If your organization’s membership messaging is primarily focused on transaction-based benefits (e.g., free admission, discounts), then you may face difficulties attracting higher-value members.
The chips are still falling as cultural executives seek to understand audience motivations and behaviors in a pandemic-impacted world. One of the key takeaways emerging from the pandemic involves the marriage of an increase in trust in cultural organizations with the importance of effective membership programs. It’s manifesting itself in the growing delta between mission and transaction-motivated members.
Transaction-motivated members are primarily motivated to join for benefits such as free...
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