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The Member Motivations Study™

An initiative of FIVESEED, in collaboration with Cuseum, the Member Motivations Study™ aims to develop an evidence-based model for member behavior by investigating the underlying needs and customer journeys of members.

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Get these questions answered

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How can membership be strengthened by social identity related messaging and benefits to build more meaningful and loyal relationships with members?
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How can social identity be leveraged to create a more compelling membership value proposition?
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Why is social identity such a powerful driver in the decision to become a member?
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Can personalization of messaging impact a person’s intent to become a member?

What is the Member Motivations
Study™ about?

A first-of-its-kind, field-wide research initiative, the Member Motivations Study™ enables cultural organizations to reach new audiences, nurture engagement, and become more sustainable by uncovering the hidden motivations behind the decision to become a member.

What information
does the study contain?

  • Empirical evidence showing how social identity is a powerful driver of membership.
  • Findings by admission type and discipline. 
  • Examples of personalized membership marketing and its impact on each type of audience segment.

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