In the past several years, and especially in the past six months, we’ve seen an explosion of new museum membership models. From virtual membership levels and benefits, month-to-month subscription models, to free membership programs, many organizations are considering alternatives to traditional annual membership. In light of these new trends, many questions and challenges have emerged. For example, how do you balance the needs of a traditional membership base with a virtual membership base? Is monthly membership feasible in the long-term? And, how can we keep membership relevant?
Join Dan Sullivan (Head of Growth & Partnerships @ Cuseum), Christina Brown (Director of Membership Programs @ Phoenix Art Museum), Heather Cahill (Director of Development @ Springfield Museums) & Brad Ingles (Membership & Community Partnerships Manager @ MCA Denver) for a discussion on new conceptions of the membership model. Each of these panelists will share a new membership model they’ve implemented at their institution, and they’ll explore some of the benefits and challenges of these membership trends.
Read the highlights below.
Consider the Advantages of Month-to-Month Memberships
In recent years, and even more so in the past several months, membership departments are experimenting with a month-to-month membership level. Similar to a subscription model, this type of membership can be a flexible and affordable option.
For Brad at MCA Denver, he noticed that one of their primary audiences was young people between 18 and 35 years old. However, he also observed that the typical cost of annual membership could prove a deterrent for this group. In response, he created the Broke Heart Club, which is a monthly membership option, and an alternative to their higher level “Heart Club.” Since launching this membership level, MCA Denver has been charging $1.95 a month, or an annual payment of $24. They also require those who buy this monthly membership to keep it for at least six months, which brings the total to a cost of a ticket. The membership option has been a huge success, and a gateway to higher levels of membership.
“It is a great way because we do see a lot of these people that end up buying this $1.95 membership instead of getting a ticket on their first visit. They love it, come back a couple times and then realize that they want to bring a guest. Then they upgrade their membership in that first year.”
– Brad Ingles
Indeed, Brad has found that the month-to-month option builds loyalty with guests and can motivate people to upgrade to a higher level membership when they are able to afford it.
Christina at the Phoenix Art Museum recently launched a month-to-month membership program, and she has similar ambitions for the new initiative. They now offer three different options, Just Me for $6, You and Me for $8, and All of Us for $9 per month. The membership level has been received positively in its early stages, and Christina hopes that it will be able to convert more visitors into members in the long-term.
If you’re looking to bridge the gap between visitor and member, a monthly membership option may be worth considering.
Consider Adding a Virtual Membership Level
Throughout the course of museum closures, institutions largely shifted to virtual programming in order to continue engaging with members and visitors. Some organizations have even added a virtual membership category to provide exclusive virtual benefits for those who join. For Heather at the Springfield Museums, they took this step and launched a virtual membership category to provide exclusive virtual content to members. It consists of a password protected webpage and content across disciplines of the 5 Springfield Museums. This includes a tour of the Islamic gallery, coding activities for kids, crafts from different cultures around the world, book recommendations, a short history video of the 31st Massachusetts Infantry Regiment, and a drawing lesson.
“We created an engagement page to keep people engaged while we were closed, but it was so popular that we knew we were going to have to continue it in some way. So we repurposed it over the summer and launched it on October 1st.”
– Heather Cahill
So far, she’s seen an increase in 41 new members and plans to continue promoting it. The Springfield Museums have also extended the virtual membership benefits to their higher level members for their support during their closures.
Other institutions like the Steinbeck Center have also added a virtual membership to provide an accessible option for all current members from 74 countries. They price their virtual membership at $30 a year and provide exclusive content for these members. The virtual membership level is a great way organizations can generate revenue while creating long-term loyalty with your current members.
Think Creatively to Keep Membership Relevant
With many folks still hesitant to visit museums in person, keeping membership relevant is a challenge for cultural institutions of all kinds. To combat this, many museums have taken new measures to add value to members and respond to their needs. For example, Brad and Christina have sent out surveys to see what members are looking for. From this, Christina found that her members loved receiving content and has been working with her team to emphasize their digital programming.
“We are trying to transition and really make sure that there’s a strong member benefit tied to that. So we’re taking those things that we did automatically, the book and music recommendations and maybe tying it into the benefits moving forward for our existing member levels. So really our communication - staying engaged and talking to our members - has been the most important thing we could have done.”
– Christina Brown
On a different note, one way that Brad has kept memberships relevant is by engaging in partnerships with local businesses. For example, he worked with Ratio Beer Works in Denver to give MCA Denver members a 10% discount off their beers by showing their Cuseum Digital Membership Card.
Heather added that now is a great time to show appreciation for members, and reinvent programs according to their needs.
“Our members bring a lot to our museums, not just financial resources, but enthusiasm. Like Brad said, they’re out in the community. They’re talking about us to their friends, so I do think that they deserve us always looking out for the best possible ways to provide membership benefits to them.”
– Heather Cahill
At the Springfield Museums, they sent handwritten notes and activity packs to all the members that had their membership expiring during the time they were closed, in hopes that they would renew their memberships. During their reopenings, they’re also offering free popcorn and free apple cider all week at their cafe for members to express their gratitude. Heather has also been thinking about different programs and promotions that could benefit members, such as a “gift a membership” option. Even a small gesture to show appreciation can be a great way to connect and engage with members.
During reopenings, strategizing with partnerships and focusing on digital engagement can be critical to creating a stronger bond with members.
New membership models, such as the month-to-month and virtual memberships, have become more and more common as organizations are looking out for ways to connect with members. Although there may be challenges, there are also endless opportunities to keep membership relevant with partnerships and acts of appreciation. Though there will be less physical interactions with guests and members, it is essential to always keep the member experience and member needs top of mind.
Looking for more information on digital engagement? Reach out to Cuseum today!