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After almost two months of coronavirus closures, many museums and cultural organizations are preparing to welcome visitors and members back. However, while organizations may be reopening, many are doing so in a graduated way and facing new challenges. In particular, many are realizing that tourism will be down for quite some time, which has the potential to profoundly affect admissions and membership revenue. At the same time, cultural organizations may have renewed appeal to local audiences as the world embraces a “stay local” or “staycation” mentality for the foreseeable future.

Last Monday, 1,600 people joined Dan Sullivan (Head of Growth and Partnerships @ Cuseum), Tim O’Connell (Director of Membership & Annual Giving @ North Carolina Museum of Art), Julie Knight (Director of Membership @ San Francisco Museum of Modern Art), Sewon Barrera (Digital Marketing Manager @ Exploratorium) & Daniel Vincent (Director of Membership @ Trustees of Reservations) as they discussed shifts in audiences and membership marketing strategy in light of coronavirus. The webinar addressed how organizations can reorient the value propositions of membership and double down on local audience development to survive and thrive in the coronavirus era.

Watch the full recording here.

Here are a few of the biggest takeaways from the conversation:

Work to Understand Visitors and Their Needs

Due to the ongoing challenges and risks of COVID-19, it is impossible to know when tourism will be back to normal. It is likely, however, that it will be severely affected for the foreseeable future. According to a Longwoods International study, 82% of Americans have changed their travel plans for the next six months due to the coronavirus. In the meantime, organizations may consider shifting their focus to appealing to local audiences, who may have opted for an out-of-town vacation if not for the current situation.

In order to better understand local audiences, organizations may also want to consider how they can cater to different segments. For example, the Exploratorium has incorporated creative ideas like a themed night with popup bars on Thursday evenings for an adult only experience.

Daniel at the Trustees also discussed the possibility of adding more benefits, like add-on programs, to membership to also appeal to the diverse needs of the local community.

“Access to the beach is an additional category of membership, sort of elevated. You can buy discounted passes as a member. Right now we're seeing that there's interest in our cultural sites and our beaches, and so we tend to cater to those different constituencies a little bit differently.”
- Daniel Vincent, The Trustees

Many Americans may be embracing a “staycation” mentality for the foreseeable future, and it’s important to keep that in mind as you develop your approach to membership marketing.

Stay Nimble with Your Marketing Strategy

When thinking through marketing strategy during this time of gradual reopening, all of our panelists also emphasized the importance of staying agile.

“We’re trying to be steady but nimble. Our policy is that we’re not making any drastic changes in our campaigns, not renewal, not acquisition, but that we’re responding to the situation as best we can and that we are communicating as best we can.”
- Daniel Vincent, The Trustees

Also taking an agile approach, in response to local circumstances, Julie noted that she’s been looking at launching an acquisition campaign at SFMOMA, targeted at local audiences and motivating them to come back in as members!

As the COVID-19 situation continues to evolve, staying flexible and adapting to the needs of your audiences and organization will be of critical importance.

Offer a New Value Proposition, Especially to Members

Now more than ever, organizations are thinking about how they may shift their value propositions and maintain the long-term relationships with their members. There are many ways that organizations can offer value in a unique and creative way. For example, the Exploratorium has started a weekly newsletter series with free online content and learning that members can enjoy at home. Sewon noted,

“We’ve definitely been focused on both providing value to our members and our non-members, as well as really highlighting our impact and mission whether or not our doors are open or closed.”
- Sewon Barrera, Exploratorium

Organizations are also going the extra mile to convey the positive impact that members are making for the current and future operations of the organizations they support. At a time where so many folks are sorely missing personal connections, a warm customized email or phone call thanking members for their contribution and impact can be a great way to keep constant communication.

Although there may be various challenges associated with COVID-19, by marketing to and maintaining relationships with members and local citizens, as well as reorienting value propositions, organizations can welcome back visitors and ensure that they bounce back upon reopening.

Looking for more information? Check out our coronavirus resources page.

Further Reading: