Royal Opera House How to manage loyalty and support.
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Transcript of Royal Opera House How to manage loyalty and support.
Royal Opera House
How to manage loyalty and support
Royal Opera House
Unrestricted income2010/11
£m
ACE (Revenue grant only) 27.9
Box office 37.7
Donations, legacies, and sponsorship 20.7
Commercial trading, touring and other income 22.9
Other income 0.3
109.5
Supporters450 Patrons
26,000 Friends of different levels of support
Divided into over 21,000 basic level1422 supporting
566 prem 1 and 130 prem 2
Benefits
Limited to maximise philanthropic support
Tessitura our CRM system
360 degrees view
Communication
About the House magazine• Published 4 times a year• Gives an overview of all productions in
the relevant season• Includes priority booking dates for all
levels of support• Looks back to galas or special events• Gives profiles of donors• Leads by example
• Gives background information not available anywhere else
• Offers links to the website• Includes ‘thank you’ messages as
often as possible• Markets productions that may be
challenging to sell• Cultivation opportunities – dates for
drinks etc
E-commsusing WordFly application
• All members receive once a month e-news containing
– News in the last month
– Booking information
– Performance marketing
– Occasional discounts
• Marketing e-mails to everyone contain
– Up coming performance dates and relevant information ie intervals
– Thank you e-mails for attending a performance
– Survey e-mails asking for comments about a production
– General booking alerts including information about joining our support schemes
Cultivation events
• Rehearsals• Insight events• Exclusive events for invited audience
Segmentation
• Ticket purchase pattern
• Ticket spend
• Membership level
• Donations
• Frequency of attendance
Future plans
• Improving CRM to anticipate audience demand• Optimise the web page by personalisation to include
membership and segmentation • Use CRM in a similar way to non arts organisation to
drive business traffic and income