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Mission possible: one museum's journey to a sustainable membership program
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Mission possible: one museum's journey to a sustainable membership program

April C. O'Brien
Master of Science (M.S.), Drexel University
Sep 2020
DOI:
https://doi.org/10.17918/00000302
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Abstract

Eastern State Penitentiary of Pennsylvania Museums--Membership
The museum membership field has evolved over the course of the last century by creating more affordable and accessible membership levels and benefit packages. As museums continue to work to expand their reach by addressing social causes and injustices on a national and international scale, the effects of the change on the current membership model is unclear. Membership is often viewed as an administrative function, relying heavily on marketing techniques. This paper explores a case study of one museum in the midst of a mission-change, Eastern State Penitentiary Historic Site. Semi-structured interviews of the institution's members and non-members revealed an unending curiosity and intrigue of Eastern State's initiatives and future. Yet interviewees struggled to articulate a clear reason for their intrigue. Interviewees also lacked a direct interest in the museum's new mission through membership. Instead, traditional motivators to become a member emerged such as association, access and value. In summary, a museum's mission change might not have a considerable impact on the museum's members and non-members based on the traditional administrative role membership continues to play in the museum. This paper serves a foundation for all museum membership programs of institutions considering a change in direction or mission.

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