How to improve Membership Retention and Increase Renewal Rates
A few weeks ago, we created a resource to help museums and cultural institutions design or revamp their membership plans. Since membership management is such a crucial part of museum operations, we’re now tackling an equally important challenge: improving membership retention and increasing renewal rates.
In one of his books, Bill Cunningham famously stated, “Find out what people want, and go give it to them.” Easier said than done, right? At Veevart, we love the simplicity of this statement. When a visitor becomes a member, it means you’ve aligned with what they wanted. But over time, their needs and interests may evolve, and your job is to ensure their wants and your offerings remain in sync.
Smart Visitor Insights
To achieve this, let’s break membership management into key phases:
Recently Acquired Members
Membership Maintenance
Renewing Members
Seasoned Members
Aged-out Members (for Children and Youth Museums)
1. Recently Acquired Members
This group consists of members who joined within the last six months. These early stages are critical for fostering engagement and building loyalty. Here’s how to ensure their experience starts off strong:
Welcome Communication: Send a thoughtful welcome email and encourage them to download their digital membership cards if applicable
Onboarding: When they visit, ask if they’ve accessed their digital membership benefits and ensure they know how to use them
Newsletter Signup: Confirm they’re subscribed to your newsletter to stay updated on events, programs, and offers
Feedback: Send post-visit surveys to understand their initial experience and areas for improvement
2. Membership Management
Once members have passed the six-month mark, the focus shifts to keeping them engaged and ensuring they feel the ongoing value of their membership. Strategies include:
Enhanced Membership and Donation Analytics
Exclusive Member Events: Organize members-only events such as lectures, behind-the-scenes tours, or workshops
Visitation Tracking: Use your CRM to monitor visitation cadence. A great metric is “members not visited in X months.” If members fall behind, targeted marketing efforts can encourage visits
Personal Touch for High-Value Members: Offer personalized outreach like handwritten thank-you notes or invitations via phone for special events
Discounts & Perks: Highlight benefits like shop discounts or exclusive access to new exhibits
Appreciation Events: Host member appreciation nights to reinforce their value to your institution
3. Renewing Members
These are members whose memberships will expire in two months. To ensure a smooth renewal process:
Fundraising Campaign Optimization
Timely Reminders: Send membership expiration reminders, including a summary of events and benefits they’ve enjoyed over the past year
Seamless Renewal Options: Simplify the renewal process with user-friendly online tools
Automatic Renewals: Encourage members to opt into automatic renewals for a hassle-free experience
4. Seasoned Members
These are long-term members who have stayed with your institution for several years. For this group, focus on deepening their connection and providing ongoing value:
Recognize Loyalty: Offer exclusive perks for long-term members, such as private tours or unique gifts
Engage as Advocates: Invite them to be part of advisory boards or participate in focus groups to shape future programs
Highlight Impact: Share stories or data about how their membership contributions have made a difference, reinforcing their role as key supporters
5. Aged Out Members
For organizations like children’s museums, some members will naturally outgrow your offerings. When a family’s children reach an age where the programming no longer aligns with their needs, consider converting them into donors:
Personalized Visitor Experience
Recognize their Support: Tell them everything that has been achieved with their support during their tenure
Introduce Philanthropy Early: A year before members “age out,” showcase how they can support the community through your institution. For example, highlight programs like scholarships for summer camps or outreach efforts
Philanthropic Messaging: Send communications that inspire their generosity, emphasizing the impact they can make by supporting other families
Improving membership retention and renewal rates comes down to understanding your members’ evolving needs, offering consistent value, and maintaining a strong relationship throughout their membership journey.
At Veevart, we provide tools that make it easier for museums to track member engagement, segment their audience, and implement data-driven strategies to increase retention. By focusing on delivering an exceptional member experience, you can turn casual visitors into lifelong supporters of your institution.
We hope this helps.