Loyalty programs can be leveraged to motivate visitors to action, deepening their connection to the museum. Why data capture is crucial to membership growth Loyalty supports Membership and Development by: • Capturing visitor data • Measuring and encouraging repeat visitation • Increasing the perceived value of membership • Providing valuable insight into visitor behavior and interests • Keeping the museum top of mind Best Practices • Connect loyalty to Facebook and other social platforms • Mobile app integration • Treat members as VIPs • Remarket membership via online, social, direct mail, and email • Develop a tailored content strategy based on participation • Reward all levels of participation • Use loyalty to support mission messaging, repeat visits, and membership Risks • Loyalty is NOT membership • Requires investment in promotion • Must have institution-wide buy in • Requires allocation of budget to support membership acquisition Metrics • Loyalty Program Breakage • Average Time to First Redemption • Customer Lifetime Value and Realized CLV • Member Participation • New Member Attribution • On-site, Website, and Social Engagement

1. Engaging Audiences:
Loyalty and Membership
American Alliance of Museums 2015
Monday, April 27

2. • Capturing visitor data
• Measuring and encouraging repeat visitation
• Increasing the perceived value of membership
• Providing valuable insight into visitor behavior and
interests
• Keeping the museum top of mind
Repeat Visitation & Data
Capture
Loyalty supports Membership and Development by:

3. • List of prospects
• Loyalty is NOT membership
• Requires investment in promotion
• Must have institution-wide buy in
• Requires allocation of budget to support
membership acquisition
Risks
Loyalty should not compete with membership.

4. • Loyalty Program Breakage
• Average Time to First Redemption
• Customer Lifetime Value and Realized CLV
• Member Participation
• New Member Attribution
• On-site, Website, and Social Engagement
Metrics
Key Performance Indicators

5. • Connect loyalty to Facebook and
other social platforms
• Mobile app integration
• Treat members as VIPs
• Remarket membership via
online, social, direct mail, and
email
• Develop a tailored content
strategy based on participation
• Reward all levels of
Best Practices
Use loyalty to support mission messaging, repeat visits,
and membership
Loyalty
Membership
Development
Visitation
Website &
Social