In today's tech-driven climate, science centers, aquariums, and other venues of learning are facing an uphill battle. Between decreasing attendance and funding shortfalls, it can be difficult to manage all the moving parts of a successful museum operation - including membership programs. Fortunately, Cuseum and robust CRM providers like Tessitura Network have arrived on the scene with cutting-edge solutions for institutions around the world; empowering them to surpass expectations when crafting unified user experiences that drive efficiency without sacrificing engagement!
By leveraging the power of Cuseum’s digital tools on top of a powerful CRM, museums are taking a huge leap forward in modernizing their operations. With an easy integration process, organizations have access to innovative solutions that will help them increase revenue while providing visitors with an unforgettable experience. Read on as we explore some incredible stories from different institutions who have tapped into these new benefits - unlocking the potential for enhanced engagement and deepened loyalty among visitors, members, and donors!
California Academy of Sciences
Image: California Academy of Sciences, Source: https://calacademy.org/
Visit The California Academy of Sciences, located in San Francisco's magnificent Golden Gate Park, and experience an awe-inspiring aquarium filled with a vast array of species, a captivating planetarium offering out-of-this world journeys and knowledge about our universe’s hidden secrets, or explore the unique rainforest full of plants from around the globe paired with education on their importance for living systems.
With the academy’s rapid growth came the need to find a more sustainable, efficient, and cost-effective solution for their membership operations. By partnering with Cuseum, they can both deliver convenience to their members while saving an estimated $200,000 over just one year. Cuseum is also helping the academy fulfill their commitment to sustainability: by going digital, they are reducing their carbon footprint by approximately 5,782 lbs of CO2 – equivalent to saving 144,550 sheets of printer paper!
Teaming up with both Cuseum and Tessitura means they are also able to implement innovative admission products and customize the visitor experience to create meaningful connections with their guests. According to Jaime Lemus, Chief Information Officer at the Academy, leveraging visitor data to get insight into their constituents’ behavior provides them with “robust insight into our customer journey.” This has in turn allowed them to more effectively manage their revenue generating initiatives, such fundraising and their membership program, which boasts 125,000 subscribing members.
“The ability to have that information, to make informed decisions, helped us get through that very difficult period,” Lemus said recently, “And it’s helping us recover.” Lemus also noted the vital role played by technology companies that serve cultural institutions, as “communities that gather around a technology to help you get the job done. To help you get creative. To help you see a vision that maybe you didn't even know you had.”
Liberty Science Center
Image: Liberty Science Center; Source: https://lsc.org/
Liberty Science Center in New Jersey aims to inspire the future generation of scientists and engineers while also engaging learners of all ages in the fascinating world of science and technology. With 12 museum exhibition halls, over 750,000 annual visitors, and nearly 5,000-person member base, this interactive science museum offers a wide range of off-site and online programs to promote scientific curiosity and education.
In 2020, the Liberty Science Center joined the Cuseum family with the launch of their Digital Membership Cards. The transition to digital cards means the Center now saves on the costs of printing and distributing traditional cards, and is able to provide convenience to members by eliminating the need for physical cards and reducing the risk of loss. The launch of this program also improved data tracking, deepening insights into member engagement and attendance, helping them better tailor their offerings to member needs and preferences. Digital cards can also be linked to the center's online and mobile platforms, allowing members easy access to exclusive content, events, and promotions, increasing engagement and retention.
Time savings and lowered cost means more resources can be invested in important endeavors, like fun and educational programming.
Mystic Aquarium
Image: A beluga whale at Mystic Aquarium; Source: https://www.mysticaquarium.org/
Since opening its doors in 1973, Mystic Aquarium in Connecticut has been devoted to educating the public about marine life and caring for its diverse range of marine animals. The Aquarium offers interactive and immersive Virtual Reality exhibits, as well as educational programs for visitors of all ages, from summer camps, to animal encounters, to behind-the-scenes tours.
One significant advantage of Mystic Aquarium existing CRM is its seamless integration with Cuseum's Digital Membership Cards, which the Aquarium rolled out to its base of nearly 15,000 members in October of 2021. Before the implementation, the on-site experience was inefficient and disjointed, with various non-integrated systems. Members had to check in at the booth with a photo ID for each visit, resulting in a cumbersome process.
According to Evans, Digital Membership options are a significant upgrade from the days of carrying identification cards. In addition to reduced wait times and shorter lines upon entry, members now have a more welcoming experience, feeling like they're part of the community by simply scanning their card and entering the aquarium.
An eco-friendly alternative to traditional physical cards, Digital Membership Cards also help the aquarium meet its sustainability goals. Committed to a conservation-centered mission, the aquarium also collaborates with other organizations and institutions to promote conservation of marine ecosystems and support biodiversity research initiatives.
By partnering with Tessitura and Cuseum, the Aquarium has transformed their guest experience, making it more welcoming and efficient, while fostering collaboration and improving customer service. These upgrades “have made everybody’s journey through the Aquarium so much faster,” said Evans. “The feedback we’re getting from members and guests is that it is so much easier.”
Museum of Pop Culture (MoPOP)
Image: Museum of Pop Culture; Source: http://mopop.org
Seattle’s Museum of Pop Culture, also known as MoPOP, was founded by Microsoft co-founder Paul Allen in 2000 and originally named the Experience Music Project (EMP) Museum. Dedicated to popular culture in all its forms, including music, science fiction, fantasy, and horror, It features interactive exhibits, artifacts, and programs including a Science Fiction + Fantasy Short Film Festivals, the Sound Off! Music Festival, accessibility-oriented Sensory-Friendly Programs, a special Youth Advisory Board as well as a hybridized strategy of onsite and remote educational programs.
Partnering with both Cuseum and the Tessitura Network has helped MoPOP extend their digital strategy – following the devastation of the pandemic, the museum has recently celebrated resurgent visitor numbers, renewed engagement with their e-newsletter and other digital marketing initiatives. During a Cuseum-hosted webinar focused on membership messaging, communication, and events during the pandemic, Membership Manager Bradford Talley described how MoPOP utilized digital communication tools to keep their over member base of thousands informed about fundraising campaigns – especially during times of global crisis.
By providing Digital Membership Cards, the museum has streamlined operations, saving money and valuable staff hours that can then be invested in programming and visitor value. Plus, by eliminating the need for physical cards, MoPOP makes it easy for their members to visit onsite and access their benefits from anywhere. Digital cards also help them track member engagement and attendance more accurately, gathering valuable data to better understand member needs and preferences, and provide more value.
Intrepid Sea, Air, & Space Museum
Image: Intrepid Sea, Air, and Space Museum; Source: https://www.intrepidmuseum.org
The Intrepid Sea, Air & Space Museum is a non-profit educational institution that showcases the aircraft carrier Intrepid, the space shuttle Enterprise, and other technologically advanced vessels like military planes and submarines. The museum provides interactive exhibitions, educational programming, and an extensive collection of groundbreaking aircraft and vessels to take visitors of all ages and abilities on a journey through American history. Founded in 1982, the museum's mission is to raise awareness and understanding of history, science, and service through its collections, exhibitions, and programming to honor heroes, educate the public, and inspire youth. The museum welcomes over a million visitors annually.
The museum was hit especially hard during the pandemic, which prompted it to adapt and pivot to digital solutions. It forced the museum to reevaluate facets of their membership operations and experiment with new initiatives and formats, including refining their acquisition strategy, adopting philanthropic approaches like virtual galas, and most importantly, merging their Membership and Individual Giving programs to establish a stronger pathway from members to donors.
As a panelist in a webinar focused on reopening following the pandemic – part of Cuseum’s Membership Mondays series – former Director of Individual giving at the museum Alice Stryker stressed the continued importance of digital tools and messaging when it comes to member and donor outreach. “One of the things we've been trying to do for our members is to show them how their membership dollars are sustaining us, empowering our mission during this vital time,” said Stryker. “Try to reach out to as many members as you possibly can, personally, or have somebody in your staff do it.”
Stryker also spoke to the efficiency of digital tools for saving time and opening up new opportunities: “Now that we're using a digital platform, and all of that information is pulled directly from our database, there is less room for error. I'm spending less time worrying about those details and more time really zeroing in on stewardship and thinking.”
The museum’s leveraging of world-class digital tools has helped in its recovery efforts by enhancing its visitor experience and operational efficiency. The “silver lining” of the pandemic, said Stryker, was that it forced their hand, “accelerat[ing] our thinking about membership at the museum.” With Cuseum's cutting-edge digital membership cards, the museum creates an effortlessly enjoyable, efficient member experience from end-to-end. The connectivity and integration of these solutions is a powerful support as the museum improves its processes, personalizes its communications with visitors, and increases engagement with its exhibits.
As the digital age continues to progress, Cuseum is proud to serve science centers, aquariums, zoos, and museums of every shape and size from the Tessitura Network - a collaboration designed to empower cultural institutions. Our mission-driven technology provides them with an advantage in visitor engagement and accesses new streams of revenue; ultimately providing more resources for growth that allow organizations the opportunity to thrive!
To learn how you can turbocharge your membership program with Cuseum, schedule a free demo today!