• Capturing visitor data• Measuring and encouraging repeat visitation• Increasing the perceived value of
membership • Providing valuable insight into visitor behavior
and interests • Keeping the museum top of mind
Repeat Visitation & Data Capture
Loyalty supports Membership and Development by:
• List of prospects• Loyalty is NOT membership• Requires investment in promotion• Must have institution-wide buy in• Requires allocation of budget to support
membership acquisition
RisksLoyalty should not compete with membership.
• Loyalty Program Breakage• Average Time to First Redemption• Customer Lifetime Value and Realized CLV • Member Participation• New Member Attribution • On-site, Website, and Social Engagement
MetricsKey Performance Indicators
• Connect loyalty to Facebook and other social platforms
• Mobile app integration• Treat members as VIPs• Remarket membership via
online, social, direct mail, and email
• Develop a tailored content strategy based on participation
• Reward all levels of participation
Best PracticesUse loyalty to support mission messaging, repeat visits, and membership
Loyalty
Membership
Dev
elop
-m
ent
Visi
tati
on
Website & Social