American Museum of Natural History – Membership Acquisition Campaign
New York City’s American Museum of Natural History membership recruitment efforts include an annual direct mail acquisition campaign. Schultz & Williams (S&W) worked with the Museum to enhance their overall efforts by creating a package that showcases the value, exclusivity and benefits of membership.
S&W included a package insert to highlight the value of membership. By illustrating “the math” (membership rates compared to the cost of individual admission prices), we are able to graphically illustrate the savings of purchasing a family-level membership.
By highlighting seasonal exhibitions alongside the perennial favorites, we are able to show the dynamic nature of the Museum—and promote reasons to visit often throughout the year–an especially important selling feature of membership!
In 2006, we acquired 331 new members with an average gift of $108—the highest in the Museum’s history.
The Museum’s 2000 acquisition package (also created by Schultz & Williams) won “Best in Show” at the Philadelphia Direct Marketing Association's awards ceremony.