Case Study: The Morgan Library & Museum Reengages Members and Celebrates Centennial Year
Client: The Morgan Library & Museum
Year: January 2024
Campaign Type: Direct Mail Lapsed Member Recapture
Founded by financier and collector J. Pierpont Morgan, The Morgan Library & Museum in New York City is an iconic cultural institution dedicated to preserving and showcasing masterworks of literature, art, and music. In 2024, the Morgan celebrated its centennial year—a once-in-a-century milestone marked by a full calendar of exhibitions and events honoring its rich legacy and vibrant future.
Challenge
The Morgan Library & Museum aimed to reengage lapsed members while harnessing excitement around its 100th anniversary and the opening of Beatrix Potter: Drawn to Nature. The campaign sought to grow the membership file, inspire renewed support, and meet ambitious goals.
Solution
Partnering with Daniller + Company, the Morgan launched a celebratory direct mail campaign inviting lapsed members to renew and take part in a landmark year of exhibitions and events.
Creative Approach:
The campaign arrived in homes just before the opening of Beatrix Potter: Drawn to Nature, featuring charming images of Potter’s illustrations alongside the Morgan’s iconic red branding. Additional exhibitions—including Walton Ford: Birds and Beasts of the Studio and Belle da Costa Greene: A Librarian’s Legacy—were previewed to build excitement for a full year of programming.
Warm, invitational copy emphasized the value of membership, offering access to special exhibitions, free admission, and members-only events and discounts. The campaign was mailed to lapsed members from the previous ten years.
Results
The Morgan Library & Museum’s centennial campaign exceeded every benchmark, achieving extraordinary outcomes including:
- A response rate six times the projected campaign goal
- More than triple the total number of gifts
- More than triple gross revenue projections
These spectacular results earned this campaign a prestigious DMAW MAXI Award.
Conclusion
By combining timely creative, compelling offers, and celebratory messaging, The Morgan Library & Museum successfully reignited enthusiasm among past supporters during its milestone centennial year. The campaign’s outstanding results demonstrate the power of pairing meaningful storytelling with strong membership value—proving that even lapsed members can be re-inspired by a mission worth celebrating.
