Because of limited (or no) staff, membership management in libraries and museums is often undertaken by staff and volunteers with no experience in membership. This can mean that museum membership levels are stagnant or dropping or Friends of the Libraries groups have few members. In either case, the organization suffers because of less-than-optimal revenues. Membership marketing and management is an ever more demanding role within the institutions served meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and...

Because of limited (or no) staff, membership management in libraries and museums is often undertaken by staff and volunteers with no experience in membership. This can mean that museum membership levels are stagnant or dropping or Friends of the Libraries groups have few members. In either case, the organization suffers because of less-than-optimal revenues. Membership marketing and management is an ever more demanding role within the institutions served meeting fiscal demands, keeping pace with online marketing opportunities, and making data-driven decisions. The demands are diverse and...