Parks and gardens worldwide are embracing Digital Membership initiatives, and it's no surprise why. In a digital age where efficiency is valued, parks and gardens are tapping into the benefits of digital technology for better outreach and engagement with visitors.
The shift towards Digital Membership Cards, in particular, is driven by the desire to improve service and reduce friction for members. After all, members have been shown to be an organization's biggest advocates and are willing to spend more on average than regular visitors.
Traditional membership processes, on the other hand, are becoming more inefficient and costly. With physical membership cards requiring time-consuming and expensive production and distribution, organizations are turning to digital technologies for faster and more convenient membership experiences.
Digital Membership Cards offer cost savings, convenience, and a seamless, engaging experience for members. So if you're looking to take your membership program to the next level, it's time to join the parks and gardens that are already leading the charge towards Digital Membership fulfillment.
Here are just a few of ways Digital Membership can enable you to boost member engagement and drive growth at your organization:
EMPOWER AND ENGAGE
Discover the countless benefits of Digital Membership and unlock new ways to engage with your patrons! Digital Membership programs open doors to exclusive offers and interactive features that can take your organization to the next level. From on-demand push notifications and back-of-the-card text, you can keep your members in the loop about upcoming events, exhibits, discounts, and special promotions.
But that's not all. Customizable Digital Membership Cards empower you to cater to the unique interests and preferences of each member and segment, fostering a deeper and more meaningful connection with your organization's top supporters. Harnessing the power of digital can help you drive engagement both on and offsite, creating endless possibilities in today's digital landscape, and elevating your organization's value and reach.
AMPLIFY FULFILLMENT
Image courtesy of Anne Springs Close Greenway
Historically, the task of membership fulfillment has been labor-intensive and tedious, heavily reliant on physical dispatch of paper or plastic cards. Digital Membership Cards provide a paperless solution that greatly drastically reduces the time and resources necessary for issuing membership cards, simplifying the fulfillment process and enabling members to obtain their card and membership details in record time.
Before their transition to Digital Membership Cards, Anne Springs Close Greenway exclusively printed physical membership cards, which members then received in the mail or picked up at a Greenway entrance. “It was costly to print the cards and mail them, and of course there were a lot of human resources involved as well,” recalled Elizabeth Bowers, Communications and Guest Services Director at the Greenway, “so we transitioned to the Digital Membership Card and have been in that space ever since.”
Back in 2012, the Greenway was attracting 90,000 visitors annually. Fast forward to 2022, and that figure soared to 300,000, propelling the Greenway into the top 25 regional attractions in the Charlotte area. A pivotal catalyst for this growth was a membership program powered by cutting-edge digital technology. As Bowers noted, "Our membership has sky-rocketed from about 2,600 households in 2012 to over 18,000 today."
The largest membership surge occurred between 2019 and 2022, a three-year stint that saw memberships spike by a whopping 110%. The pandemic-induced rush for outdoor activities in natural spaces played a part, but as Bowers pointed out, it was their 2019 tech overhaul that readied them for the surge, "The key was we were prepared." Thanks to their streamlined fulfillment process, they now boast a 2-day turnaround time for membership fulfillment, allowing their program to reach new heights.
SAVE ON COSTS, TIME, AND RESOURCES
As we navigate the post-COVID-19 world, gardens and parks are facing some tough challenges when it comes to revenue. According to a recent survey by the American Public Gardens Association, over 60% of gardens saw a decrease in their revenue from membership sales and donations. And, to make matters worse, one in four gardens had to lay off staff. As a result, there are now fewer membership and development professionals having to work harder than ever to keep things running smoothly.
With Digital Membership Cards, fulfillment no longer requires significant staff time or resources, reducing production costs like printing, postage, and labor, and freeing up funds and resources for other essential initiatives like member retention and engagement strategies. Estimates show that Anne Springs Greenway is saving $90,000 annually on costs related to memberships with digital cards.
Pro Tip: Check out Cuseum’s ROI Calculator to see how much you could save!
CONNECT WITH CONSTITUENTS
Whether you're responsible for a large park system or a smaller local garden, adopting a Digital Membership approach can be an excellent means to maintain a lively connection with your members while keeping them updated and engaged. The innovative features such as push notifications and SMS text messaging software enable you to promptly disseminate crucial updates, offers, and news to your members. Given their impressive open and click-through rates, push notifications and SMS text messages surpass conventional methods like emails and phone calls in successfully reaching your members.
Moreover, the surge in consumer demand for digital convenience and personalization is noteworthy. Recent statistics from McKinsey & Company reveal that 71% of consumers expect companies to deliver personalized interactions. Leveraging advanced digital communication features, you can tailor your outreach effectively and sustain your relationship with members, which in turn enhances their experience and cultivates loyalty.
SUPERCHARGE SUSTAINABILITY
Many parks and gardens regard sustainability as core to their mission, using green strategies to enhance their operations and educating the public about conservation and other ecological concerns. Digital Membership can be a powerful tool to bolster this movement, swapping out stacks of printed membership materials with sleek, convenient digital versions. A simple switch to digital can help save vital paper and plastic, and gives managers the freedom to invest more time and resources into eco-friendly initiatives instead of worrying about the production and distribution costs. By going digital, Anne Springs Close Greenway has reduced their annual carbon footprint by a whopping 1,498 pounds!
With our current environmental crisis, it's critical now more than ever for us to rally around measures that champion nature and promote eco-stewardship. Digital Membership isn't just about reducing waste; it's about cultivating a love for the natural world too. From lessening unnecessary waste to fostering a deeper appreciation of nature, Digital Membership serves up a smorgasbord of ways to echo the commitment of parks and gardens to sustainability and conservation. It's about raising conservation consciousness, safeguarding our irreplaceable ecosystems, and ultimately, championing our planet.
NURTURE RENEWALS
What if the secret to boosting renewals and retention were as simple as a tap on a screen? With Digital Membership Cards, that's the new reality. This tech-forward tool enables parks and gardens to deliver timely renewal nudges right to the members' smartphones, ensuring they never miss a beat with their membership commitments.
But that's not all. Digital cards are a goldmine of data, providing a snapshot of member activity – who's frequenting, when they're most engaged, and more. Equipped with these insights, parks and gardens can craft personalized campaigns to keep members intrigued and keen to renew year after year.
Digital Membership Cards are much more than just a membership pass. They're a dynamic tool for parks and gardens to ramp up their retention game, cultivate loyalty, and usher in a whole new era of member engagement.
STREAMLINE THE MEMBER EXPERIENCE
Cards transform parks and gardens into seamless, contactless spaces, opening up a world of benefits for members. Forget about misplacing physical cards or enduring long entry queues; your Digital Membership is just a button press away on any mobile device, promising a swift and fuss-free visit.
What's more, these digital cards do far more than just grant entry. They unlock a treasure chest of perks, like exclusive discounts, digital tickets, and referral programs, all available instantly on member devices. And it doesn't stop there! With features like interactive park maps and self-guided tours, they offer an immersive, dynamic experience, unlike anything a traditional membership can provide.
Whether it's breezing through the entrance, managing your account effortlessly, instantly receiving your digital card, or enhancing onsite engagement, Digital Membership has redefined what convenience and enjoyment mean for park and garden members. There's never been a better time to go digital!
GET PERSONAL
As the digital tide surges, parks and gardens are harnessing its power, increasingly embracing Digital Membership models. Why? To really get to the heart of what their members want, and to craft a bespoke experience just for them.
The beauty of digital is its ability to cater to individuals. Imagine tailoring specific information and offers to each member, or gathering priceless data to fine-tune your outreach efforts. This isn't just about understanding, it's about personalizing the connection.
But Digital Membership doesn't just stop at personalization. It's about amplifying the visitor experience too. Think vital information delivered straight to the members via back-of-the-card texts or push notifications. Consider on-demand exclusives, discounts, and perks tailored for members, sparking engagement and securing their continued support for your park or garden.
In a nutshell, Digital Membership is not just an upgrade; it's a transformation - paving the way to a more connected, personalized, and enjoyable visitor experience.
In a world that's rapidly digitizing, parks and gardens are hopping onto the bandwagon, embracing groundbreaking software services such as Digital Membership Cards. By making this shift, they're unlocking a realm of benefits: streamlined processes, time and money saved, boosted renewals and engagement, not to mention a convenient and pleasurable experience for visitors.
Curious about how these advantages (and many more!) could propel your park or garden into the digital era? Schedule a demo with us today and let us guide you through this exciting transformation!