This document summarizes a webinar presented by TRG on developing donor relationships across generations. TRG's research analyzed over 50 million patron behaviors and demographic data from 16 organizations to understand trends in arts patronage. Younger households currently make up 42% of the US population but only 17% of donor households. Different generations tend to peak in arts participation and donation at different life stages. Understanding these generational differences can help organizations better target, cultivate, and retain patrons over their lifetimes to build a loyal donor base.

1. Developing the Generations
TRG Webinar
April 20, 2011

2. TRG Webinar Contacts
Presenter :
Keri Mesropov, Vice President, Client Services
kmesropov@trgarts.com
Facilitator:
Derek Duncan, Associate Consultant
dduncan@trgarts.com
Moderator:
Joanne Steller
Vice President, Strategic Communications
jsteller@trgarts.com
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3. 3

4. TRG Studies
Transactions
25,000,000
Households
50,000,000
Patron Behaviors
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5. $ for tickets + $ in donations +
Demographic attributes
=
Trends
Profiles
Obstacles
Opportunities

6. TRG’s Pilot Project
• The spark:
– Our work in loyalty development
– Research on behavioral differences between generations
• The target: TRG’s pilot donor study group
– 2010 individual donor households
– 16 organizations
– 51,300 individual donor households
– $75.6 million in donor household revenue for 2010
– Mix of geographic locations nationwide
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7. Advocate /
Investor
Donor
Subscriber
/ Member
Multi
Ticket
Repeat Buyer
Ticket
New Buyer
Single
Ticket
Buyer
7 Patron Evolution

8. New
Single
Ticket
Buyer
8 out of 10
New Buyers
Exit
8 The Unfortunate Reality Today…

9. Retention
secures the
loyalty
continuum
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10. Loyal
customer
as measured by
lifetime value
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11. Four Consumer Generations
• Traditionalists
• Baby Boomers
• Generation X
• Generation Y
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12. Traditionalists
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13. Baby Boomers
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14. Gen X
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15. Gen Y
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16. Urban Land Institute Finding
“Today’s young adults are not getting
the attention they deserve.”
• 35% of Gen Y
are home owners
– 2/3 will own in
next 5 years
• 37% still live at
home or in
college
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17. And…Gen Y’s give
Recent Millennial Donor Report*
• 93% of Gen Y’s surveyed said they gave
$$ to non-profits
– Small gifts to several organizations
• Of those that donated, 58% said largest
gift was $150
(Hold this last thought)
*Download full report http://millennialdonors.com/research/report
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18. A Generational Divide?
Younger HHs:
42% U.S.
Population
Only 17% of
Donor HHs
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19. 2% 15% 45% 38%
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20. 1% 8% 44% 47%
Peaks =
Bequeaths,
Individual
major gifts
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21. 1% 8% 44% 47%
Boomers +
Traditionalists
91% of
revenue
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22. 1% 8% 44% 47%
Life Stages
across
generations:
Giving rises as
age rises.
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23. Median HH Gift: $1,238
1% 8% 44% 47%
$897 $747 $1,207 $1,557
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24. Finding Opportunity
CASE STUDY:
Young Patrons.
Not donors...
YET
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25. Generation Analysis Helps
Identify, know more about patrons to:
• Target and tailor
– Delivery channel
– Messaging and offer
– Timing
• Right-size cultivation by ROI
– Invest where YOUR opportunities are.
– Mindful of life stage now vs. lifetime remaining
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26. Years Remaining to Participate
15 25 35 45 55 65 75 85
Traditionalists:
Baby Boomers:
Gen X:
Gen Y:

27. What’s Next?
Questions for your consideration
• Traditionalists
– Loyal till the end?
– And beyond?
• Boomers
– Retained as they live longer?
– Legacy with you?
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28. What’s Next?
Questions for your consideration
• Will Gen X get into you?
– Who, how many there now?
– What are they doing with you?
• Has Gen Y tried you?
– Who, and what do they say about you?
– Can you go viral on their network?
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29. Concluding Thoughts
• Retention
– Starts with single ticket buyers
• Incorporation
– Generational analysis
• Cultivation
– What’s the appropriate approach given
generational differences?
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30. www.trgarts.com
www.trgarts.blogspot.com