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2017 Key Metrics for
Arts Organizations
2017 NAMP Conference
David Seals, Director of Client Development
Copyright © 2017 ...
KEEP LEARNING
BEST
PRACTICES
EVOLVE.
Who We Are
Experienced Team
1. Colorado and London-based
40 team members
2. 22 years, four countries
US, Canada, Australia...
Photo:
Garry
Knight/fli
ckr
Attracting them?
Keeping
them?
What’s More Important?
Acquisition vs. Retention
Acquisition
40%
Retention
12%
Unclear
20%
Other
28%
2017 NAMP Sessions
Ca...
Key Metrics Study
2012-2016
• TRG Art Analytics Group
130 Arts & Culture Organizations
• Multiple Genres: Opera, Orchestra...
Key Metrics Study
Definitions
• New-to-File
Patrons who first appeared in the dataset after
the 2012 season
• Existing
A p...
Single Ticket Buyers
2012-2016
New to File
66%
Existing
34%
75% Attrition
35% Attrition
Single Ticket Buyers
2012-2016
62% Attrition
Flex Buyers
2012-2016
New to File
24%
Existing
76%
45% Attrition
21% Attrition
Flex Buyers
2012-2016
26% Attrition
Subscribers
2012-2016
New to File
12%
Existing
88%
38% Attrition
11% Attrition
Subscribers
2012-2016
14% Attrition
Donors
2012-2016
New to File
25%
Existing
75%
56% Attrition
15% Attrition
Donors
2012-2016
25% Attrition
All Patrons
2012-2016
New to File
58%
Existing
42%
74% Attrition
31% Attrition
All Patrons
2012-2016
59% Attrition
Percentage of Attrition
Exiting the Dataset?
77%
56%
38%
45%
75%
39%
15%
11%
21%
35%
59%
25%
14%
26%
62%
0.0%
10.0%
20.0%
...
BUT we’re doing a good job.
Photo by Mikerussell via wikimedia (CC)
New To File
Single Ticket Buyer
Attraction Rate
75%
2012-2016
Photo by Stefan Powell via flickr (CC BY 2.0)
New To File
Single Ticket Buyer
Attrition Rate
Leaky Bucket
Churn
Attrition
Oncers
First Timers
Photo by Tobias Schlitt (CC BY-NC-SA 2.0)
CASE STUDY
New Wolsey Theatre
Ipswich, UK
Robin Morrissey and cast in The Government Inspector. Photo: Robert Day
New audiences + lower attrition =
GROWTH
New single
ticket
buyer
attrition rate
New single
ticket buyers
Churnprocess departments&
Photo by Jeni Raw
Results?
2014-15
New-to-File Attrition Rate:
2016-17
63%75%
Key Metrics Study
Take-Aways
• Growth requires both retention & acquisition
Stop the revolving door & find new patrons
• T...
David Seals
Director of Client Development
LetsTalk@trgarts.com
2017 Key Metrics for Arts Organizations
2017 Key Metrics for Arts Organizations
2017 Key Metrics for Arts Organizations
2017 Key Metrics for Arts Organizations
2017 Key Metrics for Arts Organizations
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2017 Key Metrics for Arts Organizations

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Originally presented at the 2017 NAMP Conference.
Have arts leaders increased the loyalty of their patrons in recent years? TRG Arts is the longest-standing aggregator of loyalty metrics in the arts industry and has recently refreshed its aggregated Patron Loyalty Index. In this presentation, we’ll describe the ways patrons are behaving in terms of their recency, frequency, monetary investment and growth over time, across transactions in single tickets, membership, subscription and donation.

Published in: Data & Analytics
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2017 Key Metrics for Arts Organizations

  1. 1. 2017 Key Metrics for Arts Organizations 2017 NAMP Conference David Seals, Director of Client Development Copyright © 2017 TRG Arts All Rights Reserved
  2. 2. KEEP LEARNING BEST PRACTICES EVOLVE.
  3. 3. Who We Are Experienced Team 1. Colorado and London-based 40 team members 2. 22 years, four countries US, Canada, Australia, United Kingdom 3. More than 1,000 arts/cultural clients Scalable products for sustainable patron growth and revenues
  4. 4. Photo: Garry Knight/fli ckr Attracting them? Keeping them?
  5. 5. What’s More Important? Acquisition vs. Retention Acquisition 40% Retention 12% Unclear 20% Other 28% 2017 NAMP Sessions Categorized Unscientifically by TRG Arts
  6. 6. Key Metrics Study 2012-2016 • TRG Art Analytics Group 130 Arts & Culture Organizations • Multiple Genres: Opera, Orchestra, Performing Arts Centers, Theatre, Choral, Dance, Festivals • Five years of verified, complete data 16,963,146 transactions across Single Tickets, Subscription, Flex, Donors and Education
  7. 7. Key Metrics Study Definitions • New-to-File Patrons who first appeared in the dataset after the 2012 season • Existing A patron with at least one transaction in 2012, the first year of the study • Attrition Patrons who exited the dataset during the study (Last transaction in or before 2014)
  8. 8. Single Ticket Buyers 2012-2016 New to File 66% Existing 34% 75% Attrition 35% Attrition
  9. 9. Single Ticket Buyers 2012-2016 62% Attrition
  10. 10. Flex Buyers 2012-2016 New to File 24% Existing 76% 45% Attrition 21% Attrition
  11. 11. Flex Buyers 2012-2016 26% Attrition
  12. 12. Subscribers 2012-2016 New to File 12% Existing 88% 38% Attrition 11% Attrition
  13. 13. Subscribers 2012-2016 14% Attrition
  14. 14. Donors 2012-2016 New to File 25% Existing 75% 56% Attrition 15% Attrition
  15. 15. Donors 2012-2016 25% Attrition
  16. 16. All Patrons 2012-2016 New to File 58% Existing 42% 74% Attrition 31% Attrition
  17. 17. All Patrons 2012-2016 59% Attrition
  18. 18. Percentage of Attrition Exiting the Dataset? 77% 56% 38% 45% 75% 39% 15% 11% 21% 35% 59% 25% 14% 26% 62% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% All Buyer Types DON SUB FLX STB TRG Arts Key Metrics Analysis Attrition by Buyer Type, 2012-2016 New to File Attrition Existing Patron Attrition Total Attrition
  19. 19. BUT we’re doing a good job. Photo by Mikerussell via wikimedia (CC) New To File Single Ticket Buyer Attraction Rate
  20. 20. 75% 2012-2016 Photo by Stefan Powell via flickr (CC BY 2.0) New To File Single Ticket Buyer Attrition Rate
  21. 21. Leaky Bucket Churn Attrition Oncers First Timers Photo by Tobias Schlitt (CC BY-NC-SA 2.0)
  22. 22. CASE STUDY New Wolsey Theatre Ipswich, UK Robin Morrissey and cast in The Government Inspector. Photo: Robert Day
  23. 23. New audiences + lower attrition = GROWTH New single ticket buyer attrition rate New single ticket buyers
  24. 24. Churnprocess departments&
  25. 25. Photo by Jeni Raw
  26. 26. Results?
  27. 27. 2014-15 New-to-File Attrition Rate: 2016-17 63%75%
  28. 28. Key Metrics Study Take-Aways • Growth requires both retention & acquisition Stop the revolving door & find new patrons • Track and set goals on loyalty, not just revenue It’s not enough to fill the seats—are they filled with return buyers? Leverage loyalists to fund more challenging work. • Empower/hold your team accountable Build loyalty into your operational practice
  29. 29. David Seals Director of Client Development LetsTalk@trgarts.com

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