Free-Membership Plan Yields Reams of Data for Dallas Museum

The Dallas Museum of Art’s switch to a membership plan that asks patrons to provide data about themselves and how they use the institution rather than paying a fee has a trove of customer data and generated interest among other museums, writes Bloomberg Businessweek.

People join the museum’s “Friends” program by entering their name and contact information on an iPad at the entrance and can earn points toward perks such as free parking and gift-shop discounts by voluntarily scanning a card when they enter a gallery, identifying works they like, or bringing friends to the museum.

Admission and membership fees represent a relatively thin slice of museums’ revenues. The free plan implemented 13 months ago has nearly tripled membership and yielded extensive information on visitor engagement the museum hopes to parlay into greater giving by philanthropists, foundations, and the city. Museum director Maxwell Anderson said more than 100 other institutions have inquired about the approach.