Membership Marketing for Museums
Most museums time their membership acquisition appeals around special exhibitions. If the appeals are promoting a preview or opening celebration for the exhibition, then it is very important to mail eight to ten weeks before the event date. This will allow your mailing to form a proper bell curve of response; the event itself creates a firm deadline for the appeals and very few returns will be received after the event takes place.
If an exhibition does not have broad appeal or the preview date is problematic (either it falls too close after Labor Day and requires a summer mail date, or falls too close after January and requires a mail date that crosses the calendar line and into the holidays), then it can be advantageous to wait and mail when the exhibition actually opens. You will capitalize on the PR and advertising activities related to the exhibition (which create a better mailing environment), and can still use event marketing by hosting a private viewing eight to ten weeks after the opening.
Annual Funds for the Performing Arts
Programming also plays an important role in annual fund solicitations for the performing arts. The beginning of a season is a good time to initiate renewal and lapsed recovery appeals. Sometimes it is better to wait a month or two after the season opens to mail your acquisition appeals. Non-donor patrons are more sensitive to programming in relation to the annual fund, so make certain they have attended a performance before being solicited for a contribution. Calendar year-end, season-end, or fiscal year-end periods are opportune times for special gift or second ask appeals.
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