Case Study: High Museum of Art achieves 11.73% growth in Circle and Director’s Circle giving with Blackbaud

The ways High Museum of Art in Atlanta transformed annual membership renewals

The High Museum of Art in Midtown Atlanta, home to more than 18,000 works and a leading cultural institution in the Southeast, faced the challenge of increasing participation and higher-level giving in its leadership Circles and Director’s Circle—a need made more urgent when COVID closures required shifting member communications from perks to philanthropic messaging.

By using Blackbaud wealth screenings, predictive affinity ratings, target gift ranges, and ResearchPoint profiles, the museum screened 72,000 constituents and prioritized 2,000 top prospects for tailored outreach. Over two years, 69 supporters moved into Circles and 27 into the Director’s Circle, Circles and Director’s Circle giving rose 11.73%, annual giving increased by $278,000 to nearly $2.65 million, and staff secured a $50,000 commitment from a donor previously giving $350.

High Museum of Art