Membership churn can tell you a lot about the health of a museum, zoo, or aquarium’s relationship with its members.
High membership retention signifies visitors are getting the most out of their enrollment and finding engaging events and exhibits. However, maintaining a high membership retention can be expensive. This is where data comes in.How can data decrease retention costs and increase retention for memberships?
Instead of a one-size-fits-all approach with retention strategies, let data inform your marketing tactics to build cost-efficient and member-targeted campaigns. Through data, museums and cultural institutions can understand what visitors value most about their membership experience and offer more engagement opportunities aligned with those interests. The better you understand your visitor, the better chance you have at getting them to renew their membership, donate, and purchase merchandise. So which metrics are essential to getting to know your member? Two sets of data can reduce spending and increase membership retention:- Onsite Behavior
- Member Interests