Changing the meaning of membership.
In the art world, museum members come and go depending on their interest in the next blockbuster show. What draws an Impressionism devotee might keep a Post-Modernism fan away. Our challenge was to begin shifting members' ideas of membership to something more sustainable.
The campaign we created moved members to focus on benefits they can all enjoy, illustrated with some of the museum's best-loved art. Regardless of personal esthetics, they acted—renewing memberships at a level that surpassed all previous expectations.