Case Study: Using Data to Evolve a Membership Program

Development & Membership
Start Day and Time
Monday May 8 1:30-2 p.m.
Venue and Meeting Room
266 America's Center
The membership program at Longwood Gardens was not able to support future growth while providing an extraordinary member experience. Using data mining, focus groups, member surveys, model testing, and an analysis of member behaviors, Longwood, with the help of consultants, began crafting a new model for membership that would lead us on a path of continued growth. This session will discuss how data informed the evolution of the program, including membership levels, benefits, and events, as well as tactics to ensure success.

Development and Membership track generously supported by Blackbaud

Learner Outcome
  1. Learn how different types of data can be used to assess member behaviors and influence the evolution of levels and benefits.
  2. Evaluate your current membership program for future growth and capacities.
  3. Learn tactics for creating a successful communication strategy to launch a new membership program.
Nicole Krom
Membership and Outreach Manager
Longwood Gardens
As the Membership and Outreach Manager at Longwood Gardens, Nicole spearheads membership strategies, communications, and events and community partner programs. Nicole also founded the Visitor Experience Conference and is President of the Museum Council of Greater Philadelphia. Nicole graduated with an M.A. in Museum Education from the University of the Arts and a B.A in Art History from Villanova University.