Membership Matters - new report out

What do audiences value most when it comes to arts memberships? And how does this align (or not) with organisational aims of their memberships?

This and much more is covered in the must-read Membership Matters research report just out by Indigo Ltd (an audience research and strategy agency) which includes both audience and organisational feedback.

More cultural and heritage organisations are looking to membership as a potential for income generation and developing deeper relationships with audiences. At the same time audiences are very used to subscription and membership offers for everything from established gym memberships and high street loyalty cards; to music, podcasts, TV, gaming and audio books; to meal deliveries, flowers, supplements, gin, toilet paper and everything in-between.

The report's findings chime with membership research I've been undertaking for a range of clients in the past couple of years:

• increasingly savvy audiences and members who know what they want, and value and will weigh up the costs and benefits of schemes

• the importance of segmenting members and delivering accordingly

• a membership scheme doesn't automatically generate a healthy income stream

• the insights gained from a membership survey are well worth the effort, and need to be acted on.

Download the full report to find out more.