This document discusses how museums and cultural institutions can build relationships with visitors to better understand them and engage them over time. It recommends regularly surveying visitors, gathering feedback, and having conversations both in person and online. Different levels of engagement are identified, from one-time visitors to loyal members. Successful strategies discussed include community engagement programs, ambassadors, and using visitors as testers to help develop new initiatives. Maintaining relationships requires effective communication, segmentation of members, and giving members value and insights in return for their involvement.
The DREAM day out: Digitally promoting and enhancing the attraction experiencePrecedent
Slides from Precedent's first visitor attractions seminar at the Fruitmarket Gallery in Edinburgh on 9 Apr 2013. Presented by Head of Digital Marketing Lindsay Herbert and Senior Consultant Rob van Tol.
Speaker: Hedley Swain, Director of Programme Delivery MLA and Anna Jobson, Director of Strategy, Arts Council England (ACE) - 2011 will see the wind-up of the Museums Libraries and Archives Council and the transfer of key museum functions to Arts Council England. This timely session will provide an update on progress for this transition. In particular it will focus on those MLA functions which it has been agreed that ACE will inherit: Renaissance, Accreditation, Designation, cultural property roles and museums projects for London 2012.
Speaker: Eric Hildrew, Head of Marketing & Communications, Museums Sheffield
Yorkshire’s Favourite Paintings brought together 27 museums and galleries from across
Yorkshire to cross promote the breadth and quality of their art collections. Together
with creative agency Sumo they ran an innovative campaign which asked the public
to share their views and stories about Yorkshire’s paintings. Find out how working
together helped these museums to get the public talking about their art and drive
more visitors to their venues.
Speaker: Patsy Cane, Visitor Services Manager, Museum of East Anglian Life
This session is for anyone who needs to achieve great marketing delivery on a
shoestring budget. Hear how the Museum of East Anglian Life has increased its visitor
numbers and successfully engaged with new audiences – and all on the tiniest
of budgets.
Speaker: Heather Thomas, Director of Development, Brighton Festival - This session will look at what new approaches are being deployed to find new funding
sources and combat challenges with existing ones! Heather will also analyse some of the trends around philanthropy, one of the focal points of the coalition government’s cultural policy and explore what lessons can be learned from differing kinds of cultural sector organisations.
The DREAM day out: Digitally promoting and enhancing the attraction experiencePrecedent
Slides from Precedent's first visitor attractions seminar at the Fruitmarket Gallery in Edinburgh on 9 Apr 2013. Presented by Head of Digital Marketing Lindsay Herbert and Senior Consultant Rob van Tol.
Speaker: Hedley Swain, Director of Programme Delivery MLA and Anna Jobson, Director of Strategy, Arts Council England (ACE) - 2011 will see the wind-up of the Museums Libraries and Archives Council and the transfer of key museum functions to Arts Council England. This timely session will provide an update on progress for this transition. In particular it will focus on those MLA functions which it has been agreed that ACE will inherit: Renaissance, Accreditation, Designation, cultural property roles and museums projects for London 2012.
Speaker: Eric Hildrew, Head of Marketing & Communications, Museums Sheffield
Yorkshire’s Favourite Paintings brought together 27 museums and galleries from across
Yorkshire to cross promote the breadth and quality of their art collections. Together
with creative agency Sumo they ran an innovative campaign which asked the public
to share their views and stories about Yorkshire’s paintings. Find out how working
together helped these museums to get the public talking about their art and drive
more visitors to their venues.
Speaker: Patsy Cane, Visitor Services Manager, Museum of East Anglian Life
This session is for anyone who needs to achieve great marketing delivery on a
shoestring budget. Hear how the Museum of East Anglian Life has increased its visitor
numbers and successfully engaged with new audiences – and all on the tiniest
of budgets.
Speaker: Heather Thomas, Director of Development, Brighton Festival - This session will look at what new approaches are being deployed to find new funding
sources and combat challenges with existing ones! Heather will also analyse some of the trends around philanthropy, one of the focal points of the coalition government’s cultural policy and explore what lessons can be learned from differing kinds of cultural sector organisations.
Speakers: Karen Cardy, Marketing and LSO St Luke’s Centre Director, London Symphony Orchestra and Chaired by Sarah Boiling, Deputy Director, Audiences London - Monitoring and profiling your visitors can help you segment your audience into
clearly defined groups, making it easier to identify their preferences and respond to
their needs. 12 London orchestras and orchestral venues have recently been working
together to understand how audiences behave within the orchestral marketplace
in London, and are now putting their findings into action through an innovative
collaborative marketing campaign. This session is a great chance to think about
matching and marketing your offer to the interests and expectations of your visitors.
The first of The Audience Agency's nationwide Insight Events took place in London in December 2015.
With over 21 million transactions and 125,000 surveys, The Audience Agency’s Audience Finder is the largest cultural dataset in the world. But what does it tell us about our audiences?
This event for cultural organisations, large and small, publicly funded and West End, delved deeper into the behaviour of London audiences focusing on the key segments: Metroculturals and Kaleidoscope Creativity. Using data gathered from across London’s arts organisations and museums, we took a detailed look at frequency, lower attendance and digital engagement.
Audiences in London are busy: in and out of museums, going to their local arts centre, travelling to the West End and more. The more we know about what people are doing and what decisions they are making, the more we can increase the return on our investment of effort. Download a copy of the presentation below to find out more. Download
Speakers: Sangeeta Sathe, Marketing and Communications Manager, South London Gallery and Chaired by Sarah Boiling, Deputy Director, Audiences London - Who are your visitors? Sustained audience monitoring can help you answer that
question, and cross-organisational collaborations are a cost-effective way of gaining a richer perspective on who’s visiting and how. Join us to learn about the format and impact of some existing models, including a collaborative benchmarking project that is currently enabling some 20+ London galleries to understand and respond to their own visitor profile in comparison to those of their peers.
Golf, Art & Spa Days: Reclaiming Gift Experiences for Arts & Culture Organis...REMIX Summit
Incredible experiences are the bread and butter of arts organisations. Yet, when it comes to marketing unique experiences for gift buyers, the arts are strangely absent from popular gift experience sites. Why? And can this change?
So we set off with a very simple idea: let’s work with some of London’s hottest arts venues to explore whether it is possible to create and package cultural events as gift experiences.
To test this, we received support from the Digital R&D Fund for the Arts. The fund has been created by Nesta, Arts & Humanities Research Council and public funding by the National Lottery through Arts Council England.
We embarked on a year-long project with Dulwich Picture Gallery, Whitechapel Gallery, the Royal Academy of Arts, Design Museum, English National Opera and Barbican. Our lead research partners were Fusion Analytics, the University of Salford and Judge Business School, University of Cambridge.
This document is an introduction to some of the key insights and lessons we’ve discovered during the last year.
Deepa Panchamia, a textile artist and designer spoke about her experiences since graduating 5 years ago - what she had to be aware of straight away and how she researched everything - how to take advantage of free opportunities, getting associated with other organisations for support and funding, working part time, and marketing yourself and networking at all times.
How does your museum compare within your city, in your region or throughout the nation? An overview of the latest findings, results and tools from The Audience Agency’s Visitor Finder programme that is answering the difficult questions facing the sector. What has it discovered and, more importantly, how can it help you?
Cimeon Ellerton, Head of Programmes, The Audience Agency
Anne Torreggiani's presentation about arts attenders in the UK and The Audience Agency's new segmentation tool, Audience Spectrum. This presentation was delivered at the Arts Marketing Association Conference in Bristol on 23 July 2014.
Effective Fundraising Emails and Letters webinarFirstGiving
Social media and slick brochures will only get you so far. At the end of the day, the message is the message, and the better yours is, the more your organization can raise. Whether your letters are paper or electronic, there are some things you can do to make them better. Join Firstgiving's marketing expert, David Karp, for this informative hour.
Approaching Galleries & Proposal Writing for ArtistsArtLinks
how to approach commercial galleries and non-profit galleries
being represented at an international level
understanding open submissions
promotion of artistic career
insights into gallery/curatorial practice from the management side and from the artists point of view
Birmingham, UK: Libraries as a Catalyst for Economic Growth and Community Dev...San Antonio Public Library
Birmingham (UK) Public Library anchors city center redeveloment - Job creation, culture and learning, “the city’s living room”: Birmingham has selected the new Library of Birmingham as central to the city’s renewal. The Library of Birmingham development is a flagship project of the Big City Plan, focusing on the regeneration of the city, the most far-reaching city center development project ever undertaken in the United Kingdom. The Big City Plan will drive forward the next 20 years of development in central Birmingham.
Speakers - Susanna Mann, Business Development Manager, Royal Collection and Chaired by Penny Mills, Director of Client Services, Audiences London - Buckingham Palace was voted Best UK Attraction 2010 by readers of both Group Travel Organiser and Group Leisure Magazines. Susanna Mann, Business Development
Manager, explains the Royal Collection’s approach to the group visitor market. What does cultural tourism mean for your organisation, and how can you successfully tap into this potentially lucrative market? We’ll be putting things into context with
information from Visit Britain, Visit London and other sector leaders.
Speakers: Alistair Raphael, Head of Arts, Royal Parks in Conversation with Helen Ball, Head of Engagement Services, Audiences London - How do you include young people’s voices in a large scale event? This session looks in
detail at the lessons from FUSE, The Royal Parks’ multi-art form festival in Kensington
Gardens last summer. FUSE was co-programmed with a panel of 12 young people
aged between 13-21 years. This session will describe the learning from the project
and cover broader principles behind engaging and maintaining relationships with
young people.
Speakers: Karen Cardy, Marketing and LSO St Luke’s Centre Director, London Symphony Orchestra and Chaired by Sarah Boiling, Deputy Director, Audiences London - Monitoring and profiling your visitors can help you segment your audience into
clearly defined groups, making it easier to identify their preferences and respond to
their needs. 12 London orchestras and orchestral venues have recently been working
together to understand how audiences behave within the orchestral marketplace
in London, and are now putting their findings into action through an innovative
collaborative marketing campaign. This session is a great chance to think about
matching and marketing your offer to the interests and expectations of your visitors.
The first of The Audience Agency's nationwide Insight Events took place in London in December 2015.
With over 21 million transactions and 125,000 surveys, The Audience Agency’s Audience Finder is the largest cultural dataset in the world. But what does it tell us about our audiences?
This event for cultural organisations, large and small, publicly funded and West End, delved deeper into the behaviour of London audiences focusing on the key segments: Metroculturals and Kaleidoscope Creativity. Using data gathered from across London’s arts organisations and museums, we took a detailed look at frequency, lower attendance and digital engagement.
Audiences in London are busy: in and out of museums, going to their local arts centre, travelling to the West End and more. The more we know about what people are doing and what decisions they are making, the more we can increase the return on our investment of effort. Download a copy of the presentation below to find out more. Download
Speakers: Sangeeta Sathe, Marketing and Communications Manager, South London Gallery and Chaired by Sarah Boiling, Deputy Director, Audiences London - Who are your visitors? Sustained audience monitoring can help you answer that
question, and cross-organisational collaborations are a cost-effective way of gaining a richer perspective on who’s visiting and how. Join us to learn about the format and impact of some existing models, including a collaborative benchmarking project that is currently enabling some 20+ London galleries to understand and respond to their own visitor profile in comparison to those of their peers.
Golf, Art & Spa Days: Reclaiming Gift Experiences for Arts & Culture Organis...REMIX Summit
Incredible experiences are the bread and butter of arts organisations. Yet, when it comes to marketing unique experiences for gift buyers, the arts are strangely absent from popular gift experience sites. Why? And can this change?
So we set off with a very simple idea: let’s work with some of London’s hottest arts venues to explore whether it is possible to create and package cultural events as gift experiences.
To test this, we received support from the Digital R&D Fund for the Arts. The fund has been created by Nesta, Arts & Humanities Research Council and public funding by the National Lottery through Arts Council England.
We embarked on a year-long project with Dulwich Picture Gallery, Whitechapel Gallery, the Royal Academy of Arts, Design Museum, English National Opera and Barbican. Our lead research partners were Fusion Analytics, the University of Salford and Judge Business School, University of Cambridge.
This document is an introduction to some of the key insights and lessons we’ve discovered during the last year.
Deepa Panchamia, a textile artist and designer spoke about her experiences since graduating 5 years ago - what she had to be aware of straight away and how she researched everything - how to take advantage of free opportunities, getting associated with other organisations for support and funding, working part time, and marketing yourself and networking at all times.
How does your museum compare within your city, in your region or throughout the nation? An overview of the latest findings, results and tools from The Audience Agency’s Visitor Finder programme that is answering the difficult questions facing the sector. What has it discovered and, more importantly, how can it help you?
Cimeon Ellerton, Head of Programmes, The Audience Agency
Anne Torreggiani's presentation about arts attenders in the UK and The Audience Agency's new segmentation tool, Audience Spectrum. This presentation was delivered at the Arts Marketing Association Conference in Bristol on 23 July 2014.
Effective Fundraising Emails and Letters webinarFirstGiving
Social media and slick brochures will only get you so far. At the end of the day, the message is the message, and the better yours is, the more your organization can raise. Whether your letters are paper or electronic, there are some things you can do to make them better. Join Firstgiving's marketing expert, David Karp, for this informative hour.
Approaching Galleries & Proposal Writing for ArtistsArtLinks
how to approach commercial galleries and non-profit galleries
being represented at an international level
understanding open submissions
promotion of artistic career
insights into gallery/curatorial practice from the management side and from the artists point of view
Birmingham, UK: Libraries as a Catalyst for Economic Growth and Community Dev...San Antonio Public Library
Birmingham (UK) Public Library anchors city center redeveloment - Job creation, culture and learning, “the city’s living room”: Birmingham has selected the new Library of Birmingham as central to the city’s renewal. The Library of Birmingham development is a flagship project of the Big City Plan, focusing on the regeneration of the city, the most far-reaching city center development project ever undertaken in the United Kingdom. The Big City Plan will drive forward the next 20 years of development in central Birmingham.
Speakers - Susanna Mann, Business Development Manager, Royal Collection and Chaired by Penny Mills, Director of Client Services, Audiences London - Buckingham Palace was voted Best UK Attraction 2010 by readers of both Group Travel Organiser and Group Leisure Magazines. Susanna Mann, Business Development
Manager, explains the Royal Collection’s approach to the group visitor market. What does cultural tourism mean for your organisation, and how can you successfully tap into this potentially lucrative market? We’ll be putting things into context with
information from Visit Britain, Visit London and other sector leaders.
Speakers: Alistair Raphael, Head of Arts, Royal Parks in Conversation with Helen Ball, Head of Engagement Services, Audiences London - How do you include young people’s voices in a large scale event? This session looks in
detail at the lessons from FUSE, The Royal Parks’ multi-art form festival in Kensington
Gardens last summer. FUSE was co-programmed with a panel of 12 young people
aged between 13-21 years. This session will describe the learning from the project
and cover broader principles behind engaging and maintaining relationships with
young people.
Speaker: Cara Williams, Schools Programme Manager, V&A Museum - An Equal Share - devising successful collaborative schools projects with designers inresidence. Hear how the V&A Schools Programme, DesignLab, engages with teachers and the V&A Residency Project to create in-depth creative projects.
Speakers: Alice Young, Head of Arts Award Programme, Arts Award; Sara Candy, Executive Director, Opening Minds and Louise Thomas, Senior researcher, RSA - Discover how Arts Award can help support your younger audiences and enable
your organisation to develop links with schools, colleges, youth services and arts
organisations. Hear also about the RSA’s Opening Minds and Area Based Curriculum
work with museums, heritage sites and schools on curriculum co-design – making
the most of the environment beyond the classroom in collaborative and practical ways.
Speakers: Lucie Fitton, Inclusion Programme Manager, Museum of London and Donna Williams, Project Officer, Falmouth Art Gallery - This session will explore two contrasting organisations and the work they have done to engage with their communities. Hear how the Museum of London has been working with a range of young people to co-curate an exhibition as part of their Stories of the World project. Falmouth Art Gallery will share their experiences of staging innovative community projects involving everyone from baby paint to Age Concern and visitors aged 0 to 103!
Funding Now - Current Trends for Museum Funding with the Heritage Lottery FundMuseums & Heritage Show
Speaker: Fiona Talbott, Head of Museums, Libraries and Archives, Heritage Lottery Fund - This session will take a look at the current trends in successful awards to museum projects from the Heritage Lottery Fund and pass on lessons learnt to potential grantees. In addition it will take a look at possible future directions for funding under HLF’s next strategic plan.
Supporting the Museums & Heritage Sector to Reach Audiences on Digital PlatformsMuseums & Heritage Show
Speaker: Jane Finnis, Director, Culture24 -
Culture24 has helped thousands of cultural institutions use the online world to
broaden their reach and, at the same time, to deepen the experience they offer their
visitors. Come and find out how Culture24 can help your organisation through; data
partnerships with the BBC and others; nation-wide campaigns such as Museums at Night and collaborative Action Research such as “How to Measure Success Online”.
Speaker: Stephen Mills, Director, BDRC Continental - Sharing insights from our recent study among small and medium level donors within the culture, heritage and leisure arena. How can we more effectively engage this important group? How can we increase the ROI on our fundraising investments? How can we best segment these donors?
Speaker: Rachel Dingsdale, Marketing Officer, National Gallery - Find out how the National Gallery’s innovative marketing campaign for the exhibition ‘Venice: Canaletto and His Rivals’ brought Venice to London and an old master back
into the spotlight. Using the marketing campaign for the show as a case study find out how the Gallery plans and implements a special exhibition campaign including cost effective promotions and social media initiatives.
Speaker: Zoe Hill, Vernon Systems
The Cloud represents an important opportunity for museums to collaborate, share
their data and reach out to new audiences. Using the eHive platform as a Case Study,
this seminar will look at practical options for making the most of next-generation
online services without requiring technical skills.
Speakers: Ben Sullivan, Head of European Operations, KE Software and Mr David Smith, Collections Manager (Petrology, Ocean Bottom Deposits and
Building Stones) and Departmental Loans Manager, Mineralogy Department,
Natural History Museum
This presentation shows how collection data can be presented visually so that staff
and management can monitor the ongoing care of the collections. The visual aids help
justify to management and funding bodies about the need for good collections
care practices.
Speaker: Alex Dawson, Programmes Manager: Standards, Collections Trust
This seminar will look at the legal status of the ownership of collections, with a
particular focus on the implications of moving to Charitable Trust status and how to
work with private owners, donors and benefactors to clarify long-term ownership.
Alex Dawson is the author of Charitable Status: A Practical Guide, published by the
Collections Trust in April 2011.
Speaker: Dr Suzanne Keene, Reader Emeritus in Museum Studies, UCL
With the recent National media interest, it is more important than ever that museums
can put their stored collections to work and make them accessible to the visiting
public. Building on the Collections for People research, this seminar will look at
practical ways of making stored collections more accessible.
3. Getting to know your visitors Regular visitor monitoring surveys Primary research focused on particular questions Comments cards/books/walls Suggestion boxes Conversations within social media Conversations in person (c) Audiences London 2011
4. How close are your visitors to you? (c) Audiences London 2011 Been once or twice… Local Families Loyal Regulars Frequent Diverse Communities Student Ambassadors
5. What will work for your organisation? (c) Audiences London 2011 Community Engagement Members, patronsfriends Programming/Curation/ Events Shadow board Ambassadors Advocates Testers Volunteers Depth of relationship Social networking/ interactivity Mystery shopping E/Mailing list Organisational resources
6. Using your insights…1 Music to Remember campaign with Time Out (c) Audiences London 2011
9. Family Advocates Café Gallery Projects – CGP London Strong family events programme Good list of family contacts Connected with other local projects involving families Moving from ‘providing’ to co-planning (c) Audiences London 2011
10. Engaging communities…working with… Poetry Translation Centre Translated work of Somali poets and co-hosted reading of work at Bluecoat Arts Centre, Liverpool. Discussion groups held with Somali teenage boys and those involved with Liverpool Reads. Recruited them as ambassadors. 50% of audience were from the Somali community. Created a relationship between Bluecoat and Somali community which is ongoing with ambassadors working front of house. (c) Audiences London 2011
11. Student ambassadors at the LSO - Pulse Seven Reasons to become a Pulse Ambassador You need to buy pasta…On average, each student ticket saves a 46% Save on the price, not the experience.. free drink and programme and we try and make sure you’re next to your friends. Open closed doors. Opportunities to meet the artists, watch the LSO rehearse, backstage tours Keep your finger on the pulse. A unique online experience that allows you to shape the events, ideas and initiatives of pulse We don't think a free pen is enough. A range of exclusive rewards such as LSO Live CDs, Barbican vouchers and concert tickets for our ambassadors Keep your eye on the prize. Earn experiences of a lifetime, like meeting some of the biggest names in music, or joining the LSO in Paris... And, finally, with the other eye on the future... An unparalleled experience for your CV that employers will value highly (c) Audiences London 2011
12. Membership schemes Membership schemes are diverse Who joins these schemes? Members’ motivations Material Hedonic Aesthetic Achievement orientated Social Altruistic Self identification Status Ideological commitment (c) Audiences London 2011
13. Maintaining relationships Need a changing product that retains interest and an attractive membership package Communicate regularly and appropriately with your members Segment your membership base Personalise your communications Be clear about what you want from members Give them insights into what you do and how you use donations Ask them to volunteer, upgrade membership and pay by direct debit Talk to your members Find out why people lapse (c) Audiences London 2011
14. Roundhouse Membership Levels (c) Audiences London 2011 BECOME A FAN MEMBER £40 Priority booking/advance notice when available No online booking fees on 10 tickets per year What’s On brochures posted to you Exclusive news updates by email Four vouchers for 10% discount on a two-course meal for one at Made In Camden BECOME A HEADLINER MEMBER £150 Plus… Free Members’ Bar access for you and a guest Free Members’ Cloakroom use for you and a guest Quarterly supporters’ news update Access to members’ area on the Roundhouse website Six vouchers for 10% discount on a two-course meal for one at Made In Camden BECOME A LEGEND MEMBER £1500
15.
16. Resources Membership Management Forumwww.membershipmanagementforum.org British Association of Friends of Museumswww.bafm.org.uk Audiences London’s resources www.audienceslondon.org A practical guide to working with arts ambassadors available at www.artscouncil.org.uk www.londonvoicesproject.org.uk (c) Audiences London 2011
Tools and approaches to decide how you might build relationships… you need to chose the one that’s good for you!In a world of constant interaction, user generated content and trip advisor… the idea of building a relationship has taken on a new meaning… Here are some examples that perhaps have not taken the obvious route… colaborating with other organisations, allowing visitors to influence and programme activities and tailoring your membership… to respond to differing visitor motivations.
Have you asked them who they are… through research etc. Do you have a good working segmentation?Did you make sure that they were offered the best possible customer service and experience when they were with you… best way of getting them to come back and/or recommend othersDo they know enough about you, your work etc. through interpretation, information etc.So what would the ROI be in investing in building a relationship?
Today’s presentations have given you an insight into this – the Galleries project – collaborative benchmarking and also the LSO’s and orchestra’s work… Knowledge should be the basis of any activity.Ideally you would develop a segmentation of your audience to understand their diversity and develop your own insights.
How close to the tree are they? How far from the tree might they fall or place themselves? Obviously there’s a difference between how close you think the relationship is and how close your visitor or potential visitor thinks it is… so always need to see from two perspectives.
To assess Return on investment… thing about the depth of relationship you currently have and how deep you’d like it to become and then think about the amount of organisational resources required… and consider what’s worth while…
Earlier today heard about this one… for people who’ve attended a few times… how do you deepen that realtionship?To help people develop their interest.They don’t know the artists, or affiliate with a particular orchestra, or know much about music…Obviously a fairly high investment in working in partnership to engage audiences in this way… but by offering an experience it doesn’t matter so much which orchestra and the relationship is with the experience, not the organisation… need to be a little altruistic as an organisation… but it’s not speaking to your core or regular people…. Yet to see the longer-term impacts of such a campaign
Similarly in theatre – a segmentation Based on people who’d attended once or twice… Getting to the heart of motivations to try and hook them into a deeper relationship with the idea of theatre… as a regular activity.
One big issue was the need for more guidance about what to attend – many meant to come back but felt they were out of the loop of information or couldn’t decide what to go to or find what they were interested in… So these edited sites provide difference ways of chosing as well as acknowledging that people are looking for experiences, as much as culture…Here you’re matching mood and experience, rather than writer, director, actor etc.
From a strong starting point ie. engagement with families… how can you deepen a relationship?Turning the idea of engaging with families on its head ie. they tell you what they want… by looking for a family panel to work with to integrate audience needs into planning and increase the engagement of local families.but families are busy and you might only be on thing they do… ie. swimming, library etc. So, only a certain type of family who might engage – and you need to think beyond the traditional parent/carer and child… can be extended and multi-generational. In this case it was families who occupied another local space who felt some ownership. They are now co-planning a future programme – doing things together rather than ‘providing’ things – doing joint funding applications (because of community involvement can apply to new funding pots). Finding people who want to shape activity, rather than just turn up and do. Also engaged their Board as well… Re-invigorated their outreach/education work!
Engaged a community through an event… but relationship then held through a venue ie. event was by Poetry Translation Society at the Bluecoat gallery… the Somali community are now ongoing ambassadors for the Bluecoat and work front of house…Doing a project often allows you to get to know a community and then you can understand how to better engage with them for the long-term – gives confidence on both sides to develop a more fruitful relationship. But this took a year’s work and product was obviously directly relevant.
A bit of a twist on the old ambassador scheme… in that it is inovatively marketed – give and take and longer-term impacts1.You need to buy pasta, pay library fines, top up the oyster card, and keep the lights on. We realise this. On average, each student ticket saves a 46% on the usual ticket price.2. Save on the price, not the experience. Once you get here, we'll give you a free drink at our student reception, the programme will be free too, and we try and make sure you’re next to your friends. 3. Open closed doors. Opportunities to meet the artists, watch the LSO rehearse, backstage tours and much much more…4. Keep your finger on the pulse. A unique online experience that allows you to shape the events, ideas and initiatives of pulse5. We don't think a free pen is enough. A range of exclusive rewards such as LSO Live CDs, Barbican vouchers and concert tickets for our ambassadors6. Keep your eye on the prize. Earn experiences of a lifetime, like meeting some of the biggest names in music, or joining the LSO in Paris...7. And, finally, with the other eye on the future... An unparalleled experience for your CV that employers will value highly
Membership schemes are diverseSeason tickets at one end – membership schemes – friends schemes – to patronsBenefits might include free admission, magazines, members’ events, discounts in the shop, cafe, reciprocal benefits, gateway to volunteering, garden party for cathedralsWho joins these schemes?The number of members at museums & heritage sites is often 250 to 499 members, the very large e.g. Tate, RA are unusualA large share normally live locally, & members tend to make a large share of overall visits to a site, esp. When there is an admission feeMembers motivations Reflect the package of benefits and individual’s needsHedonic – pleasure, pastime, entertainmentAltruism – includes volunteering time and giving money, preserve artAchievement orientated – learn new knowledge or skillsSocial – inter-personal, making new friends and networking
The success of membership is often related to a changing exhibition programmeIf people get bored they go elsewhere unless their motivations are purely philanthropicAttractive membership packages e.g. Free admission will get new membersFamiliarity with your product/ brand reminds people about you / what you doMore touch points they have with you the more involved they becomeWant a sense of belongingCommunicate with your membersYou have an ideal opportunity to speak to these people on a regular basis through letters/ email etc. That is what makes building a relationship easierHave to show that you care/ are appreciativeTalk to your membersAsk them what they enjoyed, want etc.If you organise trips talk to the members to find out their interests, contactsWhy do people lapse?They may want to keep in touch with you/ help in another way/ have forgotten to renewe.g. Of trips where find out about members – their interests/links/what they do for their lives – opportunities for in-kind support etc.The most important tool for most membership schemes is word of mouth
Changed their levels as felt there was a gap at the lower level…£150 named according to motivation, expectations etc… so added in lower levels and a £1500 one as well.Priority booking/advance notice when available What’s On brochures posted to you Quarterly supporters’ news update Access to members’ area on the Roundhouse website Dedicated ticket booking via the Development team Invitations to private Roundhouse Studios performances Accreditation as a supporter on the Roundhouse website Two free tickets and programmes to 2 Roundhouse produced or commissioned productions per year Invitations for 2 to special events, pre-gig receptions and opening night parties Free Emerging Artist memberships for two 25s or under Accreditation as a supporter in Roundhouse produced programmes Private tour for up to 4 people twice a year Fast track entrance at music gigs for you and up to 4 guests Free Members’ Bar access for you and up to 4 guests (for music gigs, subject to availability) Free Members’ Cloakroom use for you and up to 4 guests (for music gigs, subject to availability) No online or phone booking fees on 12 tickets per year Priority table reservation at Made In Camden Dinner for two at Made In Camden And a hole at the higher level… £1500 where people get more accreditation and a closer relationship… Matching the motivations of those people. Can thereby increase income, by targeting the different motivations and levels to donate.Events are now a key offering for many organisations or a separate space ie. Tate Members Room etc.
And anecdotally, many of the families involved went on to have a longer relationship as volunteers – which the National Trust rely on.Families as Testers: Osterley Park and HouseFamilies were involved as testers at properties. In this role they road tested prototype versions of final interpretation. This was a critical role in terms of ensuring the effective usability and enjoyment of final interpretative pieces. The type of ways families were involved as testers included:Testing a prototype of the Osterley Compass to check the compass was easy to understand and use. Trying out an interactive puppet booth at Osterley to discover how families connected this imaginative experience with their visit to the historic rooms. Testing out a prototype version of the Voyages Map at Ham House to determine the right number of objects to be included in the final guide. The tester role works well with families you have a longer term relationship with a place and one off family visitors. People feel incredibly valued to be asked to try things out for you and generally jump at the opportunity!back to top
Don’t make too many conditions or hoops – it should be easy to keep a relationship going…Don’t forget you’ll have to build things, it won’t happen overnight