Thank you for your interest in the Member Motivations Study™

Undoubtedly, membership is more important than ever to museums and cultural organizations. But how well do we really understand it? Today, we still lack data to answer some of the most important questions about membership—particularly, why do members decide to join?

We believe that it’s time to get rid of outdated best practices, unproven conventional wisdom, and guesswork in membership. That’s why we've launched a first-of-its-kind multi-year research initiative to transform membership by unlocking the real reasons people join.

The Member Motivations Study™ is designed to provide leaders with:
  • Evidence-based research to understand member motivations for joining
  • Data to strategically design and grow your membership program
  • Concrete take-aways for immediate action
Study Goals
The Member Motivations Study™ will allow museums and cultural organizations to:
  • Gain a deeper understanding of member motivations and why they join
  • Define a more compelling membership value proposition
  • Develop more sustainable member engagement strategies
Benefits to Your Organization
  • Better understand your members and audiences
  • Compare your results with your peers
  • First-in-line access to the study findings
Benefits to the Field
The Member Motivations Study™ will deliver actionable insights and provide leading-edge, national research on member motivations that will benefit the entire museum and cultural field. Join us and let’s raise all ships together!


The Member Motivations Study™ is an initiative of FIVESEED
in collaboration with the University of Chicago.

Questions? Check out our FAQs or contact Rosie Siemer at rosie@fiveseed.com

*IMPORTANT: Implementation of Salesforce Marketing Cloud is a requirement for participation in this study.


Ready to get started?
This short enrollment form will take about 10 minutes to complete and will provide our team with all of the information needed to get you signed up.

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* 1. First Name

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* 2. Last Name

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* 3. Email Address

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* 4. Phone Number

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* 5. Job Title

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* 6. Organization Name

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* 7. Organization's Website

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* 8. Where is your organization located? (At this time only US-based organizations are eligible to participate)

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* 9. Is your organization free or paid admission?

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* 10. Are you the primary contact for this study?

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* 11. Which of the following best describes your organization? Please select only those that best describe your organization:

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* 12. What email marketing software/platform does your organization use?

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* 13. What is the approximate size of your non-member email list (i.e., excluding members, how many visitors and program attendees do you have email addresses for)? Your best guess is fine:

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* 14. What CRM/database does your organization use?

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