I don't believe that a membership program looking only at membership fees is
much of a money maker if at all.  Membership programs allows you to know who
is "highly" interested in your institution or content.  A member of an art
museum has strong interest in art and culture.  Someone who joins a science
center makes a statement that they want their kids to learn about science and
they are willing to pay for the opportunity.

Use this list as a targeted mailing list (for your institution) where the
members on the list are qualified for other revenue generation and they will
pay for the privilege of being on that list.  It may be:

product catalogs, events, travel programs, courses, etc.

Do some market research to determine what else they would pay for.  This has
lucrative possibilities.  Membership managers should be focused on how to
expand the revenue generated from this audience -- they have already told you
by buying a membership that they would pay significant dollars for something
that you offer.  Don't give away the store.

Take a look at American Express Gold and Platinum card holders.  Folks pay
more for the priviledges to be invited to special events at a higher fee than
anyone else.  You get a few benefits but most just cost more money.

Good luck,


Stephen

Stephen Brand
Chief Imagination Officer
The New Enterprise Factory
[log in to unmask]
www.enterprisingmuseums.com
330-864-1518

In a message dated 9/12/99 11:19:25 AM, [log in to unmask] writes:

<< We are grappling with some interesting membership issues.  Could I ask the
following questions about what others are doing?

Does anyone calculate profit for their membership program?
If so, how?  (Is it just revenue less costs of operation?)
Does anyone tract retail/catering spend for their members? Is this used in
profit calculations?
Does anyone estimate or measure lost admission revenue (through member
repeat visitation)?  Is this incorporated in calculation of profit?

Your experiences will help us.  Replies on Museum-L or, if there are issues
you would like to discuss personally, to [log in to unmask]  Please note
that I am attending the World Federation of Friends of Museums meeting in
Sydney all next week, and will attend to any replies on my return.

Thank you all! >>

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