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.
The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience
THEMILLENNIALS’ORCHESTRACATHERINE E. STAREKMA, ARTS MANAGEMENTCAPSTONE PORTFOLIOAmerican UniversityMay 3, 2013#MillennialsOrch
“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)
AGENDAWHAT: Reason for ConcernWHO: Millennials as a GenerationHOW: Engagement StrategiesCase Study OrganizationNOW WHAT: Looking to the Future
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?
REASON FORCONCERNMillennials – Where are they?Classical Music & Aging AudiencesSandow (2012) – NEA Data ChartT. Wolf, Knight Foundation
21ST CENTURYCHALLENGESDeclining DemographicsFacing Hard TimesChanging Styles of EngagementCompeting for Attentionphotosteve101 on flickr
MARKETING TOMILLENNIALSHow do they prefer to learn aboutnonprofits?Website 65%Social Media 55%E-Newsletters 47%Print 18%Face-to-Face 17%
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
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%)
FUNDRAISING &MILLENNIALSHow many Millennials donate tononprofit organizations?75% of Millennials made a financial giftPreferred method of giving?OnlineIn PersonIn the Mail
GIVING STYLEImpulsive givers42% gave based on what inspired themin the momentWhat do they want to know?How their gift will make a difference
THE BALTIMORESYMPHONY ORCHESTRAFrankensteinToo Hot to Handel: The Gospel MessiahCharlie Chaplin’s City LightsRomeo and RadioheadBeethoven and Mozart with a TwistPhoto credit: Dave Hoffman
BSO INITIATIVESNext Generation BSO BSO PassportParsons The New School for DesignCollege Nights with the BSOBOLT for the BSOBSO AmbassadorsPhoto credit: Grant Leighton
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
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
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