Best of AMMC 2013

Below are our key takeaways from the AMMC conference held in Atlanta and attended by over 250 membership professionals:

Resonating with Donors: Making a Personal Connection Through Unique Campaigns, Kim Callahan, Seattle Art Museum Angela Perillo, The Field Museum Tiffany Tessada, Seattle Art Museum

o Adopt a T-Rex Campaign

 Great fundraising piece that created good awareness

 Amazing packaging

 Prominent space on website: http://fieldmuseum.org/support/adopt-trex

 Good use of social media by incorporating Flickr to engage visitors and supporters

Membership and Millennials: Engaging Generation Y; Kerstin Beyer, Walker Art Center, Lori Grecco, Indianapolis Museum of Art, Ben Whine, Solomon R. Guggenheim Museum

o iPad tours of cultural institutions are becoming more and more prominent

 4 out of 10 cultural institutions are not engaged with mobile/tablet technology…this means 6 out of 10 are!

o Guggenheim Museum Mobile App http://www.guggenheim.org/new-york/visit/app

 After the second year, the investment into a mobile app will be cheaper than continuing audio tours

 At time of AMMC, over 9,000 downloads

Big Ideas for Membership Marketing: Ambassador Program, Special Recognition, Year of the Member, and More; Jamie Clements, Kate Gleason, Shelley Wood

o Member Get a Member: Art Ambassador Program

 Campaign cost $35,000

 Created an “Ambassador toolkit” (physical bag, fact sheets, thank you card, goal card, programs and events, charter      membership brochures (with name written on it), instructions on how to set up their website, posters, sample        letter invitations, email worked to send a link right from their website to get others to join

 Developed a microsite to support the program

 Held an awards ceremony to recognize highest recruiters

 Prizes to incentivize ambassadors for 1, 5 members, 10 members, 20, and 30 members

 Gave ambassadors a short period of time to meet the goal

 Asked committee to find ambassadors and sent a targeted letter to active members and a pitch at every member            event and staff, docents and existing volunteers

 Overall involved 180 ambassadors, and the program was a great success

Grand Openings and Grand Results: Generating Excitement, New Members, and New Audiences; Mae Daniller, Dana Hines, Rosie Pokrandt, Rosie Siemer, Jennifer Thomas

o Start grand opening planning far in advance, about 1 year to 8 months out

o Look for opportunities to leverage new technologies like mobile, social media, and interactive print to raise awareness and capture member prospect contact info

o Create excitement and support the momentum leading up to and immediately after a grand opening with a path to membership

o Reach new audiences through digital strategies including social media contests, QR codes, and mobile marketing

o History Colorado saw real results from its investment in social media including:

 739 unique participants in total

 654 individuals engaged for the first time via social

 13% join rate overall

 270 QR code respondents; 18% joined

 39% of QR respondents opted-in for mobile texts

 Facebook grew from 766% from 1,285 to 11,122

 Media attention and primary driver to website

 Captured personal stories

o History Colorado’s integrated grand opening campaign realized:

 1,961 new members

 595 recaptured members

 888 upgraded members

 235 donors

 250% increase in target audience on Facebook

 40% increase in membership BEFORE opening

 89% increase in membership 6 weeks POST opening

 121% increase in membership revenues-FY2012

Mission, Marketing, Membership: A Magic Mix for Success; Dana Hines, Maureen McCarthy, Rosie Pokrandt, Rosie Siemer

o Very successful when marketing and membership work together: Integrating outdoor, radio, print, and TV with a consistent message

o Membership is often the driver of campaigns, need to be sure that marketing is aware of membership’s timeline

o Work to find ways around the everyday silos to collaborate and talk about the big picture

o Ensure that membership has a seat at the table when it comes to social media, website, and online marketing strategy conversations

o Critical that membership has responsibility and authority to be responsive via social media platforms as admins

o Partner with Marketing to run targeted promotions via social media

o Membership must have a “Join” tab on Facebook

o Contests can be a great lead generation funnel for membership, but must ensure adherence to Facebook’s Terms of Service!

o Marketing should report out to or provide access to Google Analytics, email click through, and online advertising reports

o Leverage online advertising to serve targeted ads to members and member prospects

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