Membership is traditionally a way for museums to increase engagement and have an additional source of revenue; however, museums often struggle to attract new members and keep existing members engaged. In this blog post, Eric Bruce, Head of Visitor Experience at the Minneapolis Institute of Art (Mia) provides AAM with the third post in a series highlighting Mia’s recent strategies for increasing their audience, including their membership base. Bruce explains their new approach that prioritizes loyalty over membership. To gain this loyalty, Mia strives to demonstrate loyalty to their visitors. With this mindset, the institution has made membership accessible for all visitors with no annual donation requirement and has since seen a dramatic increase in their membership base. To learn more about how exactly they have done this, read the article here.