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Dancing With the Stars: Building Stronger Patron Relationships

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Hear from luminaries at top companies as they discuss the keys to keeping and upgrading patrons. Jill Robinson, President of TRG Arts, moderated this panel discussion at the Spring 2012 ArtsReach Conference in New York City.

Moderator: Jill Robinson, President, TRG Arts
Panelists:
Chad Bauman, Director of Communications, Arena Stage
Suzette Sherman, Director of External Affairs and Member Relations, National Museum of Women in the Arts
David Snead, Vice President of Marketing, New York Philharmonic
Karen Girty, Marketing Director, New York City Ballet
Donna Williams, Chief Audience Development Officer, Metropolitan Museum of Art

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Dancing With the Stars: Building Stronger Patron Relationships

  1. 1. Dancing with the Stars Building Stronger Patron Relationships March 16, 2012 Copyright © 2012 TRG Arts All Rights Reserved
  2. 2. Jill RobinsonPresident, TRG Arts Moderator
  3. 3. Patron Relationships Sustain the Arts Most loyal Least loyal 3
  4. 4. Suzette Sherman, Director of External AffairsNational Museum of Women in the Arts 4
  5. 5. David Snead, Vice President of MarketingNew York Philharmonic 5
  6. 6. Chad Bauman, Director of CommunicationsArena Stage 6
  7. 7. Karen Girty, Marketing DirectorNew York City Ballet 7
  8. 8. Donna Williams, Chief Audience Development OfficerThe Metropolitan Museum of Art 8
  9. 9. Suzette Sherman, Director of External AffairsNational Museum of Women in the ArtsLOYALTY 9
  10. 10. Loyalty is About Relationships “Loyalty is the gold standard for measuring the quality of a relationship.”The Loyalty Effect and Loyalty Rules by Frederick Reichheld 10
  11. 11. Loyalty: A Cause and Effect Relationship Marketing Fundraising Research Friend-raisingAudience Development Infrastructure Right Visitors and Members nd Visitor a Member $ Reinvest Loyalty Superior Constituent GROWTH and Donor r Value Investo Loyalty Compensation Right Advantage Employees Right Donors and Investors Emp REVENUE lo Loy yee alty $ Cost Advantage $ Superior Productivity Experienced service Well-Informed Adapted from The Loyalty Effect and Loyalty Rules by Frederick Reichheld Know donors and customers
  12. 12. Evangelists within Loyal Segments Evangeli 100% st Loyal (Retention) Loyalty Neutral Vulnerable Defector or Critic 1 2 3 4 5 Satisfaction, Recommend, and Value Adapted from James L. Heskett, Thomas O. Jones, Gary W. Loveman, Earl Sasser, Jr., and Leonard A. Schlesinger. “Putting the Service-Profit Chain to Work.” Harvard Business Review March-April 1994.
  13. 13. Finding Opportunities in Your BaseMotivating members who are active, committed and refer others
  14. 14. Encouraging and Tracking Referrals
  15. 15. David Snead, Vice President of MarketingNew York PhilharmonicLISTENING TOTHE AUDIENCE 15
  16. 16. 16
  17. 17. Chad Bauman, Director of CommunicationsArena StageWHOLE PATRON FOCUS 17
  18. 18. Patron Loyalty Math at Arena Net Revenue over 2 years 100 Renewing Subscribers = 209 New Subscribers = 913 New Single Ticket Buyers
  19. 19. Arena’s Patron Loyalty Index Super Advocates Results & Advocates 1% households 72% revenue Buyers 5% households 11% revenue Tryers 74% households 16% revenues Inactive 20% households 1% revenue
  20. 20. Who’s Helga?
  21. 21. THE CHALLENGEOur databases are designed to look at our customers holistically, but why aren’t we? Frequent Failures of an External Affairs Model Silos exist under the Director of External Affairs Imbalances between Contributed & Earned Revenue become self-fulfilling prophecies Weaknesses of the Director become organizational weaknesses Paradigm Shift vs. Change in the Org Chart
  22. 22. Karen Girty, Marketing DirectorNew York City BalletCARE AND RETENTION 23
  23. 23. New York City BalletFront Retention Postcard for 2011 Nutcracker New-to-File Buyers
  24. 24. Back New York City Ballet Retention Postcard for 2011 Nutcracker New-to-File BuyersOfferChoices
  25. 25. New York City BalletRetention Email for 2011 Nutcracker New-to-File Buyers
  26. 26. Results of Nutcracker New-to-File Retention offer Oceans Kingdom Seven Deadly Sins Romeo and Juliet TOTALOverall Response Rate 0.93% 0.72% 2.16% 3.80%Total Households 19,412 19,412 19,412 19,412Total Responders 180 139 419 738Package quantity 360 278 838 1,476Revenue Total $ 15,359 $ 10,774 $ 68,499 $ 94,632Total cost of mailing $ 10,492Cost of Sale 11%
  27. 27. New York City BalletSubscription Reactivation Appeal
  28. 28. New York City BalletSubscription Reactivation Appeal & Priority Segmentation FY11 FY12 Change Response Rate 5.18% 4.83% Total Households 6,387 8,016 Total Responders 331 387 17% Seat Qty or Package Qty 1,807 1,920 6% Revenue $176,182 $245,969 40% Average Order per Responder $532 $636 19% Amt Order per Household $28 $31 11%
  29. 29. BuildingRelationships Donna Williams Chief Audience Development Officer THE METROPOLITAN MUSEUM OF ART
  30. 30. Lunar New YearFebruary 4, 2012
  31. 31. Dancing with the Stars Building Stronger Patron Relationships March 16, 2012 Copyright © 2012 TRG Arts All Rights Reserved

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