Users or supporters? Understanding the motivations and behaviors of members

Research into museum membership schemes and their members is limited and fragmented. This study presents an overview of existing research as a contextual framework for a study of the motivations and behavior of members of a British national museum. The paper examines factors such as members' motives for joining, their usage of benefits, the value they place on membership, and their feelings about the host organization. It concludes with advice as to how membership managers can more effectively manage their own membership organization.