the future of membership - ammc 2011
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The Future of Membership
American Museum Membership Conference!Philadelphia, PA!
October 26, 2011!
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§ Introductions
§ Trends and Transactions
§ Culture Track
§ The Interactive Imperative
§ The Membership Profession and The Pulse of Membership
§ Q&A and Conclusion
Agenda
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Introductions Dana Hines Membership Consultants!
dana@membership–consultants.com
Noreen Ahmad LaPlaca Cohen !noreen@laplacacohen.com
Rosie Branstetter fiveseed !rosie@fiveseed.com
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Trends and Transactions
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§ Demographics.
§ How we transact membership.
§ Expectation of discounts.
§ Who our members are.
§ How we get and keep members.
§ The membership profession.
A Changing Landscape
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A Case Study: The Houston Zoo
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§ Set in a 55-acre lush tropical landscape, the Houston Zoo is home to more than 6,000 exotic animals representing more than 800 species.
§ The Houston Zoo has an annual attendance of more than 1.8 million visitors along with 45,200 member households.
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2010 U.S. Demographics
According to the 2010 U.S. Census, 16% of the!population is Hispanic. This is expected to rise!from 16% to 30% by 2050.
§ A higher percentage of Houston’s population is!Hispanic than most of the country.
§ In 2000, 37% of the Houston population was!Hispanic of any race and 61% were born!outside of the United States.
§ However, only 10% of the Zoo’s membership!base is Hispanic.
The Houston Zoo
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Introduction § Demographically, Hispanic guests were not buying!
memberships at the rate of their attendance at the!Zoo (10% vs. 38%).
§ Working with researchers from Rice University, the Zoo examined this issue.
§ Findings: The Zoo’s Hispanic consumers did not!react well to the term “membership.”
§ The Zoo decided to implement a Season Pass to!achieve an increase in Hispanic participation.
Goal § To engage interest in membership programs from!
additional ethnic groups, with a strong focus on the!Hispanic market.
The Houston Zoo
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Key Operational Methods § Created a six month individual pass in the summer!
of 2010 and named it Houston Zoo Season Pass.
§ Adult passes were $15 and children passes!were $12.
§ The only benefits attached to the pass were free admission for six months and usage of the member express entrance.
The Houston Zoo
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Key Operational Methods § No ticket upgrades were allowed with the passes.
§ The pass was marketed and sold only onsite.
§ Table set up in front of the Zoo with Spanish signage to sell the passes.
− Staffed with 2 Hispanic sales representatives!and 3 application processors.
− Anyone could buy the pass but marketing was!driven toward the Hispanic market.
§ The passes were sold over two weekends at the end of July and beginning of August.
The Houston Zoo
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Results
§ Sold more than 1,200 passes in 4 days.
§ Able to target multiple family sizes.
§ Passes assisted in driving attendance to the Zoo.
§ Guaranteed revenue from pass holders.
The Houston Zoo
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How We Transact!Membership
§ How are people joining?
§ How are they renewing?
§ Are direct mail and telemarketing dead?
§ Should all communications and transactions be electronic?
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Gen Y 20-30 yrs
Gen X 31-46 yrs
Boomers 47-65 yrs
Checkout donation (This is comparable to onsite sales!)
48% 57% 52%
Check by mail 26 43 54
Gift shop 28 35 32
Website 29 35 31
Third-party vendor 25 27 17
Phone 8 10 16
Monthly debit 11 17 14
Mobile/Text 14 13 4
Social networking site 9 6 4
Ways people have given money in the last two years: Source: Convio
How We Transact!Membership
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The Expectation !of Discounts
§ People are living by discounts.
§ Internal decisions to discount.
§ External means of discounting—Groupon and !Living Social.
– Memberships.
– Admissions.
§ Membership IS a discount.
§ What is happening to our perceived value of membership?
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Who Are Our!Members?
§ Know your member profile.
§ Age, presence of children, geographic pockets.
§ Target audiences.
§ What each market segment might be looking for in their membership relationship.
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The Biggest Issues!!Acquisitions
§ How to define, then find, new audiences.
§ Demographics are changing in the U.S., how do we make museums an attractive lifestyle choice?
§ How to engage a younger audience . . . is this!possible?
§ Should you be customizing solicitations by different!audience interest groups?
§ Should you be customizing your membership levels!by different interest options?
§ Mission vs. value members—how will you balance these motivations for joining?
How We Get and Keep Members
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Onsite Solicitations Become!More Important § More challenging to find new prospects.
§ Work with your visitors, but even smarter.
§ Gain new members and collect:
− Names.
− Addresses.
− Emails.
− Interests.
How We Get and Keep Members
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Renewals
§ How best to gain new members’ loyalty?
§ How to deliver an experience that satisfies year!after year?
§ Which will be the best solicitation strategies for!highest ROI—mail, email, 2-year members?
§ Where does discounting fit in terms of renewals for the future? It’s the mission vs. value motivation again.
§ First year renewals are the toughest—so make the first year more memorable.
§ Engaging welcome packet/communications/events.
How We Get and Keep Members
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Special Importance for Renewals § Some things never change . . .
§ Know your numbers.
– What are your renewal rates?
– How are people renewing?
– Why are they not renewing?
How We Get and Keep Members
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Whole Institution Approach § Collaborate fully with education, curatorial, visitor!
services, and marketing to ensure the promised!membership experience is delivered.
§ Develop new member welcome strategy.
§ Keep it fresh!
How We Get and Keep Members
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Maintain BEST PRACTICES § Know your numbers.
§ Be alert to new ideas and receptive to change.
§ Test new ideas.
§ Before you change the program, can you and your organization deliver the experience?
§ Without risk there are no new great ideas!
How We Get and Keep Members
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Multi-Everything (Cultural,!Generational, Interest) § Make your museum a valued lifestyle choice for
groups who have not traditionally been part of !your plan.
§ Be you, but reach out—how to do this best?
How We Get and Keep Members
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The Interactive Imperative
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The Interactive!Imperative
How to use online social media and mobile to!increase membership:
§ Awareness.
§ Engagement.
§ Conversion.
§ Retention.
52 SOURCE: Museum Next
53 SOURCE: Museum Next
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The Mobile Revolution
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The Mobile!Revolution
§ There are 5.3 billion active mobile devices in the!world (that’s 70% of the world’s population).
§ By the end of 2011, over 85% of hand-sets will be!able to access the mobile web.
§ There were over 6.1 trillion text messages sent !in 2010.
§ Smartphones will overtake feature phones in the!U.S. in 2012.
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Getting More Memberships Online
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Getting More!Memberships!Online
§ Best practices in user experience.
§ Winning with promotions and contests.
§ Converting site visitors into members.
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Winning With Contests and Promotions
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Converting Online Visitors to Members
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Converting !Online Visitors !to Members
Give-to-Get § Premium content.
§ Enhanced personalized content.
§ Free content.
§ Discounts.
§ Online community.
§ Insider scoop.
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Optimize the Registration!Process § Shorten the registration form.
§ Adopt a progressive disclosure model.
§ Leverage the user’s existing identities.
Converting !Online Visitors !to Members
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Pulse of Membership 2011
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What is Pulse of Membership? § A survey of membership programs nationally.
§ An ongoing membership tracking survey, performed four times since the economic downturn.
§ Data collected from a pool of 2,000 membership managers, with approximate response rate of 10% each time.
§ A survey conducted by Membership Consultants as a service to the field to monitor the status of membership programs in challenging fundraising times.
Pulse of!Membership 2011
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What Does Pulse of Membership!Explore? § Membership statistics and trends.
§ Membership tools used and with what level of success.
§ Tracks and compares membership by types of!organizations: museums, gardens, zoos.
§ New in 2011: membership salary and position!statistics.
Pulse of!Membership 2011
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How Can I Access the Full Survey? Visit MembershipConsultants.wordpress.com to view a copy of the full survey.
Pulse of!Membership 2011
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Membership Revenue § Account for 8% to 15% of an organization’s overall!
operating revenue.
§ Some organizations are viewing membership!revenue as “earned” revenue rather than donated!revenue.
Pulse of!Membership 2011
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Membership Reporting Structure § Historically part of development departments.
§ In the zoo and aquarium world, membership!reporting structure is:
– 38% to development.
– 31% to marketing.
– 17% to a freestanding department.
– 10% to visitor services.
Pulse of!Membership 2011
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Membership Titles § Membership Director 44.1%
§ Membership Manager 36.2%
§ Membership Coordinator 17.5%
Pulse of!Membership 2011
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Length of Service In Years § < 1 year 7.9%
§ 1 to 2 years 15.8%
§ 3 to 4 years 24.3%
§ 5 to 10 years 28.2%
§ Over 10 years 23.7%
Pulse of!Membership 2011
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Length of Service!By Museum or Organization Type Zoos (31% with 10+ years of membership service)!have the membership personnel with the longest!longevity, followed by art museums (22% with 10+ years of membership service).
Pulse of!Membership 2011
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Membership Salaries
§ Mode: $30,000 to $40,000.
§ Median: $40,000 to $50,000.
§ 6% reported salaries in excess of $80,000.
§ 10% did not wish to respond.
§ Related to length of service: 6 out 7 respondents!who make more than $90,000 have served for 10!or more years in the membership field.
Pulse of!Membership 2011
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The Membership Profession
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How is Membership Perceived? § Within the museum world?
§ What is the positioning of the membership!department within the institution?
§ What is the status of the membership!professional?
The Membership!Profession
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The Membership Position Within the museum world:
§ Membership gaining more respectability.
§ Demands on membership revenue ever greater in the future.
§ Membership is growing in importance to all institutions from a(n):
– Financial perspective.
– Audience perspective.
– Involvement perspective.
The Membership!Profession
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The Membership Department What is the positioning of the membership!department within the institution?
§ More connected to the marketing side.
§ May move more to the transactional side.
§ If that proves to be true, may see more !institutions considering membership dues as!earned revenue.
§ Must still maintain close ties to development!functions.
The Membership!Profession
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The Membership Professional What is the status of the membership professional?
§ More respectability.
§ Longer service.
§ Salaries increasing.
§ Membership is a destination position.
The Membership!Profession
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Membership Trends § Membership is a destination position.
§ Longer service.
§ Salaries increasing.
§ Membership gaining more respectability.
§ Demands on membership revenue ever greater in!the future.
§ Membership is growing in importance to!all institutions.
The Membership!Profession
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Q&A and Conclusion
Download via Slideshare !slidesha.re/future_of_membership
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Dana Hines Membership Consultants!dana@membership–consultants.com
Noreen Ahmad LaPlaca Cohen !noreen@laplacacohen.com
Rosie Branstetter fiveseed !rosie@fiveseed.com
Contact Us
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Thank You
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