Our patrons are our lifeline and inspiration. Without them we wouldn’t exist. How can we forge long lasting relationships and lay the groundwork for success today and in the future? Like a new friendship or romance, a meaningful relationship with your audience doesn’t blossom overnight. In this session, we’ll explore the evolution of patrons and fans and how this process applies to your organization or venue. We’ll discuss actions you can take to foster engagement, evangelism, fundraising and leadership. Regardless of whether you’re encountering a first time buyer, a season pass holder or a longtime supporter, you can learn how to earn and leverage their loyalty – no matter where they are in the process. Attendees will learn: How to build meaningful relationships with patrons Simple ways to turn loyal patrons into brand advocates How to track patron interactions and improve engagement

1. THE EVOLUTION OF A PATRON:
SUMMER FLING TO LONG TERM RELATIONSHIP
ELIZABETH SANTANA | AUGUST 2016

2. 2
Barry’s Story
Deepen relationships
Recognize touch points
Focus on the right
next step
It’s SIMPLE!

3. WHAT MAKES A GREAT
CUSTOMER EXPERIENCE?

4. 4
It’s time
to get
personal!

5. 5
THE AMAZON EFFECT
According to a BloomReach research report,*
87% of respondents said that when retailers
personalize, they are influenced to buy more.
*BloomReach 2016

6. 6
Evolution of a Patron INVESTOR
AND/OR
BOARD
MEMBER
DONOR
SUBSCRIBER
MEMBER
MULTI
TICKET
BUYER
REPEAT
TICKET
BUYERNEW
SINGLE
TICKET
BUYER
*TRG Arts

7. 7
New Single Ticket Buyer
“The First Date”
Data collection is key
– “Can I get your digits?”
Make an extra effort to
make newcomers feel
welcome
Ask them back

8. 8
Repeat Ticket Buyer
“Second Date”
76% of audiences who
attend in any one year, do
not return in the very next
year*
Give them an incentive to
return
Encourage multiple visits
*TRG Survey

9. 9
Multi Ticket Buyer
“It’s Getting Serious”
Encourage upgrades
Give them a taste of
subscriber benefits
Time to pop the question
– “Will you subscribe/become a
member?”

10. 10
Keep the romance alive
with special benefits
Give them a taste of
donorship
Make a personalized ask
Subscriber/Member
“We’re Engaged!”

11. 11
Donor “Married Life”
Donors have higher
expectations.
Thank them quickly and often.
Provide special access
opportunities
– Donor benefits with deeper
engagement at higher levels of
giving

12. 12
Advocate/Investor
“The Golden Anniversary”
Recognize and delight your
most loyal patrons
Ask them to join the family
Cultivate legacy giving

13. 13*Study produced by the Greater Philadelphia Cultural Alliance and TRG Arts
LOYALTY IS CRITICAL TO SUSTAINABILITY
According to a 2014 Patron Loyalty Study,*
Less than 3% of patrons generated over
62% of patron revenue.

14. 14
Are you providing the
romance your attendees
need to stay passionate
about your organization?

15. 15
Primary Keys to Success
Cross-Department Collaboration
– Align goals
– Staff meetings
– Incentives
Data! Data! Data!
– One source of truth
– Know who your patrons are
– Measure loyalty

16. 16
Tools
Groups
Email marketing
Tip Jar Donations
Patron Manager

17. 17
Audience Experience
=
The Sum of all the
Points of Contact
What are your touch points?

18. 18
Where to
Start?

19. 19
FINAL QUESTION
What is one take away from today,
that you can implement tomorrow?

20. 20
Loyalty Strategy
Target Group Goal Touchpoint Measurement
New single ticket
buyers
Get them back for a
second date
Send personalized
email from the
Artistic Director with
offer code
Check e-mail
open rate;
# of ticket buyers
that use offer code

21. 21
Resources
TRG Arts - The Results Group for the Arts (TRG Arts) is a consulting firm
that teaches arts and cultural professionals a patron-based approach to
sustainable revenue.
Matt Lehrman - Audiences Everywhere
Thefifthwall.com - Breaking the Fifth Wall: Rethinking Arts Marketing for
the 21st Century
Arts Reach - The Association Of Arts Management, Marketing &
Development Professionals
The Wallace Foundation - Building Audiences for the Arts

22. THANKS!
ELIZABETH SANTANA
DEVELOPMENT DIRECTOR, PALO ALTO PLAYERS
ESANTANA@PAPLAYERS.ORG