SAMPLE DOCUMENT Type of Document: Development & Membership Plan Museum Name: Old Salem Museums and Gardens Date: 2007 Type:Art Museum/Center/Sculpture Garden Historic House Budget Size: $5 million to $9.9 million Budget Year: 2007 Governance Type: Private, Nonprofit Organization Accredited: Yes Notes on strengths or special features: The document addresses the following topics: Overall Goal, Objective Earned Revenue Admissions Individual Memberships Corporate Memberships Fees from Education Programs Museum Store Food Service Support Individual Contributions Corporate Contributions, Grants Foundation Grants Parent Organization Support Endowment Resources Needed Staff Time Board Commitment, Participation Committees USE STATEMENT & COPYRIGHT NOTICE Publications, Reproduction Rights, Royalties Special Events, Benefits Facility Use/Rentals Investment Income Interest & Dividends Local Support, Grants State Support, Grants Federal Support, Grants Volunteers Budget Software Timeline Other: Printed collateral pieces, On-site sale of memberships, Direct mail marketing, Special membership promotions, Membership retention, Membership renewals, Enhancement of membership value, Lapsed members The AAM Information Center has provided this sample document. It serves as an example of how one museum addresses a particular issue. Museums should compose original materials based on their unique circumstances. Any document produced by the recipient should not substantially use the contents of this sample as the basis. Materials in the AAM Information Center are provided "as is," without any guarantee or warranty of any kind, expressed or implied. NOTICE CONCERNING COPYRIGHT RESTRICTIONS Under certain conditions specified in the copyright law of the United States (Title 17, United States Code), libraries and archives may furnish a photocopy or other reproduction. The photocopy or reproduction may not be used for any purpose other than private study, scholarship or research. If a user makes a request for, or later uses, a photocopy or reproduction for purposes in excess of fair use, that user may be liable for copyright infringement.
Appendix B Development and External Relations FY 2007/08 NEW OSMG STRATEGY ACQUISITION STRATGY FOCUS: On site sale of memberships 1. To grow the membership program by acquiring 1,000 new members by February 28, 2008 through the promotion of membership using on site sales strategies a) Redesign the membership brochure so that it can be used for renewals, acquisition, and on site promotion as one printed collateral. (Done) b) Develop an umbrella premium to be given away on site at the VC year round by May 1. (Renee) c) Create sandwich boards for both points of entry at VC, MESDA, Save Money! Join Today Get in Free. (Done) d) Create clip on buttons for retail staff (Join & Save 10%. Ask Me!) (Paula) e) Create clip on buttons for VC staff (Ask me about Membership) (Paula) f) Develop by September 1 a Winkler 200th Anniversary t-shirt to serve as premium for the fall promotion dates. g) October December 2007 staff weekend presence for on site sales. h) Meet quarterly with the VC staff. Host lunch updates on progress. i) Meet with retail staff quarterly to promote assistance in promoting memberships at point of sale. (Frances) (Paula to talk to interpreters) j) Implement tracking mechanisms to identify where membership sales are most effective and on what dates. k) Track ticket sales conversions to membership monthly. Adjust monthly strategies as necessary.
NOTES: Need to address membership program benefit fulfillment Need to address back-end/staff/systems to support acquisition and retention campaign new structure that builds on previous members and current infrastructure Need to address current responsibilities and how we can best support gift receipt, gift entry, gift acknowledgment, and gift tracking Remember when running data for the annual report that we need to run old levels and new levels 40
ACQUISITION STRATEGY FOCUS: Direct mail 1. To grow the membership program by acquiring 300 new members by February 28, 2008 through direct mail acquisition from internal lists numbering 35,000 households. (Drop in the Fall) a. Redesign the membership brochure so that it can be used for renewals, acquisition, and on site promotion as one printed collateral piece. (Done) b. Develop and have printed the solicitation package with HendersonBromsteadArt by September 1. (letter, brochure, self-mailer) c. Keep the design of materials within standard bulk mail rates. d. Collect all internal lists by June 1 retail, MESDA, home school, Scouts, Framers Guild, etc. (Renee has compiled) e. Send to mail house for a merge/purge and NCOA hygiene by June 1. f. Perform the dedups on the list by June 1. g. Send lists and solicitation package to direct mail house by October 1. h. Drop the mailing by November 1 at latest. i. Develop internal tracking mechanism to capture data and effectiveness. j. Track membership conversions monthly. Adjust monthly strategies and goals as necessary. 41
ACQUISITION STRATGY FOCUS: Special membership promotions 1. To grow the membership program by acquiring 200 new members by February 28, 2008 through special direct marketing promotion techniques. a. Redesign the membership brochure so that it can be used for renewals, acquisition, and on site promotion as one printed collateral. b. Develop a gift and tribute membership promotion effort to be launched in November/December through current print advertising schedule, ad in fall OSMG magazine, and website. c. Promote gift, tribute and regular memberships in retail catalog mailed October 2007. d. Implement permanent membership promotion presence in OSMG magazine through full-page ad and spine enclosure of return action envelope. e. Implement ticket recapture strategy by April 1. f. You re a Friend Invite a Friend Campaign on October 20 and November 3. g. Secure payroll/billing mailer insert presence promoting membership in one large local employer by July 1. h. Website, website, website redesign membership presence for renewal and new member transactions. Add members only section by September 1 i. Track effectiveness of individual strategies after launching. Adjust strategies as necessary. 42
RENEWALS STRATEGY FOCUS: Retain current members a. To retain a minimum of 75% of the current membership. a. Redesign the membership brochure so that it can be used for renewals, acquisition, and on site promotion as one printed collateral piece. b. Keep the identity of the Friends of MESDA and Friends of Salem membership programs by using branded letterhead. c. Cut the number of inserted pieces from 5 to 3 cost and time savings. d. Ensure package is a regular, first class postage rate. e. Redesign the member benefits to include new membership cards. f. Rename all gift levels except FWM to be generic and inclusive of entire institution. g. Implement 4-15 events on separate invitations for members only. h. Renewals mailed 6 weeks before expiration, on expiration, 6 weeks after expiration and 2x annually in June and December. i. Coordinate the effective delivery of benefit fulfillment to the membership among appropriate OSMG employees. j. Increase the dues structure i. $30 to $35 now limited to seniors and educators ii. $50 to $55 iii. $75 NEW LEVEL iv. $100 to $125 v. $500 STAYS SAME vi. $1,000 STAYS Same vii. $2,500 NEW LEVEL viii. $5,000 STAYS SAME ix. $10,000 STAYS SAME 43
NEW MEMBER/RENEWALS STRATEGY FOCUS: Enhance and elevate the member experience. 1. Enhance and elevate the quality of the member experience to grow retention to greater than 80% within 3 years. a. Redesign the new member/renewal packet fulfillment to include: i. Retail catalog ii. Coupon for redemption of premium at VC iii. Tickets if applicable based on membership level iv. Membership card v. Thank you letter vi. Schedule of events/calendar vii. Tribute/gift membership envelope viii. Current OSMG magazine b. Investigate cost and logistics of outsourcing new member/renewal packet fulfillment to direct mail house. c. New member packet should be received within 2 weeks of joining. d. President to personally telephone and thank all $1,000+ members weekly. e. President to sign all thank you letters hand sign all $1,000+, digital signature for all others. f. Director of Member Services to coordinate personal telephone calls to thank all new members between $35 to $999. g. Director of Member Services and Events to coordinate personal telephone calls to thank all renewals $250 to $999. h. Implement 4-15 non-ask events on separate invitations for members only. i. Hold a new member reception in March 2008. Repeat annually. 44
ANNUAL OPERATING FUNDS STRATEGY FOCUS: Generate additional annual operating revenue outside the membership program. 1. Within 3 years generate $500,000 in additional unrestricted income through three focused strategies above and beyond revenue generated by the membership program. a. Conduct OSMG staff annual fund campaign in June 2007 with a goal of $20,000. b. Begin hosting Point of Entry events for prospects 1x a month by June 2007. c. Design with HendersonBromsteadArt an annual operating fund direct bulk mail ask to current membership by September 1. Drop mid November 2007. d. Develop theme of My Old Salem is Lovefeast Candle story telling/hanging of the ornament in the VC. e. Plan in March 2008 to begin holding annual lunch ASK operating funds event. 45
New OSMG Strategy UPGRADES STRATEGY FOCUS: Generate additional membership income from current membership. 1. Design and implement an upgrade strategy for the Friends of MESDA and Friends of Salem membership programs. a. In first renewal notices ask for upgrade to next level. Offer umbrella premium, extension of membership additional 2 months, and gifting of 1 Individual membership, special recognition. Test offers. b. Recognize all donors that upgrade in annual report. c. Promote upgrade premium in body of letter through a PS. d. Introduce teaser on outside envelope. e. Make personal calls to all donors above $500 and develop personalized strategies to enhance upgrade percentages. f. Personally call and thank all upgrade members. 46
New OSMG Strategy LAPSED MEMBERS STRATEGY FOCUS: To recapture lapsed members from the past five years. 1. Design and implement a recapturing strategy for the Friends of MESDA Friends of Salem membership programs for those who have lapsed in the past 5 years. a. Mail OSMG magazine to lapsed donors and have bright pink Your Membership Has Lapsed cards blown into the bag. b. Promote new and enhanced benefits in Presidents letter in spring OSMG magazine. c. Dedicate fall OSMG magazine President s letter to membership program enhancements and a call to action. d. Insert membership page ad and include response mailer in OSMG magazine spine. e. Mail The 1766 Society newsletter to lapsed donors for one year. f. Mail retail catalog in October. g. Send direct mail recapture request 2x a year in June and November. Offer premium and upgrade to next level of benefits if they rejoin at previous level. h. Develop tracking mechanism to measure response rate on each mailing. 47
PLANNED GIVING STRATGY FOCUS: Introduction of a planned giving program that promotes legacy gifts. 1. To promote and secure estate and planned gifts for OSMG through encouragement and example. a. Identify and contract with outside newsletter vendor by March 1 for production of four issues a year. b. Select newsletter format and response mailer, to include postage and mailing costs. c. Select donors who have made planned to OSMG for testimonials in the newsletter. d. Name and brand the new legacy society The 1766 Society. e. Create charter member list from donor records and run charter membership through December 31, 2008. f. Draft copy for one page introductory announcement of the 1766 Society for the spring issue of the OSMG magazine. g. Introduce first newsletter following spring OSMG magazine. h. Hold annual stewardship event for The 1766 Society Membership. i. Develop donor tracking system and follow-up strategies for individuals who respond to the request for additional information enclosure in each newsletter. 48
MAJOR GIFTS STRATGY FOCUS: Implement a major gifts process that identifies, cultivates and solicits prospects. 1. To identify and cultivate 50-75 qualified major gifts ($25,000+) prospects by February 28, 2008. 2. To develop and present 20 proposals for support to qualified prospects by February 28, 2008. a. Develop prospects list and conduct research. Only add prospects to the pool if they have the capacity and interest. Adopt bless and release position if no interest. b. Develop a cultivation/solicitation timeline and strategies. c. Evenly distribute prospects throughout every stage of solicitation cycle to protect stability of pipeline. d. Identify new prospects for the cycle. e. President to use 2-3 days a week (Tues-Thurs) and make 2-6 contacts f. Capture meeting and contact notes; regroup as needed. g. Develop a report form for contact notes. h. Steward current major gift donors. i. Encourage and track productivity. 49
GRANTS STRATGY FOCUS: Create a grants office. 1. To create a new source of revenue of $250,000 for OSMG current projects and programs from corporate, foundation and governmental grants. a. Create the position of Director of Grants. b. Draft the job description and staff the position. c. Conduct internal audit of current grant holdings and prospects. d. Create and internal proposal develop system. e. Establish accounting and gift records systems. f. Perform staff training once procedures and processes are in place. g. By May 1 identify $1,600,000 in funding opportunities for fiscal year. h. By August 1 have $500,000 in submitted proposals 50