Hi Lori
I suggest you reflect on why is your frontline staff reluctant? Do they believe your memberships are worth having? Maybe they don't see how a membership is valuable to the visitor - and only see it as asking for more money?
I took a really quick look at your website, and saw that the link for membership is identified as "support." Perhaps the emphasis is so strongly on what membership can do for the organization, and not what membership does for the member. For example, that link might be labeled "Member Benefits" instead.
Or - maybe the frontline staff doesn't want to hold up arriving visitors with filling out membership information. They came for a tour, not to fill out a form.
Consider offering an "admission rebate." At the end of the visit, anyone who joins gets their admission refunded (or, alternatively, applied to the membership.)
Might be a good motivator for your frontline - "If you join today, you'll get your $5 admission back - and a discount in the gift shop! Just stop and see me at the end of the tour."
Cindy Boyer
Director of Museums and Education
The Landmark Society of Western New York
133 S. Fitzhugh St.
Rochester NY 14608
(585) 546-7029 ext. 12
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The Landmark Society: Revitalizing Yesterday, Protecting Today, and Planning for Tomorrow
www.landmarksociety.org
Confessions of a Preservationist: The Landmark Society blog
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-----Original Message-----
From: Museum discussion list [mailto:[log in to unmask]] On Behalf Of Lori Melton
Sent: Tuesday, April 29, 2008 2:24 PM
To: [log in to unmask]
Subject: [MUSEUM-L] Membership Rejuvenation
Hello,
Our historic site's membership program needs some invigoration:
It was launched a little over a year ago and offers pretty standard perks.
The membership levels seem to be in line with what similar venues are
offering... but they just aren't selling.
Our front-line staff is reluctant to "make the pitch," but we do have
membership information available and displayed at several locations
throughout the estate.
What has worked for you? Any tips for encouraging staff to sell memberships
without making them feel like they are selling? Any incentives that seem to
work?
Thank you, in advance, for your help.
_____________________________
Lori C. Melton, Director of Marketing
Glensheen, the Historic Congdon Estate
218.726.8921 * phone
218.726.8911 * fax
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www.glensheen.org
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