Hi Melissa; I don't know of a formula, but I had the same questions, surveyed other local museums for their levels and bennies, and found we were all pretty much alike.

We've found it helps to ask people why they join, esp. at higher levels. Sometimes it's access - i.e. not having to stand in line, or a behind-the-scenes or members-only event.

What do your peers do? Maybe you should follow suit - as your market will probably look at them, too.

I call this the Pizza Hut Marketing Plan - in the '70s, when my dad was managing restaurant marketing for a national chain, they told him that Pizza Hut didn't spend the bucks on market research, etc. - they simply followed where McDonald's went...

Representing a small museum with no mktg. budget, I can relate!

Best regards,

Laura Bajuk, E.D.

Museums of Los Gatos

PO Box 1904, LG, CA 95031

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