FOR IMMEDIATE RELEASE
Cuseum and FIVESEED to collaborate on first-of-its-kind museum research initiative
Media Contacts:
Pedro Sanz
Cuseum
pedro@cuseum.com
Rosie Siemer
FIVESEED
rosie@fiveseed.com
303-880-7105
Museum industry experts announce launch of research collaboration to investigate the motivations of museum members
BOSTON, MA (January 25, 2022) – Cuseum and FIVESEED, today announced the launch of a collaboration on a first-of-its-kind museum research study aimed at uncovering the hidden motivations of museum members.
“I am thrilled to announce our partnership with FIVESEED to launch this research initiative that will help museums build more sustainable and relevant membership programs,” said Brendan Ciecko, CEO and Founder of Cuseum. “For many years, Cuseum has helped empower cultural organizations to innovate membership processes and member engagement. With the launch of this project, we are excited to contribute to the advancement of data-driven research on urgent topics like membership and audience development in museums.”
The Member Motivations Study is scheduled to launch in early 2022 and aims to help museums achieve the following goals:
● Gain a deeper understanding of museum member motivations and why they join
● Define a more compelling membership value proposition
● Develop more effective marketing strategies
“We believe it’s time to get rid of outdated best practices, unproven conventional wisdom, and guesswork in membership,” said FIVESEED’s CEO and Principal Researcher on the study, Rosie Siemer. “Today, we still lack data to answer some of the most important questions about membership—particularly, why do members decide to join? This research will allow us to observe audience behavior in real time and help us to understand what works in membership marketing, and most importantly, why.”
Enrollment in the study is currently open to US-based museums and visitor-serving cultural organizations, including art museums, history museums and historic sites, science centers, natural history and anthropology museums, botanic gardens, arboreta, children’s museums, nature centers, zoos, and aquariums.
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The Member Motivations Study will deliver critical insights on member motivations to benefit the museum field. The study is led by Principal Researcher Rosie Siemer of FIVESEED, in collaboration with Cuseum. For more information about the study, visit www.membershipinnovation.com/faqs.
Cuseum helps hundreds of organizations around the world drive visitor, member, and patron engagement using digital tools. Cuseum's software platform makes it easy for museums, cultural organizations, universities, and associations to generate digital membership cards, offer a member portal, and publish mobile apps. Headquartered in Boston, the company is backed by leading investors including Techstars. For more information, visit www.cuseum.com.
FIVESEED is a consultancy with expertise in museum audience development and membership. FIVESEED is led by Rosie Siemer, the author of Museum Membership Innovation: Unlocking Ideas for Audience Engagement and Sustainable Revenue. For more information, visit fiveseed.com or membershipinnovation.com/about-the-author.