International Museum - Amsterdam, The Netherlands
 
CONFERENCE SESSIONS 2016
 
Sunday, November 6
 
5:00-5:30 pm
Registration at the Radisson Blu Hotel
 
6:00-11:00 pm
Welcome Reception, Tour of Scottish Crown Jewels & Dinner
Edinburgh Castle, Queen Anne Room
 
 
Monday, November 7

9% growth in member counts, 50% first-year member retention and recurring giving launched for membership paints a strong basic-level membership program. So now how do we take what we’ve learned is working, and data about our interactions with members, and create the same success in the mid-to high member levels and the annual fund?  We’ll talk about how Carnegie Museums is using proven donor-centered techniques in combination with smart direct mail strategy (with the right package formats and offers), behavioral data like visitation and event attendance, and scoring based on data from multiple systems to reshape acquisition, engagement and upgrades.

Cari Maslow
Associate Vice President, Donor and Member Engagement, Carnegie Museums of Pittsburgh

Mae Daniller
President and Founder, Daniller + Company

Steve Jacobson
CEO, Jacobson Consulting Applications


What are the key factors to improving retention and driving revenue and file growth?  What are the important market trends that are affecting membership programs today? We’ll show you how to ramp up the retention process via the way you structure your acquisition strategy. We’ll examine the case for support, reinstatement efforts, acquisition offer, renewal structure, and benefits offer—to maximize retention. We’ll give you actionable ways to strengthen your membership program by engaging and involving members in your mission. We’ll discuss ideas like Membership Month, matching gifts, testing, and Co-op modeling to beef up your acquisition program. And, ways to boost your renewals to ensure better retention. 

Join leaders from the Smithsonian Institution in Washington, DC as they share their insights on how to elevate membership programs to the next level. The Smithsonian Institution and Avalon are working together in an unprecedented new pan-organizational strategy of information sharing and program optimization.

Allison Porter (Moderator)
President, Avalon Consulting Group

David Saunders
Director of Membership, National Museum of the American Indian

John Perell
Director of Direct Response and Shared Services, Smithsonian Institution

Elizabeth J. Wilson
Assistant Director of Office of Advancement, Smithsonian National Air & Space Museum


Capturing and using visitor data is always easier said than done for many institutions, and most museums probably share this challenge.  In this session you will learn how the Membership team at the Art Gallery of Ontario (AGO) has leveraged data to help drive and grow its Membership program as well as spearhead and drive the increase of both data capture and the use of it within the organization.  This session will provide an overview of the genesis, evolution and outlook of data use at the AGO.  Not every organization is going to approach data the same way, but every organization could use data to improve their members’ experiences and steer the organization’s strategic plans.  From having very little to a lot of customer data and what to do with it – will share innovative data-driven campaigns and interesting projects that are setting the ground work and paving the way to ultimately help shape an exciting future.

Nympha Patel
Senior Manager, Membership & Direct Response, Art Gallery of Ontario


Using data to uncover trends and point to opportunities and deficiencies is only the beginning. Determining
action steps to address a program's needs is the next step. In this session hear case studies of both data
analysis and marketing strategies that benefit membership programs. Ask your tough questions and hear stories of challenge, learning, and triumph!
Attendees will learn best practices and trends in advanced segmentation, predictive analytics, conjoint
analysis, and data modeling. 

Dana Hines (Moderator)
President and CEO, Membership Consultants

Rosie Siemer
Chief Digital Officer, Membership Consultants, Inc.

Steve Jacobson
CEO, Jacobson Consulting Applications


Few topics get more attention inside museums and gardens than the related roles of memberships and annual giving.  Add to this the perennial pressure at every institution to grow both the ranks of members and those annual, sustaining gifts that really pay for museum operations. Learn how some institutions are having their cake and eating it, too.  Discover ways to manage a continuum of affiliations from entry-level member to annual donor with member benefits – without a sense of competition or “trade offs” between the two.

Willard White
Senior Consultant and Principal, Marts and Lundy, Inc.


Tuesday, November 8

This session will cover the ongoing development of the Tate brand and how Tate Membership has responded to this ensuring that Membership is positioned at the heart of the brand, culminating with the opening of the new Tate Modern in June 2016.

Robert Halkyard
Head of Membership & Audience Engagement, Tate

Victoria Adam
Membership Marketing & Communications Manager, Tate


If a membership program is truly successful, it is not only generating direct net dollars, but also functioning as a critically important pipeline to your major giving programs. Successful upgrades strategies are key to developing long-term relationships and increasing income for your membership program. In this session, you will hear from two consultant experts who use a variety of successful strategies for upgrade appeals: renewal upgrade strategies, quarterly upgrade strategies, exhibition-focused strategies, and upper level strategies for both regional and national programs. You’ll discover easy and complex solutions for encouraging your members to increase their membership level, based on real case studies from American cultural institutions.

Mae Daniller
President, Daniller + Company

Allison Porter
President, Avalon Consulting Group


Find out more about proven research methods that give us insight into how customers view benefits including Conjoint Surveying and how this technique gets answers that really ensure membership schemes work for both visitor and organisation. Using case studies we show how to design membership packages that respond to visitor expectations and increase the number of members. We share how this insight has brought enormous benefit to British Film Institute and Compton Verney membership schemes.

Tim Baker
Principal and Director, Baker Richards 

Steve Jacobson
CEO, Jacobson Consulting Applications


The Academicians Room is a hidden gem in the heart of the Mayfair and London’s best kept secret. In September 2015, the Academicians Room and membership programme re-launched as a higher-tier offering for the Royal Academy of Art’s loyal audiences to help drive enhanced loyalty and engagement. The Academicians Room membership is a unique membership proposition within the arts sector, where both members and artists meet to discuss and debate art.  

Annie Wong
Head of Loyalty and Partnership Development, Royal Academy of Arts


To compete, museums must constantly test and diversify how they are engaging their members online. This session will present what online, data-driven strategies are working to produce more effective integrated programs. We’ll also cover perennial digital campaigns that get results: Membership Month, Online Voting, Mirror e-Renewals, Welcome Series, Matching Gifts. You’ll learn how best to design these tried-and-true, highly effective online fundraising campaigns for your membership program. 

Join leaders from the Smithsonian Institution in Washington, DC as they share their insights on how to elevate membership programs to the next level. The Smithsonian Institution and Avalon are working together in an unprecedented new pan-organizational strategy of information sharing and program optimization.

Allison Porter (Moderator) 
President, Avalon Consulting Group

David Saunders
Director of Membership, National Museum of the American Indian

John Perell
Director of Direct Response and Shared Services, Smithsonian Institution

Elizabeth J. Wilson
Assistant Director of Office of Advancement, Smithsonian National Air & Space Museum
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