The Solomon R. Guggenheim Museum’s Art After Dark event regularly surpasses revenue goals and has spurred thousands of new memberships, engaging Millennials, a group that many museums struggle to attract. Capacity constraints and marketing concerns have arisen due to the event’s popularity. As we address these challenges, we are also tracking long-term effects on membership, including retention, donor conversion from transactional to philanthropic, and corporate sponsorship. Explore the challenges and opportunities associated with membership events using Art After Dark as a case study.Development and Membership track generously supported by Blackbaud

Allie King