Reimagining Museum Loyaltyin a Data-Driven WorldStorytelling from PerformingArts LoyaltyAAM 2013
Constituent
Donor-ready Member
1
BLOCKBUSTERSBuild Loyal ProspectsBest-selling programs and events• Biggest incentive to buy, come back• Deserves greatest ...
Personal contactAsk them to add it on, or ifthey’d like extra ticketsThanks. Welcome!“Don’t miss this.”
2
UPGRADESEvery patron’sNext stepMake a plan for every patron typeFocus first on biggest opportunities• Consider the whole p...
Next Step: ReactivateMessage: “Welcomeback”How? Treat them like afirst timer and a valuedpatron.Next Step: Come backMessag...
Add a donationRenew & Upgrade
Loyalty reduces costs, increases net returnDemonstrated in this Performing Arts ExampleIMPACTSingle TicketBuyersNewSubscri...
Not KumbayaROI
Not KumbayaSustainable Income
Reimagining Museum Loyalty in a Data-Driven World
Reimagining Museum Loyalty in a Data-Driven World
Reimagining Museum Loyalty in a Data-Driven World
Reimagining Museum Loyalty in a Data-Driven World
Reimagining Museum Loyalty in a Data-Driven World
Reimagining Museum Loyalty in a Data-Driven World
Reimagining Museum Loyalty in a Data-Driven World
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Reimagining Museum Loyalty in a Data-Driven World

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This session, presented at the 2013 AAM conference in Baltimore, explored an established enterprise model—loyalty through customer relationship management—and reimagine it for our museums. Designed to provoke thought-leadership for museum CEOs, COOs, department heads, as well as across functional areas, this presentation will spotlight practical steps for increasing museum loyalty and reaping the results. Presenters included: Jill Robinson, Suzette Sherman, and Heather Calvin, Associate Vice President, Visitor Services and Membership at Boston's Museum of Science.

Published in: Business, Education
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  • Change wording to museum language
  • Change wording to museum language
  • Change wording to museum language
  • SS Note: maybe call this something else as upgrade has a specific meaning for membership and means less for visitors.Visitor to member, member to higher member
  • SS Note: change to museum language
  • SS Note: Is per ticket gross or net?
  • Reimagining Museum Loyalty in a Data-Driven World

    1. 1. Reimagining Museum Loyaltyin a Data-Driven WorldStorytelling from PerformingArts LoyaltyAAM 2013
    2. 2. Constituent
    3. 3. Donor-ready Member
    4. 4. 1
    5. 5. BLOCKBUSTERSBuild Loyal ProspectsBest-selling programs and events• Biggest incentive to buy, come back• Deserves greatest investment• Greatest ROI• Rewards all levels of loyalty
    6. 6. Personal contactAsk them to add it on, or ifthey’d like extra ticketsThanks. Welcome!“Don’t miss this.”
    7. 7. 2
    8. 8. UPGRADESEvery patron’sNext stepMake a plan for every patron typeFocus first on biggest opportunities• Consider the whole picture• Choose efforts you can do best• Collaboration gets the best results• Learn to up-sell
    9. 9. Next Step: ReactivateMessage: “Welcomeback”How? Treat them like afirst timer and a valuedpatron.Next Step: Come backMessage: “Welcome—thanks for joining us”How? Make the firsttime the best possible.Next Step: Come back againMessage: “Thanks, and mightyou wish to _____?”How? Foster furtherengagement by making the ask
    10. 10. Add a donationRenew & Upgrade
    11. 11. Loyalty reduces costs, increases net returnDemonstrated in this Performing Arts ExampleIMPACTSingle TicketBuyersNewSubscribersRenewingSubscribersRenewingSubscriber-DonorsNet Per Ticket/Package Yield $53.84 $156.05 $341.51 $550.42Cost of Sale 20% 25% 3% 3%RenewalRates23% 46% 69% 88%
    12. 12. Not KumbayaROI
    13. 13. Not KumbayaSustainable Income

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