A Masterclass in Building Your Museum’s Future Benefactors
Some of the world’s most dynamic, far-sighted museums are enhancing their income and securing their future by linking with young professionals - that most affluent, influential, sought-after demographic.
Your presenter in this recorded seminar is independent researcher Dr Erin Barnes, who has worked and researched extensively in this field. Erin has held positions at the Corcoran Gallery of Art, the Arlington Arts Center and the Meridian International Center and sits on the Steering Committees of many cultural organisations. She holds a PhD and MA in Museology from the University of East Anglia and a BA in Economics/International Area Studies from the University of California, Los Angeles.
What you’ll learn
Membership programmes are an important means of fundraising, developing relationships with visitors and creating a base of support in your museum’s community. And museums are increasingly targeting young professionals as potential new members, with the aim of attracting new audiences and establishing a strong group of future patrons. To succeed, they are increasingly creating categories of membership, and programmes of activity, designed specifically for them.
Developing and marketing membership to young adults challenges museums to create a distinctive brand and to provide appealing programming that balances the museum’s mission with the social activities necessary to attract this sought-after demographic. Washington, DC is a fertile market for young professional organizations, and the city’s museums provide powerful case studies in this field.
The seminar draws highly actionable conclusions from a range of detailed case studies, examining both well-established groups for young professionals (including the Smithsonian Young Benefactors, and the Corcoran Gallery of Art’s 1869 Society) and newer initiatives (including the Trust for the National Mall’s L’Enfant Society and the National Archives’ Young Founders Society.) In particular, you’ll discover the secrets of their successes in the key areas of attracting, motivating and retaining members.
The CD contains Powerpoint presentations, audio recordings and questions – a full 1.5 hours of intensive, fast-paced information, advice and shared experience.
Publication details
Title: Cocktails and Culture - Cultivating Generation Next (video)
Running time: 90 minutes
Format: CD containing QuickTime Video (suitable for both PC and Mac)
Price: £67 + VAT (+ £10 shipping)
Publisher: MuseumsEtc
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