Post on 22-Jan-2015
description
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The Making of a Donor Ready Patron
PRESENTED BY JILL ROBINSON, PRESIDENT, TRG ARTS
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Vancouver Recital Society
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What We DoPatron Results
1. Consulting Capacity building for sustainable growth
2. Data Services Aggregation, analysis, direct response counsel
3. Community Data Networks 35 million households
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What makes a patron “donor-ready”?
You do.
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LOYALTY
A Love Story
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Why Patron Loyalty?Increased Investment
1. Strong relationships = lasting revenue Increasing RFM (recency, frequency, $$$) 2. How? Upgrade Ask the patron to take the right next step
3. First: Data
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WHAT’S AN UPGRADE?
Action Next Step
Buy a ticket
Buy a small subscription or membership
Renewing subscriber or
member
Buy another ticket
Buy a full series subscription or
larger membership
Add on donation or events
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Donors and consummate
loyalists
The magic of “and”
From 1st time to second or last time
to NOW
VIP access & pricing
Better access, Incentives for
upgrades, adds
Least attractive access, incentives
to upgrade
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4 out of 5 Tryers NEVER come back
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TRYER UPGRADEA second date
Largest numbersLong-lapsed patronsNew-to-file patrons• Second, multiple attendance• Same season• More retention + lower attrition = GROWTH• Must have: patron contact information
LOVE OR
LOSE THEM
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Next Step: Reactivate Message: “Welcome back”How? Treat them like a first timer and a valued patron.
Next Step: Come backMessage: “Welcome—thanks for joining us” How? Make the first time the best possible.
Next Step: Come back againMessage: “Thanks, and might you wish to _____?” How? Foster further engagement by making the ask
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Two critical turning points
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• Year 1 Offer: same-season single ticket offer ONLY- Nothing else.
• Year 2 Offer: 3 plays for $99- 5 times per year
• Year 3 Offer: Subscribe!- 6 times per year
• Year 4 Offer: Renew!- First time renewal
rate: 81%
CASE STUDY: SEATTLE REPERTORY THEATRE
First Timer Cultivation Group: Four-Year Study
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Two critical turning points
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GET ENGAGEDUpgrades to grow loyalty
Focus: Harness the power of “AND”Include: All organizational assets• Multiple attendance AND• A range of activities, including donation• The more they buy, the more they buy• Engaged patrons stick
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Add a donation
Renew Flex to Full
Renew & Upgrade
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LOYALTY TRENDSFrom Integrated Data
1. See patterns
2. Develop segmentation
3. Cultivate meaningfully
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Single Ticket Buyers
New Subscribers
Renewing Subscribers
Renewing Subscriber-
Donors
Per Patron Yield $53.84 $156.05 $341.51 $550.42
Cost of Sale 20% 25% 3% 3%
Renewal Rates 23% 46% 69% 88%
How valuable is loyalty?A performing arts example
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More on this case at www.trgarts.com
453 Super Subscribers Gave $51,100 in Four Months
65% first timers, subscribers of 5 or fewer years, or patrons
returning after lapsing.
70% no giving history.
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IT’S NOT JUST ABOUT DONORSEvery patron’s next step
Make a plan for every patron typeBiggest opportunities first (donor-ready patrons)• Consider the whole picture• Choose efforts you can do best• Collaboration gets the best results• Learn to up-sell
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LOYALPATRONS
Marketing
BoxOffice
Development
UP-SELLINGEveryone’s job
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The Making of a Donor Ready Patron
PRESENTED BY JILL ROBINSON, PRESIDENT, TRG ARTS