CHRONICLE OF PHILANTHROPY
TEXAS---The
Dallas Museum of Art’s switch to a membership plan that asks patrons to provide data about themselves and how they use the institution rather than paying a fee has a trove of customer data and generated interest among other museums, writes
Bloomberg Businessweek. People join the museum’s “
Friends” program by entering their name and contact information on an iPad at the entrance and can earn points toward perks such as free parking and gift-shop discounts by voluntarily scanning a card when they enter a gallery, identifying works they like, or bringing friends to the museum. [
link]
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