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  • 1.  Dismantling Membership Program––Pros & Cons?

    Posted 10-09-2023 10:47 AM
    Edited by Connie Dyson 10-09-2023 04:13 PM

    Greetings, Colleagues,

     

    How common is it for an institution to dismantle its membership program? What are the pros and cons for such an endeavor? What is the long-term impact on museums who have done this? What was the logic or strategy beyond fiscal validation? Should the revamped program be donation-based? What benefits are museums offering long-distance members who are not likely to return on an annual basis? How have museums replaced memberships program with a more viable and value-added program for its members? How does the membership program impact institutional accreditation? Looking forward to feedback from our professional colleagues.

     

    Sincerely,

    Connie Dyson

    Brand Marketing & PR Manager



  • 2.  RE: Dismantling Membership Program––Pros & Cons?

    Posted 10-10-2023 09:42 AM
    Wow, Connie, what a frought question!  And perhaps not the right one.  Do you mean PAID membership program?  Some museums, recognizing the needs of their proximate communities have gone to free memberships.  I know this is not feasible for museums who depend on membership and admission income, but it's something to consider.

    Is this question a general one or are you representing a specific museum or museums with membership histories/records?

    I believe that one of the most important benefits of having a membership base is proving to grant-making entities and major donors, the support of your community.  But then, again, I am a boomer.  Vivian





  • 3.  RE: Dismantling Membership Program––Pros & Cons?

    Posted 10-10-2023 11:23 AM

    Hi, Vivian. Originally, this was a general question. Creating a tier for free membership may be a good idea. I agree a community of support is a priority for developing a membership base. Thank you for your feedback.



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    Connie Dyson
    Brand Marketing & PR Manager
    National Civil Rights Museum
    Memphis TN
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    Original Message


  • 4.  RE: Dismantling Membership Program––Pros & Cons?

    Posted 10-10-2023 02:18 PM

    Connie--

    We have been having this conversation with many of our clients. The answer is that it depends on your specific circumstances and your museum's business model. For community museums with active changing exhibit programs, membership can be a vital way to continually engage area residents and to build your fundraising base. In other cases, perhaps where the collection is particularly compelling to a certain group--a school of art or a historical figure, say--keeping a connection open with that group through online programming linked to a "free" membership may be the right approach. For a destination museum with many one-time visitors "membership" might simply be an email newsletter linked to a low-key annual fundraising appeal that can be used to build a donor base.

    In any case, it is important to be in touch with your constituent base, the people who love your museum, whatever you call that relationship.



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    Guy Hermann
    Museum Insights
    Long-range Master Planning for Museums
    http://www.museuminsights.com
    guy@museuminsights.com
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