Engagement For All: Striving For Accessible And Inclusive Membership Programs

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This document outlines the Museum of Photographic Arts' efforts to make their memberships more accessible and inclusive. It discusses evaluating their current membership structure, hearing from members that they want their voices to be heard, and the need to match their membership demographics to their community. The goals are to change traditions by embracing relevancy, segmenting members by interests rather than membership levels, and targeting specific interests to foster interactive experiences. Moving forward, they will evaluate and adapt their new online membership program, view visitors and members as users, and explore virtual options.

Presentations & Public Speaking

Engagement for All:
Striving for Accessible
and Inclusive
Memberships
Presented on September 25, 2015

Angela Venuti
Membership Officer
Museum of Photographic Arts
San Diego, Calif.
@angelavenarts

• What exists
• Why change
• Which goals
• What’s next…

What exists
– Evaluation
– Personal stories
– Structure
– Inclusive vs. Exclusive
“This survey is a welcome and rare
opportunity that we feel like our voice
might be heard. Thank you!”
- MOPA Member, 2014 Survey
Surveys:
Demographics match community?
Value?

Inclusive vs. Exclusive
Membership/
Traditional
fundraising
Community
Accessible

Why Change
- Admissions
- Decreased participation
- Segment by interests NOT levels
- Question traditions
- Embrace relevancy

Segment by INTERESTS
“Museums Might Want to…
Restructure membership
programs to create relationships
that respond to individual
preferences, or ...learn how to
assign users to groups that
reflect their behavior and
preference, and offer each group
a meaningful set of rewards.”
–CFM, TrendsWatch 2015

Rollout Logistics
- Battle stereotypes
- Ask stakeholders
- Identify ideal members
- Build champions inside out

Which Goals
- Target interests
• Foster interactive
museum experiences
- Celebrate
• Birthdays
• Surprises
- Fun communication
- Technology

What’s Next…
- Evaluate
- Adaptability
- Visitors and
members USERS
- Virtual

Now… I challenge YOU to
change the face of museum
membership!
Contact: venuti@MOPA.org
Images courtesy of Daniel Peña

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Engagement For All: Striving For Accessible And Inclusive Membership Programs

2. Engagement for All: Striving for Accessible and Inclusive Memberships Presented on September 25, 2015

3. Angela Venuti Membership Officer Museum of Photographic Arts San Diego, Calif. @angelavenarts

5. • What exists • Why change • Which goals • What’s next…

6. What exists – Evaluation – Personal stories – Structure – Inclusive vs. Exclusive “This survey is a welcome and rare opportunity that we feel like our voice might be heard. Thank you!” - MOPA Member, 2014 Survey Surveys: Demographics match community? Value?

7. Structure

8. Inclusive vs. Exclusive Membership/ Traditional fundraising Community Accessible

9. Why Change - Admissions - Decreased participation - Segment by interests NOT levels - Question traditions - Embrace relevancy

10. Segment by INTERESTS “Museums Might Want to… Restructure membership programs to create relationships that respond to individual preferences, or ...learn how to assign users to groups that reflect their behavior and preference, and offer each group a meaningful set of rewards.” –CFM, TrendsWatch 2015

11. MOPA Crew Launches 100% Online

12. Rollout Logistics - Battle stereotypes - Ask stakeholders - Identify ideal members - Build champions inside out

13. Which Goals - Target interests • Foster interactive museum experiences - Celebrate • Birthdays • Surprises - Fun communication - Technology

14. What’s Next… - Evaluate - Adaptability - Visitors and members USERS - Virtual

15. Now… I challenge YOU to change the face of museum membership! Contact: venuti@MOPA.org Images courtesy of Daniel Peña

Engagement For All: Striving For Accessible And Inclusive Membership Programs

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