young professionals mfa
DESCRIPTION
2010 Membership, Development, PR & Marketing PAG Spring Workshop. Cultivating Membership Among Young Professionals - Presentation by Caroline Stevens, Development Officer, Museum of Fine Arts, Boston, MATRANSCRIPT
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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
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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
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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
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Museum Council events
• Associates and
Members: 5 events– Focus on exhibitions and collections
• Bonus Events: 5‐12– No cost programming
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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
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Engagement and Retention
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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
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Marketing and Communication
‐
Steering Committee‐Prospecting Events‐Bring friends to events
‐Placement on web‐Ease of navigation‐Email only
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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
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Marketing: Online presence
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The economy and young donors
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The economy and young donorsTrends:
•Acquisitions decreased
•Retention stayed level overall and increased at the highest level
•Focus on retaining and upgrading core supporters