Do you like to pick your own package of benefits?
Kristen Denner, Director of Membership at the Whitney Museum of American Art started with a defining observation as described on Museum 2.0:
“… we realized that our museum is different from other museums, but our benefits and membership structure were the same as others. We saw an opportunity to really differentiate ourselves, the way we do with our exhibitions and programs. Our membership program should be as unique as our institution. “
They started with a major research project focussing on membership and including focus groups with current and prospective members:
“I wanted to test a hypothesis that we should be segmenting our members not by demographics but by interest, in order to foster that emotional connection. And we confirmed that hypothesis.”
The focus groups revealed these five strong attitudinal segments among members and prospective members:
The members select one of the five specific package of benefits in addition to core admission and discount benefits.
“Our membership base right now is about 12,500, and about 8,000 of those people are at our individual ($75) or dual ($120) levels. Curate Your Own (CYO) is $85 for individuals, $125 for duals.“