Framing the value of membership
(Reading time: 48 seconds)
One of the questions I ask in the survey I’m circulating on audience motivations is, “What motivates people to join or become a member of your organization?”
53 of the 108 qualified respondents who answered the question say they believe cost savings are at least one reason people join.
That number is a bit lower than I expected — in my conversations with museum folks, it always feels like they talk about benefits as a driver of enrollment. I suppose that’s one example of the survey giving me some perspective and checking my assumptions.
Anyway, I’ve been running some user tests on children's museums — like the Long Island Children's Museum — lately and thinking about how museums communicate the value of membership online.
Here’s a four-minute video that includes a clip showing how some website visitors may stumble through calculating the value of membership in the absence of a clear financial value proposition from the museum:
You can hear in the clip how the visitor may wildly overestimate the number of visits required for a basic membership to save them money. It's a good thing LICM is doing the calculation for visitors — perhaps communicating the benefit even earlier in the visitor journey would help convert more members.
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