"Vancouver Transit" by sillygwailo

It’s only my 2nd week at Kick Start and I’ve already had two meetings with non-profits who are reluctant to charge a fee for their services.  I get that, believe me.  I started my career in the arts as a writer/performer/director, and what motivated me do the work, (and producing art IS work – but that’s another topic for another day), was the belief that articulating something important to me, might connect with others and lead to positive change in the world.

These two non-profits, one newly formed, and one that has been around for quite a while, are passionately focused on educating, and eradicating injustice.  Undoubtedly the missions of these organizations are important and vital  to our society, and regardless of how attractive their missions are to funders, it is also vital to the sustainability of non-profit organizations to diversify income.  I will leave fundraising philosophy and practice to the experts.  But as a marketer, I do know this: a funder will be delighted to see that your organization is effectively communicating value to those that are using your services, and that your company has found a way to have some reliable % of earned income supporting the organization.   What that percentage ratio of earned to contributed is depends on the organization.

I also understand the pull to keep the price of services/product low to stay accessible to the greatest number of people.  But it is still imperative to set the bar for the cost of using the services.  Some great examples of non-profit entities charging fees, yet staying accessible include the YMCA, Public Radio and Public Television.  Monthly membership fees are posted by the YMCA for individual, youth and family memberships.  But they also offer scholarships or sliding scale dues to keep services accessible to the community.  And this economic diversity among participants is something that members value about “belonging to the YMCA.”

Anyone can watch public television or listen to public radio without paying for usage.  But they also have defined membership levels, and regularly communicate the need for support to continue to provide their unique programming and make it available to all in the community.

So get creative, think about what services and products you are giving away that you can put a price on.  Then price your services and products fairly.  You can always discount and make special offers to those that meet defined criterion for discounted or complimentary services.  It  helps everyone appreciate the value of the services when they understand its worth.   There are probably many folks out there already participating with you or have a vested interest in your mission that have the inclination or means to support you financially if you give them a chance.  And this will give your non-profit a fighting chance in the next economic downturn.