that organizational leadership is attuned to the pulse of its loyal stakeholders. - Randy Wong, Hawaii Youth Symphony
5. Understand Stakeholders' Motivations
Donor development and stakeholder retention are among a nonprofit leader's most important tasks. Each person's connection is unique and discovered through conversation, collaboration or recognition. Some give quietly, while others seek visibility. Understanding and honoring these motivations is key to building lasting engagement. - Justin Phillips, Overdose Lifelines
6. Determine How Stakeholders Define Value
The first step in creating valuable benefits is to understand how members define value. This is true whether it's a startup or a legacy organization being reimaged. Many organizations get this wrong by leading with what leaders perceive as valuable. To find true value, define the problem you're solving. Once framed, the value proposition can be vetted. - Alan Thomas, Association for Materials Protection & Performance
7. Directly Ask What Stakeholders Value
To attract and retain loyal members, don't guess what they value—ask. Engage your target audience to understand their needs, then design benefits that deliver that specific value. To ensure lasting investment in your mission, create a continuous feedback loop of consistently listening, adapting and refining your offerings to meet their evolving priorities. - Victoria Burkhart, The More Than Giving Company
8. Engage Stakeholders Often
When reimagining a nonprofit institution, engage stakeholders early and often. Rather than focusing only on your organization, focus on industry impact to create member value and loyalty. It is important to refresh your mission, vision and strategic plan often. Ensure the strategic plan is coupled with a review of the staff and finances. You gain credibility when a plan is executed swiftly and professionally. - Eric Dell, American Bakers Association
9. Offer Meaningful Benefits
To attract and retain high-value supporters, nonprofits must offer meaningful, high-touch benefits. This can include offerings like exclusive access, personalized experiences and community with like-minded donors. When done well, this deepens stakeholder commitment and inspires them to engage their network, bringing others along. But beware because unmet expectations can erode trust just as quickly. - Luciana Bonifacio, Save the Children
10. Align Offerings Around The Mission And Personal Goals
Leaders can create valuable member benefits by engaging stakeholders in co-creation. Listen deeply to their evolving needs, and design offerings that align with both the mission and personal growth, such as exclusive learning, networking or leadership opportunities. When members feel valued and empowered, they don't just stay; they become lifelong champions of the cause. - Yujia Zhu, FASSLING.AI
11. Reflect Stakeholders' Experiences In Benefits
Create benefits that reflect the lived experiences of your audience. Co-design offerings with them, not just for them. When benefits are rooted in real community insight and mutual respect, they feel more personal, relevant and lasting. This can deepen trust and long-term investment in your mission. - Michael Bellavia, HelpGood
12. Make The Organization's Impact Tangible
It is important for the organization's impact to be visible and tangible. Donors and investors want quantifiable results and marketable change and growth, so it is the nonprofit's responsibility to provide this. Oftentimes, this comes in the presentation of results as much as the results themselves. - Nyene Baker, Visionary Philanthropy Group Inc.
13. Prioritize Consistent Connection And Nurturing
Retaining support is about a consistent connection. Nurture your community like family. Transparency, gratitude, and shared success are the most underrated—but most powerful—member benefits. When your mission is human, make your benefits deeply human, too. That's how nonprofits turn backers into believers, and believers into lifelong legacy builders. - Sattie Persaud, World Heritage Cultural Center (WHCC)