ENGAGING AUDIENCES: LOYALTY PROGRAMS AND MEMBERSHIP

Engaging Audiences: Loyalty and Membership

American Alliance of Museums 2015Monday, April 27

• 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:

• 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

RisksLoyalty should not compete with membership.

• 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

MetricsKey Performance Indicators

• 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  

Best PracticesUse loyalty to support mission messaging, repeat visits, and membership

Loyalty

Membership

Dev

elop

-m

ent

Visi

tati

on

Website & Social