Cleveland Museum of Art: September 2024 Member Acquisition Campaign
Challenge
With an outstanding calendar of special exhibitions, the Cleveland Museum of Art (CMA) sought to grow its membership program by attracting new audiences ahead of the highly anticipated Picasso and Paper exhibition. The goal was to translate the excitement surrounding this landmark exhibition into new memberships, while emphasizing the year-round value of belonging to the CMA community.
Solution
Partnering with Daniller + Company, CMA launched a targeted direct mail acquisition campaign supported by coordinated email and paid social media promotions. The campaign centered on Picasso and Paper and the exclusive access available to members, such as exhibition previews and member-only events.
A new format provided an elevated, invitational feel and ample space to showcase stunning Picasso artwork alongside photos of visitors enjoying the Museum. Warm, engaging copy invited recipients to join and take part in this once-in-a-lifetime art experience.
To underscore the tangible value of membership—particularly given CMA’s free general admission policy—the package highlighted exclusive benefits such as event invitations, free admission to ticketed exhibitions, and other perks. The campaign’s timing, just before Picasso and Paper previews, further enhanced urgency and relevance. A limited-time special offer encouraged prompt response.
Results
The Cleveland Museum of Art’s September 2024 acquisition campaign was a tremendous success, achieving a higher overall response rate and exceeding prior benchmarks. The campaign generated 50% more gifts and total income than the previous year’s acquisition campaign, despite a comparable mail quantity. These spectacular results earned this campaign a prestigious 2025 DMAW MAXI Award.
Conclusion
The cohesive integration of direct mail, email, and social media outreach amplified reach and engagement, while the timing ahead of Picasso and Paper previews helped drive urgency and excitement among prospects. The results demonstrated the continued strength of direct mail for cultural acquisition and the value of a coordinated multi-channel strategy.
