Why Expired Members Do Not Renew Their Memberships To Cultural Organizations (DATA)

The top reason may challenge how organizations view membership retention.

Research shows that industry revenues are not generally keeping up with expenses among cultural organizations in the US – such as museums, zoos, aquariums, historic sites, and performing arts entities. This is one of the driving reasons why prioritizing the creation and cultivation of effective membership programs is more important than ever. But not all members are of equal value. In a recent case study, IMPACTS found that the average net value of a retained member was 66.1% greater than that of a newly acquired member....