An Analysis Of Factors Influencing Membership Retention At A Children’S Museum

Keywords

children’s museum; membership recruitment; membership retention; not-for-profit organizations

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.

Publication Date

7-3-2017

Publication Title

Journal of Nonprofit and Public Sector Marketing

Volume

29

Issue

3

Number of Pages

254-273

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/10495142.2017.1326350

Socpus ID

85024483094 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85024483094

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