Case Study: High Museum of Art Achieves Record-Setting Acquisition Results with Beatrix Potter Campaign
Client: High Museum of Art, Atlanta, Georgia
Year: Fall 2023
Campaign Type: Direct Mail Membership Acquisition
Overview
The High Museum of Art partnered with Daniller + Company to develop an engaging acquisition campaign centered on the exhibition Beatrix Potter: Drawn to Nature—a charming and visually rich celebration of the beloved author and illustrator.
Challenge
The High sought to build on strong momentum from previous exhibitions while breaking new ground with a campaign that would attract families and art lovers alike. With ambitious revenue goals and a competitive Atlanta arts market, the Museum needed a campaign that would both delight recipients and deliver measurable results.
Solution
Daniller + Company crafted a captivating Beatrix Potter-themed direct mail campaign that evoked the whimsy of the exhibition while emphasizing the tangible value of membership.
Key strategies included:
- Creative Design: A full-color, storybook-inspired design that captured the exhibition’s charm and stood out in the mail.
- Compelling Offers: Recipients were invited to respond quickly to attend the Members Opening Party for Beatrix Potter: Drawn to Nature, alongside limited-time membership discounts and perks to drive immediate response. Strategic offers were also included to motivate recipients to join at higher levels or sign up for autorenewal, providing longterm revenue and support for the High.
- Comprehensive Benefits: The campaign highlighted not only the Beatrix Potter exhibition, but member perks for other upcoming special exhibitions, popular Friday evening programs, and the beloved Holidays at the High celebration.
- Omnichannel Integration: A QR code was included for convenient digital response, complementing the traditional reply form and envelope. The direct mail appeal was supported by an email campaign consisting of four emails with a branded email header graphic, as well as USPS Informed Delivery. These components added additional digital touchpoints to the campaign to boost results and response.
Results
The Beatrix Potter campaign became the highest-performing acquisition effort in the Museum’s history, setting new benchmarks for both response rate and total income.
- Record-High Response Rate: Achieved the highest response rate of any High Museum acquisition campaign to date.
- Unprecedented Revenue: Generated the highest total income for a campaign of its size, surpassing even previous blockbuster exhibitions.
- Strong ROI Across All Segments: Every list segment—including lapsed members, house prospects, and external exchange and rental lists—achieved a positive ROI exceeding $1, an exceptional result for an acquisition campaign.
Conclusion
By blending captivating creative, clear value messaging, and strategic timing around Beatrix Potter: Drawn to Nature, the High Museum of Art and Daniller + Company delivered an acquisition campaign that exceeded all expectations—growing membership, delighting audiences, and reinforcing the power of story-driven design in museum marketing.
