Decoding Membership: #AAM2023 Insights and an Invitation to a Can’t-Miss Webinar

It’s just been one week since we joined over 3,000 peers, partners, and museum professionals at #AAM2023, the American Alliance of Museums (AAM) conference in Denver. The annual meeting was abuzz with riveting conversations touching every corner of the museum landscape - membership, education, digital engagement, sustainability, and even artificial intelligence. Among these enriching dialogues, the session titled "The Power of Data-Driven Member Research to Drive Growth and Build Resilience" stood out, generating excitement throughout the conference. Read on for some key highlights from the session (and an invitation to dive deeper into trailblazing member research)!

Guided by Cuseum’s VP of growth and partnerships, Dan Sullivan and FIVESEED Founder & CEO Rosie Siemer, this standing-room-only session gave a sneak peek at the first results of a joint project: a pioneering, data-driven research study into member motivations. Following a first-look at the study findings, Dan and Rosie were accompanied by a panel of study participants and membership and development pros. The panel shared their insights and experiences with the study, painting a compelling picture of how digital-age data and trends can redefine understanding of member motivations and foster engagement.

Jamila Wicks, Director of Advancement at The Illinois State Museum, spoke about her initial apprehensions regarding free admission and its potential impact on their members. Her participation in the study led to a revamped revenue model that favored a more holistic and member-centric approach over a purely transactional one. Erica Wainwright, Senior Director of Featured Exhibitions & Exhibits Business Development at The Cincinnati Museum Center, shared how the study helped her organization ingeniously revamp their programming post a massive restoration project. Meanwhile, Angela Tharp, Director of Museum Membership at The Children’s Museum of Indianapolis, explained how her research background led her towards the study's data-driven approach, assisting in effective audience segmentation and targeted outreach.

The in-depth discussion not only disrupted traditional assumptions about member motivations but also threw light on how to balance diverse motivations, pain points, and values, ensuring inclusive membership strategies and creating mutual value for both museums and members.

Missed the action live? Not to worry! Cuseum and FIVESEED, in collaboration with Salesforce and Bluegator Consulting, are bringing you an exclusive, free webinar, “Decoding Membership: Unveiling Hidden Motivations and Driving Engagement in Arts & Culture Organizations.” This upcoming webinar will be graced by a stellar panel featuring study participant Nicole Eubanks from the Nelson-Atkins Museum of Art, as well as industry leaders TJ Christensen, CEO of BlueGator Consulting, and Valerie Brown, Nonprofit Advisor at Salesforce. 

The panel will dive into the depths of research methods, personalization, and data-driven marketing, showcasing how the right technology can craft inclusive membership strategies for superior member experiences and revenue growth. 

To learn more about how data-driven research insights can help elevate your membership program, sign up for our upcoming webinar next Thursday, Jun 1, 2023 at 9am PT/12pm ET and take membership to new heights.

Register below to secure your spot!

Further Reading:

• 9 Ways ChatGPT Can Empower Museums & Cultural Organizations In The Digital Age

• 7 Mobile Technology Trends Transforming The Future Of Museums And Cultural Organizations

• Stories Of Success: How 4 Leading Art Museums Are Transforming Membership With Cuseum & Tessitura Integrated Tools

• Revolutionize The Visitor Experience With Cuseum’s Mobile Engagement Solution