The findings of our latest Indigo Share: Hot Topic, Membership Matters, are out now following sector-wide surveys of both arts organisations and their attenders.
Sponsored by Line-Up and Substrakt, we explored the values and motivations of arts memberships, with the final report highlighting the gap between organisational objectives and the benefits that arts audiences value most when considering joining or renewing a membership.
Indigo CEO Katy Raines says:
“Memberships are part of everyday life, in and out of the cultural sector. Yet do we really understand what audiences want from arts memberships? What role do they play in increasing audience frequency, building loyalty and increasing revenue?
“As the sector faces declining funding, there is a pressing need to explore how and why cultural attenders engage in models of membership in their everyday lives, and how this relates to their motivations towards arts memberships. How could the sector make 21st century memberships more attractive, compelling, and income-generating?
“This research provides organisations with clear audience insights that challenge what organisations currently offer, and may guide them to review their schemes to better align them with what audiences value most.
“Excitingly, the findings of Membership Matters present some interesting provocations on what the future of arts memberships could hold, which could lead to significant income opportunities for the sector.”