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Thriving on Loyalty:
Love the Ones
You’re With!
Trisha Kirk, Guthrie Theater
Jill Robinson, TRG Arts
Copyright © 2014 TRG ...
People
Your Patrons
Patron
Relationships
Revenue from
Patron Relationships
What We Do
Patron Results
1. Consulting
Capacity building for sustainable growth
2. Data & Analytics Services
Aggregation,...
Studying Patron Loyalty
Patron Loyalty Index
Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or...
Guthrie Theater
Minneapolis, MN
Increased capacity,
strategy for new audiences
Increased capacity,
strategy for new audiences
GUTHRIE THEATER
last 5 years
in previous
building
all 7 years in
new buildi...
Market Factors
Market factors both favorable and challenging
Higher penetration =
expensive to acquire
new patrons
Sources...
Completeness: 94% of records have contact information
Report Card: Database
Size: 445,000 households
• 39% Active in past ...
National
.5-2% HH
20-40% Revenue
5-10% HH
13-38% Revenue
90-95% HH
38-66% Revenue
Wake-up call:
Few Buyers & Advocates
Gut...
Opportunity lies with
EXISTING patrons
“Love the ones you’re with”
Galvanizing team around data
Shift in focus to EXISTING patrons
Actionable data
Not just one-time/ one-use research
Directional
Easily Understood
Ongoing Touchstone
What we’re trying
Cultivating new audiences
Committing to follow-up on new-to-file patrons
to ensure retention of Tryers
A...
BACK
FRONT
BACK
FRONT
What we’re trying
Subscription timing
Guthrie has a short subscription selling
timeframe
Elongating campaign:
• Start acqu...
What we’re trying
Renewal best practices
What we’re trying
Annual fund acquisition
Low subscriber-donor rate
compared to peers:
• Changed annual fund asks
• Market...
Early results
Increased renewal rates
GUTHRIE THEATER
RENEWAL CAMPAIGN COMPARISONS*
2013-14 2014-15 variance
BOTH STAGES, ...
Early results
Increased subscription add-ons
Type # Amount % of # % of $
Additional 160 $17,442 20% 20%
Lapsed 194 $13,614...
Studying Patron Loyalty
Patron Loyalty Index
The first donation
Renewal
New to file
buyers
Value of a Patron
Back to basics
Revenue power of just
2,300 households
2007-11
Households
2009-13
Households
%
change
200...
QUESTIONS?
Thriving on Loyalty:
Love the Ones
You’re With!
Trisha Kirk, Guthrie Theater
Jill Robinson, TRG Arts
Copyright © 2014 TRG ...
Thriving on Loyalty: Love the Ones You’re With!
Thriving on Loyalty: Love the Ones You’re With!
Thriving on Loyalty: Love the Ones You’re With!
Thriving on Loyalty: Love the Ones You’re With!
Thriving on Loyalty: Love the Ones You’re With!
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Thriving on Loyalty: Love the Ones You’re With!

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Jill Robinson, President & CEO of TRG Arts, and Trish Kirk, Director of Marketing & Audience Development of the Guthrie Theater, made this presentation at the 2014 Theatre Communications Group Conference in San Diego.

What happens when data analysis shows that some things you’re doing really well are also impeding future success? If you’re the Guthrie Theater looking at TRG’s loyalty and root cause analysis, you galvanize your whole team around keeping patrons and growing their ongoing support. In this workshop, TRG’s President & CEO Jill Robinson shared the metrics and patron behavior findings that alerted Guthrie and informed change. Trish Kirk, Guthrie’s Director of Marketing & Audience Development, described choices, actions, and new practices Guthrie has undertaken. Learn from Guthrie's experience how putting patron loyalty first can help sustain your theater.

Published in: Data & Analytics
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Thriving on Loyalty: Love the Ones You’re With!

  1. 1. Thriving on Loyalty: Love the Ones You’re With! Trisha Kirk, Guthrie Theater Jill Robinson, TRG Arts Copyright © 2014 TRG Arts All Rights Reserved
  2. 2. People Your Patrons
  3. 3. Patron Relationships
  4. 4. Revenue from Patron Relationships
  5. 5. 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
  6. 6. Studying Patron Loyalty Patron Loyalty Index Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW
  7. 7. Guthrie Theater Minneapolis, MN
  8. 8. Increased capacity, strategy for new audiences
  9. 9. Increased capacity, strategy for new audiences GUTHRIE THEATER last 5 years in previous building all 7 years in new building variance AVERAGE NUMBER OF TICKETS 298,024 402,515 35% AVERAGE REVENUE $7,198,693 $12,646,682 76% AVERAGE AVAILABLE CAPACITY 347,850 524,388 51% AVERAGE % OF CAPACITY UTLIZED 84% 77% -7%
  10. 10. Market Factors Market factors both favorable and challenging Higher penetration = expensive to acquire new patrons Sources: TCG 2010 Theatre Census (peer group of like markets in budget level 6; U.S. Census; Chronicle of Philanthropy’s “How America Gives” study
  11. 11. Completeness: 94% of records have contact information Report Card: Database Size: 445,000 households • 39% Active in past 5 years • 30% Active in past 3 years • 23% Active in past 2 years
  12. 12. National .5-2% HH 20-40% Revenue 5-10% HH 13-38% Revenue 90-95% HH 38-66% Revenue Wake-up call: Few Buyers & Advocates Guthrie Theater .3% HH 16.1% Revenue 3.7% HH 25.7% Revenue 96.1% HH 58.1% Revenue
  13. 13. Opportunity lies with EXISTING patrons “Love the ones you’re with”
  14. 14. Galvanizing team around data Shift in focus to EXISTING patrons
  15. 15. Actionable data Not just one-time/ one-use research Directional Easily Understood Ongoing Touchstone
  16. 16. What we’re trying Cultivating new audiences Committing to follow-up on new-to-file patrons to ensure retention of Tryers A/B testing: • Deadline vs. no deadline • Immediate follow-up vs. waiting a few weeks after attending
  17. 17. BACK FRONT
  18. 18. BACK FRONT
  19. 19. What we’re trying Subscription timing Guthrie has a short subscription selling timeframe Elongating campaign: • Start acquisition campaign 3 weeks earlier • Early Bird renewal: customized email Overlap renewal with acquisition
  20. 20. What we’re trying Renewal best practices
  21. 21. What we’re trying Annual fund acquisition Low subscriber-donor rate compared to peers: • Changed annual fund asks • Marketing-development partnership • Incentives for box office staff 25% vs. 32%
  22. 22. Early results Increased renewal rates GUTHRIE THEATER RENEWAL CAMPAIGN COMPARISONS* 2013-14 2014-15 variance BOTH STAGES, FIXED SEAT 83% 88% 5% THRUST ONLY, FIXED SEAT 80% 83% 3% PROSC ONLY, FIXED SEAT 61% 70% 9% CUSTOM PACKAGES 3% 10% 7% *at same point in campaign, first wave of the campaign has been completed, additional waves to follow
  23. 23. Early results Increased subscription add-ons Type # Amount % of # % of $ Additional 160 $17,442 20% 20% Lapsed 194 $13,614 24% 16% New 121 $7,363 15% 9% Renewal 321 $47,678 40% 55% Total 796 $86,097 Compared to $40,000 for same group last year
  24. 24. Studying Patron Loyalty Patron Loyalty Index The first donation Renewal New to file buyers
  25. 25. Value of a Patron Back to basics Revenue power of just 2,300 households 2007-11 Households 2009-13 Households % change 2009-13 Per Capita Revenue Advocates 416 497 19% 5,401$ Buyers 7,455 6,974 -6% 1,027$ 312,003$ Tryers 183,508 181,695 -1% 284$ 514,892$ TOTAL 826,895$ Assumes maintain all Buyers except those who grow to Advocates
  26. 26. QUESTIONS?
  27. 27. Thriving on Loyalty: Love the Ones You’re With! Trisha Kirk, Guthrie Theater Jill Robinson, TRG Arts Copyright © 2014 TRG Arts All Rights Reserved

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