Museum Membership Innovation
Unlocking Ideas for Audience Engagement and Sustainable Revenue
Drawing from a wide range of research spanning the disciplines of behavioral economics, philanthropy, and social psychology, Museum Membership Innovation explores the trends shaping the future of cultural organizations and offers innovative strategies designed to help them survive—and thrive—in today’s rapidly changing marketplace.
Drawing from a wide range of research spanning the disciplines of behavioral economics, philanthropy, and social psychology, author and museum consultant Rosie Siemer explores the trends shaping the future of cultural organizations and offers innovative strategies designed to help them survive—and thrive—in today’s rapidly changing marketplace. Using museums as the primary subject matter of her research, Siemer analyzes the challenges and opportunities for membership as a means of engaging existing members, cultivating new audiences, and keeping museums on track for sustainable revenue.
Tapping into the principles of design thinking and the lean startup methodology, Siemer provides a fresh perspective into how museum leaders can adapt systems, roles, and metrics to encourage experimentation, collaboration, and agility within their organizations. “Change is required for museums to keep ahead of the curve and remain competitive,” Siemer writes. “Thankfully, the time for taking steps to evolve has never been better. New research, bold experiments, and pioneering leaders have helped to usher in an era of fresh thinking that challenges the status quo of the traditional membership model.”
Loaded with thought-provoking insights, innovative case studies, and practical applications for audience development, marketing, and membership, Museum Membership Innovation offers museum leaders a framework for reimagining membership with an empathy-first approach that prioritizes the needs of audiences.
What People Are Saying
“The title of the book refers to membership. But it’s so much more than membership. This is the only book I’m aware of that touches on every part of the visitor journey at a museum; it’s the most comprehensive audience engagement resource available…I cannot underestimate the necessity of this book for anyone in the museum field.”
— Kristin Prestegaard, former Chief Audience Officer at the Minneapolis Institute of Art
“We need to find a way forward in membership. Rosie provides practical steps and lots of tangible examples to get you started. You’ve gotta read this book!”
— Megan Bernard, former Director of Membership at the Museum of Fine Arts, Boston
“A thoroughly researched and comprehensive look at the current challenges facing museum membership programs. Siemer is clear that there is no one solution but provides an essential tool kit for membership professionals and museum leaders to reimagine and reinvent business models for engaging audiences in the 21st century.”
— Aidan Vega, Vice President of Individual Giving and Membership at the Pennsylvania Horticultural Society
“Thought-provoking and timely. This book made me see ideas for membership in a different light.”
— John Lewis, former Senior Director of Guest Operations at Zoo New England
“Siemer’s book adds a critical intellectual lens to practical aspects of membership, validating and extending many incipient ideas museum professionals in the field have, while also offering important considerations on how the field is changing. This book can have wide-ranging impact on the ways that museums allocate money and staffing and in turn impact our visitors.”
— Seema Rao, former Deputy Director & Chief Experience Officer at the Akron Art Museum
“A fascinating read and loaded with actionable insights.”
— Carrie Glassburn, Cultural Director, Town of Parker
About the Author
Rosie Siemer is an expert in museum audience development and membership strategy.
Although her expertise is rooted in more than a decade of research, education, and field experience, she possesses a unique understanding of what makes museum geeks tick because she is a museum geek—she has visited more than 100 museums in thirteen countries (and counting!).
Rosie’s passion for enhancing and promoting the museum experience inspired her to launch FIVESEED in 2009. She now leads the Radiance Insights insights team as Managing Director. Rosie has provided consulting services to a number of internationally respected cultural organizations, including the Louvre Abu Dhabi, The Museum of Modern Art (MoMA), Museum of Science Boston, Saint Louis Art Museum, Desert Botanical Garden, Space Center Houston, Smithsonian’s National Zoo, History Colorado, Winterthur Museum, Garden & Library, and the Murphy Arts District.
Rosie also contributed a chapter about pricing strategies in the book Financial Management in Museums and co-authored Membership Marketing in the Digital Age, a comprehensive resource guide for cultural membership professionals.
When she’s not researching, writing, or museum hopping, Rosie enjoys Scotch-tasting and watching sci-fi movies.