Art and culture institutions face a lot of challenges when it comes to staying connected with their members. The person in charge has to make the list and then drop membership renewal reminders and other important news through email or the old good mail to the members. For Museums, science centers, art galleries, historical societies, zoos, aquariums, etc., running a membership program has always been time-consuming. Particularly when many membership related tasks are done manually.

Yes, digital technology has made those tasks easier. However, the most important thing is getting the right digital technology implemented for benefit of both, you as well as your members. Why should paper and plastic membership cards go digital? People spend more time on their mobile phones than on any other device nowadays. It is nearly a few hours a day. Mobile phones allow us to stay connected, shop, or stay informed. That’s why we are always on our mobile phones and why we check them up to 200 times per day. Mobile phones have been becoming the main screen in our lives.

And why I believe a mobile wallet is the best place for membership cards? Developing a mobile app would cost you a fortune. And anyway, people spend the majority of their time on just a few apps. On their mobile phones, people have mobile wallets that count to the most popular applications. The mobile wallet is the service behind ever-increasing mobile payments. And beyond transactions, the mobile wallet allows people to use digital content from brands. Such as coupons, store cards, event tickets, boarding passes, and … also your digital membership cards.

Digital Membership Cards

Let’s say that the expiry dates of multiple members are approaching. You would have to start sending them emails and to call them so that they can get their membership card renewed as soon as possible. Or you can stay current with peoples’ habits of having all the information at their fingertips, and decide on digital membership cards that will live on your members’ mobile phones.

Dropping membership renewal reminders to the members through email or the old good mail is a bit time-taking. The digital solution is actually very cost-effective as it can help you to cut down mailing expenses and to save internal costs for printing, handling, and stuffing envelopes, and supplies. Your staff will have more time, too. The digital membership cards would definitely make the renewal easier. They allow you for sending automated renewal reminders directly to the lock screen of your members.

You can send your members push notifications with reminders to visit your events, renew membership, and other important notifications, updates, alerts, and confirmations directly to their lock screens. The digital membership cards will become a new communication channel for you. They allow you for the most direct communication with your members without letters, emails, and texts. Well, who doesn’t like to get the attention, right? With the digital membership cards, you can send personalized invitations, greetings, and other messages to your members. This will make your members know how much you care about them. A piece of plastic or paper has never been so powerful or so personal.

Go Green

The digital membership cards on your members’ mobile phones will not just save your time and money but also present you as an example of how anyone can preserve a bit of our nature. Going green is a change that art and culture institutions need to adopt sooner or later. Are you replacing plastic bags with paper already? It is a great way to start. Now, why not move on and push aside your plastic membership cards?

The digital membership cards make membership even more convenient for you as well as your members. It means one plastic or paper card that your members don’t have to carry in their wallets.

Isn’t that really cool? The digital membership cards for mobile wallets can endear your art or culture institution for years to come and help with improving the membership renewal rate.

Ladislav Poledna inspires readers to “Become Digital” by publishing materials about digital marketing in his Prague Monitor column and aptly named blog. He has built a career around developing successful customer relationships for the past two decades. At present, Ladislav manages the Power Solutions division of a Fortune 1000 company in Central and Eastern Europe and also oversees operations of the producer’s regional office in Prague. Recently, he co-founded a B-to-B software service company making mobile marketing affordable and easy to use. Ladislav’s philanthropic contribution consists of a long-term relationship with a charity focused on funding dreams for people with muscular dystrophy.

Mobile phones are long becoming the main “screen” in peoples’ lives. Mobile marketing is no longer an innovation but a part of important decisions. Read articles on mobile marketing to get inspired on how to connect with people where they spend a lot of their time. Become Digital.