MoMA is offering their Corporate Members a guided one-hour tour to see Monet's Water Lilies on selected Sunday mornings. This is nothing new in the museum world however, I noticed that they are charging their Corporate Members a fee which is a smart move for several reasons. The most obvious is the money that they will bring in which may cover part of the cost of the event. The next is the perceived value of the event. When you charge a fee, it normally reduces the no-show rate, filters out the weak leads and increases attendance of those who are committed. Finally, MoMA is showing their Corporate Members that they appreciate them by offering this intimate tour and at the same time they understand the value of their offering.
Don't be afraid to charge your Corporate Members. They understand financial sustainability.
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