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The end of the calendar year is a busy time for arts and cultural organizations, especially visitor- and family-friendly destinations like museums. A high level of end-of-year activity affects not only museum admissions and programming, but also extends to the Membership department, where holiday good-cheer (and inevitable cabin fever) can help drive membership sales in December.
As the end of 2022 approaches, museum Membership departments are to finish the year out strong. Museums had to get creative to keep members engaged during shutdowns in 2020 and 2021 – online programming, targeted outreach efforts, and generous friends helped keep institutions solvent. The current challenge facing many museums is how to keep those new and renewing members engaged.
Last month Adage attended a panel discussion about year-end Membership drives, hosted by Cuseum, to get a feel for what museums have planned this holiday season. The program highlighted membership strategies at The San Diego Natural History Museum, Rochester Museum & Science Center, Kalamazoo Nature Center, and the South Street Seaport Museum.
Here are a few more highlights from the panel regarding end-of-year Membership and giving:
As 2022 comes to a close, arts and culture organizations are continually finding ways to adapt to the changing needs, growing audiences, and new opportunities. The past few years presented many unexpected challenges, however those who continued to engage their communities were able to navigate difficult times. The Adage team looks forward to hearing more great ideas and strategies from the arts and cultural sector in 2023.
Is your museum interested in improving your digital presence? Adage would love to help! Contact us regarding digital strategy, analytics, and website design and development.
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