This special post is written by a member of the Cuseum team at AAMC 2025: Tiago D’Auria
Last month, Cuseum was proud to participate in the 2025 American Museum Membership Conference (AMMC), held in Cleveland, OH. Representing our team on the ground was Tiago D'Auria, who joined hundreds of membership professionals, thought leaders, digital innovators, and museum advocates from across the country for a week of shared dialogue and discovery.
Hosted at the historic Hotel Cleveland, and drawing its largest audience yet, AMMC 2025 delivered a packed program of keynotes, breakout sessions, museum visits, and after-hours gatherings. This year’s theme: bold innovation, sustainable growth, membership management, and community engagement, resonated throughout every room and conversation.
Data-Driven Keynotes & Strategic Insights
The conference opened with a compelling keynote by Colleen Dilenschneider (IMPACTS Experience), who offered a fresh, data-backed look at how membership behavior has shifted in the “new normal.” Her insights underscored a growing demand for connection, personalization, and shared experiences over transactional benefits.
Later in the week, Kevin Clayton of the Cleveland Cavaliers explored how inclusive leadership and community alignment can expand institutional relevance, an increasingly important topic for cultural organizations seeking to deepen their membership value proposition.
📊 Trends, Takeaways & Membership Innovation
Breakout sessions throughout the week addressed practical challenges and strategic questions facing today’s membership teams:
“Membership Math” outlined new metrics to gauge performance and identify areas for growth
“On Balance” spotlighted the complexity of dynamic pricing models, drawing lessons from The Morton Arboretum
“Unlock the Power of Data-Driven Marketing” shared tactics to elevate audience segmentation, conversions, and impact
Peer Outreach Groups (POGs) fostered cross-institutional dialogue based on region, CRM system, and organization type
All the way from gift memberships and loyalty structures to survey strategies and digital upgrades, the sessions reflected a shared urgency to rethink traditional models and deliver more intentional, resonant membership experiences.
🎸 After-Hours Learning & Museum Discovery
Cleveland’s cultural community opened its doors to AMMC attendees throughout the week. The Opening Night Celebration at the Rock & Roll Hall of Fame combined music, conversation, and behind-the-scenes access. Dedicated Museum Discovery sessions gave attendees an inside look at local institutions, including the Cleveland Museum of Natural History, Cleveland Botanical Garden, and Greater Cleveland Aquarium.
Evening events like the sponsor reception at Masthead Brewing Company created space for informal connection, often where the most memorable conversations took place.
💬 Reflections & Looking Ahead
The final keynote, “Reflections from AMMC and Beyond,” invited the community to share lessons learned and explore where museum membership is headed. Among the themes echoed by many attendees: the need to continuously adapt, the power of peer support, and the value of tools that let teams work smarter, not harder.
For Cuseum, this event reinforced our commitment to supporting membership professionals with solutions that are both technically sound and human-centered. Every session and hallway chat sparked new ideas we’re excited to explore, and every insight we heard will help shape how we continue to serve museums and their audiences.
We extend our thanks to the AMMC organizers, speakers, and host institutions for making this year’s conference such a valuable gathering of minds, missions, and momentum.
Interested in exploring how your institution can turn these insights into action?
👉Reach out to our team or visit our Solutions page to see what’s possible.