Better Together: Loyalty, Collaboration, and Community in Philadelphia
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You may know the buying and donating patterns of your own audience. But do you know how they engage with the other arts organizations in your community? And does that mean you’re in competition with them or have opportunities to collaborate? Seventeen arts and cultural institutions in the Philadelphia area set out to find the answers to those very questions. The study they commissioned investigated the buying and donating behavior of nearly 1 million arts audience and visitor households over seven years, with interesting findings about community engagement and audience loyalty. Researchers profiled how loyal patrons were to each individual organization and tracked patterns of loyalty across the community. Join the research team from the Greater Philadelphia Cultural Alliance and TRG Arts in this hour-long, free webinar. You’ll learn: - The most relevant findings from this ground-breaking study - How patrons at different levels of loyalty invested in the Philadelphia arts community at large Why data shows that collaboration and cooperation between organizations strengthens community-wide arts audiences - How your own audience may be behaving based on the behavior patterns found in this study - What your organization can do to create and keep loyal supporters
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Better Together: Loyalty, Collaboration, and Community in Philadelphia
- 1. Webinar Copyright © 2015 TRG Arts All Rights Reserved BETTER TOGETHER LOYALTY, COLLABORATION AND COMMUNITY IN PHILADELPHIA Hosted by: Jill Robinson, TRG Arts John McInerney, Greater Philadelphia Cultural Alliance Photo via Matt Harris (CC BY 2.0, Modified)
- 2. Jill Robinson, President & CEO Adam Scurto, Consulting Analyst John McInerney, VP of Marketing/Comm Britney Hines-Boggs, Program Manager #artsloyalty
- 3. #artsloyalty Do you know what YOUR patrons do? Single Ticket Purchase Donation First-Time Buyer Lapsed Subscriber Attends Opera Annually Subscription Lapsed Donor Museum Admission in 2012 Subscriber-Donor Multi-ticket buyer Holiday Buyer Classical Music Loyalist New Subscriber Enjoys Musical Theatre
- 4. Culture Across Communities Inspiration for Study #artsloyalty
- 5. #artsloyalty
- 6. #artsloyalty
- 8. Performing Arts • Annenberg Center • Arden Theatre Company • FringeArts • Kimmel Center • Opera Philadelphia • Pennsylvania Ballet • People’s Light and Theatre • Philadelphia Orchestra • The Wilma Theater 17 Organizations Museums • Brandywine River Museum • Franklin Institute • Independence Seaport Museum • Longwood Gardens • Penn Museum • Philadelphia Museum of Art • Philadelphia Zoo • Please Touch Museum #artsloyalty
- 9. 980,000 Households $771 Million $7 Years #artsloyalty
- 10. Key Metrics Trend Analysis Patron Loyalty Index Audience Behavior #artsloyalty
- 11. Key Metrics: Decline 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 2007 2008 2009 2010 2011 2012 2013 Philadelphia Cultural Households Total HHs New-to-File Attrition #artsloyalty
- 12. Memberships up 111% Subscriptions down 16% Over 7 years… Donor households down 20% #artsloyalty
- 13. #artsloyalty
- 14. #artsloyalty
- 16. #artsloyalty categorizescore rank Reavel (CC BY-NC-ND 2.0) / Rob (CC BY-NC 2.0) / Mr.TinDC (CC BY-NC-ND 2.0) The Patron Loyalty Index A “credit score” for loyalty 1 2 3
- 17. #artsloyalty Recency Frequency Monetary Value Growth over time How a PLI is scored
- 18. #artsloyalty Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW #artsloyalty
- 20. Performing Arts Community Philadelphia Community 0.3% HH 39% Revenue 2% HH 23% Revenue 98% HH 38% Revenue 1.3% HH 46% Revenue 4% HH 17% Revenue 95% HH 37% Revenue Museum Community 0.1% HH 43% Revenue 5% HH 26% Revenue 95% HH 31% Revenue Advocates, Buyers, Tryers #artsloyalty
- 22. Advocates: 3,418 Households 99% of Advocates are donors, subscribers, members and ticket buyers across the community Advocates
- 23. Advocates: 3,418 Households Annually, Advocates: • Give an average of $16,000 to community • Spend $300 on membership • Invest more than $1,000 in subscriptions Advocates
- 24. Advocates: 3,418 Households Advocates are engaged recently and frequently across all buyer types. Advocates
- 25. 99% of Advocates engage with more than one organization. 92% engage with three or more Advocates: 3,418 Households Advocates
- 26. Buyers: 20,984 Households 71% of Buyers are donors, 74% are subscribers, 72% are members and 84% purchased tickets Buyers
- 27. Buyers: 20,984 Households Annually, Buyers: • Make $1,600 in gifts to the community • Invest $150 in memberships, subscriptions and single tickets Buyers
- 28. Some Buyers are lapsed or infrequently engaged, but generally they are recent, consistent patrons Buyers: 20,984 Households Buyers
- 29. Buyers: 20,984 Households 85% of Buyers engage with more than one organization Buyers
- 30. Tryers: 955,985 Households 73% of Tryers have made single ticket purchases, 41% are members with museums in the community Tryers
- 31. Tryers: 955,985 Households Annually, Tryers: • Pay $41 in membership dues • Spend $39 on single tickets Tryers
- 32. Tryers: 955,985 Households The vast majority of Tryers are one-time buyers, and more than 2/3 of them are lapsed two years or more Tryers
- 33. Tryers: 955,985 Households 80% of Tryers visited only one organization in the community Tryers
- 35. “Invisible” Activity 12 Organizations: 50%+ #artsloyalty
- 37. Omnivores 3% 8% 89% Patrons that engaged with 1-2 Organizations % of Advocate Appearances % of Buyer Appearances % of Tryer Appearances 4% 15% 81% Patrons that engaged with 3 - 6 Organizations % of Advocate Appearances % of Buyer Appearances % of Tryer Appearances 7% 22% 71% Patrons that engaged with 7-10 organizations % of Advocate Appearances % of Buyer Appearances % of Tryer Appearances 13% 27% 60% Patrons that engaged with 11 - 14 Organizations % of Advocate Appearances % of Buyer Appearances % of Tryer Appearances #artsloyalty
- 38. #artsloyalty
- 39. Research Into Action Key Findings • When a patron leaves your organization, they likely haven’t stopped attending the arts in your community. • The more organizations a patron visits, the deeper their loyalty to each organization becomes. • This means that list trading benefits both individual organizations and the arts and cultural community at large. #artsloyalty
- 41. #artsloyalty
- 42. What you can do The Art of the Upgrade #artsloyalty
- 43. Photo by Tobias Schlitt (CC BY-NC-SA 2.0) Where’s your leaky bucket? #artsloyalty
- 45. Photo by Todd Huffman via flickr (CC BY 2.0) First: Data
- 47. Photo by Tobias Schlitt (CC BY-NC-SA 2.0) An Upgrade Ask the patron to take the right next step #artsloyalty
- 48. 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 #artsloyalty
- 50. What you can do Embrace collaboration #artsloyalty
- 51. Webinar Copyright © 2015 TRG Arts All Rights Reserved BETTER TOGETHER LOYALTY, COLLABORATION AND COMMUNITY IN PHILADELPHIA Hosted by: Jill Robinson, TRG Arts John McInerney, Greater Philadelphia Cultural Alliance Photo via Matt Harris (CC BY 2.0, Modified)
Editor's Notes
- Amelia
- [Photo by Todd Huffman http://www.flickr.com/photos/oddwick/2126909099/ ]