Memberships and Friends Schemes That Actually Deliver

Introduction

Building a loyal community is the heart of any successful festival. One powerful way to foster that community (while bringing in steady revenue) is through festival membership or “Friends of the Festival” schemes. These programs invite your most dedicated fans to become official supporters year-round, usually in exchange for special perks. When done right, a membership scheme transforms casual attendees into passionate advocates who feel like part of the festival family. It can boost advance sales, provide financial stability, and even enhance the festival experience for everyone. The key is to create a membership program that actually delivers meaningful value to members and to the festival’s mission.

Seasoned festival organizers around the world – from intimate folk gatherings to massive international arts festivals – have honed strategies to make their membership and Friends schemes truly effective. This article shares that hard-won wisdom, covering everything from designing irresistible benefits packages to tracking long-term success. Whether you run a small community folk festival or a large multi-venue extravaganza, these tips will help you craft a membership program that keeps people coming back year after year.

We’ll explore practical tactics like bundling early ticket access, VIP lounges, and learning events into memberships. We’ll discuss why keeping renewals simple and benefits tangible is crucial. You’ll learn how publicly celebrating your members can strengthen loyalty, and why it’s important to measure retention and lifetime value. Finally, we’ll look at creating pathways for enthusiastic volunteers to become official members. Throughout, we’ll draw on real examples and case studies from festivals across the globe, highlighting what works (and what doesn’t) in engaging and rewarding your most loyal fans.

So, let’s dive into how to build membership and Friends schemes that genuinely deliver – for your supporters and for your festival’s future.

Bundle Exclusive Perks for Maximum Appeal

One of the first questions a potential member will ask is: “What do I get for joining?” To make your membership scheme attractive, bundle together exclusive perks that cater to different aspects of the festival experience. Leading festivals have found success by offering a mix of practical benefits, VIP-style comforts, and unique experiences that go beyond what a regular ticket-buyer receives.

• Early Booking Access: Perhaps the most coveted perk is priority access to tickets. Festivals that sell out quickly or have in-demand lineups can leverage this heavily. For example, the Melbourne International Film Festival (MIFF) offers members a four-day pre-sale window before tickets go on sale to the public (miff.com.au). This exclusive early access means members can secure their seats at popular screenings and events, eliminating the fear of missing out. Many arts and folk festivals implement similar priority booking periods or dedicated booking lines for members. This not only rewards loyal fans but also helps drive early revenue. Make sure your ticketing platform supports such early access easily – for instance, Ticket Fairy’s system can create special pre-sale codes or member-only ticket categories, so your members breeze through booking without hassle.
• VIP Lounge & Hospitality: Adding a touch of comfort and exclusivity can significantly enhance the membership value. Consider setting up a members-only lounge or hospitality tent at your festival. This doesn’t have to be extravagant; it can be a simple marquee or reserved area with seating, shade, and refreshments. The idea is to give members a place to relax and feel special during the event. A great example is the New Orleans Jazz & Heritage Festival’s WWOZ Brass Pass program, where donors (in effect, members) get unlimited access to a dedicated hospitality tent on-site (www.wwoz.org). Inside, they enjoy shade, seating, free beverages, and even private bathrooms – an oasis amid the festival crowds. That kind of perk not only entices people to join; it visibly rewards them during the festival, reinforcing the value of membership.
• Learning Events & Exclusive Experiences: Go beyond the usual to offer experiences that money can’t easily buy. Many festivals host members-only events such as backstage tours, artist meet-and-greets, workshops, or preview concerts. For instance, some film festivals invite their “Friends of the Festival” to special screenings or Q&A sessions with directors before the main event. Folk and music festivals might offer members an exclusive soundcheck viewing, a folk dance workshop with performers, or a small pre-festival gig just for supporters. These intimate experiences create a deeper connection between members and the festival’s artistic content. They also signal that membership isn’t just a transaction – it’s an educational and cultural enrichment opportunity.
• Discounts and Freebies: While exclusivity is great, don’t overlook straightforward financial perks. Members often appreciate a discount on festival merchandise, food stalls, or year-round events associated with your organization. Even a limited number of free tickets or drink vouchers for members can sweeten the deal. For example, the Edinburgh Festival Fringe’s Friends membership includes two-for-one tickets for hundreds of shows, giving fans an affordable way to explore more performances (www.edfringe.com). If your festival runs additional concerts or community events throughout the year, consider making some of those free or discounted for members as an added value.

The goal of bundling perks is to cover all bases: early access appeals to the super-fans who fear missing out, lounge access appeals to those who value comfort, and special events appeal to the deeply curious supporters. By offering a well-rounded package, you ensure that different types of festival-goers see compelling reasons to become members. A folk festival in the UK, for example, might bundle priority camping spot selection (practical), a members’ tea tent with artists dropping by (experiential), and a free workshop on folk dancing (educational) as part of its Friends scheme. Always tailor perks to what your audience will genuinely use and love – and don’t be afraid to survey them for ideas. One size doesn’t fit all, so design your membership benefits to reflect your festival’s unique character and your community’s interests.

Lesson learned: When the benefits are truly special, memberships can almost sell themselves. Wexford Festival Opera in Ireland famously had a waiting list just to join its Friends program because the perks and community stature were so desirable (www.irishtimes.com). That’s the kind of enthusiasm you want to create – a feeling that being a member is a badge of honour among your audience. Bundle perks that spark that excitement, and your friends-of-the-festival scheme will be off to a strong start.

Keep Renewals Simple and Benefits Tangible

Signing supporters up is only half the battle – you also need to keep them. Membership renewals are the lifeblood of a sustainable program. Each year (or period) you want as many members as possible to renew their commitment. To achieve high retention, make the renewal process effortless and ensure members continue to feel they get real value for their money.

Streamline the Renewal Process: If renewing a membership is confusing, time-consuming, or riddled with hurdles, some people will simply drop off – even if they enjoyed being members. Successful festival memberships tend to keep things very straightforward:

• Send renewal reminders well in advance of membership expiration, and again as the date approaches. Use clear language about how to renew (with direct links or one-click renewal if online). Timing these reminders to coincide with exciting festival news (like lineup announcements or ticket release dates) can spur people to renew so they don’t miss out on upcoming benefits (like that priority ticket access).
• Automate renewals where possible. Offer an auto-renew option on sign-up, where a member’s credit card is charged annually unless they opt out. Many people appreciate the convenience – one less thing to remember – and it dramatically lifts renewal rates. Just be sure to communicate clearly when auto-renewal will occur and make it easy to cancel if they choose.
• Provide multiple easy ways to renew: online, phone, mail, or even in-person at the festival if you have a membership/info booth. The fewer steps, the better. For example, at some festivals, members get an email with a personalized renewal link that takes them to a pre-filled form – no need to log in or re-enter details. Keeping the process hassle-free shows you respect their time.

Tangible Benefits, Year After Year: A common mistake in membership schemes is leaning too much on a vague sense of supporting a good cause without providing concrete benefits. While many fans do want to support the festival’s mission, they also like to see and feel what they’re getting. Make sure each membership tier comes with tangible, clear perks – and keep delivering those consistently.

• Spell out the Value: Right from the start, be explicit about what members receive. For instance, instead of saying “special access to the festival,” specify “entry to an exclusive Members Lounge next to the main stage” or “two free tickets to Friday’s opening concert.” It’s easier for people to justify renewing when they can itemize the benefits in their head (e.g., “I paid $100, but I got a $40 merchandise pack, saved $30 on tickets with my discount, and enjoyed that members-only show that was priceless”). If the perks each year are clearly worth the fee, renewals will feel like a no-brainer.
• Keep Benefits Fresh (but Familiar): There’s a balance to strike between reliability and novelty. Members should feel a reassuring consistency – they know that every year they will get the core benefits like the early booking, the lounge, the discount, etc. At the same time, introducing an occasional new perk or event exclusive to members can re-energize their excitement to renew. Perhaps this year you add a members-only online webinar with a famous artist discussing their craft, or a limited-edition festival poster only for Friends. Little surprises can delight your loyal supporters, as long as they don’t complicate your fulfillment process or stray from what the members actually want.
• Avoid Overly Complex Tiers: Some festivals implement multi-tier membership (Bronze/Silver/Gold, etc.) to encourage higher contributions. This can be effective, but be cautious: too many tiers with convoluted differences can confuse potential members and dilute the sense of tangible gain. If you do have tiered memberships, keep the structure logical (each level clearly builds on the previous one’s benefits) and ensure that even the basic tier has solid value. Many small folk festivals opt for just one or two membership levels – say, Individual and Family – to keep things simple. Larger festivals might have more tiers, but they often use clear naming and meaningful increments (e.g., “Friend”, “Good Friend”, “Best Friend” with increasing perks). The bottom line is, every member, at any level, should feel rewarded and not like they’re in a lesser category. Simplicity in the program’s structure also makes renewals easier to manage and communicate.

Case in point: The National Concert Hall in Dublin found that little “extras” for Friends can go a long way. They provide Friends members with tangible goodies like discount vouchers, priority booking for events, and even a free programme book at concerts (www.irishtimes.com). They set up a special hospitality desk for members at the venue entrance, where Friends could pick up their free programs and be greeted personally (www.irishtimes.com). Those simple touches made members feel VIP and valued, and as a result, the NCH’s Friends scheme has enjoyed strong renewals over the years. The lesson for festival organisers is to think about the member’s journey from start to finish: make their interactions easy (especially when renewing) and constantly reinforce the feeling that being a member has real, enjoyable benefits.

In summary, to keep your membership base renewing and growing: remove friction from the renewal process and consistently deliver the goods. When members can both experience and quantify the value they get, they’re far more likely to stay on board. A happy member who feels “this festival really takes care of its Friends” will not only renew but often become an ambassador, encouraging others to join as well.

Celebrate Your Members Publicly

Everyone appreciates recognition. For members, who are effectively your festival’s patrons and inner circle, a bit of public appreciation can greatly enhance their sense of connection and pride. Celebrating your members isn’t just a nice gesture – it’s a smart strategy to deepen loyalty and show potential members the community and acknowledgment that come with the territory.

Showcase Their Support: Find ways to highlight the contribution of your Friends or members in festival communications and on-site at events. Many festivals list their members (or at least top-tier members, if the list is long) in the festival programme, on the website, or on a “Thank You” board at the venue. This could be as simple as a page in the event booklet that says “Thank You to the 257 Friends of the Festival who make this event possible!” and perhaps even naming individuals (with their permission). Seeing one’s name in print linked to a beloved festival provides a small but meaningful thrill – it’s a public badge of honour for being a supporter.

• Member Spotlights: Some events take recognition further by spotlighting individual members in newsletters or social media. For example, you could run a “Member of the Month” feature where you interview a long-time member about why they love the festival. This not only makes that member feel special, it also humanizes the membership for others – prospective members see stories they can relate to. It implicitly says, “our members are part of our festival story.”
• Special Thanks at Events: If your festival has any opening ceremony, kickoff event, or closing remarks, consider giving a shout-out to your Friends program. For instance, the festival director can say a few words of thanks to the members during a welcome speech, acknowledging that their support is crucial. If feasible, you might even ask members to stand for applause, or have them wear a special badge so artists and attendees know who the proud supporters are. Visible tokens like member badges, ribbons on their wristbands, or exclusive festival merch (for example, a different coloured t-shirt or a pin for Friends) also allow members to get recognized informally – even staff and other attendees may offer a thank-you when they see it.
• Exclusive Community Feel: Creating a community within your community is a powerful thing. If members feel part of an exclusive club of festival supporters, they often develop camaraderie among themselves, which further binds them to your event. You can foster this by organising members-only meetups. It could be a yearly lunch, a tea with the festival organizers, or a casual social hour during the festival where all members are invited to a backstage garden or a reserved tent. Toast your members at this gathering, celebrate milestones (like “John has been a Friend for 10 years!”), and let them mingle. Not only does this celebrate them, it also gives them a chance to swap stories – reinforcing that being a member is being in a special family of festival devotees.

Public praise not only rewards your existing Friends, it also markets your membership program to others. When artists mention the Friends in interviews, or when you post on Facebook thanking your member community, it raises awareness. Importantly, it adds a layer of trust – people see that real fans like them are members and are appreciated, which might spur them to consider joining. For example, the team behind a literary festival might tweet, “Huge thanks to our Festival Friends for tonight’s sold-out author event – we couldn’t do it without your support!” That kind of messaging makes the Friends scheme visible and desirable, without needing a hard sell.

One caution: Always obtain permission if you plan to name individuals publicly (some donors or members prefer to stay anonymous). But in general, most will welcome the appreciation. After all, they likely joined not just for the perks but also because they believe in your festival. Recognizing them validates that they are making a difference and that you’re grateful.

In the hierarchy of festival stakeholders, treat members as VIPs. Alongside artists, sponsors, and key staff, these are the people going the extra mile to keep your festival thriving. By celebrating them, you reinforce their importance to the festival’s success – which encourages continued loyalty. It also fosters goodwill that can spread; members are more inclined to renew (and even increase their support level) when they feel genuinely valued, and onlookers see a festival that truly cares about its community.

Track Retention and Lifetime Value

To ensure your membership and Friends schemes are not just feel-good initiatives but truly impactful, you need to get savvy with tracking metrics. Just as you would analyze ticket sales or marketing campaigns, treat your membership program in a data-informed way. Two of the most important measures are retention rate and member lifetime value (LTV). Monitoring these will help you understand what’s working, what’s not, and how to refine your approach for long-term success.

• Retention Rate: This is the percentage of members who renew their membership each cycle (annually, typically). A high retention rate means people are finding enough value to stick around. Track this year over year. For example, if you had 100 members in 2024 and 75 of them renewed for 2025, your retention rate is 75%. If retention drops one year, dig into why: Did some benefits lapse? Was there a communication failure? Perhaps the festival had a weaker program that year or personal circumstances changed – it could be many factors. On the flip side, if you implement a new benefit or a smoother renewal process and retention jumps from, say, 60% to 80%, that’s a clear sign of success to build on. Many mature festival membership programs aim for retention rates well above 70%. It’s far more cost-effective to keep an existing member than to recruit a new one, so invest effort in satisfaction and renewal campaigns.
• Exit Feedback: When members do lapse or cancel, consider politely asking why (a short exit survey or personal email outreach). Their feedback is gold for improving the scheme. Maybe they felt the cost was too high for what they used, or they had trouble accessing an event, or simply they moved away. Some factors you can’t change, but trends in feedback can highlight areas to address – perhaps your communication wasn’t frequent enough, or people didn’t realize a benefit existed (a marketing issue), etc. Use that intel to adjust benefits or messaging for the future.
• Lifetime Value (LTV): This metric looks at the total value a member brings during their entire relationship with your festival. For instance, if the annual membership is £50 and on average a member stays for 4 years, the average LTV is £200. But don’t just count membership fees – consider the holistic value. Members often attend more events, spend more on merchandise and food, and bring friends along (sometimes introducing new audience members). They may also donate or upgrade to higher membership tiers over time. Some festivals calculate that a loyal Friend might be worth, say, 5x a casual attendee in monetary terms, once all their activities are factored in. Understanding this helps you justify budgets: if you know a member’s lifetime value is significant, you can decide it’s worth, for example, spending £10 per member per year on a nice souvenir or running a fancy members’ reception because it pays off in the long run.
• Engagement Metrics: Beyond money, track how members engage. Do they use their benefits? For example, what percentage of members actually log in for the early ticket pre-sale, or attend the exclusive events you offer? If only 10% of members used the learning workshop you organized, perhaps that perk isn’t as popular as expected. Conversely, if 90% use the priority booking, that’s clearly a high-value benefit to safeguard. High engagement typically correlates with higher renewal – a member who frequently takes advantage of perks feels they would “miss out” if they left. Some festivals create a simple spreadsheet or dashboard to monitor each benefit’s uptake and the overall activity of members (attendance, volunteer hours if applicable, etc.). This can highlight your star supporters – the ones who are extremely active. Those individuals might be candidates for further nurturing (maybe encourage them to become ambassadors or even join a leadership donor circle eventually).
• Conversion Rates: If you have multiple tiers or a pipeline from single-event attendees to members, track conversion. For example, how many first-time festival-goers in one year become members the next year? Or how many volunteers eventually sign up as paying Friends? These metrics tie into marketing – they tell you how effective you are at telling the membership story and inviting people in. If conversions are low, you might ramp up promotional efforts or reconsider the pricing/value proposition for newcomers.

By treating retention and LTV as key performance indicators, you approach the membership program with the same seriousness as ticket sales or sponsorships. This analytical mindset will help convince stakeholders (like festival boards or directors) that the Friends scheme is not just a “nice-to-have” fan club, but a revenue-driving, loyalty-building engine for the festival.

Moreover, tracking these metrics over time lets you celebrate internal victories. Did your membership base survive a tough year (like an economic downturn or a pandemic) with minimal losses? That’s a testament to member loyalty. Did a new benefit introduced this year result in members spending more time (and money) at the festival? You can quantify that. For instance, if the average member in 2023 spent $50 more on-site than in 2022 because they hung out in the new members lounge and bought drinks there, that’s additional value directly tied to your scheme.

Regularly report these figures in your team meetings: “Our member retention is 85% this year, up from 75% last year,” or “Lifetime value of a festival Friend has increased by 20% since we started offering the VIP tent.” It not only keeps the team informed and motivated, but it also ensures that decision-makers keep supporting and investing in the membership program.

In short, measure what matters. Retention tells you if you’re keeping folks happy. Lifetime value tells you if the whole ecosystem of membership is financially worthwhile. Both together guide you toward tweaking the program for the best results. Just as importantly, behind every statistic is a relationship – tracking these metrics reminds you to continually nurture those member relationships for the long haul.

Offer Volunteer-to-Member Pathways

Festivals, especially folk and community festivals, often have armies of volunteers who pour their time and passion into making the magic happen. These volunteers are frequently the festival’s most dedicated fans – they already give hours of labour for the love of it. This is why creating a natural pathway for volunteers to become members (and vice versa) can be so powerful. It’s a way to deepen engagement on both sides: volunteers might become paying supporters once they’re able, and members might decide to volunteer to get even more involved. By bridging these groups, you cultivate a core community that supports the festival in multiple ways.

Why focus on volunteers? Studies show that people who volunteer for a cause are extremely likely to donate money to it as well. In fact, about 85% of volunteers also contribute financially to the nonprofits they serve, according to nonprofit research (www.galaxydigital.com). This makes sense – if someone cares enough to give their time, they believe in the mission. Many might only need a little nudge or an invitation to become official “Friends” of the festival. Also, not all volunteers can continue volunteering year after year (life circumstances change, or maybe they want to attend the festival purely for fun for once). Offering a membership option lets them stay connected and support the festival even if they step back from active volunteering.

Here are some strategies to integrate volunteers into your membership program:

• Volunteer Appreciation = Membership Pitch: Timing and tact are everything. During your volunteer thank-you events or communications, gently introduce the idea of membership. For example, after the festival, you might email all volunteers a special thank-you note and include: “As a token of our gratitude, we’d like to offer you a first chance to join our Festival Friends program for next year at a special volunteer rate.” Emphasize that they’re already part of the family, and this is a way to stay involved and enjoy some perks without working. The tone should be appreciative, not salesy – they’ve earned this insider opportunity.
• Discounts or Free Trial for Volunteers: Consider giving long-term volunteers a discounted membership fee or even a complimentary trial membership for the following season. For instance, a volunteer who has contributed two years of service might get 50% off their first year of membership. During that year, they’ll hopefully enjoy the benefits and want to continue as a paying member thereafter. Some festivals automatically enroll key volunteers into the Friends scheme for a year, essentially as a thank-you gift – and many of those people go on to renew on their own dime because they’ve experienced the value.
• Highlight Overlapping Benefits: Show volunteers what’s in it for them. They already get some perks (like free entry on the days they volunteer, maybe a t-shirt or free meals during shifts), but membership offers a different kind of reward. Explain that as a member, they could attend as a regular guest but still get early tickets, sit in on members-only workshops, use the lounge, etc. Essentially, they can enjoy the festival without being on duty, yet still feel like insiders. This can be very appealing to hardworking crew members who sometimes miss parts of the festival while volunteering. It’s a way to relax and support the festival in a new way.
• Volunteer-to-Member Success Stories: If some of your volunteers have already become loyal members, tell those stories. For example, in a newsletter you might share: “Meet Sarah – she started as a volunteer in our beer tent five years ago. As her life got busier and she couldn’t volunteer every summer, she joined our Friends program to stay connected. Now she enjoys the festival with her family, and she’s still contributing to the community she loves!” Such testimonials can inspire others to follow a similar path, seeing that it’s a fulfilling progression.
• Maintain the Personal Touch: When converting volunteers to members, leverage the personal relationships they’ve built. Perhaps the volunteer coordinator or a team leader can personally invite certain committed volunteers to become members, framing it as an honour: “We value you so much, we’d love for you to join our Friends group so we can keep celebrating the festival together.” Also, once they do become members, continue to involve them. They might no longer be working backstage, but you can still invite them to volunteer reunions or seek their input in planning (many will have great insights from their volunteer experience). This inclusion makes them feel they never “left” the inner circle – they’ve just changed roles.

On the flip side, members can become volunteers too. Your membership roster may include people who have time and skills to offer. Don’t hesitate to occasionally invite members to volunteer for smaller events or festival prep days. They might love the chance to get a behind-the-scenes taste. In fact, some festivals run “volunteer open days” exclusively for Friends, where members can come help with things like mailing out tickets or decorating venues. It’s optional, of course, but those who participate form even tighter bonds with the festival. They go from supporters to active participants, which usually cements their loyalty.

By creating fluid pathways between volunteering and membership, you maximize engagement. You’re essentially nurturing a core group of super-fans who contribute in multiple ways over a lifetime. Think of it this way: a person might attend your festival in their youth, volunteer in their 20s for the experience, then as they get older (with less free time but more disposable income) they become a paying member or donor. Later, they might even become a high-level patron or join the festival board. That lifecycle is the hallmark of a healthy festival community, and it doesn’t happen by accident – you encourage it by welcoming people to deepen their involvement at each stage.

Many festivals around the world have begun to formalize this approach. For example, some of the big folk festivals in Canada and Australia have “alumni” clubs for former volunteers which are essentially Friends programs by another name. These keep the spirit and knowledge of veteran volunteers in the family. The takeaway is to view volunteers and members not as separate groups, but as overlapping circles in your festival’s universe. Both are passionate; they just contribute in different currencies (time vs money). By bridging the two, you ensure no passion goes to waste. Every enthusiast has a way to support and enjoy the festival, no matter their life situation.

Key Takeaways

• Offer Valuable, Exclusive Perks: Design your festival membership with benefits people truly want – early ticket booking windows, members-only lounges or viewing areas, special events with artists, discounts, and freebies. The more tangible and unique the perks, the more fans will be eager to join.
• Keep It Simple and Rewarding: Make joining and renewing easy. Remove friction by offering auto-renewals and clear renewal reminders. Don’t overcomplicate membership tiers – ensure even basic members feel well-rewarded. Consistently deliver the promised benefits so members confidently renew year after year.
• Build a Community, Not Just a Scheme: Treat your Friends of the Festival as an integral part of the festival family. Acknowledge them in programs, on websites, and from the stage. Create opportunities for members to socialize and be recognized. When people see their support is noticed and celebrated, their pride and loyalty grow.
• Measure Success and Learn: Track your membership metrics like retention rates and lifetime value. These numbers will tell you what’s working and where to improve. High retention means you’re delivering value; if it dips, find out why. Use data on benefit usage and member feedback to continuously refine the program for greater impact.
• Engage Volunteers as Future Members: Leverage the passion of your volunteers by inviting them into membership when the time is right. Offer volunteers special incentives to join the Friends scheme, and likewise, encourage keen members to try volunteering. This cross-pollination builds an even stronger, more committed core community supporting your festival.
• Think Long-Term Relationships: A great membership or Friends program is a marathon, not a sprint. Focus on building lasting relationships – many members will stick around for decades if nurtured well. Provide consistent communication (newsletters, updates) to keep them connected year-round. Over time, you’ll cultivate true ambassadors who not only contribute financially but also spread the word and bring in new supporters.

By implementing these strategies, festival producers can create memberships and Friends schemes that genuinely deliver – delivering unforgettable experiences and perks to your biggest fans, while delivering sustained support and vitality to your festival. A well-run membership program is a win-win: fans feel closer to the magic, and the festival gains a devoted team of backers to carry it forward into the future.

Empowering and honoring your most loyal audience members in this way can transform the culture around your event. It’s not just about selling a membership; it’s about inviting someone to deepen their relationship with the festival they love. Do that successfully, and you’ll have a community of festival Friends for life – and that is truly priceless.