Taking Membership Digital

Allegra Burnette, USA

Published paper: Taking Membership Digital

The Museum of Modern Art in New York has created a members only site, which initially offered only membership management features such as joining, renewing, an upgrading a membership. Recently, however, that site has been expanded to include exclusive content for members. This paper and the subsequent presentation look at the strategy and research behind creating the site, the features that are available, and some of the preliminary findings.