I’ve been watching the N.B.A. a lot lately, and not just because the playoffs are going on and I’m a huge basketball fan. I’m also watching the N.B.A. as a league, which is, like many businesses, struggling right now. I’ve noticed over the past year that the N.B.A. and art museums actually have a lot in common, in particular the fact that they both rely on similar membership models: museums have their dues-paying members, and the N.B.A. has its season ticket holders. I think with regards to the development/membership work that I do, there’s a lot to be learned from for-profit businesses that use similar models. I’ve found inspiration in some of the things N.B.A. teams do to acquire and retain their “members” in a tough economy, and I think some of the tactics they’ve used to attract season ticket holders could make sense for us here in Brooklyn too.
If you’re asking, “Wait, how are N.B.A. teams and museums alike, again?” I’ll explain. In the big picture, the N.B.A. has its franchises as the U.S. has its museums: one in every major U.S. city. Museums and N.B.A. teams both inhabit large, instantly identifiable structures that provoke civic pride (for the most part) among locals. Museums and N.B.A. teams both have their star players (either signature works or exhibitions that draw people in), and N.B.A. teams-like membership departments–use those stars in hopes of convincing their fans that the entire experience (collection) is worth a yearly donation. Like the roster of an N.B.A. team, some exhibitions are created internally by curators using the museum’s own collection (or “drafted”) and some are brought in from other cities (“traded”). Like N.B.A. teams, museums have their coaches (directors) and owners (trustees), and-at least in NYC-media that dedicate staff to covering and analyzing the moves they make.
Two of my favorite institutions: The MFA (via kalyan3 on Flickr) and the TD Banknorth Garden (via WallyG on Flickr), both in Boston.
More relevant to my work is the concept of season ticket holders, which are the N.B.A.’s version of museum members. The reason this comparison works especially well is because the N.B.A. and museums both charge money for a product that is inherently fleeting and difficult to quantify: the experience of viewing art and the experience of viewing a basketball game are something to which value is arbitrarily assigned. Since that’s the case, museums and N.B.A. teams are especially grateful to those who care enough to support the team/institution financially, and in this tough economy 27 of the 30 N.B.A. teams have decided not to increase the price of season ticket packages for next year. I can’t think of one museum in the U.S. that is raising membership dues next year, either.
Like museums, N.B.A. teams offer their members a several additional benefits (besides free admission). In addition to free parking, discounts on food and merchandise, and ticket holder cards (our members here at the Brooklyn Museum receive those benefits as well), N.B.A. teams offer and do a lot on their websites that I think we can learn from here in Brooklyn. The Minnesota Timberwolves send game day notes via email to their season ticket holders (wouldn’t it be cool to send a summary of exhibitions to members the day they visited?). The Sacramento Kings announce season ticket holders names on the big screen when it’s their birthday (we have rolling LCD screens in our lobby that might work for that). If the Chicago Bulls allow their season ticket holders to come to a Bulls practice, couldn’t we potentially allow our members to watch a conservator restore a painting? Our hometown New York Knicks even customize their season ticket holder benefits based on what type of fan you are (“Lifer, Family, or Executive“), and the New Jersey Nets put their own spin on our museum’s reciprocal Membership program by offering their season ticket holders free N.H.L. tickets whenever they’re in Florida. N.B.A. teams also capitalize on the excitement of their games to make the idea of season tickets seem equally exciting (as seen in this spectacular 76ers video). There’s no reason, in my opinion, that museum membership can’t be just as exciting a prospect as owning season tickets.
I’m not saying that we’re going to implement any of these benefits right away, or that museums should follow the N.B.A. model since our missions and goals are different as non-profit and for-profit institutions. However, what does seem evident is that now is the time to get creative with membership benefits. Brooklyn Museum Members are our season ticket holders, and they hold a stake in the future of our institution. I am determined to make sure that our membership benefits continue to make each season more exciting than the last.
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Will – I love the comparison. It’s true. We join for the perks. And 15% off in the bookstore and show previews isn’t enough. I’d love to see a conservator in action. Some ideas: 1) Lots of kids in Brooklyn. Why not a museum sleepover for members and their kids? The Natural History did/does it. 2) Or what about an art rental program? Oberlin’s Allen Museum does this. http://www.oberlin.edu/amam/artrent.html 3) Brooklyn Museum needs to be more visible in Brooklyn. Can’t believe that MoMA took over that subway station. That’s your turf. Fight! Why not build an eco-friendly satellite temporary exhibition space for the summer (or next)? Visibility and creativity!
We just raised membership prices this month, and used that as an opportunity to message lapsed members, as well as encouraging early renewal from current members.
I agree with getting creative, and also think that great member benefits aren’t necessarily best kept as exclusive for members. A couple of years ago, I started letting members know in our email updates which days had the busiest school group visitation in the upcoming weeks. Lots of people said that this was one of the best perks of being a member. Rather than keep it just for members, we added it to our website.
While we do some behind-the-scenes tours, and they are usually available only to members, we do generally charge extra for these (http://takeyourcustomertowork.com/ will be a rare exception). However, we’ve tried to do more behind-the-scenes online, such as the addition of our Animal Department blog to connect members (or casual visitors) more directly to our animals while teaching them about the work of the keepers.
Then again, being a science center in a smaller metro area, perhaps we’re more akin to the minor league baseball team our city is famous for than the NBA teams you’re talking about (and therefore have had to develop a more grassroots and hands-on membership experience)
Will –
You are singing my tune! Your comparisons to professional basketball are right on the money from my pespective. We at the Indianapolis Symphony Orchestra often draw inspiration from our friends in the sports world. Some of our brand makeover strategy can be directly attributed to things one would see in an NBA arena and NFL stadium. Same with the way we package our concert tickets and promote our individual musicians and orchestra in our marketing materials. Our goal is to create accessibility, familiarity, loyalty and retention. If we’re able to achieve this by borrowing some “plays” from an NBA or NFL playbook, then I’m all for it.
The comparison is true for performing arts organizations. The performing arts also has a subscription program, but you need a membership to enjoy behind-the-scenes privileges and other unique opportunities.
What’s great for performing arts organizations though is that they can generate revenue from an individual from both ticket sales and membership whereas museum’s lose ticket revenue from the individual once they become a member. Granted, membership dues can generate more revenue than ticket sales.
Also the model for museums is that its membership is both a subscription with benefits for unique experiences that the general public won’t receive. What’s great about a museum membership is that you can join any time and there is no limit to how many subscribers the organization can have. But the members best experience from their membership will be blowing through the front door without paying admission.
Museum membership programs are becoming out of date, particularly with the growth of social networks where everyone can join and all is equal. Online you don’t find a tiered relationship between friends. And no one is excluded from any of the applications. Because of this the current generation will have different expectations when it comes to its relationship with non-profit organizations.
A good example from the article is the benefit of watching a conservator restore a painting. Why should we exclude non-members from watching the conservator preserve a work of art? Why not post the conservationist’s process online to engage someone with the organization in a powerful way that providing free admission will never do? Excluding people from these opportunities will only make the organization seem elitist and unwelcoming when many other parts of the art world is free and open.
Now is a good time to rethink what the goal of membership is and how to best frame that to continue engaging older generations while making it attractive to the next generation of donors.
To Jeff Stern & any one else who has raised dues:
Can you please let me know how much notice you gave members? Also, did you notify ALL members for the opportunity to renew early at the lower rate?
Thanks!
Hi Theresa,
We mentioned the membership price increase in our member newsletter (goes to all members) about a month before it happened. We also used it in our renewal messaging for about 2 months prior to the increase (our first renewal notice arrives approx 10 weeks before expiration). Finally, we sent out an email to members whose membership had lapsed in the past year encouraging them to come back before we increased prices about a month in advance of the price increase. Other than these communications, we did not advertise the increase (i.e. no website announcements, press releases, etc).
If you’d like to talk further, I can be contacted at jeff [dot] stern [at] ncmls [dot] org
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