AMERICAN PUBLIC GARDENS ASSOCIATION
2020 VIRTUAL CONFERENCE
JUNE 25 - JULY 9 2020

Becoming Audience-Centric: Innovations in Membership and Audience Engagement
All times are shown for the Eastern time zone (ET)
Event Type: 
Session
Track: 
Making Friends, Making Money
Date / Time: 
Tue July, 07 - 2:10pm to 2:55pm
Presenter: 
Rosie Siemer, FIVESEED; Caroline Ralston, Mt Cuba Center; Grace Meils, Newfields
Cost: 
Included
Pre-Registration Required: 
No

Cultural organizations are at the precipice of an historic shift in audience demographics and mindset. A fundamental transformation is underway that will disrupt the sector, especially in the areas of marketing and membership. Come learn how two botanical gardens are using innovative strategies to engage new audiences.

In 2019, Mt. Cuba Center launched its inaugural membership program and is experimenting with an inventive new approach to benefits and pricing, including discounts on Lyft rides and a strategy designed to drive interest in its most expensive level of membership. In 2017, utilizing the Jobs To Be Done (JTBD) theory, Newfield's museum increased attendance by 72 percent over the prior year, with 38 percent of that being first time visitors. The museum is attracting younger and more diverse audiences, and membership has increased by more than 300 percent to a record high of more than 16,500 households in 2019.

 

This event is approved for .75 CFRE credit hour. Download the form here.