Exploring membership & nonmembership at Richmond’s favorite museum.
*Project was completed in November of 2019*
Summary
In order to keep the VMFA open and free for generations to come, they have to figure out a way to get young adults to become members and stay members. The focus groups served to find out what was working for members, and what isn’t working for nonmembers.
Group Two
6 to 8 Professionals with younger children looking to engage with their local community and socialize with their peers (30-35)
The Ask
Find out what Richmond’s young professional population looks for in a membership.
Group On
6 to 8 Early Career Professionals looking to engage more with their local community and socialize with their peers (21-29)
Situation
Many young professionals find the VMFA’s membership is too expensive for what they get, some of them are starting their families, progressing in their careers, and trying to find a nice work life balance. They do not believe a VMFA membership fits into the mold of their life.
Group Three
4 Current Members aged 21-28 to explain motivations for joining
Challenge
In order to keep the museum free and open to the public, they have to keep their membership prices somewhat expensive.
Group Four
4 Current Members aged 29-35 to explain motivations for joining
Solution
Conduct focus groups with a diverse group of young professionals to understand what the VMFA can do to attract and maintain membership.
Tension
Although young professionals seem to be unwilling to pay the membership, they will pay for monthly subscriptions to gyms, go out to events, and other pricey excursions.
Opportunity
Make the VMFA a place for young professionals, right now they don’t feel welcomed at the VMFA, so you can’t blame them for not considering the VMFA membership right? Take the learnings from each Executive Summary in order to change their minds.
Does the VMFA contribute to the Richmond community?
Why aren’t you a member?
The “Checklist” for attracting Young Professionals
Executive Summary
Overall Focus Group Themes
Final Summary
My Role:
Discussion Guide: Selected participants and created discussion guide for focus group
Assistant Moderator: Took notes and organized focus group process
Executive Report: Organized insights to put into final executive report for client
Lessons Learned:
Don’t be afraid to get scrappy, do with what you can and it will work out