How Heritage Organisations Value Membership Schemes

Abstract

Research on the nature of membership organisations requires insight into strategy alongside identifying typologies, to provide practical insight and a path to follow. National Museums Scotland, National Trust for Scotland and Historic Environment Scotland were selected as case studies which apply to Slater’s (2005) Integrated Membership Scheme typology. A thematic analysis of interviews with managerial staff, alongside a content analysis of strategic documents from the organisations produced findings on the strategic elements of membership. Applying economic, sociological and marketing theory on these strategies brought insight into how they lead to the characteristics an Integrated Membership Scheme. It was found that technology, sustainability and marketing had the most significant influence on membership. The findings from this study are of value to membership organisations who want to follow strategies to reproduce an Integrated Membership Scheme typology.