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Opportunity

The Museum of Fine Arts, Boston, is one of the most treasured institutions in the city. Key to the museum’s ongoing operations are the contributions of those who purchase annual memberships as a way to demonstrate their patronage and indulge their passion for art. When a member lapses, there is a window of opportunity to encourage renewal that closes over time.


Strategy

Engage the recently lapsed members, both rationally and emotionally, with a multichannel RFM (Recency, Frequency, Monetary) program based on their behavior and the key drivers of that behavior.


Idea

Remember.


Results

Over a period of just a few months, 7,034 emails, voice messages, and postcards have gone out to members whose memberships lapsed between August 31, 2010 and November 30, 2010. By the end of the year, 337 recipients redeemed the offer for a free 30-day temporary membership and 1,254—almost 18%— of campaign recipients renewed their membership.