OMA Webinar | Evolving Membership Models: A CMA Case Study & Collaborative Discussion

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Registration deadline: October 17, 2025

In today’s fast-paced world, nothing stays the same forever, and museum membership is no different. As member behavior, expectations, and engagement patterns continue to shift, membership programs must evolve with them to stay relevant. In this seminar, discover how Columbus Museum of Art (CMA) adapted its membership program to better meet evolving member behaviors and expectations.

We’ll explore the challenges CMA faced, the research that guided their decision-making, and the launch of their new membership program in July 2025. Learn about the response from members and what the future holds as CMA continues to refine its approach.

Following the case study, participants will break into small groups for peer-to-peer discussions, sharing their own membership challenges and brainstorming solutions as museums continue to adapt in an ever-changing landscape.

Whether you're planning a membership overhaul or simply looking to stay ahead of the curve, this seminar offers insights and strategies to help you evolve with your audience.

About our speaker:

Holly Guggenbiller is the Membership Manager at Columbus Museum of Art, where she leads the museum’s overall membership strategy and oversees member cultivation and stewardship. Passionate about museums and lifelong learning, she is proud to serve her hometown community through her work at CMA.

When:  Monday, October 20, 2025, 10:00 AM – 11:00 AM

Where: Online – complete webinar login details will be sent to participants after registering

Cost: $10 – OMA Members; $15 Non-members

TAM Members: Use code TAMMEMBER at checkout to receive the OMA member rate.

Please contact Johnna McEntee at oma@ohiohistory.org or 614.361.5613 if you do not see the $10 member rate after using the code, or run into any issues when registering.

Register: Click here to register