Camila Horta

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.