From ‘social club’ to ‘integrated membership scheme’: developing membership schemes strategically

Changes in the economic and political climate have resulted in income generation becoming increasingly important for cultural organisations and one method of achieving this is to develop closer relationships with individuals, for example, members. Friends' schemes (also known as membership schemes, societies and organisations) exist in a variety of formats and provide organisations with a range of benefits in addition to their income-generation potential. These include advocacy, influence and a stable volunteer base. This paper makes a contribution in three areas of cultural management: it presents the findings of a study of friends' schemes within large museums and galleries in London and identifies distinctive typologies of scheme; creates a framework that practitioners can use as a diagnostic tool to analyse their own scheme; and finally, provides strategic direction to assist in the evolution of membership schemes.