Free-Membership Plan Yields Reams of Data for Dallas Museum

CHRONICLE OF PHILANTHROPY
Treasure Hunt winner: a pair of male & female ancestor figures (ana deo) from Indonesia
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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