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1
THE ART OF THE UPGRADE
A TRG Arts Master Class for Blackbaud
MEET TRG ARTS
The Art of the Upgrade
A TRG Master Class for Blackbaud
Hosted by
Jill Robinson
President
Copyright © 2013 T...
Vancouver Recital Society
What We Do
Patron Results
1. Consulting
Capacity building for sustainable growth
2. Data Services
Aggregation, analysis, d...
Loyalty
A Love Story
Why Patron Loyalty?
Increased Investment
1. Strong relationships = lasting revenue
Increasing RFM (recency, frequency, $$$...
Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW
VIP access
& pricing
Better access,
Incentives for
upgrades, adds
Least attractive
access, incentives
to upgrade
What’s an upgrade?
Action Next Step
Buy a ticket
Buy a small
subscription or
membership
Renewing
subscriber or
member
Buy ...
Two critical turning points
LOYALTY TRENDS
From Integrated Data
1. See patterns
2. Develop segmentation
3. Cultivate meaningfully
TRYER UPGRADE
A second date
Largest numbers
Long-lapsed patrons
New-to-file patrons
• Second, multiple attendance
• Same s...
Next Step: Reactivate
Message: “Welcome
back”
How? Treat them like a
first timer and a valued
patron.
Next Step: Come back...
GET ENGAGED
Upgrades to grow loyalty
Focus: Harness the power of “AND”
Include: All organizational assets
• Multiple atten...
Add a donation
Renew Flex to Full
Renew & Upgrade
Single Ticket
Buyers
New
Subscribers
Renewing
Subscribers
Renewing
Subscriber-
Donors
Per Patron
Yield $53.84 $156.05 $341...
More on this case at www.trgarts.com
453 Super Subscribers
Gave $51,100
in Four Months
65% first timers, subscribers
of 5 ...
ART of the UPGRADE
Every patron’s next step
Make a plan for every patron type
Focus first on biggest opportunities
• Consi...
UPGRADING
Everyone’s job
LOYAL
PATRONS
Marketing
Box
Office
Development
8/29/2013 Footer 30
QUESTIONS
Contact Us
TRG Arts Blackbaud
E: LetsTalk@trgarts.com E: Solutions@blackbaud.com
P: 719.686....
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
The Art of the Upgrade: A TRG Master Class for Blackbaud
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The Art of the Upgrade: A TRG Master Class for Blackbaud

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With each ticket sale or donation transaction, you gain important information that can help you develop long, strong relationships with your patrons. The patron loyalty experts at the consulting firm TRG Arts say this process is like a love story. You meet a patron when they first come through your doors. What happens next depends on what action you take. These slides cover transactions that are turning points in a patron relationship and specific cultivation tactics your marketing, ticket office, and development colleagues will want to adopt.

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The Art of the Upgrade: A TRG Master Class for Blackbaud

  1. 1. 1 THE ART OF THE UPGRADE A TRG Arts Master Class for Blackbaud
  2. 2. MEET TRG ARTS The Art of the Upgrade A TRG Master Class for Blackbaud Hosted by Jill Robinson President Copyright © 2013 TRG Arts All Rights Reserved
  3. 3. Vancouver Recital Society
  4. 4. What We Do Patron Results 1. Consulting Capacity building for sustainable growth 2. Data Services Aggregation, analysis, direct response counsel 3. Community Data Networks 35 million households
  5. 5. Loyalty A Love Story
  6. 6. Why Patron Loyalty? Increased Investment 1. Strong relationships = lasting revenue Increasing RFM (recency, frequency, $$$) 2. How? Upgrade Ask the patron to take the right next step 3. First: Data
  7. 7. Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW
  8. 8. VIP access & pricing Better access, Incentives for upgrades, adds Least attractive access, incentives to upgrade
  9. 9. What’s an upgrade? Action Next Step Buy a ticket Buy a small subscription or membership Renewing subscriber or member Buy another ticket Buy a full series subscription or larger membership Add on donation or events
  10. 10. Two critical turning points
  11. 11. LOYALTY TRENDS From Integrated Data 1. See patterns 2. Develop segmentation 3. Cultivate meaningfully
  12. 12. TRYER UPGRADE A second date Largest numbers Long-lapsed patrons New-to-file patrons • Second, multiple attendance • Same season • More retention + lower attrition = GROWTH • Must have: patron contact information LOVE OR LOSE THEM
  13. 13. Next Step: Reactivate Message: “Welcome back” How? Treat them like a first timer and a valued patron. Next Step: Come back Message: “Welcome— thanks for joining us” How? Make the first time the best possible. Next Step: Come back again Message: “Thanks, and might you wish to _____?” How? Foster further engagement by making the ask
  14. 14. GET ENGAGED Upgrades to grow loyalty Focus: Harness the power of “AND” Include: All organizational assets • Multiple attendance AND • A range of activities • The more they buy, the more they buy • Engaged patrons stick
  15. 15. Add a donation Renew Flex to Full Renew & Upgrade
  16. 16. 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% How valuable is loyalty? A performing arts example
  17. 17. More on this case at www.trgarts.com 453 Super Subscribers Gave $51,100 in Four Months 65% first timers, subscribers of 5 or fewer years, or patrons returning after lapsing. 70% no giving history.
  18. 18. ART of the UPGRADE Every patron’s next step Make a plan for every patron type Focus first on biggest opportunities • Consider the whole picture • Choose efforts you can do best • Collaboration gets the best results • Learn to up-sell
  19. 19. UPGRADING Everyone’s job LOYAL PATRONS Marketing Box Office Development
  20. 20. 8/29/2013 Footer 30 QUESTIONS Contact Us TRG Arts Blackbaud E: LetsTalk@trgarts.com E: Solutions@blackbaud.com P: 719.686.0165 P: 800.443.9441 W: www.trgarts.com W: www.blackbaud.com

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