Santa Cruz Museum of Art and History

The Museum of Art and History at the McPherson Center will use this grant to support the Loyalty Lab project, the goal of which is to develop strategies for small and mid-sized cultural institutions to track, celebrate, and deepen participant engagement. The Loyalty Lab will enable small institutions like the Museum of Art and History to celebrate and cultivate deeper relationships with participants by experimenting with low-tech, low-cost techniques for tracking and rewarding participation. Using customized strategies from the for-profit world of customer relationship management, museum staff and volunteers will work together to explore ways to celebrate active visitor participation, encourage deeper and repeat engagement, and support relationship building in a systematic way. This work will be shared with colleagues at small institutions around the world through a blog-style website documenting the work in real time.