This session, presented at the 2013 AAM conference in Baltimore, explored an established enterprise model—loyalty through customer relationship management—and reimagine it for our museums. Designed to provoke thought-leadership for museum CEOs, COOs, department heads, as well as across functional areas, this presentation will spotlight practical steps for increasing museum loyalty and reaping the results. Presenters included: Jill Robinson, Suzette Sherman, and Heather Calvin, Associate Vice President, Visitor Services and Membership at Boston's Museum of Science.

1. Reimagining Museum Loyalty
in a Data-Driven World
Storytelling from Performing
Arts Loyalty
AAM 2013

4. Constituent

8. Donor-ready Member

10. 1

11. BLOCKBUSTERS
Build Loyal Prospects
Best-selling programs and events
• Biggest incentive to buy, come back
• Deserves greatest investment
• Greatest ROI
• Rewards all levels of loyalty

12. Personal contact
Ask them to add it on, or if
they’d like extra tickets
Thanks. Welcome!
“Don’t miss this.”

13. 2

14. UPGRADES
Every patron’s
Next step
Make a plan for every patron type
Focus first on biggest opportunities
• Consider the whole picture
• Choose efforts you can do best
• Collaboration gets the best results
• Learn to up-sell

15. Next Step: Reactivate
Message: “Welcome
back”
How? Treat them like a
first timer and a valued
patron.
Next Step: Come back
Message: “Welcome—
thanks for joining us”
How? Make the first
time the best possible.
Next Step: Come back again
Message: “Thanks, and might
you wish to _____?”
How? Foster further
engagement by making the ask

16. Add a donation
Renew & Upgrade

17. Loyalty reduces costs, increases net return
Demonstrated in this Performing Arts Example
IMPACT
Single Ticket
Buyers
New
Subscribers
Renewing
Subscribers
Renewing
Subscriber-
Donors
Net Per Ticket/
Package Yield $53.84 $156.05 $341.51 $550.42
Cost of Sale 20% 25% 3% 3%
Renewal
Rates
23% 46% 69% 88%

18. Not Kumbaya
ROI

19. Not Kumbaya
Sustainable Income