2010 Membership, Development, PR & Marketing PAG Spring Workshop. Cultivating Membership Among Young Professionals - Presentation by Whitney Lucas Rosenberg, Associate Director of Development, Major Gifts Officer and Membership Manager, Bruce Museum, CT

1. CULTIVATING MEMBERSHIP
AMONG YOUNG
PROFESSIONALS

2. Young Friends Membership at the
Bruce Museum
$150 annual membership fee
Patron level member privileges ($250 level) for those in
their 20s, 30s and 40s
Includes invitations to special Young Friends events
including cocktail receptions with curator-led exhibition
tours and off-site gallery visits
Steering Committee members generate ideas for
venues/events and previously, helped with Mardi Gras
Steering Committee members encourage attendance at
Young Friends events

3. Young Friends Membership at the
Bruce Museum
Young Friends membership doubled between 2005
and 2008
In 2008-2009, Young Friends membership
decreased significantly back to 2005 level primarily
due to the economic climate
Much of our Young Friends constituency works in the
financial industry. Many prior members have lost
jobs and left the area

4. Need to Re-Evaluate our Young Friends
Membership Program
During 2008-2009 decline in Young Friends membership
and a reduction in our operating budget made it necessary
to reduce our Young Friends budget and associated
cultivation events
Tested “free” events such as lectures and a film series to see
if we could regain Young Friend membership. Limited
attendance numbers without social component
Overall, Young Friends were not graduating to the next
level of support after several years of involvement. A small
percentage has become more actively involved in the
Museum

5. Mardi Gras at the Bruce Museum
Mardi Gras was our major fundraiser aimed at our
young professional audience. The event was held for
about five years
Fun and energetic crowd – attended by 150-200
guests
When underwritten, raised a moderate amount of
revenue
During the recession, decision made to focus resources
on other fundraising events with greater revenue
potential

6. Development of a new Council
A younger member of our upper level membership
group helped identify niche
Determined that we need to focus on cultivating a
young professionals constituency in a new way for
potential long-term commitment and growth with the
Museum
This younger upper level member agreed to chair the
new group and help develop the idea. Knows what
many people in this age-bracket are looking for in
order to feel connected to an institution

7. Bruce Museum Collectors Council
Determined a group exists that wants varied educational
experiences that are difficult to find on one’s own. Members want to
have input on the type of events
Group is willing to pay significant dues if special access and unique
experiences offered
People in this age bracket have limited time and want experiences
that do not require a large time commitment
Spouses are very busy – unable to attend most Museum events in the
evening. Focus shifted to mostly morning and afternoon events. Aim
is to increase involvement with one spouse with hopes they will
graduate to our upper level membership group to encourage the
participation of other family members

8. Bruce Museum Collectors Council
Launched in February 2010 with a goal of 10-15 founding
members
By-invitation group instead of a membership group.
Currently invitation is through suggestions and by word of
mouth. Will soon market the group on our website to
encourage people who are interested to inquire about the
Council
To date, we have 38 Collectors Council founding members
Membership dues have raised a significant amount of
unbudgeted revenue

9. Collectors Council Launch
Launched with a kick-off breakfast at the Chair’s
home in February. Our Executive Director,
Peter C. Sutton spoke with the group about the
Museum and past, current and future exhibitions
Everyone discussed what they hoped to gain from
their participation on the Council. Member input
strongly encouraged

10. Collectors Council Events to Date
Visit to an important artist’s studio in Soho in New
York
Visit to two important local private collections
Two visits to auction houses to discuss the auction
process and the current art market with specialists

11. Upcoming Events
Visit to Philip Johnson’s Glass House
Private film screening in the fall – include spouses
Several private art collection tours
Visits to artists’ studios

12. Collectors Council Successes
Almost 3xs the number of founding members we had
hoped to achieve
Current members are encouraging their friends to get
involved. Very positive response from the group – they
want the educational component to be the focus of the
events
Founding members are getting involved with the Bruce
Museum in other ways, such as attending our annual
fundraiser, the Renaissance Ball, serving on the Benefit
Committee for an upcoming Family Benefit, and helping
to underwrite exhibitions

13. Marketing to
Young Friends Membership
Through relatively new presence on Facebook, we plan
to use this technology to encourage and revive our
Young Friends group
Redesigned website will be used as a vehicle to
provide more current information
Plan to market our Fall Family Benefit via Facebook
and through email marketing/website
Need to re-evaluate prospecting events for both our
Collectors Council and Young Friends membership.
Possible bi-annual cultivation events at the Museum