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Are membership programs ready for reinvention?

Museum membership programs across the board seem to follow similar patterns. Is it time to reconsider? Is it time for innovation? Membership and subscription services abound. Amazon Prime, streaming services, and news outlets all experiment with new models. Why do museum membership programs change so little?


If it’s working, why mess with it, right? On the other hand, have museums maximized the  potential to add value and serve customer needs (and increase revenue)?


Three books provide an overview of subscription business models as they are evolving today. These aren’t museum membership books. They won’t tell you what to do, but they will open your mind to what subscription models are all about and why they are growing so fast.


The books overlap in examples of models in the subscription economy, so reading one book might be adequate to your needs. However, each author might push your thinking about the possibilities in pushing your membership program in new directions.


Check out Robbie Kelman Baxter’s The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue, Tien Tzuo’s Subscribed: Why the Subscription Model Will Be Your Company’s Future—and What to Do About It, and The Automatic Customer: Creating a Subscription Business in Any Industry by John Warrillow



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