International Museum - Paris, France
Conference Sessions 2018

Monday | April 23
All sessions on Monday were held at The Hoxton host hotel.

9:15 a.m.
Data Take the Wheel: Using Analytics and Research to Drive Acquisition

Allison Porter, President, Avalon Consulting Group
Kerri Kerr, Chief Operating Office, Avalon Consulting Group
David Saunders, Director of Membership, Smithsonian   National Museum of the American Indian
Elizabeth Wilson, Assistant Director of Advancement, 
 Annual Giving and Operations, Smithsonian National 
 Air and Space Museum

In this session, we learned how the Smithsonian Institution uses data to inform their acquisition strategies to grow their new member files. They shared performance by join channel, including direct mail, on-site, website, and digital ads, and how they use this data to make adjustments for improvement. We learned how strong acquisition strategies can help drive retention, and how long-range forecasting and visitor research can help further inform acquisition strategies.

10:45 a.m.
360 View on Data: Making Conversion More Efficient

Jean-Sébastien Bélanger, Head of Membership and
 Customer Service, Musée des beaux-arts de Montréal
Denis Bourmault, Senior Consultant/Business 
 Development, Eudonet

The majority of the Museum Departments work on a centralized CRM which makes sharing data not only possible, but drives more efficient decision making for campaigns and visitor engagement. Eudonet, as the Museum’s CRM, is not only a software provider but also an active partner by being the digital backbone of the Museum, triggering all their marketing actions.

1:15 p.m.
A Panel Discussion: Perspectives from Both Sides of the Atlantic on Key Practices in Membership!

Cari Maslow, Associate Vice President, Engagement,   Carnegie Museums of Pittsburgh
Mae Daniller, President, Daniller + Company

What matters most in your membership program? Where do you invest the majority of your resources? What new techniques are you experimenting with? And most importantly, why are you making the choices you are and are they helping you to meet your goals? What have you tried that has been wildly successful or conversely a failure? Through a broad and open discussion among the panelists and the attendees to look at where the differences in our approaches lie and what we can learn from our peers on the other side of the Atlantic.

2:30 p.m.
Building a Bridge Towards Long-term Success: Integration of Fundraising Strategy

John Perell, Director of Direct Response and Shared   Services, Smithsonian Institution
Noel Salinger, Director of Individual Giving, Smithsonian   Institution 
Cari Maslow, Associate Vice President, Engagement,   Carnegie Museums of Pittsburgh

We learned about the long-term benefits of vertical integration between Membership and Development departments. We heard case studies about major giving pipelines at two organizations, as well as a tactical approach to implementing this strategy in our organizations.

3:30 p.m.
Informal Conversation about EU Data Protection Regulation

Rob Hendriks, IT Manager, Rijksmuseum
Kerri Kerr, Chief Operating Officer, Avalon Consulting Group

We discussed the General Data Protection Regulation (GDPR). This regulation went into effect on May 25, 2018 and aims to “harmonize data privacy laws across Europe” and “protect all EU citizens’ data privacy.”

What is your organization doing in order to be compliant? What questions do you have about GDPR?
What challenges are you facing?

Tuesday | April 24
Morning sessions were held at The Hoxton host hotel; afternoon sessions at the Rijksmuseum.

9:15 a.m.
Introducing Digital Membership Cards: Convenience, Customer Service, and Conservation

Dana Hines, President & CEO, Membership Consultants 
Dan Sullivan, Head of Growth and Partnerships, Cuseum
Shelley Wood, Director of Membership and Marketing,
 The Commonwealth Club of California

Membership cards and the access they provide create an opportunity to present a good first interaction between an institution and a new member. It is the first test for membership managers to deliver on a promise and philosophy of “members are important and deserve special treatment.” Delivery of membership cards can also be a major expense and a frustration for staff and members during busy, seasonal situations. We learned about digital membership card options and the convenience they can offer to members and staff, cost savings, and conservation of resources. Also, what to expect when rolling out this new membership card delivery system, the technical implications, and the acceptance and use by members.

10:30 a.m.
Mid-level Member Mania

Kerri Kerr, Chief Operating Officer, Avalon Consulting Group John Perell, Director of Direct Response and Shared     Services, Smithsonian Institution
David Saunders, Director of Membership, Smithsonian   National Museum of the American Indian
Kevin Thomas, Senior Manager of Membership and Annual   Fund, Smithsonian National Museum of African-American   Culture and History

Go the extra mile to cultivate your mid-level donors—and it will be well-worth the effort! In this session, we covered how to: identify those donors most likely to move up the giving ladder; build relationships to increase support at successively higher giving levels; brand this group with
a unique name and personalized treatment; and how to design multi-channel cultivation and education strategies that will compel these donors to step up their giving. Plus, a higher-touch approach doesn’t have to cost a lot of money — so we demonstrated how to get more bang for your buck, while building a file of committed, higher-dollar donors and increasing your return on investment.

1:30 p.m.
Rijksmuseum Presentations

Eva Kalis, Head of the Development Department at the Rijksmuseum, made a short presentation about the Development Department and how it has grown throughout the years. The hour was rounded out by Linda Volkers, who shared details of the Museum’s Rijksstudio.

The Art of Letting Go

Linda Volkers, (Digital) Marketing Manager, Rijksmuseum

With Rijksstudio, the Rijksmuseum made its collection digitally available on its website. Over 350,000 images can be downloaded for free, without limitations. The Rijksmuseum took this initiative with the firm belief that the collections belong to the public. Apart from reaching new audiences and enhancing its brand awareness globally, the free use of collection images give old masterpieces a new relevance in today’s world. What were the choices that were made and what was the impact on the museum? Linda explained the answers to these questions and more.

3:00 p.m.
The Art of Attracting a Young Museum Crowd: Case Studies from Three Dutch Museums

Koen van Santen, Account Manager, Development,   Rijksmuseum 
Roos Munten-Ronner, Account Manager, Friends of the   Rijksmuseum 
Fleur Schoonhoven, Stedelijk Museum
Pepijn Schaafsma, Event Manager, Van Gogh Museum

In recent years, trying to get a younger crowd to join your museum as a member has become a priority in the Netherlands. A variety of different young member clubs linked to museums and other cultural institutions has emerged. The clubs differ greatly in size, character, fees, benefits and management structure. In this session we looked at three different initiatives: Rijksextra (Rijksmuseum), Young Stedelijk (Stedelijk Museum) and Vincent op vrijdag (Van Gogh Museum).

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