In recent years, museums have been searching for ways to generate more revenue and engage with their audiences in a meaningful way. One way for museums to do this is by forming affinity groups. Affinity groups are a great way for museums to create a sense of community around their collections and special exhibitions. By leveraging an affinity group, museums can build relationships with their audiences, cultivate loyalty, and boost their bottom line.
What is an affinity group?
Affinity groups are special interest groups for art museums, curators, educators, collection managers, natural history staff, and outdoor museums [1]. For museums, affinity groups could be composed of members who are passionate about a particular artist or genre, or who have an interest in a specific period of history. Museums can create affinity groups online, on social media, or in person. By forming an affinity group, museums can create an environment where members can interact with each other and discuss the museum’s collections, exhibitions, and programs.
Drive Revenue
Museums can use affinity groups to drive revenue online. For example, museums can offer members exclusive access to online content, such as virtual tours, Q&A sessions with curators, or discounts on tickets and merchandise. Museums can also use affinity groups to launch crowdfunding campaigns to raise money for specific projects. This could include setting up a special exhibition, digitizing collections, or purchasing new works of art. Museums can also use affinity groups to promote their online store, where visitors can purchase tickets, merchandise, and other items related to the museum’s collections.
Engage with Audiences
Affinity groups can also be used to engage with audiences in a more meaningful way. Museums can use affinity groups to host online events, such as virtual talks, webinars, and panel discussions. For example, The Columbia Museum of Art’s affinity group members receive “special invitations to lectures and events and enjoy opportunities to spend time together [2].” These events can be used to create a sense of community, as well as to educate and inform members about the museum’s collections and exhibitions. Museums can also use affinity groups to solicit feedback from members, which can be used to improve and enhance their programming.
Create Unique Experiences
Museums can also use affinity groups to create unique experiences for members, such as exclusive access to special events or exhibitions. For example, museums can offer special “behind-the-scenes” tours for affinity group members, or offer discounts on tickets and merchandise. Another great example is The Cleveland Museum of Art which has multiple affinity groups that allow patrons “to tailor their membership experience to fit their unique interests [3].”
In conclusion, affinity groups can be a powerful tool for museums to generate revenue online and create meaningful relationships with their audiences. By leveraging an affinity group, museums can build relationships with their audiences and cultivate loyalty, as well as boost their bottom line.
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[1] https://www.texasmuseums.org/affinity-groups
[2] https://www.columbiamuseum.org/belong/affinity-groups
[3] https://www.clevelandart.org/join-and-give/membership/affinity-groups
