Case Study: International African American Museum grows membership 300% and cuts cost per new member from $35 to $10 with Bonterra EveryAction

International African American Museum Grows Their Membership Program with the Help of EveryAction

The International African American Museum faced fractured marketing systems while launching a national membership program to support construction of its museum and broaden outreach. With duplicate lists, disconnected CRM and email tools, and a one‑person membership staff, IAAM needed a unified solution to automate communications, improve reporting, and prove ROI to leadership — so they turned to Bonterra EveryAction and implementation partners CCAH and Raise HECK.

Bonterra EveryAction’s CRM and omnichannel marketing platform was implemented to consolidate member data, automate segmented email journeys, and sync online ads and engagement directly to member profiles. As a result, IAAM grew its email list by 216% and membership list by 300%, increased high‑value prospects by 160%, reduced the cost to convert a new member from $35 to $10, and attracted younger and more geographically diverse supporters (4 in 10 new members were ages 35–54; 54% of online support came from users under 64).

International African American Museum

Sarah Raffurty

Membership Manager