ACE Masterclass - Profitable Member Schemes for Cultural Venues | The Association for Cultural Enterprises

ACE Masterclass - Profitable Member Schemes for Cultural Venues

 Registration is closed for this event

During this Masterclass you will learn the basic principles of how to create and manage a successful membership proposition in the cultural sector. We’ll explore the purposes of a membership scheme, the tactics to deliver successful acquisition and retention, the essential requirements for impactful communications, the differences and opportunities between benefit and benevolence, and how to develop a culture of relationship management and audience engagement in your organisation.

Delegates will come prepared with information about their scheme (if one exists) and the challenges they face.

Who should attend?

Anyone with a responsibility for managing and servicing a membership scheme in the cultural space. This could include representatives from Development departments, Visitor Services, Ticketing, Marketing & Communications, or Membership Managers and Executives.

What will I learn?

  • Product design – what makes a good scheme
  • Acquisition: how to sell and grow
  • Retention: keeping Members in the tent
  • The donor journey and moving Members up the value chain
  • How to become a membership organisation

You can download a full programme at this link.


Martin Barden

Martin Barden is the Director of Culture Consultants Ltd and has delivered multiple Membership, CRM and Ticketing projects over the years.

He was previously Head of Tate Membership & Ticketing for a decade from 2001, creating and implementing the strategy which led to Tate Members becoming the largest venue-based cultural membership scheme in Europe. He led all aspects of the scheme, including planning, budgeting, staffing, technology, process and resourcing, Marketing & Communications, product development and the legal aspects of running a charity. During 2013-15 Martin was Director of Development and Enterprises for the Museum of Contemporary Art, Sydney, Australia.

1 November 2018 10:00   through   16:00
Horniman Museum
100 London Rd
Forest Hill
London, SE23 3PQ
United Kingdom

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Event Fee(s)
Member £ 210.00 (includes VAT of £ 35.00)
Non-Member £ 330.00 (includes VAT of £ 55.00)

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