TRG Webinar: Stick With Us: Strategies to Keep Patrons Loyal
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What does a loyal patron look like at your organization? A major donor? A long-time subscriber or member? A group organizer? Every department and staff member seems to have an opinion. But assumptions about who these patrons are and what motivates “stickiness”--their commitment to the art form and your organization--can lead you to neglect your most valuable patrons. TRG President Jill Robinson In this webinar, TRG President Jill Robinson reprised her popular presentation “Stick with Us!: The Loyalty Business Model” from the June TCG Conference. You’ll learn how some organizations use loyalty analysis to identify the patrons that they should value most (surprise—it’s not just major donors) and devise strategies to keep them loyal. Learn more about the habits of arts patrons and how you can integrate loyalty into your business model.
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TRG Webinar: Stick With Us: Strategies to Keep Patrons Loyal
- 1. Webinar Stick with Us!: Strategies to Keep Patrons Loyal Hosted by Jill Robinson, President Copyright © 2012 TRG Arts All Rights Reserved
- 3. National Census of Arts and Culture
- 4. 23,000,000
- 5. 50,000,000
- 6. Meet Dr. Jaylee Mead
- 7. Lifetime Value $35 MILLION GIFT
- 10. Loyalty Snapshot
- 11. Loyalty Snapshot
- 12. One Household One Complete Transaction History One Place
- 13. How many different systems does your organizations employ to manage all the patron information you maintain? Two 29% One More than one 49% 51% Three 14% Four or more 8%
- 14. In your organization, how are revenue expectations budgeted? One revenue budget 24% that includes both earned and contributed income. Separate revenue budgets for earned 76% (marketing) and contributed (development) revenue.
- 15. Loyalty, a theatre case study .1% HH Super Advocates $40,000 11% revenue Advocates $4,000 7.9% HH Buyers $527 43% revenue 92% HH Tryers $48 45% revenue
- 16. Loyalty, an opera case study .06% HH Super Advocates $14,968 39% revenue Advocates $2,375 1.6% HH Buyers $724 13% revenue 98% HH Tryers $41 48% revenue
- 17. Loyalty, a final case study
- 18. What Makes a Super Advocate? Deep, consistent philanthropic activity; single ticket buying
- 20. What Makes an Advocate? Performance attendance, less consistent donation activity
- 22. What Makes a Buyer? Large group, active ticket buyers
- 24. Who are Tryers? Huge portion of patrons; Very little loyalty
- 26. Theatre Specifics: Variations on “Advocate”
- 27. Single Tickets Super Advocate at The 5th Avenue • Steve Tenge #104 • Subscriber since 1996 • 4 season Subscriptions, all 7 shows • Purchases tickets to each show 15-20 times, via “see it again” $20 ticket offer • $1,000 gift to the annual fund since 2009 • Integrated spend $31,014 since 2007
- 28. Gala Attendee Super Advocate at The 5th Avenue #31 • Martha Dawson and Ron Corbell • Subscribers since ’04 • Annual fund contribution of $1,000 • Attend gala each year and since 2007 have spent nearly $40,000 • Integrated spend $90,205 since 2007
- 29. Non- Board Super Advocate at The 5th Avenue Major Donor #17 • Beth and Buzz Porter • Subs since 1999 • Started giving $1,000 in ‘02 • Now give an annual gift of $10,000 and attend the gala most years • Integrated spend since 2007 $151,469
- 30. Group Leader Super Advocate at The 5th Avenue #5 • Sharon Ahlen • Subscriber since 1990 • Annual fund gift of $1,500 • Purchases nearly $55,000 in subs each year for groups • Integrated spend $441,966 since 2007
- 32. Performing Arts Organization Patron Loyalty Group Distribution by Generation 100% 90% 18% 22% 19% 80% 42% 70% 63% 66% 60% 50% 49% 49% 50% 40% 44% 30% 20% 31% 25% 24% 31% 22% 10% 12% 3% 5% 8% 7% 7% 0% 0% 1% 2% Super Advocates Buyers Tryers Total PAO PAO Advocates Community Gen Y Gen X Baby Boomers Traditionalists
- 33. Percent of Category 2% 4% 0% 6% 8% 10% 12% 18 - 19 20 - 21 22 - 23 24 - 25 1% $897 26 - 27 28 - 29 Generation Y 30 - 31 32 - 33 34 - 35 36 - 37 38 - 39 8% $747 40 - 41 Generation X 42 - 43 44 - 45 46 - 47 48 - 49 50 - 51 52 - 53 % HHs 54 - 55 56 - 57 44% 58 - 59 $1,207 Baby Boomers 60 - 61 62 - 63 64 - 65 % Revenue TRG DONOR DATA SET 66 - 67 68 - 69 70 - 71 72 - 73 74 - 75 Age (Head of Household) vs. Contributed Revenue 76 - 77 78 - 79 80 - 81 47% $1,557 82 - 83 84 - 85 86 - 87 Traditionalists 88 - 89 90 - 91 92 - 93 94 - 95 96 - 97 98 - 99 99+ 2010 Aggregated Donor Study
- 35. Super Advocates Terrace Right Terrace Center Terrace Left C 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 C 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 C 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 C 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 C B 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 B 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 B 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 B 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 B A 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 A 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 A STAGE Main Floor Left Main Floor Center Main Floor Right A 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 A 2 4 6 8 10 12 14 A B 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 B 2 4 6 8 10 12 14 16 B C 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 C 2 4 6 8 10 12 14 16 18 C D 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 D 2 4 6 8 10 12 14 16 18 20 D E 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 E 2 4 6 8 10 12 14 16 18 20 22 E F 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 F 2 4 6 8 10 12 14 16 18 20 22 F G 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 G 2 4 6 8 10 12 14 16 18 20 22 G H 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 H 2 4 6 8 10 12 14 16 18 20 22 H I 21 19 17 15 13 11 9 7 5 3 1 I 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 I 2 4 6 8 10 12 14 16 18 20 22 I J 23 21 19 17 15 13 11 9 7 5 3 1 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 J 2 4 6 8 10 12 14 16 18 20 22 24 J K 25 23 21 19 17 15 13 11 9 7 5 3 1 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 K 2 4 6 8 10 12 14 16 18 20 22 24 26 K L 25 23 21 19 17 15 13 11 9 7 5 3 1 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 L 2 4 6 8 10 12 14 16 18 20 22 24 26 L M 25 23 21 19 17 15 13 11 9 7 5 3 1 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 M 2 4 6 8 10 12 14 16 18 20 22 24 26 M N 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 N 2 4 6 8 10 12 14 16 18 20 22 24 26 28 N O 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 O 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 O P 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 P 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 P Q 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 Q R 27 25 23 21 19 17 15 13 11 9 7 5 3 1 R 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 R 2 4 6 8 10 12 14 16 18 20 22 24 26 28 R S 23 21 19 17 15 13 11 9 7 5 3 1 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 S 2 4 6 8 10 12 14 16 18 20 22 24 S T 19 17 15 13 11 9 7 5 3 1 T 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 T 2 4 6 8 10 12 14 16 18 20 T U 11 7 5 3 1 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 U 2 4 6 8 12 U V 7 5 3 1 V 101 102 103 104 105 106 107 108 109 110 111 112 113 114 V 2 4 6 8 V W W 101 102 103 104 105 106 107 108 109 110 111 112 W W Box W V U T S R Q P O N M L K J I H G F E D C B A 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 Balcony Left Balcony Center Balcony Right A 41 39 37 35 33 31 A 27 25 23 21 19 17 15 13 11 9 7 5 3 1 A 119 117 115 113 111 109 107 105 103 101 A 102 104 106 108 110 112 114 116 118 120 A 2 4 6 8 10 12 14 16 18 20 22 24 26 28 A 32 34 36 38 40 42 A B 37 35 33 31 B 27 25 23 21 19 17 15 13 11 9 7 5 3 1 B 121 119 117 115 113 111 109 107 105 103 101 B 102 104 106 108 110 112 114 116 118 120 122 B 2 4 6 8 10 12 14 16 18 20 22 24 26 28 B C 27 25 23 21 19 17 15 13 11 9 7 5 3 1 C 123 121 119 117 115 113 111 109 107 105 103 101 C 102 104 106 108 110 112 114 116 118 120 122 124 C 2 4 6 8 10 12 14 16 18 20 22 24 26 28 C D 27 25 23 21 19 17 15 13 11 9 7 5 3 1 D 125 123 121 119 117 115 113 111 109 107 105 103 101 D 102 104 106 108 110 112 114 116 118 120 122 124 126 D 2 4 6 8 10 12 14 16 18 20 22 24 26 28 D E 23 21 19 17 15 13 11 9 7 5 3 1 E 125 123 121 119 117 115 113 111 109 107 105 103 101 E 102 104 106 108 110 112 114 116 118 120 122 124 126 E 2 4 6 8 10 12 14 16 18 20 22 24 E F 21 19 17 15 13 11 9 7 5 3 1 F 127 125 123 121 119 117 115 113 111 109 107 105 103 101 F 102 104 106 108 110 112 114 116 118 120 122 124 126 128 F 2 4 6 8 10 12 14 16 18 20 22 F G 21 19 17 15 13 11 9 7 5 3 1 G 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 G 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 G 2 4 6 8 10 12 14 16 18 20 22 G H 17 15 13 11 9 7 5 3 1 H 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 H 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 H 2 4 6 8 10 12 14 16 18 H I I 125 123 121 119 117 115 113 111 109 107 105 103 101 I I 102 104 106 108 110 112 114 116 118 120 122 124 126 I I J 11 9 7 5 3 1 J 125 123 121 119 117 115 113 111 109 107 105 103 101 J J 102 104 106 108 110 112 114 116 118 120 122 124 126 J 2 4 6 8 10 12 J K 9 7 5 3 1 K 127 125 123 121 119 117 115 113 111 109 107 105 103 101 K K 102 104 106 108 110 112 114 116 118 120 122 124 126 128 K 2 4 6 8 10 K L 9 7 5 3 1 L 131 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 L 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 132 L 2 4 6 8 10 L M 29 27 25 23 21 19 17 13 11 9 7 5 3 1 M 115 113 111 109 105 103 101 M 102 104 106 108 112 114 116 118 M 2 4 6 8 10 12 14 18 20 22 24 26 28 30 M N 29 27 25 23 21 19 17 13 11 9 7 5 3 1 N 119 117 115 113 111 107 105 103 101 N 102 104 106 108 112 114 116 118 N 2 4 6 8 10 12 14 18 20 22 24 26 28 N O 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 119 117 115 113 111 109 107 105 103 101 O 102 104 106 108 110 112 114 116 118 120 O 2 4 6 8 10 12 14 16 18 20 22 24 26 O P 25 23 21 19 17 15 13 11 9 7 5 3 1 P 119 117 115 113 111 109 107 105 103 101 P 102 104 106 108 110 112 114 116 118 120 P 2 4 6 8 10 12 14 16 18 20 22 24 26 P Q 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 121 119 117 115 113 111 109 107 105 103 101 Q 102 104 106 108 110 112 114 116 118 120 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 Q R 25 23 21 19 17 15 13 11 9 7 5 3 1 R 121 119 117 115 113 111 109 107 105 103 101 R 102 104 106 108 110 112 114 116 118 120 122 R 2 4 6 8 10 12 14 16 18 20 22 24 26 R S 23 21 19 17 15 13 11 9 7 5 3 1 S 123 121 119 117 115 116 118 120 122 124 S 2 4 6 8 10 12 14 16 18 20 22 S Gallery Left Gallery Center Gallery Right A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 119 117 115 113 111 109 107 105 103 101 A 102 104 106 108 110 112 114 116 118 120 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 121 119 117 115 113 111 109 107 105 103 101 B 102 104 106 108 110 112 114 116 118 120 122 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 121 119 117 115 113 111 109 107 105 103 101 C 102 104 106 108 110 112 114 116 118 120 122 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C D 23 21 19 17 15 13 11 9 7 5 3 1 D 123 121 119 117 115 113 111 109 107 105 103 101 D 102 104 106 108 110 112 114 116 118 120 122 124 D 2 4 6 8 10 12 14 16 18 20 22 24 D E 23 21 19 17 15 13 11 9 7 5 3 1 E 123 121 119 117 115 113 111 109 107 105 103 101 E 102 104 106 108 110 112 114 116 118 120 122 124 E 2 4 6 8 10 12 14 16 18 20 22 24 E F 19 17 15 13 11 9 7 5 3 1 F 125 123 121 119 117 115 113 111 109 107 105 103 101 F 102 104 106 108 110 112 114 116 118 120 122 124 126 F 2 4 6 8 10 12 14 16 18 20 F G 19 17 15 13 11 9 7 5 3 1 G 125 123 121 119 117 115 113 111 109 107 105 103 101 G 102 104 106 108 110 112 114 116 118 120 122 124 126 G 2 4 6 8 10 12 14 16 18 20 G H 19 17 15 13 11 9 7 5 3 1 H 127 125 123 121 119 117 115 113 111 109 107 105 103 101 H 102 104 106 108 110 112 114 116 118 120 122 124 126 128 H 2 4 6 8 10 12 14 16 18 20 H I 15 13 11 9 7 5 3 1 I 127 125 123 121 119 117 115 113 111 109 107 105 103 101 I 102 104 106 108 110 112 114 116 118 120 122 124 126 128 I 2 4 6 8 10 12 14 16 I J 15 13 11 9 7 5 3 1 J 129 127 125 123 121 119 117 115 113 111 J 112 114 116 118 120 122 124 126 128 130 J 2 4 6 8 10 12 14 16 J
- 36. Advocates Terrace Right Terrace Center Terrace Left C 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 C 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 C 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 C 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 C B 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 B 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 B 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 B 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 B A 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 A 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 A STAGE Main Floor Left Main Floor Center Main Floor Right A 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 A 2 4 6 8 10 12 14 A B 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 B 2 4 6 8 10 12 14 16 B C 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 C 2 4 6 8 10 12 14 16 18 C D 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 D 2 4 6 8 10 12 14 16 18 20 D E 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 E 2 4 6 8 10 12 14 16 18 20 22 E F 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 F 2 4 6 8 10 12 14 16 18 20 22 F G 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 G 2 4 6 8 10 12 14 16 18 20 22 G H 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 H 2 4 6 8 10 12 14 16 18 20 22 H I 21 19 17 15 13 11 9 7 5 3 1 I 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 I 2 4 6 8 10 12 14 16 18 20 22 I J 23 21 19 17 15 13 11 9 7 5 3 1 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 J 2 4 6 8 10 12 14 16 18 20 22 24 J K 25 23 21 19 17 15 13 11 9 7 5 3 1 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 K 2 4 6 8 10 12 14 16 18 20 22 24 26 K L 25 23 21 19 17 15 13 11 9 7 5 3 1 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 L 2 4 6 8 10 12 14 16 18 20 22 24 26 L M 25 23 21 19 17 15 13 11 9 7 5 3 1 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 M 2 4 6 8 10 12 14 16 18 20 22 24 26 M N 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 N 2 4 6 8 10 12 14 16 18 20 22 24 26 28 N O 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 O 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 O P 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 P 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 P Q 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 Q R 27 25 23 21 19 17 15 13 11 9 7 5 3 1 R 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 R 2 4 6 8 10 12 14 16 18 20 22 24 26 28 R S 23 21 19 17 15 13 11 9 7 5 3 1 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 S 2 4 6 8 10 12 14 16 18 20 22 24 S T 19 17 15 13 11 9 7 5 3 1 T 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 T 2 4 6 8 10 12 14 16 18 20 T U 11 7 5 3 1 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 U 2 4 6 8 12 U V 7 5 3 1 V 101 102 103 104 105 106 107 108 109 110 111 112 113 114 V 2 4 6 8 V W W 101 102 103 104 105 106 107 108 109 110 111 112 W W Box W V U T S R Q P O N M L K J I H G F E D C B A 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 Balcony Left Balcony Center Balcony Right A 41 39 37 35 33 31 A 27 25 23 21 19 17 15 13 11 9 7 5 3 1 A 119 117 115 113 111 109 107 105 103 101 A 102 104 106 108 110 112 114 116 118 120 A 2 4 6 8 10 12 14 16 18 20 22 24 26 28 A 32 34 36 38 40 42 A B 37 35 33 31 B 27 25 23 21 19 17 15 13 11 9 7 5 3 1 B 121 119 117 115 113 111 109 107 105 103 101 B 102 104 106 108 110 112 114 116 118 120 122 B 2 4 6 8 10 12 14 16 18 20 22 24 26 28 B C 27 25 23 21 19 17 15 13 11 9 7 5 3 1 C 123 121 119 117 115 113 111 109 107 105 103 101 C 102 104 106 108 110 112 114 116 118 120 122 124 C 2 4 6 8 10 12 14 16 18 20 22 24 26 28 C D 27 25 23 21 19 17 15 13 11 9 7 5 3 1 D 125 123 121 119 117 115 113 111 109 107 105 103 101 D 102 104 106 108 110 112 114 116 118 120 122 124 126 D 2 4 6 8 10 12 14 16 18 20 22 24 26 28 D E 23 21 19 17 15 13 11 9 7 5 3 1 E 125 123 121 119 117 115 113 111 109 107 105 103 101 E 102 104 106 108 110 112 114 116 118 120 122 124 126 E 2 4 6 8 10 12 14 16 18 20 22 24 E F 21 19 17 15 13 11 9 7 5 3 1 F 127 125 123 121 119 117 115 113 111 109 107 105 103 101 F 102 104 106 108 110 112 114 116 118 120 122 124 126 128 F 2 4 6 8 10 12 14 16 18 20 22 F G 21 19 17 15 13 11 9 7 5 3 1 G 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 G 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 G 2 4 6 8 10 12 14 16 18 20 22 G H 17 15 13 11 9 7 5 3 1 H 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 H 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 H 2 4 6 8 10 12 14 16 18 H I I 125 123 121 119 117 115 113 111 109 107 105 103 101 I I 102 104 106 108 110 112 114 116 118 120 122 124 126 I I J 11 9 7 5 3 1 J 125 123 121 119 117 115 113 111 109 107 105 103 101 J J 102 104 106 108 110 112 114 116 118 120 122 124 126 J 2 4 6 8 10 12 J K 9 7 5 3 1 K 127 125 123 121 119 117 115 113 111 109 107 105 103 101 K K 102 104 106 108 110 112 114 116 118 120 122 124 126 128 K 2 4 6 8 10 K L 9 7 5 3 1 L 131 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 L 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 132 L 2 4 6 8 10 L M 29 27 25 23 21 19 17 13 11 9 7 5 3 1 M 115 113 111 109 105 103 101 M 102 104 106 108 112 114 116 118 M 2 4 6 8 10 12 14 18 20 22 24 26 28 30 M N 29 27 25 23 21 19 17 13 11 9 7 5 3 1 N 119 117 115 113 111 107 105 103 101 N 102 104 106 108 112 114 116 118 N 2 4 6 8 10 12 14 18 20 22 24 26 28 N O 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 119 117 115 113 111 109 107 105 103 101 O 102 104 106 108 110 112 114 116 118 120 O 2 4 6 8 10 12 14 16 18 20 22 24 26 O P 25 23 21 19 17 15 13 11 9 7 5 3 1 P 119 117 115 113 111 109 107 105 103 101 P 102 104 106 108 110 112 114 116 118 120 P 2 4 6 8 10 12 14 16 18 20 22 24 26 P Q 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 121 119 117 115 113 111 109 107 105 103 101 Q 102 104 106 108 110 112 114 116 118 120 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 Q R 25 23 21 19 17 15 13 11 9 7 5 3 1 R 121 119 117 115 113 111 109 107 105 103 101 R 102 104 106 108 110 112 114 116 118 120 122 R 2 4 6 8 10 12 14 16 18 20 22 24 26 R S 23 21 19 17 15 13 11 9 7 5 3 1 S 123 121 119 117 115 116 118 120 122 124 S 2 4 6 8 10 12 14 16 18 20 22 S Gallery Left Gallery Center Gallery Right A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 119 117 115 113 111 109 107 105 103 101 A 102 104 106 108 110 112 114 116 118 120 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 121 119 117 115 113 111 109 107 105 103 101 B 102 104 106 108 110 112 114 116 118 120 122 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 121 119 117 115 113 111 109 107 105 103 101 C 102 104 106 108 110 112 114 116 118 120 122 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C D 23 21 19 17 15 13 11 9 7 5 3 1 D 123 121 119 117 115 113 111 109 107 105 103 101 D 102 104 106 108 110 112 114 116 118 120 122 124 D 2 4 6 8 10 12 14 16 18 20 22 24 D E 23 21 19 17 15 13 11 9 7 5 3 1 E 123 121 119 117 115 113 111 109 107 105 103 101 E 102 104 106 108 110 112 114 116 118 120 122 124 E 2 4 6 8 10 12 14 16 18 20 22 24 E F 19 17 15 13 11 9 7 5 3 1 F 125 123 121 119 117 115 113 111 109 107 105 103 101 F 102 104 106 108 110 112 114 116 118 120 122 124 126 F 2 4 6 8 10 12 14 16 18 20 F G 19 17 15 13 11 9 7 5 3 1 G 125 123 121 119 117 115 113 111 109 107 105 103 101 G 102 104 106 108 110 112 114 116 118 120 122 124 126 G 2 4 6 8 10 12 14 16 18 20 G H 19 17 15 13 11 9 7 5 3 1 H 127 125 123 121 119 117 115 113 111 109 107 105 103 101 H 102 104 106 108 110 112 114 116 118 120 122 124 126 128 H 2 4 6 8 10 12 14 16 18 20 H I 15 13 11 9 7 5 3 1 I 127 125 123 121 119 117 115 113 111 109 107 105 103 101 I 102 104 106 108 110 112 114 116 118 120 122 124 126 128 I 2 4 6 8 10 12 14 16 I J 15 13 11 9 7 5 3 1 J 129 127 125 123 121 119 117 115 113 111 J 112 114 116 118 120 122 124 126 128 130 J 2 4 6 8 10 12 14 16 J
- 37. Buyers Terrace Right Terrace Center Terrace Left C 36 34 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 C 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 C 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 C 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 C B 32 30 28 26 24 22 20 18 16 14 12 10 8 6 4 2 B 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 B 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 B 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 B A 28 26 24 22 20 18 16 14 12 10 8 6 4 2 A 134 132 130 128 126 124 122 120 118 116 114 112 110 108 106 104 102 A 101 103 105 107 109 111 113 115 117 119 121 123 125 127 129 131 133 A 1 3 5 7 9 11 13 15 17 19 21 23 25 27 A STAGE Main Floor Left Main Floor Center Main Floor Right A 13 11 9 7 5 3 1 A 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 A 2 4 6 8 10 12 14 A B 15 13 11 9 7 5 3 1 B 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 B 2 4 6 8 10 12 14 16 B C 17 15 13 11 9 7 5 3 1 C 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 C 2 4 6 8 10 12 14 16 18 C D 19 17 15 13 11 9 7 5 3 1 D 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 D 2 4 6 8 10 12 14 16 18 20 D E 21 19 17 15 13 11 9 7 5 3 1 E 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 E 2 4 6 8 10 12 14 16 18 20 22 E F 21 19 17 15 13 11 9 7 5 3 1 F 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 F 2 4 6 8 10 12 14 16 18 20 22 F G 21 19 17 15 13 11 9 7 5 3 1 G 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 G 2 4 6 8 10 12 14 16 18 20 22 G H 21 19 17 15 13 11 9 7 5 3 1 H 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 H 2 4 6 8 10 12 14 16 18 20 22 H I 21 19 17 15 13 11 9 7 5 3 1 I 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 I 2 4 6 8 10 12 14 16 18 20 22 I J 23 21 19 17 15 13 11 9 7 5 3 1 J 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 J 2 4 6 8 10 12 14 16 18 20 22 24 J K 25 23 21 19 17 15 13 11 9 7 5 3 1 K 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 K 2 4 6 8 10 12 14 16 18 20 22 24 26 K L 25 23 21 19 17 15 13 11 9 7 5 3 1 L 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 L 2 4 6 8 10 12 14 16 18 20 22 24 26 L M 25 23 21 19 17 15 13 11 9 7 5 3 1 M 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 M 2 4 6 8 10 12 14 16 18 20 22 24 26 M N 27 25 23 21 19 17 15 13 11 9 7 5 3 1 N 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 N 2 4 6 8 10 12 14 16 18 20 22 24 26 28 N O 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 O 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 O P 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 P 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 P 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 P Q 29 27 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 Q R 27 25 23 21 19 17 15 13 11 9 7 5 3 1 R 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 R 2 4 6 8 10 12 14 16 18 20 22 24 26 28 R S 23 21 19 17 15 13 11 9 7 5 3 1 S 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 S 2 4 6 8 10 12 14 16 18 20 22 24 S T 19 17 15 13 11 9 7 5 3 1 T 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 T 2 4 6 8 10 12 14 16 18 20 T U 11 7 5 3 1 U 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 U 2 4 6 8 12 U V 7 5 3 1 V 101 102 103 104 105 106 107 108 109 110 111 112 113 114 V 2 4 6 8 V W W 101 102 103 104 105 106 107 108 109 110 111 112 W W Box W V U T S R Q P O N M L K J I H G F E D C B A 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1001 1002 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1003 1004 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1005 1006 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 1007 1008 Balcony Left Balcony Center Balcony Right A 41 39 37 35 33 31 A 27 25 23 21 19 17 15 13 11 9 7 5 3 1 A 119 117 115 113 111 109 107 105 103 101 A 102 104 106 108 110 112 114 116 118 120 A 2 4 6 8 10 12 14 16 18 20 22 24 26 28 A 32 34 36 38 40 42 A B 37 35 33 31 B 27 25 23 21 19 17 15 13 11 9 7 5 3 1 B 121 119 117 115 113 111 109 107 105 103 101 B 102 104 106 108 110 112 114 116 118 120 122 B 2 4 6 8 10 12 14 16 18 20 22 24 26 28 B C 27 25 23 21 19 17 15 13 11 9 7 5 3 1 C 123 121 119 117 115 113 111 109 107 105 103 101 C 102 104 106 108 110 112 114 116 118 120 122 124 C 2 4 6 8 10 12 14 16 18 20 22 24 26 28 C D 27 25 23 21 19 17 15 13 11 9 7 5 3 1 D 125 123 121 119 117 115 113 111 109 107 105 103 101 D 102 104 106 108 110 112 114 116 118 120 122 124 126 D 2 4 6 8 10 12 14 16 18 20 22 24 26 28 D E 23 21 19 17 15 13 11 9 7 5 3 1 E 125 123 121 119 117 115 113 111 109 107 105 103 101 E 102 104 106 108 110 112 114 116 118 120 122 124 126 E 2 4 6 8 10 12 14 16 18 20 22 24 E F 21 19 17 15 13 11 9 7 5 3 1 F 127 125 123 121 119 117 115 113 111 109 107 105 103 101 F 102 104 106 108 110 112 114 116 118 120 122 124 126 128 F 2 4 6 8 10 12 14 16 18 20 22 F G 21 19 17 15 13 11 9 7 5 3 1 G 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 G 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 G 2 4 6 8 10 12 14 16 18 20 22 G H 17 15 13 11 9 7 5 3 1 H 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 H 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 H 2 4 6 8 10 12 14 16 18 H I I 125 123 121 119 117 115 113 111 109 107 105 103 101 I I 102 104 106 108 110 112 114 116 118 120 122 124 126 I I J 11 9 7 5 3 1 J 125 123 121 119 117 115 113 111 109 107 105 103 101 J J 102 104 106 108 110 112 114 116 118 120 122 124 126 J 2 4 6 8 10 12 J K 9 7 5 3 1 K 127 125 123 121 119 117 115 113 111 109 107 105 103 101 K K 102 104 106 108 110 112 114 116 118 120 122 124 126 128 K 2 4 6 8 10 K L 9 7 5 3 1 L 131 129 127 125 123 121 119 117 115 113 111 109 107 105 103 101 L 102 104 106 108 110 112 114 116 118 120 122 124 126 128 130 132 L 2 4 6 8 10 L M 29 27 25 23 21 19 17 13 11 9 7 5 3 1 M 115 113 111 109 105 103 101 M 102 104 106 108 112 114 116 118 M 2 4 6 8 10 12 14 18 20 22 24 26 28 30 M N 29 27 25 23 21 19 17 13 11 9 7 5 3 1 N 119 117 115 113 111 107 105 103 101 N 102 104 106 108 112 114 116 118 N 2 4 6 8 10 12 14 18 20 22 24 26 28 N O 27 25 23 21 19 17 15 13 11 9 7 5 3 1 O 119 117 115 113 111 109 107 105 103 101 O 102 104 106 108 110 112 114 116 118 120 O 2 4 6 8 10 12 14 16 18 20 22 24 26 O P 25 23 21 19 17 15 13 11 9 7 5 3 1 P 119 117 115 113 111 109 107 105 103 101 P 102 104 106 108 110 112 114 116 118 120 P 2 4 6 8 10 12 14 16 18 20 22 24 26 P Q 25 23 21 19 17 15 13 11 9 7 5 3 1 Q 121 119 117 115 113 111 109 107 105 103 101 Q 102 104 106 108 110 112 114 116 118 120 Q 2 4 6 8 10 12 14 16 18 20 22 24 26 Q R 25 23 21 19 17 15 13 11 9 7 5 3 1 R 121 119 117 115 113 111 109 107 105 103 101 R 102 104 106 108 110 112 114 116 118 120 122 R 2 4 6 8 10 12 14 16 18 20 22 24 26 R S 23 21 19 17 15 13 11 9 7 5 3 1 S 123 121 119 117 115 116 118 120 122 124 S 2 4 6 8 10 12 14 16 18 20 22 S Gallery Left Gallery Center Gallery Right A 25 23 21 19 17 15 13 11 9 7 5 3 1 A 119 117 115 113 111 109 107 105 103 101 A 102 104 106 108 110 112 114 116 118 120 A 2 4 6 8 10 12 14 16 18 20 22 24 26 A B 25 23 21 19 17 15 13 11 9 7 5 3 1 B 121 119 117 115 113 111 109 107 105 103 101 B 102 104 106 108 110 112 114 116 118 120 122 B 2 4 6 8 10 12 14 16 18 20 22 24 26 B C 25 23 21 19 17 15 13 11 9 7 5 3 1 C 121 119 117 115 113 111 109 107 105 103 101 C 102 104 106 108 110 112 114 116 118 120 122 C 2 4 6 8 10 12 14 16 18 20 22 24 26 C D 23 21 19 17 15 13 11 9 7 5 3 1 D 123 121 119 117 115 113 111 109 107 105 103 101 D 102 104 106 108 110 112 114 116 118 120 122 124 D 2 4 6 8 10 12 14 16 18 20 22 24 D E 23 21 19 17 15 13 11 9 7 5 3 1 E 123 121 119 117 115 113 111 109 107 105 103 101 E 102 104 106 108 110 112 114 116 118 120 122 124 E 2 4 6 8 10 12 14 16 18 20 22 24 E F 19 17 15 13 11 9 7 5 3 1 F 125 123 121 119 117 115 113 111 109 107 105 103 101 F 102 104 106 108 110 112 114 116 118 120 122 124 126 F 2 4 6 8 10 12 14 16 18 20 F G 19 17 15 13 11 9 7 5 3 1 G 125 123 121 119 117 115 113 111 109 107 105 103 101 G 102 104 106 108 110 112 114 116 118 120 122 124 126 G 2 4 6 8 10 12 14 16 18 20 G H 19 17 15 13 11 9 7 5 3 1 H 127 125 123 121 119 117 115 113 111 109 107 105 103 101 H 102 104 106 108 110 112 114 116 118 120 122 124 126 128 H 2 4 6 8 10 12 14 16 18 20 H I 15 13 11 9 7 5 3 1 I 127 125 123 121 119 117 115 113 111 109 107 105 103 101 I 102 104 106 108 110 112 114 116 118 120 122 124 126 128 I 2 4 6 8 10 12 14 16 I J 15 13 11 9 7 5 3 1 J 129 127 125 123 121 119 117 115 113 111 J 112 114 116 118 120 122 124 126 128 130 J 2 4 6 8 10 12 14 16 J
Editor's Notes
- Before we get started, I’d like to introduce TRG to you, so that we’re all on the same page about who we are and our approach. TRG is a results-based and data-driven consutling firm based in Colorado. For the past 20 years, we’ve worked with every shape and size of non-profit perofrming arts and cultural institution in the US, Canada and Australia to grow patrons and patronage (define). In the past 3 years, our work has expanded to the commercial entertainment sector, as well.
- Additionally, TRG is the largest provider of community data networks designed to provide arts, cultural and entertainment organizations access to each others data for marketing and analytics purposes. In the country’s largest markets, hundreds of organizations share data that is enabling the development of a national census of arts and culture—one that we spend time reviewing on behalf of the field and our clients.
- Because all (nearly now) 1,500 TRG clients submit data to TRG to enable our services, we store a lot of it. 23 million households, 50 million transactions that help inform business planning, campaign activity, trend analysis and more. Later in the webinar, you’ll see evidence of this work.
- Because all (nearly now) 1,500 TRG clients submit data to TRG to enable our services, we store a lot of it. 23 million households, 50 million transactions that help inform business planning, campaign activity, trend analysis and more. Later in the webinar, you’ll see evidence of this work.
- A colleague of mine met this lovely woman and her husband Gilbert at a dinner for a seemingly random group of theater subscribers in Washington, DC some 25 years ago. The Meads were both – literally – rocket scientists, having spent three decades working for NASA. Dr. Mead and Gilbert LOVED the theater. Her eyes lit up as she talked about favorite shows and how she and Gilbert saw just about everything the Washington DC theater community had to offer. After this event my colleague asked why this unassuming theater lover who was about to retire had been invited to this special dinner. “We’re getting to know the Meads,” her development officer told her. Jaylee and Gilbert Mead did give a major gift to this organization. And, their generosity didn’t stop there. Since then, the entire arts industry learned a lot more about Dr. Jaylee Mead. [CLICK]
- Dr. Mead – the theatersubscriber -- also got involved with Arena Stage.Before Gilbert died, he and Jaylee gave thirty-five million dollars to Arena Stage – the largest gift ever to a regional theater.
- It enabled Arena’s fantastic new Mead Center for the Arts, which you’ve likely heard Chad Bauman speak about. And that was just one way Dr. Jaylee Mead…unassuming subscriber and theater lover …has contributed to the arts. Every one of you could probably tell an important donor story likeJaylee Mead’s. …I see heads nodding yes. ….And, so you’ll get this ….[CLICK]
- A decade of TRG patron behavior has led us to conclude about loyalists – the patrons whose attendance and investment keep our art on our stages and in our exhibition halls. Loyalists are MADE, not FOUND out of thin air. Like Dr. Mead…and all the other Major Donors that development officers all over the country are trying to find aren’t going to just materialize – YOU and your colleagues across the hall in marketing, the box office, and the executive offices are going to identify prospective loyalists and cultivate them.
- How do we view loyalty? In the context of analysis of fully integrated behavior that we call a Loyalty Snapshot.For more than a decade, TRG has been doing a trademarked form of loyalty analysis that we call theAdvocate, Buyer, Tryer Pyramid. We look at all the households and all their transactions as recorded in an organization’s database. We study the recency, frequency and monetary investments by each household. The resulting analysis ranks everyhousehold from top to bottom. Patrons in the top rank, we call, Advocates – these are the organization’s most loyal patrons . One defining characteristic is: they are donors. More on Advocates shortly. The next group, Buyers, are actively engaged in the organizations we study. They are subscribers….members…frequent ticket buyers and visitors. “And” is the defining factor among Buyers….hold that thought. So two loyal, actively engaged groups of patrons, right? And, here’s the sad truth: Advocates and Buyers together account for 10% or less of all patrons. The rest of the story from our research over the past decade is clear – Nine out ten patron households in the databases of arts organizations are patrons we call Tryers. They are one-time or infrequent and long-ago lapsed customers.
- Nine out ten patron households in the databases of arts organizations are patrons we call Tryers. They are one-time or infrequent and long-ago lapsed customers. In our terminology – Tryers– are the least loyal, hardest to acquire and hardest to hold onto .And, they form the foundation of arts patronage today. The instability created by too many Tryers in the patron base – the cracks in the pyramid so to speak – is a real threat to our arts organizations. So we bring this news to you – not be alarmist, although the numbers are alarming. We prefer to think of it as a call to action. And, in that call – pay attention to the dominant behavior pattern among Tryers.
- TRG started developing loyalty measurement tools because our industry operates from many systems. While new CRM (define) or Enterprise systems are finding their way into the mainstream, we know that many of you are still searching for the holy grail of One Household, One Complete Transaction History, in One Place.Indeed, a little over half of you operate with two or more systems, as we learned from our pre-webinar survey. CLICK
- We’ve found it’s very difficult to produce a complete patron profile – an at-a-glance summary of ALL the transactions a patron makes with an organization –when two or more systems are in use – it sometimes cannot be done in just one system.
- Another observation from client experience: Most of you are set up to compete – internally -- for patron investments. Your organizations set separate goals and budgets for marketing and development.Behavior is not either or it’s both andSeparate budgets, competing revenue campaigns is the worst kind of incentive
- So what does integrated loyalty, literally, look like when you start studying it? It looks like this theatre company’s case.Tryers = 92% of all households – typical18012,000140,000 (92%)
- And this opera company’s case
- And this large producing and presenting organization’s case. And here’s what we find nationally.Study period: 2007-2011; Total households studied: 148,673
- 385 households contribute 15% of all revenueAdvocates attend first, donate second
- This is a large group of active ticket buyers -- 21,630 households contribute 54% of revenue.
- A loyalty snapshot can also include demography
- And an indication about how real estate is valued.
- The place to start: leadership.Then, understand your data.
- Endorse and enforce a new way of doing things from the top. Changing the way “we’ve always done it” takes institutional fortitude and change only happens when leaders insist upon it. Growth requires institution-wide commitment. It is not a departmental initiative.Analyze patron data across systems to see all transactions at the household level. Information is a powerful, galvanizing force in an organization. The minute everyone in the organization sees a ranked set of individual patron histories, new possibilities are apparent. Every organization’s data set can create the rationale and story line for patron cultivation and development. Seize an opportunity or two to pursue. Patterns that emerge from analysis invariably show where the biggest opportunities lie. That’s where to start– by focusing first efforts on cultivating one or two manageable patron groups or patron patterns with the biggest upside.
- Thank you so much for attending.There will be video of the webinar on the TRG website posted in the next week. We will send you an email with the link once it is posted. If you had any remaining questions, we would love to talk to you! Email us at info@trgarts.com.