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THE EVOLUTION OF A PATRON: SUMMER FLING TO LONG TERM RELATIONSHIP
ELIZABETH SANTANA | AUGUST 2016
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Barry’s Story
Deepen relationships
Recognize touch points
Focus on the right
next step
It’s SIMPLE!
WHAT MAKES A GREAT CUSTOMER EXPERIENCE?
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It’s time to get personal!
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THE AMAZON EFFECT
According to a BloomReach research report,*
87% of respondents said that when retailers
personalize, they are influenced to buy more.
*BloomReach 2016
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Evolution of a PatronINVESTORAND/ORBOARD
MEMBER
DONOR
SUBSCRIBERMEMBER
MULTITICKETBUYER
REPEATTICKETBUYERNEW
SINGLE TICKETBUYER
*TRG Arts
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New Single Ticket Buyer “The First Date”
Data collection is key – “Can I get your digits?”
Make an extra effort to make newcomers feel welcome
Ask them back
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Repeat Ticket Buyer “Second Date”
76% of audiences who attend in any one year, do not return in the very next year*
Give them an incentive to return
Encourage multiple visits
*TRG Survey
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Multi Ticket Buyer “It’s Getting Serious”
Encourage upgrades
Give them a taste of subscriber benefits
Time to pop the question – “Will you subscribe/become a
member?”
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Keep the romance alive with special benefits
Give them a taste of donorship
Make a personalized ask
Subscriber/Member “We’re Engaged!”
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Donor “Married Life”Donors have higher expectations.
Thank them quickly and often.
Provide special access opportunities – Donor benefits with deeper
engagement at higher levels of giving
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Advocate/Investor“The Golden Anniversary”
Recognize and delight your most loyal patrons
Ask them to join the family
Cultivate legacy giving
13*Study produced by the Greater Philadelphia Cultural Alliance and TRG Arts
LOYALTY IS CRITICAL TO SUSTAINABILITY
According to a 2014 Patron Loyalty Study,*
Less than 3% of patrons generated over
62% of patron revenue.
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Are you providing the
romance your attendees
need to stay passionate
about your organization?
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Primary Keys to SuccessCross-Department Collaboration – Align goals – Staff meetings – Incentives
Data! Data! Data! – One source of truth – Know who your patrons are – Measure loyalty
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ToolsGroups
Email marketing
Tip Jar Donations
Patron Manager
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Audience Experience =
The Sum of all the Points of Contact
What are your touch points?
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Where to Start?
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FINAL QUESTION
What is one take away from today,
that you can implement tomorrow?
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Loyalty Strategy
Target Group Goal Touchpoint Measurement
New single ticket buyers
Get them back for a second date
Send personalized email from the
Artistic Director with offer code
Check e-mailopen rate;
# of ticket buyers that use offer code
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Resources
TRG Arts - The Results Group for the Arts (TRG Arts) is a consulting firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue.
Matt Lehrman - Audiences Everywhere
Thefifthwall.com - Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century
Arts Reach - The Association Of Arts Management, Marketing & Development Professionals
The Wallace Foundation - Building Audiences for the Arts
