An Analysis of Factors Influencing Membership Retention at a Children’s Museum |
| |
Authors: | Lam B An Frank C Butler |
| |
Institution: | 1. Department of Marketing, University of Central Florida, Orlando, Florida, USA;2. Department of Management, University of Tennessee at Chattanooga, Chattanooga, Tennessee, USA |
| |
Abstract: | Membership fees are an important source of sustained revenue for not-for-profit organizations. Moreover, these membership programs facilitate loyalty to the organization and provide certainty to a percentage of revenue intake. In this study, we examine how frequency of visits, satisfaction with membership programs, length of membership, age, average household income, and driving time affect membership retention in a children’s museum. Findings indicate that all of the factors above influence membership renewal intention. We summarize this study with recommendations for both member recruitment and retention for not-for-profit organizations that utilize membership programs. |
| |
Keywords: | children’s museum membership recruitment membership retention not-for-profit organizations |
|
|