Susan Tietz wrote:
"The administration of our small, local history focused museum is
considering setting up a ..friends of.. type membership initiative. We do
not charge admission to the museum so our benefits would be limited to
things like advance notice on upcoming programs and the thrill of supporting
such a worthwhile endeavor."
As well as the other great "members only" benefits suggested by several list
readers, there may be *attributes of your neighborhood* that you can offer
as value added. The more tangibles, the better, so don't overlook the "value
added" of your neighbors! Can you steer your members to your neighboring
businesses -- and can they steer their customers to you?
We encourage institutions to develop mutually beneficial partnerships with
close by vendors. This means anyone from nearby antique shops, coffee shops
and restaurants, to a theater, a fast-food franchise owner, dry cleaner,
copying center or any other business who, like you, is also interested in
"audience development" and "increased foot traffic."
Once you've met with your neighboring businesses (gather up inside your
place?) and brainstormed a bit, you may find wonderful "bundling"
opportunities that combine the experience of your institution and a nearby
service provider. If you could say "Members get discounts at our neighbors'
businesses such as XYZ....", then the membership provides tangible rewards
in addition to the feel good benefits. The vendors will be glad you're
sending your visitors to them.
Nearby vendors can publicize your institution, saying "Museum X Members get
a free re-fill" or "The X Museum Membership get you 5% off for orders over
$20" etc.." When the membership appeal mentions coupons, discount offers, or
simply an announcement that your location features nearby lifestyle
conveniences or attributes, the membership is valued even more. Those same
businesses may have their own great partnership marketing ideas to help you!
Another important feel good aspect to include in your appeals for
memberships, demonstrating again the power and benefit of membership, is
telling how your institution supports the city's/region's/state's museum,
education and/or preservation activities -- whatever language is applicable
to your particulars. IOW, in your appeal, explain how a membership in your
institution fits into the "bigger picture" and results in a greater sector
or regional impact. Information like this strengthens your message.
Hope this helps. Good luck!
Christopher Brown
ATELIER Kathleen Brown
http://www.kb-atelier.com/
Alameda, CA
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