The Complete Audience, Implementation of a 360 degree Customer view using an integrated CRM Platform. The Museum of Modern Art (MoMA)

1. The Museum of Modern Art
The 360-Degree View: Why an Integrated CRM Platform is
Important in Growing a Museum’s Membership Program
Diana Pan
Chief Technology Officer
The Museum of Modern Art
diana_pan@moma.org
@ewdiana
Manish Engineer
Project Director
The Museum of Modern Art
manish_engineer@moma.org
@manishengineer

2. History and Overview
Founded 1929

3. History and Overview
Founded by Abby Aldrich Rockefeller, Lillie P. Bliss, Mary Quinn Sullivan

4. Over 3 million visitors annually
16 million online visits
150,000+ works in the collection
750 Employees
7 Facilities
150,000 Members
Annual Budget: $115 million
Today
Statistics

5. Famous Works
Vincent van Gogh
Vincent van Gogh (Dutch, 1853–1890)
The Starry Night
Date: Saint Rémy, June 1889
Credit Line: Acquired through the Lillie P. Bliss
Bequest

6. Famous Works
Henri Matisse
Henri Matisse
Dance (I)
Paris, Boulevard des Invalides, early 1909
Credit: Gift of Nelson A. Rockefeller in
honor of Alfred H. Barr, Jr.

7. Famous Works
Jackson Pollock
Jackson Pollock (American, 1912–
1956)
One: Number 31, 1950
Date: 1950
Credit Line: Sidney and Harriet Janis Collection
Fund (by exchange)
Copyright: © 2014 Pollock-Krasner Foundation /
Artists Rights Society (ARS), New York

8. Famous Works
Andy Warhol
Andy Warhol (American,
1928–1987)
Campbell's Soup Cans
Date:1962
Credit Line: Partial gift of Irving Blum
Copyright: © 2014 Andy Warhol
Foundation / ARS, NY / TM Licensed by
Campbell's Soup Co. All rights reserved.

9. Famous Works
Tilda Swinton

10. Other Programs: Special Events
Film Benefit

11. Art Lab
Other Programs: Education

12. Other Programs: Retail
SoHo Store and MoMAStore.org

13. MoMA PS1
Contemporary art space in Queens, NY

14. MoMA is Expandng
Over 40,000 square feet of new galleries providing 30% more space for
experiencing MoMA’s collection and exhibitions
*A rendering of the MoMA redesign (Credit: Diller Scofidio + Renfro)

15. Business Problem:
How can MoMA track many types of constituents with multiple ways
of interacting with the Museum and how can MoMA leverage this
data to increase membership and donor conversion?

16. Old Solution
Card Catalog & AS/400

18. Solution: Implement an Integrated
Platform using Salesforce
Key Project Dates:
• 2011 Initial Go Live
• 2013 Live with Membership Processing
• 2014 Live with Mobile Lobby App
Cloud Based
Mobile Solution
360° Degree View!
Marcel Duchamp
Bicycle Wheel
New York, 1951 (third version,
after lost original of 1913)

19. Solution: 360 Degree View
Leverage multichannel integrations
MoMA
Member /
Donor
MoMA Visit MoMA PS1 Visit
Design and Bookstore
Design Store, Soho
MoMA.org
Direct Response
(mail order and phone)
MoMAStore.org
Education Courses
Membership History
Donation History
Special Events
Gifts of Art
Moves Management
Lockbox
Lobby App

20. Solution: System Architecture
MoMA Web Service
REST API Layer
Salesfore Direct Data
Query
IBM Cast Iron
MoMA Membership and Donor Data in Salesforce
Salesforce
MoMA Salesforce Customizations
Developer community packages to support
functionality:
- Payment processing (one time and auto-renewals)
- Email template and mail merge
- Address cleansing and standardization
- Account de-duping and merging
External Systems Containing Customer Data

21. Solution: 360 Degree View
Retail

22. Solution: 360 Degree View
Gifts and Loans of Art

23. Solution: 360 Degree View
Education Programs

24. Solution: 360 Degree View
Visitations

25. Solution: Automation for Members
Managing 150,000 members
Member renews or joins
in any channel
Action
Launches Digital Welcome Kit to
immediately interact with member
Salesforce Workflow
Auto renew member has
expired credit card
Launches notification email to
increase renewal rate
End of month arrives
Detailed reports emailed to staff
to assist with monthly reporting
Member downgrades
during current term
Holds new card delivery to ensure
full benefit delivery at current level
Member marked as
deceased
Updates account to ensure renewal
notices and invites are not sent
Roy Lichtenstein
Bauhaus Stairway
1988

26. Solution: Membership Dashboards

27. Solution: Automation for High End Donors
Andy Warhol
Roll of Bills
1962

28. Solution: Retail Member Shopping Patterns
The Lumio Book Lamp
momastore.org Best Seller

29. Solution: Retail Member Shopping Patterns
Lucent Basic Tote
momastore.org Best Seller

30. Solution: Mobile CRM on the go
Allows staff to travel to high level donors to events like the Venice Biennale

31. Solution: Membership Mobile Point-of-Sales
Allows staff to greet members, sell and renew memberships

32. Solution: Membership Mobile Point-of-Sales
A/B testing results of the new system vs. the old

33. Open API Layer – We built a set of json REST services API layer so that any internal or external
system can access the CRM data, allowing for ease of integration with other modern systems.
Feature Experimentation – We have created a culture where feature experimentation is
encouraged and accepted, though not always easy to execute.
Improved communication - Allows for easy interdepartmental communication. Example: Retail can
share a report on leads with Membership via Salesforce.)
Cloud-based - Easy support for various locations.
We have 7 facilities and staff that constantly travel.
Highly configurable - Configure per department
Using an Integrated CRM Platform Across the Organization
Successes
George Bellows
Dempsey and
Firpo
1923-24

34. Regular data cleansing is necessary – With data coming in from many channels, dirty data and
duplicates will make its way into the system.
User adoption – It’s no field of dreams. If you build it, you must champion it, for them to come.
Software is cloud-based, people aren’t - Still have to travel to sites to train those users. Online
training not as effective as sitting with someone.
Cross-Department reporting – Users need to be pushed to utilize all data! Difficult for some
departments to understand other department’s data.
Using an Integrated CRM Platform Across the Organization
Learnings
Jacob Lawrence (American, 1917–
2000)
The Migration Series. 1940–41. Panel
58: “In the North the Negro had better
educational facilities.”

35. Thank you
George Brecht
End
c. 1966