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.

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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?

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Why aren’t you a member?

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The “Checklist” for attracting Young Professionals

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Executive Summary

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Overall Focus Group Themes

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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