Carnegie Museums of Pittsburgh
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"Convio is a breakthrough for our membership renewals — opening new and extremely effective communications and revenue channels by helping us increase the frequency and quality of communications with our members through the Internet."
- Karen Poirier, director, membership marketing, Carnegie Museums of Pittsburgh
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About Carnegie Museums of Pittsburgh
Founded in 1895 by industrialist Andrew Carnegie, Carnegie Museums of Pittsburgh (Carnegie Museums) is a collection of four distinctive museums: Carnegie Museum of Art, Carnegie Museum of Natural History, Carnegie Science Center and The Andy Warhol Museum. Carnegie Museums reaches more than 1.5 million people a year through its four museums. More than 400,000 people are served through on-site and offsite educational outreach programs, and hundreds of thousands more — both nationally and internationally — are served through traveling exhibitions and scientific research activities.
The challenge
- Needed strategic plan to develop relationships through both email and its website to improve membership retention
- Website lacked members-only content to make members feel special
- Website had no transaction capability
- Sought online solution for creating more effective emails and website content, as well as tracking and reporting capabilities to help analyze online results
- Wanted to offer members easy, convenient way to renew online
The solution
- Chose Convio for web content management, online membership and email communication
- Allows new constituents to join online at one of many membership levels, and allows existing members to renew, sign up for email updates and log in to site for special information
- Sends email newsletters to constituents who have opted in, and sends email alerts that keep members updated on the latest museum news and events
- Uses online surveys to gather information about site visitors, and then uses that knowledge to develop targeted online communications
Results
- Grew list of member email addresses from 5,000 to 12,000
- Welcomes each member by name on Web site, and includes content in website and emails based on member interests
- In 2003, 88% of members who received email newsletters renewed, and 72 percent who received other email updates renewed, while overall renewal rates were 62 percent
- Raised $121,000 online in 2003 after taking membership sales online for the first time in late 2002
- Communicates with members an additional 15-20 times per year
Related links
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