Tate Membership by Martin Barden

Tate Members and customer relationship management

27 May 2011

with Martin Barden

Tate's mission

• to promote public knowledge, understanding and enjoyment of British, modern and contemporary art

The journey• First visit – virtual or physical• Free collection-------------------------------------------

• Paid exhibition• Second gallery• Ancillary programme• Membership• Donation-------------------------------------------• Donor/patron• Specific fundraising asks• Regular Giving• Legacy

What Tate Members does

• A charity founded in 1958

• Supports Tate’s fundamental purpose

• Has helped to acquire 400+ works

• Funds c.10% of Tate’s activity

Levels of Membership

• A modular scheme

• 97,500 Memberships

• Individual 21%• Member and Guest 67%• Member and Guest x2 12%

• = 195,000 Members

The twin pillars

• Acquisition: point of sale

• Retention: communications programme and customer service

Brand identity

• Appointed Fallon Spring 2007 to develop Members’ brand identity.

David Shrigley 2007-2009

Jim Lambie 2009-2011

2011 to 2013…

Retention: the challenge

• A: Retention fell 4% in 2009:

• B: Could more Members become Patrons?

How can we speak to Members individually?

Data Segmentation Project

• Summer 2009: DM agency analysed Members’ data to build:

1.Propensity model (likelihood to lapse)

2.Segmentation model (cluster Members into like-minded groups, suitable for DM activity)

3.Patron prospects

1

2

34

5

6

7

8

Outcome: the eight segments

Likelihood to lapseHIGH LOW

1

2

1 & 2 New and not sure…

Likelihood to lapseHIGH LOW

• Under two years as a Member

• Low visits – nearly half of segment 1 have never visited

• Lapse score = 93 out of 100

3.5k

5.6k

3

4

5

3, 4 & 5 Fence-sitters

Likelihood to lapseHIGH LOW

• High number of visits – up to 8 to 9 times a year

• But still have a high lapse score: 58/44 out of 100

9k

5.5k

20.7k

6

7

6 & 7 Loyal

Likelihood to lapseHIGH LOW

• 5+ years of membership

• Medium number of visits

• Prefer TB but visit all 4 galleries

• Aged 31-60 yrs

• Lapse score: 19-32 out of 100

18k

19.4k

8

8 Die-hard

Likelihood to lapseHIGH LOW

• High loyalty – all 10+ yrs

• Medium/low number of visits

• Prefer TB but visit all 4 galleries

• Aged 31-60 yrs

• Lapse score = 6 out of 100

10.5k

What we did next

• Focus on segments 3, 4, 5: at risk but winnable

• Focus on 5, 6, 7: greater support.

• Seasonal refreshment of model

Frequency and activity

• Increased renewal messages by 100%

• Comms mix of e, mail, phone, postcard

• Drip-feed of benevolence messages

• Programme: introduced new events

Retention rate before and afterRetention by month

70.0

75.0

80.0

85.0

90.0

95.0

100.0

%

2009

2010

2009 83.0 85.6 83.8 88.0 85.4 84.0 86.4 86.8 84.4 79.8 84.4 74.0

2010 84.2 87.9 86.6 90.5 90.1 91.5 89.6 89.7 90.0 86.9 88.6 79.8

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

The future

• Deeper engagement• Enhanced offer• One-to-one conversations• Moving through the journey• New facilities: TM2 and TTB• New technology

Thank you

• martin.barden@tate.org.uk

• Find me on linkedin

• @tyrannosaurusx on twitter