Wendy,
Museum Victoria members in Melbourne have 13,000 financial memberships, servicing a whopping 51,000 members. The financial returns to this institution have been enormous. We are part of the corporate development department. Our members receive unlimited free entry, mag, various discounts, but we ask them to pay concession entry to the touring exhibitions that come through our three venues. Our last business audit showed that we are a $1million profit making part of the organisation, taking into account all the + and -'s of membership. One of the best things about our membership is that 98% of our members rate their membership combined good and very good and they feel valued and part of our museums. So we have the all important financial returns to our museums as well as the loyalty aspect. 99% of members would recommend mvmembership to others. We recently began a patron and corporate patrons program, and my aim as membership manager is to move people up into the donations/bequests category. We give our patrons all the benefits of membership as well as acknowledgement in the museum on an honour board, in the annual report and magazine and web site.
We in effect, closed the old Friends of the Museum program, and reopened with the new Members (a rose by any other name). Now the trick is to sustain the level of membership and $'s coming in. The market is changing and you can retain the loyalty of members, but not necessarily their $'s. Our members are 88% busy family groups, who will try us for a couple of years, float away to another group, but always seem to come back when the family circumstances dictate. They do remain loyal while away - recommending us to others. They are still an important part of our word of mouth advertising. The last lapsed membership survey we did had a renewal rate of 20%!
Colleen Wendt
Members Manager
Museum Victoria
Melbourne Australia.
-----Original Message-----
From: Wiener, Wendy [mailto:[log in to unmask]]
Sent: Friday, 26 July 2002 5:31:AM
To: [log in to unmask]
Subject: Why we need members?
In an effort to help clarify terms in our development department of our parent organization, how do you define "members" to your museum? Why are they important to your museum? Has anyone recently started or stopped a membership program, and why? And, how and why do you distinguish donors from members? Any insight would be appreciated.
Wendy Wiener
Curatorial Assistant
The Octagon
1799 New York Avenue, NW
Washington, DC 20006-5291
(202) 626-7369
(202) 879-7764 fax
www.theoctagon.org
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