As museums continue to prolong their physical closures due to coronavirus, membership and development professionals are encountering new challenges. Now that in-person visits and special exhibition tickets can no longer serve as a primary benefit to members, how do membership professionals expand, augment and/or transform the member experience?
This week over 800 museum professionals joined Dan Sullivan (Head of Partnerships @ Cuseum), Jennifer Stone (Membership Manager @ Denver Museum of Nature & Science) & Chelsea Graham Jackson (Assistant Director of Membership @ Cleveland Museum of Art) as they discussed how the member experience might be expanded, especially through digital offerings, during coronavirus closures.
Watch the full video recording.
View the top takeaways below!
1. Digital Has Renewed Importance
As closures have continued much longer than anticipated, museums are looking towards digital as a means to communicate with members.
“For those of us who can disseminate digital content, we're making exclusive member content that we send out every Monday.”
- Chelsea Graham Jackson
Organizations may also consider looking into Digital Membership Cards. Many institutions don’t have the tools to print cards at home, meaning card fulfillment and renewals may be difficult, if not impossible, to do remotely. A digital membership program enables membership professionals to fulfill cards from any location, as well as offer flexibility around expiration dates, which are in flux right now for many organizations.
Digital Membership can also offer organizations reduced costs and a centralized location to communicate vital information with members.
2. A Hybrid Membership Model Will Be the Future
The changes brought on by coronavirus have the potential to shift the membership model as we know it. In the future, membership may very well encompass both physical access to your organization, as well as digital access. Indeed, when museums reopen, members will have become accustomed to digital content as a key component of membership. Both Jennifer and Chelsea noted that their institutions plan on continuing to provide members with digital access.
Hybrid membership would provide members access to a variety of exclusive online content and programming that the museum produces. This hybrid model has the potential to take many different forms and poses a tremendous opportunity to drive value for a membership base that has embraced digital during these uncertain times.
Going forward, exclusive digital content to members, member-only webstores, weekly exclusives, and member sign-in portals may become the new norm.
3. Turn Member Events Virtual!
Social media and hosting meetings have become an important tool for museum’s to stay visible during this time. Many organizations are introducing Facebook groups and Zoom meetups as a means to maintain a strong connection with the community. Some organizations, including us, are hosting Digital Happy Hours, to touch base, connect, and most importantly have fun! Others are using this time to conduct surveys and get a better understanding of what their membership base expects moving forward.
Virtual events, from happy hours, talks with the curator, book clubs, and more can be exciting ways to keep your member community strong
Pro tip: If you would like more information on choosing a webinar platform for your organization be sure to check out the blog!
4. Ensure Your Messaging Is Hitting the Right Notes
In light of the current situation, drafting sensitive language that conveys your message in a sincere and meaningful way has become a top priority for museums. While it may be a difficult time to ask for renewals and donations, being honest and upfront about your institution’s current needs is crucial. Jennifer Stone included this statement in her opening paragraph related to membership renewals.
“Although we're closed at this time, we remain committed to science and curiosity, and it's our community and our members who make this possible for us.”
- Jennifer Stone
Both Jennifer and Chelsea agreed that your current messaging should also highlight what you have available digitally and upcoming events that are still scheduled. This time can be spent checking in and maintaining relationships, but it is essential that in your messaging you relay the importance of your members continuing support.
Looking for more information? Check out our coronavirus resources page.
Further Reading: