Case Study: Carnegie Museums of Pittsburgh achieves higher membership renewals and online revenue with Convio

Carnegie Museums of Pittsburgh - Customer Case Study

Carnegie Museums of Pittsburgh, a four-museum institution serving over 1.5 million visitors annually, faced high membership churn and spent 90% of its membership budget replacing lost members. The organization had no consistent online relationship with constituents: emails were unpersonalized and untracked, the site lacked members-only content and online transactions, and there was no strategic plan for retention.

Carnegie implemented Convio’s hosted solution—adding a personalized Member Center, email marketing, online membership transactions and constituent tracking—which allowed frequent, targeted communications and easy online renewals. Within two years the email list grew from 5,000 to 12,000, communications increased by 15–20 contacts per year, renewal rates rose (newsletter recipients renewed at 88% vs. 62% overall), first-year renewals climbed from 40% to 58%, and the museums raised $121,000 online in 2003.

Carnegie Museums of Pittsburgh

Karen Poirier

Director, Membership Marketing