Membership Marketing in the Digital Age

A Handbook for Museums and Libraries

Häftad, Engelska, 2015

Av Patricia Rich, Dana S. Hines, Rosie Siemer

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Membership marketing and management is an ever more demanding role within the institutions served—meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and ever-changing. This book addresses all aspects of management, expectations and productivity of a membership program in the digital age. Benchmarking, best practices and realistic outcomes are presented. Membership Marketing In The Digital Age is a membership manager’s reference book to what works and how on relevant topics such as:Member acquisitionMembership planning and projectionsMembership retention and renewalsMembership servicing, engagement and loyaltyIt features over seventy illustrations including reproductions of marketing pieces and management tools used by leading museums and libraries across the country. Here’s a book that will help your museum or library generate many times the purchase price through better practices that will increase your membership many times over.

Produktinformation

Utgivningsdatum2015-12-03
Mått154 x 228 x 33 mm
Vikt694 g
FormatHäftad
SpråkEngelska
SerieAmerican Association for State and Local History
Antal sidor446
FörlagBloomsbury Publishing Plc
ISBN9781442259812

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Patricia Rich is a founder of EMD Consulting Group and has consulted throughout the country and overseas on fundraising, membership, planning, search, and nonprofit management issues for all types of organizations. She has been the president/CEO of the Arts and Education Council of Greater St. Louis and the director of planning and development at the Missouri Botanical Garden, being responsible for all phases of fundraising, membership and strategic planning, which she currently teaches at the University of Missouri-St. Louis. Dana S. Hines is the President and CEO of Membership Consultants, Inc. Dana founded Membership Consultants in 1987 and has served over 500 membership organizations nationally, providing Membership Audits and Strategic Plans, direct mail and multi-channel campaigns to acquire, renew, upgrade and convert members to donors. Dana and Membership Consultants have been leaders in the membership arena, serving clients such as the National Baseball Hall of Fame, Museum of Science Boston, Desert Botanical Garden, Phoenix Zoo, History Colorado and Forest Park Forever. Dana served as a membership manager for the Missouri Botanical Garden prior to her membership consulting career.Rosie Siemer is the founder and CEO of FIVESEED, a digital marketing agency and interactive design studio delivering integrated online marketing, social media, and mobile solutions for visitor-serving organizations, education, associations, and nonprofits. Rosie has consulted for leading institutions across the U.S. including the Museum of Science Boston, History Colorado, Phoenix Zoo, Museum of Contemporary Art San Diego, University of Nebraska, Colorado Center for Nursing Excellence, and the Association of Zoos and Aquariums. Rosie serves on the Board of Directors at the World Trade Center Denver, and is an instructor at the Rocky Mountain World Trade Center Institute on the topics of international social media and mobile marketing.

ForewordPrefaceAcknowledgments Chapter One: The Meaning of MembershipChapter Two: Planning for MembershipChapter Three: Membership and FundraisingChapter Four: The Membership ProgramChapter Five: Leadership, Management, and StaffChapter Six: Membership AcquisitionChapter Seven: Membership Retention and RenewalsChapter Eight: Direct MailChapter Nine: Selling Memberships: The Art of On-Site SalesChapter Ten: Marketing the Membership ProgramChapter Eleven: Digital Marketing for MembershipChapter Twelve: Benchmarking Success in MembershipChapter Thirteen: The Math of MembershipChapter Fourteen: What’s Next in MembershipAppendixesA: Planning Worksheet - AcquisitionB: Planning Worksheet – Renewals CurrentC: Planning Worksheet – Upgrades D: Planning Worksheet – Events E: Planning Worksheet – Recordkeeping F: List Trade Agreement with Mailing Organization G: Membership Case StudiesGlossaryIndexAbout the Authors