Getting your pricing – and importantly your range of prices – right is critical. It’s critical because it enables your institution both to maximise its income and to meet the needs of your entire range of users.

And yet, within the museum community the issue of pricing – not just admission charges where these are levied, but retail pricing, special exhibition pricing, membership pricing, catalogue or guidebook pricing, pricing for services, catering pricing etc – is so little discussed. Which is very surprising, since very small, almost unnoticeable – even just 1% – changes in price, can result in very significant increases in yield.

One of the gurus in this field is Author and Consultant, Dr Rafi Mohammed. Pricing, he so correctly argues, is an underused strategy and so a fertile area for producing new revenue. Rafi has provided some very useful pointers on how pricing strategy might be applied to the museum (and more generally non-profit) marketplace. They make stimulating reading…

Download: NINE TIPS TO BETTER NON-PROFIT PRICING