In today’s fast-paced world, nothing stays the same forever, and museum membership is no different. As member behavior, expectations, and engagement patterns continue to shift, membership programs must evolve with them to stay relevant. In this seminar, discover how Columbus Museum of Art (CMA) adapted its membership program to better meet evolving member behaviors and expectations.

We’ll explore the challenges CMA faced, the research that guided their decision-making, and the launch of their new membership program in July 2025. Learn about the response from members and what the future holds as CMA continues to refine its approach.

Following the case study, participants will break into small groups for peer-to-peer discussions, sharing their own membership challenges and brainstorming solutions as museums continue to adapt in an ever-changing landscape.

Whether you’re planning a membership overhaul or simply looking to stay ahead of the curve, this seminar offers insights and strategies to help you evolve with your audience.

The statements and opinions expressed by panelists, hosts, attendees, or other participants of this event are their own and do not necessarily reflect the opinions of, nor are endorsed by, the American Alliance of Museums.