The Membership program at Longwood Gardens originally launched in 2007 and quickly grew to over 65,000 household Members by 2016. The program, as originally designed, was not able to support future growth while providing an extraordinary member experience. Using a variety of methods, Longwood Gardens began crafting a new model for membership that would lead them on a path of continued growth. This short session will discuss how data informed the evolution of the program, including membership levels, benefits, and events, as well as tactics to ensure success.

Melissa Dietrich, Senior Membership Manager: Longwood Gardens