Case Study: The Nelson-Atkins Museum of Art

In October 2017, The Nelson-Atkins Museum of Art opened Through the Eyes of Picasso, a “once-in-a-lifetime exhibition” showcasing paintings, sculptures, and drawings by Picasso alongside works from Africa, Oceania, and the Americas that transformed Picasso’s artistic vision.

The direct mail package was strategically timed to arrive in homes in late September (about a month prior to the opening of Picasso), providing recipients enough time to join and attend the Member Preview Night.

Recipients were encouraged to join right away to attend the Picasso Member Preview Night and receive a special thank-you gift, based on their member level.  With membership prices set to increase in the coming year, the value of the special offer was heightened.

Results

Campaign results outperformed projections, gaining 146% more members and generating 186% higher revenue than projected, with a 154% increase in net revenue from a similar campaign the previous year.  The return-on-investment was 184% higher than projected.