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ACTIONABLE DATA
TO THRIVE ON
2014 THRIVE Conference
Hosted by
Jill Robinson,
President & CEO
TRG Arts
Copyright © 2014 TRG...
What We Do
Patron Results
1. Consulting
Capacity building for sustainable growth
2. Data & Analytics Services
Aggregation,...
Community Networks
22 Markets
1. Data Exchange
Permission-based trading
2. Data Analytics
Arts/cultural ecosystem
People
Your Patrons
DATA
Patron
Relationships
Revenue from
Patron Relationships
But… there’s a lot.
Donor Donor,
subscriber
First time
ticket
buyer
New
subscriber New donor,
Multibuyer
Subscriber,
Used ...
Patron Revenue
How dependent are you on
patrons?
1
% of patron revenue
% of Patron $ to Total $
Source: your budget
Timespan: most recent season/year
revenue from: ticket sa...
% of patron revenue
Recent examples
92%
81%
72%
71%
63%
60%
48%
33%
Single Ticket
Buyers
New
Subscribers
Renewing
Subscribers
Renewing
Subscriber-
Donors
Per Patron
Yield $53.84 $156.05 $341...
Ideas for 2014-15:
• New perspective
• Focus and galvanize
• Prioritize
Active patrons
How many patrons are active?
Is your database growing?
% of Active Patrons
% active in last 2 years
Source: your database or ticketing system
Timespan: 2 most recent seasons or ...
18%
20%
28%
30%
32%
35%
89%
100%
% of Active Patrons
Recent examples
Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW
% of Active Patrons
What it...
Is your database growing?
Current-year patrons
Source: your database or ticketing system
Timespan: last completed year or ...
ACTIVE PATRONS
Declining
0
5000
10000
15000
20000
25000
30000
35000
2008 2009 2010 2011 2012 2013 YTD
Number of Household ...
ACTIVE PATRONS
Growing
0
5000
10000
15000
20000
25000
30000
35000
40000
2009 2010 2011
Number of Households in Database
Su...
Active Patrons
What does it mean?
1. Indicator of organizational health
Note that “health” doesn’t mean growth
2. Ability ...
Active patrons
What to do about it
Make an upgrade plan!
% of Active Patrons
What it means
When? Active patrons
are declining, if you
want to increase % of
active patrons.
Next Step: Reactivate
How? Treat them lik...
4 year retention study
New buyers
SRT achieved second
date in same season
TRIPLED retention rate
Revenue kept growing.
Mor...
When? Active patrons
are declining, if you
want to increase % of
active patrons.
Next Step: Reactivate
How? Treat them lik...
Ideas for 2014-15:
• Reactivation
• First-timer Orientation
• Second date +
What about our buyers?
The magic
of “and”
% of subscriber-donors
How to calculate
Source: your database or ticketing system
Timespan: current year or season
# of su...
% of subscriber-donors
What’s “normal”?
32% or above: Great job!
24-31%: You’re doing fine.
17-23%: On the low side of nor...
% of subscriber-donors
What does it mean?
1. How loyal are your most active patrons?
2. Do you ask subscribers to upgrade ...
453 Super Subscribers
gave $51,100
in four months
70% had no previous
giving history.
More on this case at www.trgarts.com
Per capita revenue
Average Ticket Revenue
Source: ticket revenue reports
Timespan: this year or current season
Per Capita ...
Per Capita Rises
as
Ticket Sales Increase
What does it mean?
Are my prices right?
What to do about it
Revenue management
1. Think about pricing for blockbusters
Which events, dates and times are in
demand...
5 Actionable
Data Points
1. % of Patron Revenue
How dependent are you on patrons?
2. % of Active Patrons
How many patrons ...
5 Actionable
Data Points
4. % of Subscriber-Donors
How loyal are your most active patrons?
5. Per Capita Revenue
How am I ...
ACTIONABLE DATA
TO THRIVE ON
2014 THRIVE Conference
Hosted by
Jill Robinson, President
Copyright © 2014 TRG Arts
All Right...
Actionable Data to Thrive On
Actionable Data to Thrive On
Actionable Data to Thrive On
Actionable Data to Thrive On
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Actionable Data to Thrive On

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Every organization has critical and very accessible database information that provides indicators of growth and sustainability. Jill Robinson, President and CEO of TRG Arts, presented TRG's most actionable Thrive Metrics, telling you how to find these data points and what the research says about using data to stimulate engagement and nurture relationships with patrons.

Jill Robinson presented this session at ArtPride New Jersey's Thrive Conference at Princeton University on June 5, 2014.

Published in: Data & Analytics
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Actionable Data to Thrive On

  1. 1. ACTIONABLE DATA TO THRIVE ON 2014 THRIVE Conference Hosted by Jill Robinson, President & CEO TRG Arts Copyright © 2014 TRG Arts All Rights Reserved
  2. 2. What We Do Patron Results 1. Consulting Capacity building for sustainable growth 2. Data & Analytics Services Aggregation, analysis, direct response counsel 3. Community Data Networks 35 million households
  3. 3. Community Networks 22 Markets 1. Data Exchange Permission-based trading 2. Data Analytics Arts/cultural ecosystem
  4. 4. People Your Patrons DATA
  5. 5. Patron Relationships
  6. 6. Revenue from Patron Relationships
  7. 7. But… there’s a lot. Donor Donor, subscriber First time ticket buyer New subscriber New donor, Multibuyer Subscriber, Used to donate First time ticket buyer, now subscriber Long-time subscriber Donor, board member Donor, Long-time subscriber
  8. 8. Patron Revenue How dependent are you on patrons? 1
  9. 9. % of patron revenue % of Patron $ to Total $ Source: your budget Timespan: most recent season/year revenue from: ticket sales + individual gifts + memberships/subs + events/ galas total revenue (including foundation, corporate, government) ( )
  10. 10. % of patron revenue Recent examples 92% 81% 72% 71% 63% 60% 48% 33%
  11. 11. Single Ticket Buyers New Subscribers Renewing Subscribers Renewing Subscriber- Donors Per Patron Yield $53.84 $156.05 $341.51 $550.42 Cost of Sale 20% 25% 3% 3% Renewal Rates 23% 46% 69% 88% Monetizing Loyalty A performing arts example
  12. 12. Ideas for 2014-15: • New perspective • Focus and galvanize • Prioritize
  13. 13. Active patrons How many patrons are active? Is your database growing?
  14. 14. % of Active Patrons % active in last 2 years Source: your database or ticketing system Timespan: 2 most recent seasons or years Count of households that had any interaction this year and last year Total households in your database 2
  15. 15. 18% 20% 28% 30% 32% 35% 89% 100% % of Active Patrons Recent examples
  16. 16. Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW % of Active Patrons What it means
  17. 17. Is your database growing? Current-year patrons Source: your database or ticketing system Timespan: last completed year or season 3 ( )Single ticket buyers/admissions Subscribers/members Donors Then, compare to last 2-3 years active this year# of
  18. 18. ACTIVE PATRONS Declining 0 5000 10000 15000 20000 25000 30000 35000 2008 2009 2010 2011 2012 2013 YTD Number of Household in Database Donor Nutcracker Single Ticket Buyer Subscriber Total HH
  19. 19. ACTIVE PATRONS Growing 0 5000 10000 15000 20000 25000 30000 35000 40000 2009 2010 2011 Number of Households in Database Subscribers Single Ticket Buyers Donors Education Net
  20. 20. Active Patrons What does it mean? 1. Indicator of organizational health Note that “health” doesn’t mean growth 2. Ability to upgrade loyalty How many are “hot prospects” for a next step? 3. Bringing in enough patrons to replace the ones lost? 4. From there: identify opportunities, challenges.
  21. 21. Active patrons What to do about it Make an upgrade plan!
  22. 22. % of Active Patrons What it means
  23. 23. When? Active patrons are declining, if you want to increase % of active patrons. Next Step: Reactivate How? Treat them like a first timer and a valued patron. When? ALWAYS, but esp. when single ticket buyers are declining Next Step: 2nd Date How? Good orientation, get contact info, invite back promptly
  24. 24. 4 year retention study New buyers SRT achieved second date in same season TRIPLED retention rate Revenue kept growing. More on this case at www.trgarts.com
  25. 25. When? Active patrons are declining, if you want to increase % of active patrons. Next Step: Reactivate How? Treat them like a first timer and a valued patron. When? ALWAYS, but esp. when subscribers/members are declining. Next Step: Add an AND— another show, a small subscription/membership How? Foster further engagement by making the ask When? ALWAYS, but esp. when single ticket buyers are declining Next Step: 2nd Date How? Good orientation, get contact info, invite back promptly
  26. 26. Ideas for 2014-15: • Reactivation • First-timer Orientation • Second date +
  27. 27. What about our buyers? The magic of “and”
  28. 28. % of subscriber-donors How to calculate Source: your database or ticketing system Timespan: current year or season # of subscribers who donated this year Total # of subscribers # of members who donated this year Total # of members 4
  29. 29. % of subscriber-donors What’s “normal”? 32% or above: Great job! 24-31%: You’re doing fine. 17-23%: On the low side of normal. 16% or lower: You have an opportunity here.
  30. 30. % of subscriber-donors What does it mean? 1. How loyal are your most active patrons? 2. Do you ask subscribers to upgrade with a donation? 3. Gauge potential pipeline for major donors And a “super subscriber” program
  31. 31. 453 Super Subscribers gave $51,100 in four months 70% had no previous giving history. More on this case at www.trgarts.com
  32. 32. Per capita revenue Average Ticket Revenue Source: ticket revenue reports Timespan: this year or current season Per Capita Revenues = Total Sales Revenues Total Unit Sales 5
  33. 33. Per Capita Rises as Ticket Sales Increase What does it mean? Are my prices right?
  34. 34. What to do about it Revenue management 1. Think about pricing for blockbusters Which events, dates and times are in demand? 2. Monitor per cap regularly Average per capita for each event and subscription/membership per caps 3. Comps & Discounts Papering is not a business strategy
  35. 35. 5 Actionable Data Points 1. % of Patron Revenue How dependent are you on patrons? 2. % of Active Patrons How many patrons are active? 3. # of Active Patron in each patron category Is your database growing?
  36. 36. 5 Actionable Data Points 4. % of Subscriber-Donors How loyal are your most active patrons? 5. Per Capita Revenue How am I managing revenue through pricing?
  37. 37. ACTIONABLE DATA TO THRIVE ON 2014 THRIVE Conference Hosted by Jill Robinson, President Copyright © 2014 TRG Arts All Rights Reserved

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