Camila Horta
Camila Granado Pedroso Horta has been director of MAM São Paulo since 2019. She is responsible for the museum's relationships with collectors, supporters and funders. Camila has been involved in the art scene since 2009, as a collector and supporter of young Brazilian artists. With a degree in business administration and a postgraduate degree in marketing from ESPM, she was an executive in the financial market in the strategy and innovation area with experience in Brazil, Europe and Asia.
Community and Belonging: What Museums Can Teach About Long-Term Engagement
Today, practically all companies seek to build communities around their brands. MAM São Paulo has been doing this for four decades with the Collectors Club. Created in 1986, the Collectors Club is one of the longest-running museum membership programs in the country and demonstrates how purpose, belonging, and participation can generate lasting bonds. But after all, how do you create a community that remains engaged for decades? And, more than that, why does someone continue supporting an institution for 10, 20, or even 40 years? Based on the cases of the Collectors Club and the Amigo MAM program, the conversation proposes to reflect on how long-term relationships are built from purpose, identity, and participation — and not just from benefits. The meeting also invites the audience to think: what can museums teach companies about loyalty, community building, and belonging? In a scenario where so many organizations seek to strengthen relationships with their audiences, MAM shares lessons from a model consolidated nearly four decades ago, showing that people remain when they feel they are part of a cause greater than themselves.