Orlando, Fla., May 16, 2018 – The Minneapolis Institute of Art has operated for the benefit of the general public since 1883. It doesn’t charge an admission fee, which is great for enhancing the cultural experiences of the people of Minneapolis and showing off the museum’s 90,000 pieces of art, but makes operating a challenge from the financial perspective.
As a result, it relies heavily on membership, as do many nonprofit organizations. However, rather than operating with the traditional annual renewal model of membership, the institute created a “pay what you can” membership model that rewards philanthropy, participation and visitation—and loyalty. The museum removed the financial barrier to staying involved with things its audience cares about. Rather than expiring members, benefits simply regress to their foundational free level on the anniversary of their most recent gift.
The innovative approach not only kept with the museum’s general philosophical structure but built loyalty in a very creative manner, which is why MiA earned the Platinum Award for Loyalty/Reward Program Design on Wednesday night at the 11th annual Loyalty Expo at the Caribe Royale Resort in Orlando, Fla.
Winning the top spot in such a competitive category was especially impressive for a nonprofit agency.
Some of the top brands in loyalty marketing, customer experience, and customer engagement were recognized in six categories, as well as a small group of brands and vendors who were honored with the prestigious 2018 360-Degree Awards.
The 360-Degree Awards were awarded separately to brands and suppliers that, based on the extensive industry experience of Loyalty360 and the conference advisory board, have shown a unique drive, passion, focus, and commitment to advance the customer landscape.
To qualify for the 360-Degree Award, a company must be a finalist in more than one category. Five brands were finalists in two categories: SCENE, IHG, Caesars Entertainment, Adore Me and FedEx.
“We had more than 100 brands submit entries and this year’s winners demonstrated excellence in customer-centricity,” said Loyalty360 CEO and CMO Mark Johnson. “The awards recognize brands that are truly working to build stronger and deeper relationships with their customers. The categories represent key tenets of a brand’s interactions with its customers.”
The complete list of Loyalty360 Customer Award Winners are:
Employee Engagement
Platinum: Vans
Gold: GameStop
Silver: IHG
Bronze: Caesars Entertainment
Technology & Trends
Platinum: Ally Financial
Gold: Best Buy Canada
Silver: Balance Grille
Bronze: Adore Me
Customer Analytics & Data
Platinum: FedEx
Gold: Adore Me
Silver: Sleep Number
Bronze: USA Today
Program Partnership
Platinum: American Family Insurance
Gold: Caesars Entertainment
Silver: SCENE
Bronze: Shangri-La Hotels
Loyalty/Reward Program Design
Platinum: Minneapolis Institute of Art
Gold: FedEx

Silver: Cooper’s Hawk Winery & Restaurants
Bronze: Galderma
Creative Campaign
Platinum: Domino’s
Gold: IHG
Silver: SCENE
Bronze: Celebrity Cruises
360-Degree Award - Vendor
Platinum: Optimove
Gold: Lenati
Silver: TLC Marketing
Bronze: Brierley and Partners
360-Degree Award - Brand
Platinum: FedEx
Gold: IHG
Silver: SCENE
Bronze: Caesars Entertainment

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