American Public Garden Association Conference 2017
Hamilton & Niagara, Ontario
June 19-23, 2017
Change Ahead: How Two Gardens Revamped Their Membership Programs
Event Type: 
Session
Track: 
Making Friends, Making Money
Date / Time: 
Wed June, 21 - 1:45pm to 2:45pm
Location: 
Albion C
Presenter: 
N. Krom, Longwood Gardens, Inc., Kennett Square, Pennsylvania; A. Nickrent, Missouri Botanical Garden, St. Louis, Missouri

Learn how two gardens evolved their membership programs in 2016. Longwood Gardens originally launched their membership program in 2007. The program was not able to support future growth, had capacity challenges, no distinction in benefits, and was highly value driven. Using data mining, focus groups, member surveys, model testing, and an analysis of member behaviors, Longwood crafted a new model for membership, implemented in 2016. Missouri Botanical Garden navigated a huge change that impacted almost all their 46,000 member households, their staff, and their volunteers. Rooted in the need for increased revenue, Missouri Botanical Garden will talk about how they put their donors’ needs first, while aligning the Garden’s financial needs with their membership program through data-driven decisions.