Counteracting The Aging Arts Audience: An Analysis Of Five Junior Membership Groups In New York City

My hypothesis is that the purpose of junior membership groups is to help support museums and to target and attract a younger and diverse audience to the museum. Additionally, I believe that the underlying goal of junior groups is to develop the members into active arts patrons. Through efforts like these museums are attempting to cultivate members over time and build a donor base for the future. Thus, museums are taking proactive steps to secure private funding from non-graying sources.