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2010 Membership, Development, PR & Marketing PAG Spring Workshop. Cultivating Membership Among Young Professionals - Presentation by Caroline Stevens, Development Officer, Museum of Fine Arts, Boston, MA
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Museum Council History
• Established in 1980 as a volunteer group
• Created age restrictions in 1996
• Museum Council revamp in 1999 into a full membership program
– New membership levels and prices– 12 month rolling membership– Events and programs exclusively for Museum Council
members
Museum Council Overview
• Age restriction: 21‐45
• Dual membership, allows 2 people to participate
• Retention rate: 50‐60%
• Average age: 35
• Current membership: 310 households
• Host 5‐10 events per year, plus bonus programming
Museum Council Membership
– Museum Council Associate: $250• Just for individuals ages 21‐26• 45 Museum Council Associates
– Museum Council Member: $500‐$999• 173 Museum Council Member households
– Museum Council Fellow: $1,000‐$2,499• 72 Museum Council Fellow households
– Museum Council Patron: $2,500+• 21 Museum Council Patron households
Museum Council events
• Associates and
Members: 5 events– Focus on exhibitions and collections
• Bonus Events: 5‐12– No cost programming
Museum Council events
• Fellows: 3 events + Member events– Focus on collecting and connoisseurship
• NYC Connoisseurship Weekend,
• Private Collection Visit
• Council Patrons: 2 events + Fellow events• Insider Perspectives programming
Engagement and Retention
How to grow young donors into leadership
• Research
• Engage
• Communicate
• Create a defined transition plan and policies– Integrate donor volunteers in the transition
efforts
• Foster a group mentality
• Peer mentoring
Marketing and Communication
‐
Steering Committee‐Prospecting Events‐Bring friends to events
‐Placement on web‐Ease of navigation‐Email only
Print collateralGive the people what they want!
•Move away from print collateral and focus on
email•Print collateral only for large appeals and
annual mailing to members
Marketing: Online presence
The economy and young donors
The economy and young donorsTrends:
•Acquisitions decreased
•Retention stayed level overall and increased at the highest level
•Focus on retaining and upgrading core supporters
