Case Study: Art After Dark: Cultivating a New Generation of Members

Development & Membership
Start Day and Time
Tuesday May 9 2:15-2:45 p.m.
Venue and Meeting Room
262 America's Center
The Solomon R. Guggenheim Museum's Art After Dark event regularly surpasses revenue goals and has spurred thousands of new memberships, engaging Millennials, a group that many museums struggle to attract. Capacity constraints and marketing concerns have arisen due to the event's popularity. As we address these challenges, we are also tracking long-term effects on membership, including retention, donor conversion from transactional to philanthropic, and corporate sponsorship. Explore the challenges and opportunities associated with membership events using Art After Dark as a case study.

Development and Membership track generously supported by Blackbaud

Learner Outcome
  1. Be better able to identify strategies for attaining and retaining new memberships.
  2. Identify strategies for engaging Millennials and other elusive visitors.
  3. Be better able to implement practical tools for cultivating successful member events.
Allie King
Associate Manager, Membership
Solomon R. Guggenheim Museum