Skip to content
Follow Us

Get the best of Capacity Interactive delivered to your inbox.

This field is for validation purposes and should be left unchanged.
How We Helped the Denver Art Museum Seal the Deal with Lapsed Members
Clients Denver Art Museum

How We Helped the Denver Art Museum Seal the Deal with Lapsed Members

Services We Provided:
Digital Advertising
We worked with The Denver Art Museum to employ their first-party data to successfully close member renewals, drive revenue, and create excitement around a key exhibition.




Cost per Page View

Our Approach

It’s no secret that the pandemic has shifted the subscription and membership landscape. With subscriptions declining 27% compared to pre-pandemic levels and arts buyers increasingly hesitant to plan far in advance, selling subscriptions and memberships can feel like an uphill battle. But it’s not impossible, especially with an innovative digital strategy.


The Denver Art Museum is one of the largest art museums between Chicago and the west coast. The museum’s art collections include more than 70,000 works of art in 12 collections. We’ve partnered with the Denver Art Museum since 2020 to craft innovative digital strategies that help them drive revenue and increase awareness.

Since the beginning of our partnership, the digital landscape has rapidly evolved. One of the biggest changes centers around privacy regulations and the death of third-party cookies. This means that the only data within your control is the data you own, AKA first-party data.

We used Denver Art Museum’s first-party CRM data to speak to people already in their universe; in this case, it allowed us to seal the membership deal in cost-efficient ways. Our campaign ran for two months across all Meta ad placements and targeted lapsed members and audiences whose memberships were due to expire. It was also important for the Denver Art Museum team to create content that spoke directly to these audiences.


It’s easy to assume that lapsed members will renew just because they’ve previously committed to your organization. But it’s crucial to remember that these vital members of your organization have various reasons why they might or might not renew their commitment.

The Denver Art Museum took this advice to heart and created timely and benefits-driven Meta content to remind members to renew.

Renewal meets experiential

The posts featured an interactive carousel of members viewing the current exhibition, Saints, Sinners, Lovers, and Fools, to help evoke the one-of-a-kind experience of being in the museum.

Membership benefits

The images were paired with direct benefits to members, including taking advantage of the current exhibition and a reminder of member benefits, including discounted tickets, free tours, and more.

The Results

A smart digital strategy and engaging content can garner significant results over a two-month period. Our campaign drove a return on investment (ROI) of 319% and had an efficient $2.04 cost per page view. The campaign also helped build awareness for the Denver Art Museum, the “Saints, Sinners, Lovers, and Fools” exhibition, and drove donations which were all fantastic benefits.

This two-month campaign was so successful that we’ve continued running it on a monthly basis to lapsed members and audiences whose memberships were due to expire. These campaigns help The Denver Art Museum reach some of the most important members of their community as the membership landscape continues to evolve.

Our campaign drove:




cost per page view

Explore more

How We Used Meta Lead Ads to Grow StoryCorps’ Audience

-42% Decrease in Cost Per Lead YoY


StoryCorps’ goal is to increase the reach of their email list over time, so they can share more humanizing stories with the world—and Meta Lead Ads help them do that, with increasing efficiency each year.
Read more
How We Helped Crystal Bridges Museum Of American Art Run Bilingual Campaigns

A bilingual approach

Crystal Bridges Museum

We used in-platform language preferences to serve both English and Spanish versions of our ad content to reach both new and existing audiences.
Read more