In the past several years, and even more since 2020, we’ve witnessed an explosion of innovation in membership programs across a wide range of cultural organizations. Many institutions have chosen to modernize their membership programs by launching Digital Membership Cards with Cuseum, and we couldn’t be more proud and excited to witness so many museums move their membership programs into the digital era. We’re also inspired by the multitude of creative membership initiatives that Cuseum partners have spearheaded to keep membership relevant and deepen engagement with constituents.
If you’re looking to update your membership program, make the most of your Digital Membership Cards, and/or experiment with new ways to engage members, check out five Cuseum partner success stories to inspire you!
MCA Denver: Reach Your Younger Audiences With Affordable Monthly Memberships
MCA Denver launched their Digital Membership Cards with Cuseum in 2018, and they have been hugely popular among members since their initial rollout. Additionally, Digital Membership Cards have been an important component of a broader initiative to make membership more efficient, digital-forward, and relevant for young people.
MCA Denver offers a unique, low-cost, month-to-month membership level for just $1.95 a month. This membership level, known as the “Broke Heart Club,” is aimed at attracting younger members and supporters. To make this membership option even more appealing for tech-savvy Millennial and Gen Z patrons, the museum includes “digital membership cards” as a special perk of this membership level. Over 50% of Broke Heart Club members use their digital membership cards, which affords easy entrance to the museum and other benefits, like discounts to local breweries.
According to Brad Ingles, MCA Denver’s Membership & Community Partnerships Manager, this month-to-month program has been critical to gaining more loyal support for the museum.
“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 their first year.”
– Brad Ingles, MCA Denver
In short, Digital Membership Cards can empower you to innovate and reimagine your membership program in all kinds of ways!
Pro Tip: If you’re looking for more inspiration on innovating your membership program, checkout Cuseum’s Membership Mondays webinar program on new membership models, or our full case study with MCA Denver!
Virginia Museum of Fine Arts: Increase Member Engagement with Virtual Events
In this day and age, many organizations are looking to move their membership programs into the digital era. After launching their Digital Membership initiative in 2019, the Virginia Museum of Fine Arts took the pandemic-era closures as an opportunity to expand their virtual offerings. As part of this, the museum launched the popular members-only Cocktails with a Curator webinars. Through this weekly series, curators speak about their work and expertise, all while engaging with members virtually. The VMFA intentionally created a relaxed and engaging environment by offering a fun weekly cocktail recipe that members can follow at home. According to Sarah Burgess, Senior Donor Relations Coordinator at the VMFA, the museum plans to continue this virtual series indefinitely. Through the program, the museum has not only been able to drive member engagement, but also experiment with strategies to create value for members through digital.
Pro Tip: If you’re looking to start virtual events or promote them more effectively, Digital Membership push notifications and “back of card” information can help keep members updated on your virtual offerings.
San Antonio Zoo: Innovate Your Membership Program with Community Partnerships
One of the greatest perks of Digital Membership Cards for organizations and their members is just how accessible they make membership benefits. This can come in especially handy when members are hoping to visit other institutions using reciprocal benefits programs, and it can also help facilitate creative membership initiatives, like a membership swap!
The San Antonio Zoo, for example, is always looking to evolve their membership program. Like MCA Denver, they offer an accessible monthly membership option. They also spearheaded a “membership swap” several years ago, when they partnered with a local San Antonio children’s museum, The DoSeum (also a Cuseum Digital Membership customer!). For the entire month of September, these organizations participated in a member swap, which gave members of each organization the chance to visit the other for free. According to Ash Harris, Vice President of Guest Experience at San Antonio Zoo, such initiatives can be mutually beneficial.
“[A membership swap] is a great way to add value because not only are your members able to visit your locations, but they’re also able to experience others. The great thing is that when individuals from the other institutions come to your zoo, you have a captive audience that could eventually become members.”
– Ash Harris, San Antonio Zoo
With Digital Membership Cards, initiatives like this can be even easier to plan and execute!
Exploratorium: Dedicate a Month or Day of the Year to Your Members... Digitally
Another opportunity to further engage members is to dedicate a month or day of the year to them. For example, The Exploratorium launched a “May Is For Members” initiative in 2020 to show appreciation by offering members exclusive virtual content for an entire month. During this reimagined member appreciation month, they offered exclusive online programming, additional members-only content, and a special 15% discount on all products in their online store. Sarah Owens, Membership Manager at the Exploratorium, noted that she has been working to engage audiences virtually as much as possible, since they are an interactive museum. The museum also found that having member-exclusive online programming can further motivate visitors to make the switch to membership!
Anne Springs Close Greenway: Drive Membership Growth with Limited Resources
While many cultural organizations have struggled throughout the pandemic, institutions like gardens, zoos, nature centers, with extensive outdoor offerings, may be uniquely positioned for membership expansion. For example, the Anne Springs Close Greenway has seen an unprecedented spike in members in 2020. According to Elizabeth Bowers, Communications and Guest Services Director at ASC Greenway, in February 2020, they had 7,100 member households – now they have more than 12,000 members!
If you’re looking to increase your membership base, limited staff time need not be a barrier. Digital membership cards streamline the fulfillment process – ASC Greenway is even able to boast a less than 2-day turnaround time for membership fulfillment, which has enabled them to expand their program to its greatest potential.
In the digital era, implementing digital membership cards can provide a variety of benefits for your organization. Additionally, they can help enable other membership initiatives, allowing you to serve wider audiences, promote virtual content, and drive membership growth. There are endless possibilities to expand your membership program – and the Cuseum family is an endless source of inspiration! For more information, download our Guide: How to Launch & Succeed with Digital Membership Cards in 6 Steps.