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Integrated Fundraising and MarketingA Case Study for the Arts
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Wolf Trap Foundation for the Performing Arts
Our Mission
To present and create excellent and innovative
performing arts programs for the enrichment,
education, and enjoyment of diverse audiences and
participants.
About UsWolf Trap Foundation plays an important role as a national leader in arts and education.
We offer year-round performances and innovative education programs for the enrichment and enjoyment of people of all ages.
Over the past four decades, nearly 20 million people have been drawn to this natural and cultural oasis.
We offer nearly 300 total performances each year at the Filene Center, The Barns at Wolf Trap, and Children’s Theatre-in-the-Woods.
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Wolf Trap Membership
Less than 2% of Wolf Trap’s ongoing funding for operations comes from
government sources. The National Park Service, Wolf Trap’s partner since
founding, is responsible for construction, management (including parking), and
maintenance of Wolf Trap National Park for the Performing Arts, while Wolf
Trap Foundation manages performances, concessions, and events at the Park.
Ticket sales cover only 50% of Wolf Trap’s annual operating expenses.
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Membership Market Research: Focus Group Results
Initial reason for becoming a member is the benefit of early ticket access. Very important to offer ticket presales benefit at the first level of membership -- idea is to excite your
audience about your programming and then offer membership as the best way to access that
programming.
For other arts organizations, the reasons for giving vary more widely, and in addition to
receiving benefits, usually include wanting to:support an important area arts organization
maintain the highest quality artistic standards
continue arts education and outreach programs
Arts donors are often hesitant to admit they joined for the benefits, thinking this might be
perceived as selfish. This is not true for Wolf Trap members.
While Members-only ticket presale opportunities are a very important initial membership selling
point, after patrons join as members, Wolf Trap Foundation seeks to raise awareness among
members of the Foundation’s early childhood education programs and outreach activities in
the community, thereby strengthening the relationship with members.
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Why have an Integrated Program?
Research has shown that members who buy tickets frequently have higher
value and better retention than members who rarely buy tickets.
Likewise, ticket buyers who are members tend to buy more tickets over time
than ticket buyers who are not members. Everyone benefits!• On average, the 7,000 Wolf Trap members purchase 15%-20% of the
400,000+ tickets sold each year ($2.25M-$3M)
More efficient use of marketing and membership expense budgets!• The need for support and the excitement of great programming are
highlighted in both departments’ communication – twice the exposure and
impact.
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The Path to Integration: Step 1
Step 1: Meet with your Marketing Department!
Sounds simple, but this type of meeting often never occurs. Membership and Marketing are often silo’d departments in performing arts organizations – but it doesn’t have to be that way!
Things to discuss when determining next year’s strategy:
Any major changes anticipated from last year’s schedule?
What upcoming performances/event(s) do they think will generate the biggest buzz?
What will the on-sale date calendar look like?
What types of marketing initiatives will be used to promote shows?
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The Path to Integration: Step 2
Step 2: Create an integrated schedule to take advantage of key dates
Month Acquisition Renewals Reinstatement Appeal Internal Dates
September 2010
A0111 - DM Acquisition #1 - week of 9/8/10
R0111 - Renewal #1 Dec Exp - 9/27
RE111 - R1 Dec Exp - 9/27
October 2010
A0211 - DM Acquisition #2 - week of 10/12
10/26 - first wave of announcements
AE110 - E-Acquisition #1 Lapsed - 10/12
November 2010
AE210 - E-Acquisition #2 Lapsed and subscribers - 11/29
R0211 - Renewal #2 Dec Exp - 11/22
RE211 - R2 Dec Exp - 11/29
December 2010
A0311 DM Acquisition #3 - week of 12/6 R0311 - Renewal #3 Dec Exp - 12/13 AE210 - E-Acquisition #2 Lapsed and
subscribers - 11/29RE311 - R3 Dec Exp - 12/15
January 2011A0411 DM Acquisition #4 - week of 1/24 R0411 - Renewal #4 Dec Exp - 1/24
RE411 - R4 Dec Exp - 1/31
February 2011 R0511 - Renewal #5 Dec Exp - 2/21 2/8 - second wave of announcements RE511 - R5 Dec Exp - 2/21
March 2011A0511 DM Acquisition #5 - week of 3/21 R0611 - Renewal #1May Exp - 3/28 L0111 DM Reinstatement (R3 pkg) - 3/14 3/15 - third wave of announcements
RE611 - R1 May Exp - 3/28 LE111 Ereinstatement (R3 e-mail) - 3/14
April 2011 R0711 - Renewal #2 May Exp - 4/25 4/17 - final wave of announcements
May 2011 R0811 - Renewal #3 May Exp - 5/30 RE711 - R3 May Exp - 5/30
June 2011 R0911 - Renewal #4 May Exp - 6/27
July 2011 R1011 - Renewal #5 May Exp - 7/25 CE111 Philanthropic E-Appeal - 7/18
August 2011
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The Path to Integration: Step 3
Step 3: Test to determine the best strategy
Tests to conduct:
Performance photo on carrier vs. plain carrier
1xTB vs. 2+TB results (also subscribers if you
have them!)
How many years back for 1xSTB or 2+STB?
Timing – Play off post-performance excitement or pre-
performance anticipation?
Types of ticket buyers – lawn vs. in-house; genre
preference; price point selects (e.g. only ticket purchases of
$50 or more)
Don’t forget Telemarketing, E-mail, Website, and on-site
(box office sales)!
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The Path to Integration: Step 4
Step 4: Meet with Marketing Department to discuss results!
The numbers may speak for themselves, but it’s important to schedule a meeting and discuss the results so that everyone can see and understand the impact of integration.
Things to discuss/analyze:
What was the volume of ticket sales during member pre-sale periods?
What was the bump in memberships when marketing ads ran?
What was the increase in total ticket sales for the year?
What was the increase in total memberships for the year?
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Integration in the
Membership Direct Marketing Program
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February Acquisition Package
Insert highlighting
upcoming
performances
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eAcquisition
Dear Barbara,
Right now we are planning for our 2011, 40th anniversary Filene Center season. It is going to be a fantastic one, and we want you here at Wolf Trap to enjoy it!
You know that the Wolf Trap experience goes beyond performances. . . it’s a celebration of summer and the arts. You can bring a bottle of wine, a picnic, a soft blanket, a few close friends, and sit on the grass in our beautiful National Park setting.
And you can enjoy Wolf Trap even more when you join as a member for as little as $65. As a Wolf Trap member you will gain access to Exclusive Members-only ticket priority which means you can buy tickets before the general public so that you never have to miss out on your favorite performances. The next Members -only Presale for the 2011 Filene Center season will be announced on February 7. Join online now so you will be able to take advantage of this opportunity.
Many popular shows at Wolf Trap routinely sell out in-house. Last season, there was high demand for tickets to shows like Sheryl Crow, Steve Miller Band, Harry Connick, Jr., Willie Nelson, and the National Symphony Orchestra’s An Evening with Idina Menzel & Marvin Hamlisch, just to name a few.
And in addition to providing exclusive Members-only benefits, your contribution also supports and sustains the excellence of our arts and education programming through The Barns at Wolf Trap, the Wolf Trap Opera Company, Wolf Trap Children’s Theatre-in-the-Woods, and Wolf Trap Institute for Early Learning Through the Arts.
Plus, for a limited time, you can join for just $65 - $10 off the regular Friend level of membership! Or join as a Curtain Raiser at $150, get all the benefits of a Friend, plus earlier access to Members-only Presales and significant savings on ticket service charges (pay only $12.50 per preseason order regardless of how many tickets you purchase, instead of a per ticket charge!).
Select performances are now on sale and more exciting performances for the 2011 season will be announced soon! We want you here with us!
There is only one way of making sure you don’t miss out on the performances you want to see, and that’s by becoming a Wolf Trap member today.
Please don't wait – join today to be eligible for our upcoming Members-only Presales!
Sincerely,
Membership Appeal to
General Public E-mail
Subscription List
(approximately 50,000
subscribers): Highlights
next Members-only
Ticket Presale
announcement date
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March Acquisition Package
Insert highlighting
upcoming
performances
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Renewal Series – First Notice (Three Months Prior to Expire)
• Mail annual renewal
series just prior to first
announcement of
upcoming season;
additional efforts mailed
in advance of second
performance
announcement
• Highlight upcoming
performances in letter
• Renewals stress
upgrading membership
level to get even earlier
access through
Members-only Presales
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Renewal Series – Third Notice (Month of Expire)
Highlight upcoming
performances in letter
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Renewal Testing
December vs. May Expires
Majority of members fall in December expire group, but small group of May
expires
December expires have 32% R1 response rate (mailed in September) vs. 8% for
May expires (mailed in March)
Testing small group of May expires in December campaign in FY12 – “Renew
for 2012 Season” messaging; Also testing moving May expire R1 up to February
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Ticket Priority Package
Package highlights
Members-only Ticket
Presales as exclusive
benefit for members
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Integration in
Marketing Materials
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Performance Schedule Mailing
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Online Ticket Purchase
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Marketing Email
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New Summer Shows Just Announced!
These shows go on sale to the public Saturday, April 30 at 10 am.
Become a member now and buy tickets first! Read below for more details.
Summer 2011 will feature:
Lucinda Williams
Amos Lee
Tuesday, July 19
An Evening with
Lyle Lovett
and his Large Band
Tuesday, August 30
John Hiatt & The Combo
Big Head Todd & The Monsters
Tuesday, September 6
The Brothers Cazimero
Special Guest: Brother Noland Wednesday, September 7
Judy Collins
Special Guest: Jesse Winchester
Thursday, September 8
Summer 2011 at Wolf Trap Browse the full schedule
May
27-28: A Prairie Home Companion with Garrison
Keillor
June
2: Bill Cosby
3-4: H.M.S. Pinafore - New York Gilbert & Sullivan
Players
5: Wolf Trap's 22nd Annual Louisiana Swamp Romp
6: Brian Wilson
8: Frankie Valli &
The Four Seasons
9: The Levon Helm Band with moe.
10: The Go-Go's
11: Bright Eyes
M. Ward with Dawes
12: Indigo Girls with The Shadowboxers
14: Patti LaBelle
15: Elvis Costello & The Imposters
16: Southside Johnny & The Asbury Jukes
The Smithereens
17-25: WTOC: The Curious Women
17-18: RAIN — A Tribute to the Beatles
19: The Monkees
20: Daryl Hall & John Oates
21: Aretha Franklin with Vance Gilbert
22: Mormon Tabernacle Choir
23: Peter Frampton
24: Creedence Clearwater Revisited
25: The Ultimate Doo-Wop Show
26: Earth, Wind & Fire
28: Doug Varone and Dancers
30: MAMMA MIA!
July
1-3: MAMMA MIA!
6: k.d. lang and the Siss Boom Bang
Become a Member and Buy Tickets First!
Members are buying tickets to these newly announced performances NOW! Memberships
begin at $75 $65.
Learn more and join today!
Tickets On Sale Saturday, April 30 at 10 am!
Order tickets 3 easy ways:
Online at www.wolftrap.org (A per-ticket service charge applies.)
Call Tickets.com at 1.877.WOLFTRAP (1.877.965.3872) from 10 am to 9 pm. (A per-ticket service charge applies.)
Stop by the Filene Center Box Office and save the service charge.
Walk the Red Carpet at The Inspector Premiere!
WORLD PREMIERE!
Wednesday, April 27 at 8 pm
Friday, April 29 at 8 pm
Sunday, May 1 at 3 pm
Stride into the spotlight and help us launch opera’s next big hit comedy! Don't miss this new comic opera from
John Musto and Mark Campbell, the GRAMMY-nominated team who brought you Volpone! How far will a
government official go to hide his dirty laundry? You'll be surprised. Or maybe you won't...
Buy your tickets now!
Read about the commissioning of The Inspector
See you in Santa Schiffezza!
Special Offer: Children's Theatre-in-the-Woods
What's down a meadow path, over a bridge, nestled in trees, and full of happy children all summer long? Wolf
Trap Children's Theatre-in-the-Woods! Spend summer mornings in America's National Park for the Performing
Arts while enjoying 2 family-friendly shows in 1 day. The fun starts at 10 am, Tuesdays through Saturdays, June
28 to August 13! Perfect for playdates, day camps, birthday parties, and more.
Don't miss performances by kid-friendly artists such as Robbie Schaefer, Dinorock, Kinderman, and many others!
Special offer for our email subscribers! Purchase your tickets starting today at www.wolftrap.org/TITWearlyaccess! 2 shows
for 1 low price of $8 — children under 3 are FREE! Tickets go on sale to the public Saturday, April 30 at 10 am.
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Marketing Email
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Purchase Tickets
Plan Your Visit
About Wolf Trap
Support Wolf Trap
Coming up at The Barns:
View The Barns full schedule
Ari Hest Special Guest: Bess Rogers Thursday, January 27
Mesmerizing, candid folk singer
The Greencards
Wednesday, February 9
GRAMMY-nominated bluegrass trio
David Wilcox Thursday, February 10
Inspirational folk-pop artist
Jonathan Edwards Friday, February 18
Folk artist with passion, insight, and humor
Barrage Wednesday & Thursday, February 23 & 24
Lively, fast-paced fiddle-fest
Coming Up at
Wolf Trap
View the complete schedule
January
27: Ari Hest
28: David Jolley & Eduard Laurel
29: John Eaton
February 2: Buckwheat Zydeco
3: Christian Scott
4-5: My Mother's Italian, My Father's Jewish
& I'm In Therapy
9: The Greencards
10: David Wilcox
11: Rebel Baroque
12: Chad & Jeremy
17: Paul Thorn
18: Jonathan Edwards
19: The Young Dubliners
23-24: Barrage
25: Cypress String Quartet
March
2: Al Stewart
4: Imani Winds
5: John Eaton
9: California Guitar Trio
10: Tom Paxton
11-12: The Second City: Fair & Unbalanced
15-16: Al di Meola
18: Cuarteto Latinoamericano
22-23: Kathy Mattea
24: Lucy Kaplansky
Members Make A Difference
Ticket sales only cover about 50% of Wolf Trap’s annual operating expenses, so we rely on the generosity of our
members to help sustain the excellence of our arts and education programs.
Join today and enjoy great benefits like the chance to order tickets for Wolf Trap’s 40th Anniversary Season before the
general public with our Members-only Presales this winter and spring, and support Wolf Trap’s year-round arts and
education programs including:
Nearly 100 summer performances at the one-of-a-kind Filene Center at Wolf Trap National Park for the
Performing Arts, and another 70 performances at Children’s Theatre-in-the-Woods.
Scores of amazing performances at our intimate venue, The Barns at Wolf Trap, each fall, winter, and spring.
The Wolf Trap Opera Company, one of the world's premier young artist training programs.
The Wolf Trap Institute for Early Learning Through the Arts, which reaches more than 35,000 students,
parents, and educators annually in Maryland, Virginia, and Washington, DC, and 40,000 more across the U.S.
One member’s support makes a difference. Join today!
Application Deadline for Summer Internships is March 1
“One of the Best Places to Intern: 2009” — Bloomberg BusinessWeek
Apply now for a summer internship at Wolf Trap! Interns become integral members of the staff
working side-by-side with professionals producing, promoting, and administering all aspects of the
performing arts. Summer internships are paid, full-time positions lasting 12 weeks.
Internships are available in a variety of departments including:
Planning and Initiatives
Communications & Marketing
Education
Development and Special Events
Wolf Trap Opera Company
and more…
View a description of the internships available and learn how to apply
Show Announcements & Updates
Due to a scheduling conflict, the Christian Scott performance on Thursday, February 3, 2011 at The Barns has been
cancelled. All patrons who purchased tickets have been contacted in regards to refunds. Please direct additional
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Upcoming Performances Postcard
Double sided postcard mailed to non-member ticket buyers with membership ask on
front and performance listing on back.
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Summer 2010 Print Ad
Member benefit – Ticket
Presale highlighted
Membership ask
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2010 Ad
Membership ask
Ticket Presale
benefit highlighted
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2011 Print Ad
Membership ask
Members-only
Ticket Presale
benefit highlighted
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Summer 2011 Print Ad
Member benefit – Ticket
Presale highlighted
Membership ask
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Impact of Integration on Membership
Fiscal Year # of New Members # of Renewing Members Total # of Members
FY07 1,602 5,457 7,059
FY08 1,651 5,436 7,087
FY09 1,273 5,164 6,437
FY10 1,907 5,312 7,219
FY11 1,625 5,452 7,077
In the two years since implementing a revised summer season announcement and
increased focus on integrated marketing and messaging, the average number of new
members rose from 1,508 (2007-2009) to 1,766 (2010-2011) – an increase of 17%
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In Conclusion….
These are challenging times for arts organizations. You must use every
resource available, and you should start with the people down the hall!
Communicate frequently with your Marketing Department – at a minimum
twice a year. They have valuable information that could be the secret to
your success.
Integrating messages makes everyone’s expense budget go further and
work harder.
Integration results in more committed members, more tickets purchased,
and more stability for the organization.
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Thank you!
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Contact Information:
Dave Perrett
Director, Annual Fund
Wolf Trap Foundation for the Performing Arts
703-255-1929
Kerri Kerr
Vice President
Avalon Consulting Group
202-429-6080 x116
