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Making Money for Non-profits: Museum Membership Content Strategy
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CONTENT STRATEGY MUSEUM MEMBERSHIP BRAIN BRAWN BEAUTY Katerina Martchouk Creative Director, Writer
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Driving and growing museum membership base for the Boston MFA and Philadelphia Museum of Art.
Transcript of Making Money for Non-profits: Museum Membership Content Strategy
CONTENT STRATEGYMUSEUM MEMBERSHIP
BRAIN BRAWN BEAUTY
Katerina Martchouk Creative Director, Writer
Museum of Fine Arts, Boston Membership Platform
Museum of Fine Arts, Boston Membership: Imagery
Museum of Fine Arts, Boston Membership: Collateral
Art Director: Brian Baker
Museum of Fine Arts, Boston Membership: Direct mail, Email
Art Director: Brian Baker
Museum of Fine Arts, Boston Contact Strategy
T T+4 T+1 Month
Email Email Email (Sc3)
No
T+2 Months T+3 Months
Email (Sc3) Email
Bi-Annual
Outreach***
Rejoin
Direct MailDirect MailDirect Mail
(Sc3)
PURL PURL
Voice
Audience:
Any ex member who has an
active email address
Non converting email ex
members could receive up to
5 emails and 2 direct mails.
Audience: Anyone without an
email address (with or
without phone)
The overall goal of the program is to win back lapsed MFA members. This program will
start for members who lapsed on August 31,2010.
It is assumed that if the recipient converts at any point they will not receive subsequent communications.
T = first day that person is not a member
* = Person who has not read, opened, or clicked from previous two campaigns
** = Will only send 1 mailing to email non-responders, after that back to email stream
*** = Sent to all ex members who have not received a campaign in the previous 30 days
**** = People who have not converted via email stream
***** = People who have a phone number will receive voice only. Those without phone number will
receive the direct mail piece only.
MFA Remember Campaign
– Automated LapsedMember Win Back
Email (Sc2)Email
(Sc2)
Non Responders*
Direct Mail
(Sc3)
MFA
Renewal
PURL PURL
Used Temp Membership
Yes
PURL
Recipients**
Include previous email
non responders
Non Responders****
MFA
Renewal
MFA
Renewal
MFA
Renewal
MFA
Renewal
MFA
Renewal
Voice
Used Temp Membership
Voice Or
Direct Mail
(Sc2)*****
MFA
Renewal
Used Temp Membership
Voice Or
Direct Mail
(Sc2)*****
MFA
Renewal
Used Temp Membership
Yes
No
No No
Yes Yes
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Museum of Fine Arts, Boston Membership: Signs
©Museum of Fine Arts, Boston
ART IS PERSONAL.
Museum of Fine Arts, Boston Membership Platform
