The team rolled out the digital approach to a subset of members, and the immediate feedback was extremely positive. “It gave me confidence that when we rolled it out to the larger group, we’d get the same warm response. And we did,” said Reister.
The Henry Ford has already seen lapsed corporate memberships return, renewing strictly because of the new digital program. “My goal is always to retain as many corporate members as possible, so this is going to be extremely helpful. Also, from a new sales perspective, we’re setting ourselves up for success,” said Reister.
Beyond revenue gains, The Henry Ford improved operational efficiency. “Lost cards had always triggered a big, big process for us,” explained Reister. “We had to go through multiple teams, cancel memberships, then reissue memberships. With this new digital approach, that problem was completely eliminated. With 25 lost cards per year, I’d say that’s a pretty significant time savings for us.”
Even better was that the ROI was measurable, “My goal was to create revenue based on renewals and sales to cover the cost of the project,” said Reister. “Even without promoting the program to members, the new digital process on Sitefinity already has us a third of the way there.”
From its sprawling 250-acre campus in Dearborn, Michigan, The Henry Ford invites visitors to discover America, its culture, inventions, people and can-do spirit. It offers unique educational experiences based on authentic objects, stories and lives from America’s traditions of ingenuity, resourcefulness and innovation. For more information,
please visit: thehenryford.org