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THEMILLENNIALS’ORCHESTRACATHERINE E. STAREKMA, ARTS MANAGEMENTCAPSTONE PORTFOLIOAmerican UniversityMay 3, 2013#Millennials...
“And they perform this in crowded concert halls??Gee, I thought classical music was boring!”Calvin and Hobbes by Bill Watt...
AGENDAWHAT: Reason for ConcernWHO: Millennials as a GenerationHOW: Engagement StrategiesCase Study OrganizationNOW WHAT: L...
MILLENNIALGENERATIONWho are they? What are they all about?Millennials: A Portrait of Generation Next – Pew Research Center...
REASON FORCONCERNMillennials – Where are they?Classical Music & Aging AudiencesSandow (2012) – NEA Data ChartT. Wolf, Knig...
21ST CENTURYCHALLENGESDeclining DemographicsFacing Hard TimesChanging Styles of EngagementCompeting for Attentionphotostev...
MARKETING TOMILLENNIALSHow do they prefer to learn aboutnonprofits?Website 65%Social Media 55%E-Newsletters 47%Print 18%Fa...
MILLENNIALVOLUNTEERISMHow many volunteered for nonprofits?63% of Millennials volunteered (2011)How do they find out about ...
MILLENNIALLEADERSHIPHow many Millennials are interested inleadership opportunities?77% would get involved in a leadership ...
FUNDRAISING &MILLENNIALSHow many Millennials donate tononprofit organizations?75% of Millennials made a financial giftPref...
GIVING STYLEImpulsive givers42% gave based on what inspired themin the momentWhat do they want to know?How their gift will...
THE BALTIMORESYMPHONY ORCHESTRAFrankensteinToo Hot to Handel: The Gospel MessiahCharlie Chaplin’s City LightsRomeo and Rad...
BSO INITIATIVESNext Generation BSO  BSO PassportParsons The New School for DesignCollege Nights with the BSOBOLT for the ...
MILLENNIAL AUDIENCES& DONORSMillennials as Cultural Consumers:• Understanding Millennial interests, preferences, and behav...
ENGAGING NEXT GENPATRONSEngagement Strategies• Build audience participation in meaningful, relevant ways• Focus on the con...
Case Foundation “Be Fearless” Initiative
BSO ATSTRATHMORE
THE MILLENNIALS’ORCHESTRAThis work is licensed under the Creative CommonsAttribution-NonCommercial-ShareAlike 3.0 Unported...
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The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience

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21st Century marketing and fundraising strategies for engaging the next generation of audiences and donors in cultural arts experiences for years to come.

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  • Subject - Marketing and Development Strategies for Engaging Millennial Audiences and Donors in the Classical Concert Experience.
  • Structure – Intro/Concerns; Who are Millennials; Marketing/fundraising & Millennials (engagement); Case Study (BSO initiatives); Importance
  • NEA SPPA 2008 – Decline in arts participationMedian age of audience: 60+ yrs (Brown Consumer Segmentation)Majority of subscribers: 65+ yrsChurn, Patron LoyaltyTechnology vs. LiveEconomic recession of 2008Education, time, $$
  • Age of the Social - Online, social media, mobile technology;Multi-modal PreferencesFacebook, SmartphonesElectronic and Digital Age -Visually and Kinesthetically OrientedPhotochoreography
  • Millennial Impact Report “41% plan to volunteer more in 2012”
  • Millennial Impact Report
  • Millennial Impact Report 2012
  • Shugoll Research – “young professionals” 25 – 40 years old; focus groups: themed, multi-sensory, something different, among peers, pre- and post-concert socializing, shorter, engaging performances
  • Support exists: Case Foundation, “Be Fearless,” NEA “Artworks,” League of American Orchestra’s ”Orchestra Innovations” Grants.
  • Transcript of "The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience"

    1. 1. THEMILLENNIALS’ORCHESTRACATHERINE E. STAREKMA, ARTS MANAGEMENTCAPSTONE PORTFOLIOAmerican UniversityMay 3, 2013#MillennialsOrch
    2. 2. “And they perform this in crowded concert halls??Gee, I thought classical music was boring!”Calvin and Hobbes by Bill Watterson – Nov 23, 20111812 Overture (ryan_eric_hart, flickr)
    3. 3. AGENDAWHAT: Reason for ConcernWHO: Millennials as a GenerationHOW: Engagement StrategiesCase Study OrganizationNOW WHAT: Looking to the Future
    4. 4. MILLENNIALGENERATIONWho are they? What are they all about?Millennials: A Portrait of Generation Next – Pew Research CenterYoung adults born between 1981 and 1993(18 – 29 at the time; 20 – 32 today)PewResearchCenterHow Millennial Are You?
    5. 5. REASON FORCONCERNMillennials – Where are they?Classical Music & Aging AudiencesSandow (2012) – NEA Data ChartT. Wolf, Knight Foundation
    6. 6. 21ST CENTURYCHALLENGESDeclining DemographicsFacing Hard TimesChanging Styles of EngagementCompeting for Attentionphotosteve101 on flickr
    7. 7. MARKETING TOMILLENNIALSHow do they prefer to learn aboutnonprofits?Website 65%Social Media 55%E-Newsletters 47%Print 18%Face-to-Face 17%
    8. 8. MILLENNIALVOLUNTEERISMHow many volunteered for nonprofits?63% of Millennials volunteered (2011)How do they find out about volunteeropportunities?The majority (81%) prefer to learn about theseopportunities through their peers
    9. 9. MILLENNIALLEADERSHIPHow many Millennials are interested inleadership opportunities?77% would get involved in a leadership roleTop reasons why they haven’t?Lack of time (62%)Haven’t been asked (40%)
    10. 10. FUNDRAISING &MILLENNIALSHow many Millennials donate tononprofit organizations?75% of Millennials made a financial giftPreferred method of giving?OnlineIn PersonIn the Mail
    11. 11. GIVING STYLEImpulsive givers42% gave based on what inspired themin the momentWhat do they want to know?How their gift will make a difference
    12. 12. THE BALTIMORESYMPHONY ORCHESTRAFrankensteinToo Hot to Handel: The Gospel MessiahCharlie Chaplin’s City LightsRomeo and RadioheadBeethoven and Mozart with a TwistPhoto credit: Dave Hoffman
    13. 13. BSO INITIATIVESNext Generation BSO  BSO PassportParsons The New School for DesignCollege Nights with the BSOBOLT for the BSOBSO AmbassadorsPhoto credit: Grant Leighton
    14. 14. MILLENNIAL AUDIENCES& DONORSMillennials as Cultural Consumers:• Understanding Millennial interests, preferences, and behaviors• Initiate the relationship• Relevant engagement• Multimedia performances• Don’t be afraid of contemporary classical music!• Connect online• Go mobileMillennials as Next Gen Philanthropists:• Take time to build relationships founded on trust and fueled by involvement• Leverage Internet and mobile giving tools• Social engagement and physical activity• Long-term goals and planned giving• Lifetime value
    15. 15. ENGAGING NEXT GENPATRONSEngagement Strategies• Build audience participation in meaningful, relevant ways• Focus on the concert experience• Multi-sensory• Build in time for socializingExemplary Orchestras• Symphony orchestra innovations• Programming• Concert experience• Technology• Creative, relevant engagement• Organizational commitment• Greater resilience in the 21st century
    16. 16. Case Foundation “Be Fearless” Initiative
    17. 17. BSO ATSTRATHMORE
    18. 18. THE MILLENNIALS’ORCHESTRAThis work is licensed under the Creative CommonsAttribution-NonCommercial-ShareAlike 3.0 Unported License.To view a copy of this license, visithttp://creativecommons.org/licenses/by-nc-sa/3.0/.
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