In an era where cost-free museums are becoming increasingly popular, retaining and growing membership has emerged as a crucial challenge. While the primary draw for many museum-goers is undoubtedly the free admission, museums must now go above and beyond to offer additional attractive perks that draw in new members and keep existing ones engaged. In this blog, we delve into eight compelling benefits that free museums can offer their patrons to enhance their membership experience. From exclusive exhibition entries, unique store discounts, reciprocal memberships, to the latest trend of exclusive subscriptions, these perks are designed to elevate the museum experience, foster loyalty, unlock new revenue streams, and drive membership growth.
Join us as we unravel these benefits and their impacts on shaping a new era of membership for free museums!
1. COMPLIMENTARY OR REDUCED-COST ENTRY TO EXCLUSIVE EXHIBITIONS
For museums who offer free general admission, charging a fee for special exhibits hosted throughout the year is a tried-and-true way to generate revenue and drive engagement with new and exciting shows and other featured offerings. It’s also an opportunity to provide members with an added perk, by offering them free or discounted access. Top free institutions like the Cleveland Museum of Art, Nelson-Atkins Museum of Art, and Minneapolis Institute of Art offer their members complimentary, unrestricted entry to their ticketed exhibitions. Many museums further amplify the attraction for members by providing free guest passes to these exclusive showcases, thereby drawing in new visitors and prospective new members. On top of that, opening up your permanent collection or temporary exhibits for exclusive members-only hours is a great way to encourage repeat visits and reaffirm the value of membership.
2. EXCLUSIVE DISCOUNTS AT THE MUSEUM STORE & DINING ESTABLISHMENTS
If your museum has a souvenir shop or a food service area, consider the idea of offering members special discounts and offers. Institutions like the Baltimore Museum of Art and Bronx Museum of Arts extend a 10% discount at their museum store and on-premises dining establishments. Such an initiative not only brings value to your members but also encourages them to invest more time and money in your museum.
3. REDUCED PRICES AT NEIGHBORING BUSINESSES & EATERIES
Image courtesy of the Frye Art Museum
Some museums have initiated collaborations with nearby businesses to provide members with discounts beyond the museum’s premises. For example, Baltimore Museum of Art, Nelson-Atkins Museum of Art, and Walters Art Museum offer discounts at local food joints and cafes. Additionally, Frye Art Museum provides reductions at nearby hotels, art fairs, and art supply outlets. Such an initiative not only enhances the value proposition for the members but also bolsters the local economy by promoting local spending.
4. Complementary or discounted parking
The availability and cost of parking have become deciding factors for individuals planning their outings. A significant number of museums offer complimentary or discounted parking to alleviate this concern and deliver more value and convenience to members. Museums like Nelson-Atkins Museum of Art and Sheldon Museum of Art provide free parking, while Walters Art Museum offers reduced parking rates to its members.
5. ACCESS TO EXCLUSIVE MEMBER EVENTS
Invitations to member-only events bestow upon patrons a sense of belonging to the museum. According to Dana Hines, CEO of Membership Consultants, specialized programs for members, such as exhibit opening receptions, ‘Members Days,’ and Annual Member Appreciation events, are popular. These member-only events afford opportunities for members to mingle with others sharing similar interests within their communities. Museums like Dallas Museum of Art and Minneapolis Institute of Art, among others, provide invitations to various events throughout the year.
6. RECIPROCAL BENEFITS
Memberships that offer complimentary or discounted entry to a network of museums are a boon for frequent travelers. The Nelson-Atkins Museum of Art and The Menil Collection, through their partnership with the North American Reciprocal Museum Association (NARM), offer free entry and discounts to over 900 museums nationwide. In one of Cuseum’s Membership Mondays webinars, Cat Harper of the National Steinbeck Center noted that one of the most popular means by which free museums drive revenue is through membership programs with reciprocal benefits at other institutions, often through networks like NARM or The Reciprocal Organization of Associated Museums (ROAM). While The National Steinbeck Center does charge admission, Harper explained that offering reciprocal admission and other perks is a great way for free museums to boost the value of their membership programs and market that to potential members.
7. Exclusive Subscriptions
The explosive success of the subscription model across industries has been shown to boost loyalty by enabling members and subscribers to receive consistent and renewing benefits and encouraging investment in longer-term mutual value exchange. Providing your members with a steady delivery of value in the form of magazines, e-newsletters, video content, virtual experiences and other perks, not only engages them but will also keep your organization front-of-mind and ensure your members are updated on the latest exhibitions and other offerings. For instance, the Smithsonian offers members free subscription to a number of publications, from their event-filled annual engagement calendar with full-color photos of art and artifacts, to the award-winning Smithsonian magazine, and exclusive newsletters with relevant upcoming events, initiatives, and insider info.
Some museums have experimented with the recent trend of gift boxes: The Muzeo Museum & Cultural Center in Anaheim started a subscription box filled with art prints, craft materials, and other goodies aimed at igniting creativity and fostering a deeper connection with local art and culture. This approach pivoted from souvenir-based merchandise to innovative ways of interacting with museum collections outside their premises while opening up new revenue streams. Other museums have even moved to a monthly subscription-based membership model!
8. Special Recognition
People become members not only for the special discounts and other perks, but also to support a museum and its mission. Providing recognition of their contribution to the continued success of your museum is a great way to offer insight into the work they are helping to support. The Smithsonian, for example, offers members special acknowledgements in their annual report, as well as the Friends of the Smithsonian Honor Roll, and other publications and events. Whether through shout-outs in museum publications, personalized “thank yous” or regular updates on where their membership fees are going, this kind of recognition also serves as a great way to acknowledge your members for their continued support, which in turn is a great way to help boost member retention and loyalty.
In a world where membership and loyalty constantly evolve, free-access museums are continuously innovating to find ways to keep their patrons engaged and satisfied. Amidst shifting demographics and generational preferences, these museums are redefining what "membership" means, exploring unique benefits that go beyond just free entry. From exclusive exhibits, neighborhood discounts, and special events to reciprocal privileges with other museums, these benefits are curated to entice new patrons and reinforce ties with existing ones. Such initiatives not only elevate the patron experience, but also bolster the museum's role in cultivating community spirit and supporting the local economy.
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