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25th March 2013 Sara Lock

Resources by Kristen Denner

Segmentation and the Whitney Museum of American Art membership scheme

Audience segmentation and research is a hot topic in museums, especially when it comes to crafting appealing offerings that are customised to different kinds of visitors. The Whitney Museum of American Art, New York, offers membership called ‘Curate Your Own’, in which members select one of five specialised ‘buckets’ of benefits in addition to core admission and discount benefits. For this case study Nina Simon sat down with Kristen Denner, Director of Membership and Annual Fund, to learn more about the programme’s development and the museum’s goals for its future.

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