56. Fighting for a Healthier World: How the Sierra Club Cultivates and Stewards 3.8 Million Members - Laurin Asdal and Michelle Epstein

LeadershipEnvironmentalCommunity

Dec 21

Written By Julie Confer

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Overview

Meet Laurin and Michelle. They're part of an extraordinary team of development professionals working to save our planet. Alongside their Sierra Club team, they're managing a community of three million members and supporters for the nation’s largest and most influential grassroots environmental organization. We're discussin how to steward a global audience of millions, direct mail tips and how their frontline customer service team is doing some seriously awesome personalized engagement with donors.

Today’s Guests

Laurin Asdal, Deputy Chief Advancement Officer, Sierra Club

Michelle Epstein, Deputy Chief Advancement Officer, Direct Response Fundraising, Sierra Club

“We recognized to enjoy the planet, we had to protect the planet.”

— Laurin Asdal, Deputy Chief Advancement Officer, Sierra Club

The history, mission, and work of Sierra Club
3.7 million champions supporting the work financially or through action - how Sierra Club mobilizes, stewards, and engages them
Sierra Club’s “Voice of the Member” practice
Listen to your donors, meet them where they are at, and connect them with opportunities that align with their passions
Stories of impact
Harnessing the power of youth movement and empowering young environmentalists
How to level up your direct mail
Laurin’s One Good Thing: put people first.
Michelle’s One Good Thing: listen more than talking. Be open and curious about what is going on the world. Experience things for yourself.

Powerful Quotes:

“We recognized to enjoy the planet, we had to protect the planet.” -Laurin

“We have 20 different direct response programs, and a team of 12 folks that are taking calls from our members and supporters. Last year they answered over 50,000 phone calls and over 120,000 emails.” -Michelle

“So many make the mistake of thinking of fundraising as transactional relationships, opposed to a transformational ones. The real work of fundraising is outside the solicitation itself and really in the cultivation and stewardship of the donor.” -Laurin

“Really listen to your donor, meet them where they are, and then connect them with the work they are passionate about.” -Laurin

“This is about the people. We want to connect with supporters and tell stories from the heart with a human element.” -Laurin

“Sierra Club has been an organization where Republicans, Independents, and Democrats have found a home. Your political party can be independent of the idea that you want to protect the natural spaces around you.” -Laurin

“This work can be quite complicated. It is hard to divorce politics from this issue. Sierra Club is a C4 so we have the ability to work in a legislative context through contributions that are made. We also have the Sierra Club Foundation which supports our C3 charitable work.” -Laurin

“This year through October our paid membership has seen a 60,000 member increase.” -Michelle

“We began talking about the impact of flexible fundraising. This has helped the organization scale and broaden our reach.” -Laurin

“It is powerful for all organizations to think through how to organize your fundraising operation and the ways in which you are focusing on aspirational and visionary ideas where a donor can see themselves making an impact at any level of giving.” -Laurin

“When you put people first it is so rewarding. There are donor relationships I have had that I consider almost like family members. It is such a rewarding career and job to be at the epicenter of facilitating those who have means with making positive change in the world.” -Laurin

“It is very insightful to become a mystery shopper for your own organization. It is really important to experience things for yourself.” -Michelle