This document discusses strategies for increasing patron loyalty and donations through targeted "upgrades." It defines upgrades as asking patrons to take the next step, such as renewing a membership at a higher level, adding an additional donation, or attending more events. The document outlines how upgrades can be identified through data analysis to recognize patterns. It provides examples of increasing yields from single ticket buyers to renewing subscriber-donors. The key is engaging patrons at multiple touchpoints and across organizational assets. Effective upgrading requires having a plan for every patron type and focusing first on the biggest opportunities to cultivate meaningful relationships and growth.
Thriving on Loyalty: Love the Ones You’re With!TRG Arts
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.
This presentation was given by Anita Hansen of TRG Arts and Charlie Wade, consultant and former director of marketing, Atlanta Symphony at the 2013 Association of California Symphony Orchestras Conference.
Description:
Talk about a changing universe! What does the future hold if subscriptions are truly a thing of the past? Current thinking postulates that a long-term decline in audience commitment is inevitable. A meteoric shower of “one-time” promotions and discounts – crowdsourcing, Goldstar, Fill-A-Seat, Living Social – has captivated the general public and given us options for filling our venues. But is this solution sustainable? Let’s assess the situation and determine if belief in accepted prevailing societal trends will lead to an ever-downward spiral to obscurity. Identify the “hidden” and unique performance assets you already possess to cultivate patron loyalty and grow participation. Perhaps there’s a way to re-create a winning game with new awareness of how to play.
While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s keeping the patrons we have--and increasing their loyalty to our organizations.
Loyalty can be achieved when a patrons’ passion for the arts is activated. Strategies that promote loyalty involve common-sense measures to draw in "newbies" and deepen relationships among first- and long-time patrons. Best practices focus on increasing patron satisfaction and, in turn, ongoing revenue. The 5th Avenue Theatre, in collaboration with TRG Arts, is building a wholly new model of audience engagement, centered on this view of patron loyalty.
5th Avenue Theatre’s Vice President of Marketing and Communications Sean Kelly and TRG’s Senior Consultant Laura Willumsen lead this webinar, which focuses on the benefits of viewing patron interactions through the lens of their lifetime loyalty to your organizations. You’ll learn:
● why loyalty is the only sustainable model for revenue growth
● what makes a targeted, purposeful loyalty strategy different from more general audience engagement programs
● about the specific techniques Kelly and Willumsen used to drive retention, as well as increase engagement and revenue at 5th Avenue Theatre
Would you like season tickets with that? The Art of the UpgradeTRG Arts
For cultural institutions, the box office is not just the place where ticket orders are passively taken. It plays an active role in growing revenue by developing loyalty. Every time a patron logs in, calls, or visits to buy a ticket, the opportunity exists for them to upgrade and deepen their relationship with the organization. With the right training, the box office can become experts on how to cultivate patron relationships and keep audiences coming back for more.
TRG President & CEO Jill Robinson presented this session at the 2015 InTix conference in Denver with Jeremy Scott of Seattle Repertory Theatre and Molly Riddle Wink of Denver Art Museum.
Patron Development: Preparing a path from first ticket to planned giftTRG Arts
A patron’s loyalty is built step-by-step with each interaction with your organization. TRG is a data-driven consulting firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue and discussed patron segmentation strategies and proven practices for closing the gap between subscribers and donors.
The death of the subscription has been greatly exaggeratedTRG Arts
Let’s face it; the subscription has been uncool for years. While disruptive technologies and changing arts consumer behavior have transformed the way arts managers see their business model, the subscription has declined and stagnated. “Subscriptions are dead” is now conventional wisdom in our industry.
But, if subscriptions were truly dead, wouldn’t they have just disappeared by now? Inconveniently, subscriptions incentivize loyalty and provide sustainable revenue that's difficult to find elsewhere in any audience-centered business model. Many organizations that have tried to innovate in this area have found themselves in a state of subscription emergency.
The fact is, subscriptions are still viable, but selling them today requires a different mindset than it did 5, 10, or 20 years ago. While it takes work to rescue and resuscitate your subscription program, it's achievable and you already have many of the tools you need to do it. In this webinar, CEO & President Jill Robinson presented:
- Evidence that subscription survives and, yes, even thrives at arts organizations today
- How subscription can build loyalty among audiences
- What it takes in 2015 to rescue your subscription program
All in: Building patron loyalty through teamworkTRG Arts
Think audience development is marketing’s job? Think again. All departments play a critical role in retaining and cultivating patron relationships. In order to make a patron-centered business model work, all departments—including ticketing and patron services, artistic staff, development, and executive leaders—must align their objectives with that of patron loyalty.
In this session, presented at the 2016 Chamber Music America conference in New York City, both executives and staff members will reexamine how they lead and collaborate on initiatives that create lasting patron relationships. TRG's VP of Client Development Lindsay Anderson looked at how cross-departmental campaigns build loyalty, how a sales orientation in the patron services department can bolster marketing-development collaboration, and how artistic programming can also factor into loyalty-building.
Thriving on Loyalty: Love the Ones You’re With!TRG Arts
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.
This presentation was given by Anita Hansen of TRG Arts and Charlie Wade, consultant and former director of marketing, Atlanta Symphony at the 2013 Association of California Symphony Orchestras Conference.
Description:
Talk about a changing universe! What does the future hold if subscriptions are truly a thing of the past? Current thinking postulates that a long-term decline in audience commitment is inevitable. A meteoric shower of “one-time” promotions and discounts – crowdsourcing, Goldstar, Fill-A-Seat, Living Social – has captivated the general public and given us options for filling our venues. But is this solution sustainable? Let’s assess the situation and determine if belief in accepted prevailing societal trends will lead to an ever-downward spiral to obscurity. Identify the “hidden” and unique performance assets you already possess to cultivate patron loyalty and grow participation. Perhaps there’s a way to re-create a winning game with new awareness of how to play.
While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s keeping the patrons we have--and increasing their loyalty to our organizations.
Loyalty can be achieved when a patrons’ passion for the arts is activated. Strategies that promote loyalty involve common-sense measures to draw in "newbies" and deepen relationships among first- and long-time patrons. Best practices focus on increasing patron satisfaction and, in turn, ongoing revenue. The 5th Avenue Theatre, in collaboration with TRG Arts, is building a wholly new model of audience engagement, centered on this view of patron loyalty.
5th Avenue Theatre’s Vice President of Marketing and Communications Sean Kelly and TRG’s Senior Consultant Laura Willumsen lead this webinar, which focuses on the benefits of viewing patron interactions through the lens of their lifetime loyalty to your organizations. You’ll learn:
● why loyalty is the only sustainable model for revenue growth
● what makes a targeted, purposeful loyalty strategy different from more general audience engagement programs
● about the specific techniques Kelly and Willumsen used to drive retention, as well as increase engagement and revenue at 5th Avenue Theatre
Would you like season tickets with that? The Art of the UpgradeTRG Arts
For cultural institutions, the box office is not just the place where ticket orders are passively taken. It plays an active role in growing revenue by developing loyalty. Every time a patron logs in, calls, or visits to buy a ticket, the opportunity exists for them to upgrade and deepen their relationship with the organization. With the right training, the box office can become experts on how to cultivate patron relationships and keep audiences coming back for more.
TRG President & CEO Jill Robinson presented this session at the 2015 InTix conference in Denver with Jeremy Scott of Seattle Repertory Theatre and Molly Riddle Wink of Denver Art Museum.
Patron Development: Preparing a path from first ticket to planned giftTRG Arts
A patron’s loyalty is built step-by-step with each interaction with your organization. TRG is a data-driven consulting firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue and discussed patron segmentation strategies and proven practices for closing the gap between subscribers and donors.
The death of the subscription has been greatly exaggeratedTRG Arts
Let’s face it; the subscription has been uncool for years. While disruptive technologies and changing arts consumer behavior have transformed the way arts managers see their business model, the subscription has declined and stagnated. “Subscriptions are dead” is now conventional wisdom in our industry.
But, if subscriptions were truly dead, wouldn’t they have just disappeared by now? Inconveniently, subscriptions incentivize loyalty and provide sustainable revenue that's difficult to find elsewhere in any audience-centered business model. Many organizations that have tried to innovate in this area have found themselves in a state of subscription emergency.
The fact is, subscriptions are still viable, but selling them today requires a different mindset than it did 5, 10, or 20 years ago. While it takes work to rescue and resuscitate your subscription program, it's achievable and you already have many of the tools you need to do it. In this webinar, CEO & President Jill Robinson presented:
- Evidence that subscription survives and, yes, even thrives at arts organizations today
- How subscription can build loyalty among audiences
- What it takes in 2015 to rescue your subscription program
All in: Building patron loyalty through teamworkTRG Arts
Think audience development is marketing’s job? Think again. All departments play a critical role in retaining and cultivating patron relationships. In order to make a patron-centered business model work, all departments—including ticketing and patron services, artistic staff, development, and executive leaders—must align their objectives with that of patron loyalty.
In this session, presented at the 2016 Chamber Music America conference in New York City, both executives and staff members will reexamine how they lead and collaborate on initiatives that create lasting patron relationships. TRG's VP of Client Development Lindsay Anderson looked at how cross-departmental campaigns build loyalty, how a sales orientation in the patron services department can bolster marketing-development collaboration, and how artistic programming can also factor into loyalty-building.
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud
Blackbaud NetCommunity Grow is a one-stop shop solution you can’t find anywhere else. Benefit from our web design expertise, targeted content, strategic eMarketing program, and advanced email features that create a truly interactive and impactful online experience. You won’t believe the results customers are seeing. Join us to find out what it can do for you!
The Future of Online Giving - Are You Awake?Blackbaud
Although author/columnist Malcolm Gladwell discredits social media for facilitating the revolutions we are currently seeing around the world, we disagree. Come find out how the future of social media is being played out across our nonprofit landscape. Learn from advanced case studies and groundbreaking research, and take a glimpse into where fundraising in social media is heading in the future.
Patron relationships matter more in 2013 because the arts landscape is “ more like shifting sand than fertile soil,” said Jill Robinson, President, at the TRG Arts May 7 webinar, Plant Loyalty Now. The higher the portion of patron-centric revenue is, “the more organizations need to focus on, invest in, and partner with patrons to sustain income. The webinar offered strategic tactics around starting campaigns early, building on blockbusters, and patron upgrades at every level engagement.
Play it Again, Sam: Monthly Giving Programs for Sustaining Donations "As Time...hjc
Speakers: SPEAKERS: Wendy Marinaccio Husman, Donordigital, Drew Seman, Senior Manager of Fundraising and Outreach, Ocean Conservancy
This session will highlight efforts you can take to grow your organization's monthly donor program. We’ll feature examples from The Ocean Conservancy, No Kid Hungry, and other nonprofits representing a variety of organization and sustainer program sizes. Learn strategies for monthly donor recruitment, upgrades, retention, and reinstatement; gather ideas for sustainer campaigns and conversion tactics; and come away with some information you can put to use right away.
Parachute Digital showcase 5 things charities and non-profits can do to create online donation pages that deliver real revenue.
1. Keep the form to one page with minimal fields
2. Make it easy to use on mobile devices
3. Chunk the content
4. Make sure the form is safe and data is validated
5. Be grateful and say thank you well
Safeguarding trust with our audiences | The future of engagement conference |...CharityComms
Rezina Chowdhury, insight and planning manager, marketing directorate, Public Health England and Aliya Mirza, research manager, Ipsos MORI
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Building an audience strategy from the ground up. Audience strategy conferenc...CharityComms
Al Scott, head of marketing, Anthony Nolan
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Speaker: Stephen Mills, Director, BDRC Continental - Sharing insights from our recent study among small and medium level donors within the culture, heritage and leisure arena. How can we more effectively engage this important group? How can we increase the ROI on our fundraising investments? How can we best segment these donors?
Magic matters | The future of engagement conference | 25 April 2018CharityComms
Roger Lawson, consultant, Roger Lawson Consulting
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
SPEAKERS: Heather McLean, hjc, Brian Walsh, Oracle
Is your nonprofit struggling to get your donor to make a second gift? Has your nonprofit thought about integrating a multi-channel presence to reach your donors? You can’t ignore it: a one-channel touch point just isn’t cutting it anymore and donor communication preferences are becoming more complex and demanding. This exciting session will explore a new and innovative way of thinking when it comes to attracting, motivating, and retaining your donor base through different touchpoints. Using best practices and up-to-date case studies that introduce the new Oracle methodology, Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence.
Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
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.
Actionable Audience Data: 5 Metrics to Thrive OnTRG Arts
Today's database, ticketing, and CRM systems can tell administrators nearly everything they could possibly want to know about patrons. More data isn't necessarily helpful, though. Studying everything can distract administrators from the metrics on which they need to focus to grow audiences and revenue. In this 90-minute intensive, Anita Hansen, Senior Consultant at TRG Arts, will explain how your organization can stop studying every metric and focus on the most critical indicators of growth and sustainability. You’ll learn how to find the five most actionable Thrive Metrics in your own data, what they say about your organization’s health, and how to act on the data to engage and cultivate patrons. This intensive session was presented by Senior Consultant Anita Hansen at the fall 2014 Arts Reach National Arts Marketing, Development & Ticketing Conference in Los Angeles.
Blackbaud NetCommunity Grow: Integrated Strategy, Technology, and Impact Blackbaud
Blackbaud NetCommunity Grow is a one-stop shop solution you can’t find anywhere else. Benefit from our web design expertise, targeted content, strategic eMarketing program, and advanced email features that create a truly interactive and impactful online experience. You won’t believe the results customers are seeing. Join us to find out what it can do for you!
The Future of Online Giving - Are You Awake?Blackbaud
Although author/columnist Malcolm Gladwell discredits social media for facilitating the revolutions we are currently seeing around the world, we disagree. Come find out how the future of social media is being played out across our nonprofit landscape. Learn from advanced case studies and groundbreaking research, and take a glimpse into where fundraising in social media is heading in the future.
Patron relationships matter more in 2013 because the arts landscape is “ more like shifting sand than fertile soil,” said Jill Robinson, President, at the TRG Arts May 7 webinar, Plant Loyalty Now. The higher the portion of patron-centric revenue is, “the more organizations need to focus on, invest in, and partner with patrons to sustain income. The webinar offered strategic tactics around starting campaigns early, building on blockbusters, and patron upgrades at every level engagement.
Play it Again, Sam: Monthly Giving Programs for Sustaining Donations "As Time...hjc
Speakers: SPEAKERS: Wendy Marinaccio Husman, Donordigital, Drew Seman, Senior Manager of Fundraising and Outreach, Ocean Conservancy
This session will highlight efforts you can take to grow your organization's monthly donor program. We’ll feature examples from The Ocean Conservancy, No Kid Hungry, and other nonprofits representing a variety of organization and sustainer program sizes. Learn strategies for monthly donor recruitment, upgrades, retention, and reinstatement; gather ideas for sustainer campaigns and conversion tactics; and come away with some information you can put to use right away.
Parachute Digital showcase 5 things charities and non-profits can do to create online donation pages that deliver real revenue.
1. Keep the form to one page with minimal fields
2. Make it easy to use on mobile devices
3. Chunk the content
4. Make sure the form is safe and data is validated
5. Be grateful and say thank you well
Safeguarding trust with our audiences | The future of engagement conference |...CharityComms
Rezina Chowdhury, insight and planning manager, marketing directorate, Public Health England and Aliya Mirza, research manager, Ipsos MORI
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Building an audience strategy from the ground up. Audience strategy conferenc...CharityComms
Al Scott, head of marketing, Anthony Nolan
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Speaker: Stephen Mills, Director, BDRC Continental - Sharing insights from our recent study among small and medium level donors within the culture, heritage and leisure arena. How can we more effectively engage this important group? How can we increase the ROI on our fundraising investments? How can we best segment these donors?
Magic matters | The future of engagement conference | 25 April 2018CharityComms
Roger Lawson, consultant, Roger Lawson Consulting
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
SPEAKERS: Heather McLean, hjc, Brian Walsh, Oracle
Is your nonprofit struggling to get your donor to make a second gift? Has your nonprofit thought about integrating a multi-channel presence to reach your donors? You can’t ignore it: a one-channel touch point just isn’t cutting it anymore and donor communication preferences are becoming more complex and demanding. This exciting session will explore a new and innovative way of thinking when it comes to attracting, motivating, and retaining your donor base through different touchpoints. Using best practices and up-to-date case studies that introduce the new Oracle methodology, Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence.
Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
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.
Actionable Audience Data: 5 Metrics to Thrive OnTRG Arts
Today's database, ticketing, and CRM systems can tell administrators nearly everything they could possibly want to know about patrons. More data isn't necessarily helpful, though. Studying everything can distract administrators from the metrics on which they need to focus to grow audiences and revenue. In this 90-minute intensive, Anita Hansen, Senior Consultant at TRG Arts, will explain how your organization can stop studying every metric and focus on the most critical indicators of growth and sustainability. You’ll learn how to find the five most actionable Thrive Metrics in your own data, what they say about your organization’s health, and how to act on the data to engage and cultivate patrons. This intensive session was presented by Senior Consultant Anita Hansen at the fall 2014 Arts Reach National Arts Marketing, Development & Ticketing Conference in Los Angeles.
Maria Del Amo and Steve Miller presented in a webinar sponsored by NAFCU Services new strategies to onboard new members. We took a look at current trends in the creidt union space and offer insight on how to maximize Credit Union's communications efforts to attract, retain and grow their membership.
Membership Marketing for Botanical Gardens, Acquiring and Servicing members with direct mail, telemarketing, social media, digital marketing, two successful garden case studies
Engage Donors Year Round with Social DataAttentive.ly
After investing so heavily in converting someone into a donor in the first place, it’s important to retain their support--yet retention of online donors can be surprisingly low, especially for first-time donors. And with nonprofits (and businesses) sending more email and social messages than ever before, your communications have to spark the interests of your fans and donors and need to be sent when your issues are top of mind.
The holy grail of social media is the conversion of conversational value into economic gains.
Marketers and advertisers are still “pushing” intrusive messages as the common means of propagating their offerings. Even when the data strongly suggest that these methods are inefficient and not considered “social” the massive spending on old methods continues. The holy grail of the next social paradigm shift will be finding innovation that can monetize interaction for all parties while enabling social engagement.
Has The Innovation Arrived?
Reimagining Museum Loyalty in a Data-Driven WorldTRG Arts
This session, presented at the 2013 AAM conference in Baltimore, explored an established enterprise model—loyalty through customer relationship management—and reimagine it for our museums. Designed to provoke thought-leadership for museum CEOs, COOs, department heads, as well as across functional areas, this presentation will spotlight practical steps for increasing museum loyalty and reaping the results. Presenters included: Jill Robinson, Suzette Sherman, and Heather Calvin, Associate Vice President, Visitor Services and Membership at Boston's Museum of Science.
Converting Online Campaigners into DonorsCare2Team
*Watch or download the full webinar (with audio and slides) at: http://bit.ly/convert2donors
Online campaigners are an increasingly important source of new donors for many organisations.
How can your organisation rapidly grow its base of online campaigners, and effectively convert them into donors?
Watch this free webinar to learn how Greenpeace UK, leveraging tools provided by Engaging Networks, and multichannel donor outreach, has excelled in turning campaigners into campaigning donors:
"Converting Online Campaigners into Donors"
In this webinar you will learn:
-Keys for bringing people into the fold through powerful email messaging
-Ways to deepen campaigner engagement and commitment
-Tactics for converting donors online and offline
-Listen to what people are saying online, remarket to them, and improve your campaign results
Philanthropy by the Numbers: The story behind the statsBlackbaud
In our latest edition of npEXPERTS, top thought leaders from across the industry share their perspective on the latest trends and what's next for the social good industry.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
6. 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
9. 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
15. VIP access
& pricing
Better access,
Incentives for
upgrades, adds
Least attractive
access, incentives
to upgrade
16. 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
22. 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
23. 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
24. 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
27. 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.
28. 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
30. 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
Editor's Notes
Ryan: I’m pleased to introduce Jill Robinson, president of the consulting firm TRG. Jill leads TRG’s day-to-day operations and service to the arts and cultural industry. TRG focuses on measurable, sustainable revenue results. That focus, led by Jill, has generated hundreds of millions in revenue — earned and contributed — for clients. Jill developed TRG's counsel on patron loyalty, bringing together colleagues across organization departments to build stronger, longer patronage. Jill makes frequent appearances at national arts conferences and is a contributor to TRG’s blog Analysis from TRG Arts
Jill: Hello and welcome.I’m so delighted to be here with you today. We were honored to be asked to do this special Master Class webinar for Blackbaud on how the concept of an “upgrade” can make your patron relationships stronger and longer. I know for many of you, this is your first time at a webinar led by TRG. So first, let me say a few words about TRG and our counsel.
At TRG, we use data to helpclients achieve results. TRG Arts was founded in 1995 by our latefounder – and my business partner – Rick Lester. Our firm has grown on pioneering strategies in pricing and loyalty that today have become proven in the results our clients achieve.We are based in Colorado Springs, Colorado with 35 team members, each focused on providing guidance and solutions that are patron-based for sustainable loyalty of patrons and sustainable revenue from those patrons. At TRG, we use the word “patron” for any PERSON engaged with an organization—visitors, ticket buyers, members, donors, event attendee) When you hear me say “patron”, know that I mean any PERSON engaged with any type of arts and entertainment organization—visual or performing arts; seated event or general admission.
We’ve worked with about 1,200 organizations in arts and entertainment over nearly two decades, in three countries: in the United States…these are some of our marquee clients…
….in Canada, where our presence has expanded over the past few years, and in Australia.
What we do at TRG falls into 3 areas…
Our firm is the largest provider of community data networks in the US – 20 in all and located across the United States, with New York City coming on as network number 21 in 2014. You heard me say that we are a “data-informed” consulting firm. In fact, data informs every strategic solution we offer at TRG, and enhances the expert knowledge of the staff team on which TRG is built. We have a catbird seat from the data networks we manage to observe some 35 million arts consumers and their transactions. We study and learn who is investing in the arts, how, when, and where. We are constantly working to harness the power of this data to develop client solutions and to benefit industry knowledge for very practical operational applications.
At TRG we often compare arts organizations’ patron relationships to dating. It’s rather like a love story that goes like this: You meet a patron when they first come through your doors. What happens next can be a one night stand or a long, committed relationship. Together, you have a great first date—or a dud. You decide to call the next week to ask on a second date—or not. It all depends on what action you take to keep the romance going.We compare patron relationships to a romance because it IS passion-based connection. It’s about a patron’s love for the art, and for the organization that presents the arts they love. Like any good relationship, its strength depends on LOYALTY.
What do I mean when I say loyalty? We don’t mean loyalty is a kum-bah-yah emotional experience. It can be measured. And, we always say: what can be measured can be managed.Patron Loyalty is the measure of patron investment in your organization. Put simply, the stronger the connection with the patron, the more revenue for your organization--whether that revenue comes in through the box office, marketing, or development teams. With every patron transaction, we can measure increases in three factors, R F M: Recency, frequency, and monetary valueHow do we increase R F M? The best way to increase loyalty is to ASK the patron to take the right next step with you. That’s what we call upgrading. That right next step is different for each patron. And the right next step is informed by information in your database.
Your audience has already written the plot line for their love story with your organization. Every record tells an individual’s story of ticket-buying, subscription, membership, donation, and more. This, of course, is where good data collection, hygiene and keeping that data in a good system become absolutely critical. Your caretaking of data is vital to loyalty and therefore vital to the health of your patron relationship. Let’s talk about what we typically see in a patron record as the sparks fly and a patron love story develops.[Photo by Todd Huffman http://www.flickr.com/photos/oddwick/2126909099/ ]
Almost every patron in your database begins as a new ticket buyer.-If they enjoy their “first date” with you, they’ll come back-The plot thickens if and when the patron buys twice in the same season or year. We call that a “multi-buyer”-When the romance goes to the Subscriber or Membership level, this is almost akin to getting engaged.-Donation: that’s like getting married, because once you have each other, and, if the relationship is well-developed and cared for, you often have them for life.-Finally, Advocate/Investor: that’s like celebrating a golden anniversary. Not many get here, but these relationships are worth their weight in gold. This evolution of patron development is a series of largely incremental “next steps” – each involving more active, more frequent, more current transactions that – cumulatively –represent longer, greater patron investments.
You’ll notice that we are very specifically saying that to get here (ADVOCATE)You cannot start here (DONOR)Or even here (SUBSCRIBER)
Twodecades of arts consumer behavior research tells us loud and clear:Subscriber or Members and especially Donors are MADE not FOUNDMost – 9 out of 10 – start here (new single ticket buyer)As a new or reactivated single ticket buyer who then comes back for a second date and subsequent, more frequent get-togethers.Why do we say that?
Loyalty can be viewed through the lens of what we call the Advocate, Buyer, Tryer Model.We can sort patron development steps into three more general categories.The layout of the pyramid demonstrates why upgrading is important.The tryers portion is the largest because the vast majority of the people in your database are tryers – lapsed and new single ticket buyers. Sadly, most tryers never become Buyers, which is why the buyers and advocates section is so much smaller? About 4 out of 5 of those tryers come once and never come back. That base of Tryers is unstable and left untended, it’s going to be the source of decline in your organization.
Getting that second ticket purchase—or any other upgrade--is vitally important to loyalty. It cements relationships, creating stronger bonds that can sustain you.
There is an upgrade for every patron at every phase of their relationship with your organization.Here are just a few examples of upgrading.-IfI’ve just bought a ticket or an admission to your exhibit, the next step is to get me back again – to buy another ticket.-If I’ve attended multiple times through several ticket purchases or a flexible subscription or entry level membership, my next step in our relationship may be a full series subscription or a higher level membership package-By the time I’ve been a subscriber or member for a couple of seasons, I’m ready for deeper engagement – we’re going steady now –ask me to add on a donation, or a ticket to a special performance, exhibit or Gala.
Looking back at our ABT pyramid, we see that there are two critical upgrades that are turning points in a patron relationship. First, moving aTryer to Buyer. Most often, this occurs in year two or three of a relationship, after a first time patron buys a second admission the same year and then again in a subsequent year. The turning point upgrade to Buyer status is the patron’s investment in something more—a subscription, membership, maybe even a class or special program.The second turning point is the all-important move from Buyer to Advocate. Here, the numbers are fewer, but the revenue stakes are higher. At this stage in the Buyer relationship, the patron becomes what we call a “Donor-ready patron”. Buyers – and their donor readiness --come in many different profiles, as we’ll see next.
This is a detail from one of TRG’s Advocate, Buyer, Tryer Analysis for a large symphony orchestra client. The chart is read horizontally left to right, beginning with the “PLI Rank” number (small circles).The blue lines divide the chart into four sections. (big circles) Each sections represents one patron household in the Buyer category of the database for a major orchestra. The dollar numbers are large because this orchestra offers a lot of product, a multi-million dollar revenue stream, and a huge database of many thousand households. This is also a snapshot of five years, not the entirety organizational history which goes back more than 100 years.
In this snapshot, we are identifying four patron households by rank – rank is the numbers you see here: #517, #585, #1037, and #2480. Their rank is a cumulative score we derived from analysis of the timing, frequency and dollar investment of each household’s transactions over the five-year period. For today’s purposes we are going to look at some key points.First, know that what each of these Buyer households have in common is their “and” behavior – they have done this AND this AND that. Or, they have transactions in this year AND this year AND this year, and so on. The top three have recent total annual investment levels of about $6,000 – But look at the differences in when and how they invested. Ask yourself: how would you be viewing this patron?
Patron #517 consistently buys a boatload of single tickets, and makes a small donation, but does not subscribe. We’d bet that the box office knows this patron by name because they are in the house so regularly. But does the development department know about this household? On paper, this is a $150 donor. Consider what a cultivation conversation with this loyal attendee might yield in the way of a next step. Might a larger donation make this patron eligible for a ticket concierge service that facilitates their frequent seat requests? Or develop an understanding about how this patron might share their love of music with others? Now look at a similarly-ranked patron #585. They have five consecutive years of consistent contributed gifts and no ticket activity. Is this a gala sponsor that’s not emotionally attached to the art on stage? What is their next step?How about patron number #1037? Here’s a more recently active single ticket buyer and subscriber – a patron who is in the house often. In two of their three active seasons, this patron gave $1,000 but not in 2011 – yet, their ticket spending increased in 2011. How was this patron cultivated? Did marketing and development compete for this patron’s investment and development “lost?” – that’s the way we sometimes hear these stories told. Or, were requests of this patrons not well coordinated?Similar questions might be asked about patron 2480. Look at their up and down investment pattern. This patron’s spending is at the $2,000 per year level and inclusive of several campaigns until 2011 – when all their investment went into single tickets. That’s a lot of information to take in, so let me distill a couple of key take-aways from this TRG Patron Loyalty analysis.
Loyalty trends are found in integrated data. By that we mean transactional information on each patron that details ALL they do with an organization, across their entire personal relationship with your organization. When you look at the whole patron relationship in its entirety, you can:1. See patterns. In the universe of Buyer relationships, you’ll find groups of patrons with similar behavior patterns. 2. Patterns allow you to develop segmentation so you can cultivate groups of patrons into next steps, AND [CLICK]3. Because you’ll understand current behavior, you’ll be able to cultivate groups of patrons into longer, stronger engagement that is meaningful to them. This is evidence-based patron development. You’re not guessing that the first step toward philanthropy is membership. Or annual fund. You are following data to discover the "and" behavior of a Buyer—and putting yourself in the position of growing engagement incrementally over time. [CLICK]
To build loyalty, we really have to start at the bottom of our Advocate, Buyer, Tryer pyramid, with Tryers. Remember, Tryers are the largest group of patrons in your database. Operationally, you can identify your TRYERS in your ticketing system in transactional terms. They are lapsed or new patrons and almost every single one is a single-ticket-buyer or has been. So…You’ll have patrons who have lapsed and haven’t done anything with you in two years or more. …..You’ll have brand new-to-file buyers – there will be a lot of them, especially after your most popular, highest-selling programs. Most of them – between 65-80 percent according to our research --will never come back unless you do something to get them to stick. When you get a new patron or long-lapsed patron to come back a second time in the same season, you are on your way to building loyalty.Getting that second date – RETAINING a new or reactivated patron – lowers attrition. And, the net result of more patrons coming back and doing more with your organization is growth – in relationships and their associated revenue.To get the second date, you MUST have patron contact information. Whatever else you do to improve loyalty and foster growth. Find a way in your organization to ensure that you are getting the name, full address, email address, and phone number. Without this information, you cannot contact this new and attractive patron for a second date. Here’s how upgrading can work….
Getting the second date is slightly different for each kind of Tryer patron. I’m going to give you some examples, assigning roles to different departments. At this point, the leading roles are most likely played by your marketing and box office or visitor services team. Lapsed ticket buyers – they haven’t seen you for a while, and from a dating perspective, you’ve got their number but having been in touch. They have forgotten how cute you are, so you’re going to have to start all over. Let’s say you have targeted lapsed patrons with an invitation to come back and now they are calling the box office. What’s the next step? Reactivate them! Ticket office staff using most systems can see from patron history that the patron in front of them has lapsed – they haven’t been with you in a while. Welcome them back. Treat them like a first timer and give them some orientation to how best to enjoy their experience. That’s an upgrade from inactive to active, and also an example of up-selling or suggestive selling. That’s right – you heard that four-letter word: SELL. Selling in the context of patron loyalty IS relationship building. Remember that!Then, there’s your first time buyers – they come in largest numbers with your most popular attractions. Once you’ve got a response from a 1st time buyer, your upgrade goal is make sure this first experience with your organization is a good one. CLICK Your message is “Welcome—thanks for joining us.” Remember, this is like a first/blind date. You’re building a relationship with this new patron. In advance, give them some orientation to your venue. Let them know where they can find out about parking or where to get a bite to eat. Hear me say this: The whole relationship rises and falls on the success of the first date. So, make sure they know what you look like, how to find you, and what to expect in the venue. This is a worthwhile investment, especially for new patrons who are excited about coming to see your biggest, most popular programs of the year. And, we cannot emphasize this enough: Make sure you have their contact information, because the next step for new patrons is that all-important second date. Your upgrade or upsell is to position this first date for success so newcomers will WANT to come back when you ask them for a second date.Now, you’ve gotten the second data and your patron is now a same season ticket buyer – a patron at the turning point of becoming BUYERS ….if and when you do a little more cultivation. Here’s where you pursue more get togethers. Your marketing invitation might be made in advance of your next big event. Or, it might be an offer to get specially priced admission to something similar to the program they saw when they first came. When you’ve got a patron who is responding to an invitation to come back again during the same season….that’s a cause for celebration. Welcome them back AND foster some kind of further engagement. Say “Thanks,” and suggest – while I have you –might you also want to see: a big season event, another show – even a short series or flexible subscription – some other event or activity that’s coming up soon or early in next season. The second or third date in same season is a turning point you’ll want to foster by making appropriate suggestions. Here’s the best news about cultivating your tryers: With Tryer upgrades and up-selling efforts, you will reduce the odds of losing these patrons who are most vulnerable to attrition. You’ll also move more patrons up the ranks of loyalty. So, let’s look at Buyer upgrades.
At this next level of loyalty –Buyers --you unleash …. “The power of And.” Buyers have come multiple times AND might add an annual fund gift AND subscribe AND become a member. They are getting engaged with you. These patrons progress to more frequent, more recent, and greater commitment of time and money. So, your upgrade strategy will pay off in growing deeper, longer, more loyal relationships.Your organization’s job with Buyers is to harness the power of “And” by considering all the organizational assets your relationship with this increasingly loyal patron may want to enjoy. So, think about what you have to offer….ALL you have to offer You’ll surely want to encourage multiple attendance of not just more, but different kinds of events and programs. Did they first attend a major show or exhibit? Invite them to the next similar event and invite them to something that shows another side of you and your art. Do you have a school or academy event for the public? Invite your buyers for a peek at other artistic assets your relationship with them can include.We’ve learned in two decades of arts consumer behavior study that an active patron can be encouraged to STAY active. Simply put: The more they buy, the more they keep buying. And, when you’re engaged with a patron, they stick with you.
We’ve seen in our patron behavior study that there is a huge escalation of loyalty growth among Buyers. There are many kinds of upgrades that you can offer Buyers. Today, I’m going to focus on three types of upgrades that can have a big impact on growing loyalty among this group.-First is renewing your multi-time visitors multi-ticket buyers--into whatever your full-series attendance package is. Or, at the very least, renewing their behavior into another package of their choice. We call choice packages C-Y-O, or Choose-Your-Own programs. In operational terms, that generally means: upgrading your C-Y-O and flex ticket buyers into full series subscribers. This is one of the most powerful and yet most overlooked strategies we know. With this single renewal or upgrade, you can exponentially deepened a patron’s relationship with your organization. It’s a separate, specific type of marketing campaign that requires techniques of cultivation, sales promotion and sales. And, it’s a worthy investment of your time and money as I’ll show you in a moment.-Next is the purposeful renewal upgrade that can happen with subscribers, members or donors who have been with you for a while. We still are amazed to find really good organizations that do not consistently and aggressively conduct renewal campaigns every year. Those are important. But a renewal upgrade is much more than that – It’s a subscription renewal into a better seat, a longer or additional series. It’s a membership renewal with the addition of an event or one of your blockbuster programs. It’s an annual fund renewal into that higher category that gets the patron’s name in the program or their car into the desirable parking lot – whatever is your “blockbuster” benefit or perk.-Finally, there’s the purposeful upgrade that achieves a three-figure donation from subscribers or members. Achieve this, and you’ll build passionate patrons who love your art, love your organization so much that they are on their way to being your most-invested supporters.Upgrades among Buyers pay dividends that we can quantify.
Let’s take a look at one recent analysis. This is an overview of our findings for a theatre client. The work goes in-depth to show the client just how much revenue, after expenses, each buyer type was contributing to the organization’s financial health. It has become a platform for the organization’s new patron loyalty initiatives.For purposes of today’s discussion… however, let’s look at the big overall takeaways:Look across the top and bottom rows of this chart --- Revenue yield and renewal rates INCREASE significantly with each successive buyer type – the more loyal a patron becomes, the more they spend and the more they continue to engage and invest.Now look at the middle line -- The cost of sale to create subscribers is high – the highest in this analysis. But look what happens to cost-of-sale after that – it does way down. It is indeed cost-effective to get a subscriber renewal or an upgrade to subscriber-donor.For another key metric in this analysis….look at the revenue yield for renewing subscriber-donors. This metric supports a research finding that comes up time and time again. The number one reason subscribers subscribe is ….love of the art form. The number two reason: they like the way your organization provides that beloved art form. So, subscribers are engaged at a passionate level – an affinity that can propel contributions. Yet, we find, that many organizations don’t have an active, integrated program to involve their loyalists as donors. Our analysis says: that’s one of the first steps you can take to develop an escalator effect.-Looking at their single ticket buyers, we see some pretty typical numbers here. On average, they paid around $53 for their ticket. Cost of sale—how many marketing dollars went into selling that ticket—was around 20%. And it was rather difficult to get them to come back. Only about 1 in 4 single ticket buyers came back the following season (check me on this).-Looking at new subscribers, it’s a different story. Cost of Sale has risen, but it’s paid off. Average order size tripled—this client is making a lot more money on a subscribers than single ticket buyers. As for renewal rates, another good showing. About half are renewing.-As you might expect, average order size and renewal rates rise with the more seasoned subscribers, but the real story here is the dip in cost of sale. They are spending a lot less to make a lot more.-Finally, this clients’ most loyal patrons: renewing subscriber/donors. Extremely high order size and renewal rate, and low cost of sale.
This case study…available on our web site…talks specifically of 5th Avenue’s subscriber to donor upgrade program that we call Super Subscriber. The case study describes their very first Super Subscriber effort, and the wonderful results that you see here. In just four months, they developed 453 Super subscribers who gave a total of $51,000. One-fourth of them were brand new, fairly new, or newly-returned subscribers. And nearly three-fourths – 70% -- had never donated before. That’s a great model for developing those donor-ready patrons.
Let me summarize. The art of patron upgrade is the process of finding in your data an appropriate plan for every patron’s next step.-Every patron has a next loyalty stepand it is possible to have an upgrade plan for every one of your active patron types. What are those patron types? Consider: First-time ticket buyers, First time subscribers, renewing annual fund donors. Think of them in logical, marketable groups. To get started, focus first on upgrades that will support your biggest opportunities. -Consider the whole picture of your patron base and your upcoming season of activities. You can’t do everything at once. Don’t try. Look at some options we have presented today, and choose tactics that you can do best with the time and resources you have available. -Remember that collaboration – between marketing and the box office and with development colleagues –will get you further, faster. Develop –as a team --everyone’s best thinking about how best to cultivate your biggest opportunities with patrons.And, if your organization learns only one new technique: make itup-selling. This is a box office or visitor services initiative that your whole team can support. Remember:
Upselling and upgrading is everyone’s job. Each department can look at the same data in your patron histories. Each department has a slightly different role to play – whether that role is strategic like planning a campaign or tactical like speaking with patrons. Every department has a turn at leading, following and….sometimes….getting out of the way. Our point here is that it’s everyone’s job to develop more loyal patrons. And loyal patrons are the key to sustained, sustaining revenue and growth.