WE WANTED TO SHOW YOU THIS direct mail appeal, hot off the press for the Philadelphia Museum of Art.

Value has consistently trumped exclusivity in the Museum’s acquisition appeals, and this approach has gained even greater traction during the current economic downturn. Free tickets to special exhibitions are the member benefit promoted most heavily in the Museum’s acquisition direct mail, followed by free admission and special discounts.

For stronger emphasis, the Museum often includes a value chart in its prospecting package. This chart quantifies the free tickets available at each member level and expresses the total value in escalating dollar amounts (in renewals, a similar value chart includes tours, special events, guest passes, and reciprocal privileges).

The Museum also adds value to the membership offer through one-time discounts on selected member levels and the strategic use of premiums – one premium or free gift for joining at any level (to lift response) and additional premiums of greater perceived value at the mid-range levels of membership (to boost the average gift).