The marketing team at an organization is celebrating 30 seasons and has outlined their goals and achievements over the past year. Their goals included increasing ticket sales and brand awareness for their 30th anniversary. Some of their key achievements were gaining over 4,000 website visitors per month, mailing marketing materials to over 80,000 households which resulted in 693 new ticket-buying households, growing their email database to over 46,000 subscribers, and generating over $4 million in ticket sales from July 2010 to June 2011. They highlighted various marketing initiatives including social media, public relations, and a video featuring Rita Moreno.
The results are in from a recent social media photo contest that was part of a community outreach campaign aimed to generate authentic, grassroots content from Blount County residents, businesses and stakeholders that articulated love and enthusiasm for Blount County’s Greenway system and support of its expansion.
Social media competitive analysis created for MALDEF. Includes competitive analysis, outlined milestones, relevant demographic information, nonprofit landscape, and social media approach.
This document discusses location-based social networking and marketing using Foursquare. It explains how Foursquare uses check-ins to locations to determine Mayors of locations and offer them special deals. Users can also earn badges by completing tasks and interact and compete with friends on leaderboards. Foursquare aims to increase traffic to locations by pushing information about events and deals to users based on their location.
Donors are supporting nonprofits through multiple channels – mail, phone, email, website, events, social media, and more – but how do you create a truly integrated campaign? To be successful today, nonprofits must augment their offline programs with technology to connect with donors and prospects. These are slides from three experts who shared their successes for creative, effective integration at FundRaising Day NY on June 10, 2011.
The marketing team at an organization is celebrating 30 seasons and has outlined their goals and achievements over the past year. Their goals included increasing ticket sales and brand awareness for their 30th anniversary. Some of their key achievements were gaining over 4,000 website visitors per month, mailing marketing materials to over 80,000 households which resulted in 693 new ticket-buying households, growing their email database to over 46,000 subscribers, and generating over $4 million in ticket sales from July 2010 to June 2011. They highlighted various marketing initiatives including social media, public relations, and a video featuring Rita Moreno.
The results are in from a recent social media photo contest that was part of a community outreach campaign aimed to generate authentic, grassroots content from Blount County residents, businesses and stakeholders that articulated love and enthusiasm for Blount County’s Greenway system and support of its expansion.
Social media competitive analysis created for MALDEF. Includes competitive analysis, outlined milestones, relevant demographic information, nonprofit landscape, and social media approach.
This document discusses location-based social networking and marketing using Foursquare. It explains how Foursquare uses check-ins to locations to determine Mayors of locations and offer them special deals. Users can also earn badges by completing tasks and interact and compete with friends on leaderboards. Foursquare aims to increase traffic to locations by pushing information about events and deals to users based on their location.
Donors are supporting nonprofits through multiple channels – mail, phone, email, website, events, social media, and more – but how do you create a truly integrated campaign? To be successful today, nonprofits must augment their offline programs with technology to connect with donors and prospects. These are slides from three experts who shared their successes for creative, effective integration at FundRaising Day NY on June 10, 2011.
Getting the Second Date: Romancing the DonorBlackbaud
The document discusses strategies for donor retention and engagement through online communication. It notes that retention is now more important than new acquisition since 46% of donors stop giving due to lack of communication. Data shows that online communication through email, websites and social media is effective for engaging existing donors, particularly those over 50 years old. The Planetary Society case study demonstrates how expressing gratitude to donors through automated online campaigns helped increase renewal rates and revenue by over 40% in 12 months. The presentation provides numerous ideas for personalized online communication strategies using email, social media, video and websites to build community and recognize donors.
A thought leadership session I did with Northern Illinois Foodbank on having an integrated online strategy. Here is the session description: Learn the steps to creating a dynamic, smart and specific strategy for online development and marketing, including enews, fundraising campaigns, gratitude strategies, social media, acquisition, editorial calendars, and integration with offline activities. And hear about the state of donors from multiple generations and how to meet them where they’re at when creating a marketing plan.
The document discusses building and managing a major gift program using eTapestry. It covers identifying major gift prospects through annual giving donors and tools in eTapestry, managing relationships and tracking progress in major gift tracking fields, and customizing reporting for measuring results. Key aspects include starting with annual donors, finding prospects through tools like recurring gifts and birthdates, creating major gift master contacts, and using eTapestry features like journals, fields and reports to strategically develop prospects.
This document summarizes a presentation about using multi-channel marketing and peer-to-peer fundraising with eTapestry. The presentation covers how different age groups use various social media channels, defines peer-to-peer fundraising as recruiting supporters to ask friends and family for donations, and shows how eTapestry can be used to create fundraising pages, import donations, and cultivate new donors from peer-to-peer activities. The goal is to help non-profits increase fundraising efforts and expand their donor networks through an integrated multi-channel approach.
This document outlines a presentation on matching gift programs. It discusses what matching gifts are, how they work, and Marquette University's matching gift program specifically. The presentation covers growing Marquette's program through establishing a culture of participation, data collection and preparation, stewardship, marketing and solicitation. It also discusses how the university uses its donor database, The Raiser's Edge, to track and maintain matching gift records. The presentation addresses limitations and challenges of matching gift programs.
Turning Peer to Peer Fundraising Benchmark Data into ActionBlackbaud
This document provides an overview and summary of a peer-to-peer fundraising benchmark study. It discusses key findings from the study, including that participant retention, team participation, and engagement are important metrics. The document then outlines five top metrics that matter: participant retention, team participation, percentage of zero-dollar fundraisers, engagement through participation, and donor contributions. For each metric, it provides data on industry benchmarks and suggestions for actions nonprofit can take to improve their performance based on the benchmarks.
This document summarizes a presentation on peer-to-peer fundraising trends and best practices. It discusses different types of peer-to-peer fundraising events like walks, runs, rides and endurance events. It provides tips on implementing do-it-yourself fundraising campaigns and highlights a case study of the San Diego Zoo's "I ___ for Wildlife" campaign. The presentation also covers best practices for online peer-to-peer fundraising including calls to action, social media promotion, and fundraising support tools.
This document outlines best practices for optimizing communications with participants in TeamRaiser fundraising campaigns. It discusses using autoresponders, follow-up autoresponders, milestones, suggested messages, coaching emails, and the participant center news feed to engage participants at different stages of the fundraising process. The presentation provides examples of how to personalize messages using participant data and segment participants into relevant groups. It emphasizes making communications mobile-friendly and promoting behaviors that increase fundraising.
How to Become a TeamRaiser Jedi Master (bbcon 2013)Deepa Karani
Presentation of key findings of Blackbaud's Peer To Peer Event Fundraising Benchmark Study published in early 2013 and summary of key enhancements made to TeamRaiser in our Winter and Summer 2013 releases.
Alley Cat Allies implemented a segmentation solution to more effectively target their messaging and fundraising. Their previous manual segmentation process was time-consuming, risked errors, and limited their ability to analyze results. The new segmentation software allows them to automatically assign donors to segments based on variables like recency, frequency, and monetary giving. This streamlined their process, improved accuracy, enabled targeted fundraising appeals, and provided data to optimize messaging and spending across segments. The results include increased fundraising returns, cost savings, and a better ability to fulfill their mission of helping cats.
The document discusses how to utilize the over 40 standard reports in eTapestry. It provides an agenda that covers the difference between queries and reports, the standard report sets, and how to view what is included in each report. Examples are given of common questions that can be answered using reports, such as identifying top donors or tracking donor retention. The benefits of being able to run reports automatically are also mentioned.
Hot Topics Panel: How to Take Your Peer to Peer Fundraising Program from Good...Blackbaud
The document discusses strategies for improving peer-to-peer fundraising programs. It describes symptoms of a condition called A.T.A.P Syndrome that was affecting fundraising results. Various organizations then share strategies they implemented to address A.T.A.P Syndrome, increase participation, fundraising amounts, and overall program success through tactics like segmentation, tailored communications, and coaching. Key lessons learned are to continually work and update plans to engage participants and meet fundraising goals.
Take Your Peer-to-Peer Fundraising Program from Good to Great!Shana Masterson
The document discusses strategies for improving peer-to-peer fundraising programs. It begins with presentations from various organizations on overcoming "A.T.A.P Syndrome", which refers to lackluster fundraising results. Presenters then discuss specific strategies their organizations implemented to improve team captain recruitment, engagement, and fundraising. These include tailored communications, recognition programs, and focusing fundraising around specific events or challenges. Data is presented showing the successful results of these strategies.
This document discusses strategies for increasing membership conversion rates. It identifies common obstacles such as a lack of necessary visitor information, non-integrated databases, and uncooperative staff. The document recommends collecting visitor name, address, and email to gain useful information. It also suggests taking a fresh look at current membership programs to promote loyalty and evaluate other organizations' offerings. Finally, the document provides strategies for converting ticket buyers to members, such as discounts, giveaways, social media outreach, and investing in targeted marketing.
The Constituent Engagement Journey: Growing Engagement, Loyalty, and Lifetime...Blackbaud
The Constituent Engagement Journey: Growing Engagement, Loyalty, and
Lifetime Value. Presented by Ken Kuhler, Interactive Strategy Manager, Blackbaud.
Ken will discuss how to apply next generation trend data to your multi‐channel,
multi‐generational fundraising and engagement efforts including practical tools
and techniques, and real‐world case studies.
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The document discusses using data-driven approaches for fundraising. It begins by outlining why data is important for fundraising, noting generational shifts in donors and declining participation rates. When to implement analytics is discussed, highlighting the importance of auditing current data and identifying goals. How to incorporate analytics is demonstrated through a case study showing how targeting investments based on modeling led to increased revenue, response rates, and average gift size. The benefits of understanding donor behavior through data are emphasized.
Addressing the Second-Level Donor PyramidBlackbaud
The document discusses strategies for identifying and cultivating second level donors who can make major gifts. It describes how Target Analytics uses screening models and large databases to identify prospects with the inclination, capacity, and assets to become major donors. Case studies show how screening identified many more high-capacity prospects for two nonprofits, allowing them to significantly expand fundraising goals and results.
Mike and dennis session outline first draft bbcon gig v5 finaldennis mccarthy
Mike Johnston and Dennis McCarthy presented on the past, present, and future of integrated marketing. They discussed how organizational structures have evolved from traditional silos to more coordinated and optimized integrated models. They also presented research showing generational differences in preferred giving channels and how digital channels are becoming more important. Evidence from the Canadian Cancer Society case study demonstrated how implementing an integrated strategy with a coordinated communications calendar, tracking, automation, and technology best practices can significantly increase fundraising results.
The SMG Toons marketing report summarizes efforts to promote a Caillou sponsorship across multiple channels in September 2013. Screenvision ran ads on 101 movie theater screens for 6 weeks, reaching an estimated 750k attendees. Email marketing resulted in 4.5 million newsletter emails sent and over 600k dedicated emails. Facebook efforts reached over 200k fans with over 500 clicks generated. In total, 1731 people attended 11 Studio Movie Grill locations across 5 markets to view Caillou content as part of the sponsorship promotion. Contact information is provided for those interested in future SMG series sponsorship opportunities.
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Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
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Getting the Second Date: Romancing the DonorBlackbaud
The document discusses strategies for donor retention and engagement through online communication. It notes that retention is now more important than new acquisition since 46% of donors stop giving due to lack of communication. Data shows that online communication through email, websites and social media is effective for engaging existing donors, particularly those over 50 years old. The Planetary Society case study demonstrates how expressing gratitude to donors through automated online campaigns helped increase renewal rates and revenue by over 40% in 12 months. The presentation provides numerous ideas for personalized online communication strategies using email, social media, video and websites to build community and recognize donors.
A thought leadership session I did with Northern Illinois Foodbank on having an integrated online strategy. Here is the session description: Learn the steps to creating a dynamic, smart and specific strategy for online development and marketing, including enews, fundraising campaigns, gratitude strategies, social media, acquisition, editorial calendars, and integration with offline activities. And hear about the state of donors from multiple generations and how to meet them where they’re at when creating a marketing plan.
The document discusses building and managing a major gift program using eTapestry. It covers identifying major gift prospects through annual giving donors and tools in eTapestry, managing relationships and tracking progress in major gift tracking fields, and customizing reporting for measuring results. Key aspects include starting with annual donors, finding prospects through tools like recurring gifts and birthdates, creating major gift master contacts, and using eTapestry features like journals, fields and reports to strategically develop prospects.
This document summarizes a presentation about using multi-channel marketing and peer-to-peer fundraising with eTapestry. The presentation covers how different age groups use various social media channels, defines peer-to-peer fundraising as recruiting supporters to ask friends and family for donations, and shows how eTapestry can be used to create fundraising pages, import donations, and cultivate new donors from peer-to-peer activities. The goal is to help non-profits increase fundraising efforts and expand their donor networks through an integrated multi-channel approach.
This document outlines a presentation on matching gift programs. It discusses what matching gifts are, how they work, and Marquette University's matching gift program specifically. The presentation covers growing Marquette's program through establishing a culture of participation, data collection and preparation, stewardship, marketing and solicitation. It also discusses how the university uses its donor database, The Raiser's Edge, to track and maintain matching gift records. The presentation addresses limitations and challenges of matching gift programs.
Turning Peer to Peer Fundraising Benchmark Data into ActionBlackbaud
This document provides an overview and summary of a peer-to-peer fundraising benchmark study. It discusses key findings from the study, including that participant retention, team participation, and engagement are important metrics. The document then outlines five top metrics that matter: participant retention, team participation, percentage of zero-dollar fundraisers, engagement through participation, and donor contributions. For each metric, it provides data on industry benchmarks and suggestions for actions nonprofit can take to improve their performance based on the benchmarks.
This document summarizes a presentation on peer-to-peer fundraising trends and best practices. It discusses different types of peer-to-peer fundraising events like walks, runs, rides and endurance events. It provides tips on implementing do-it-yourself fundraising campaigns and highlights a case study of the San Diego Zoo's "I ___ for Wildlife" campaign. The presentation also covers best practices for online peer-to-peer fundraising including calls to action, social media promotion, and fundraising support tools.
This document outlines best practices for optimizing communications with participants in TeamRaiser fundraising campaigns. It discusses using autoresponders, follow-up autoresponders, milestones, suggested messages, coaching emails, and the participant center news feed to engage participants at different stages of the fundraising process. The presentation provides examples of how to personalize messages using participant data and segment participants into relevant groups. It emphasizes making communications mobile-friendly and promoting behaviors that increase fundraising.
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The document discusses strategies for improving peer-to-peer fundraising programs. It describes symptoms of a condition called A.T.A.P Syndrome that was affecting fundraising results. Various organizations then share strategies they implemented to address A.T.A.P Syndrome, increase participation, fundraising amounts, and overall program success through tactics like segmentation, tailored communications, and coaching. Key lessons learned are to continually work and update plans to engage participants and meet fundraising goals.
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The document discusses strategies for improving peer-to-peer fundraising programs. It begins with presentations from various organizations on overcoming "A.T.A.P Syndrome", which refers to lackluster fundraising results. Presenters then discuss specific strategies their organizations implemented to improve team captain recruitment, engagement, and fundraising. These include tailored communications, recognition programs, and focusing fundraising around specific events or challenges. Data is presented showing the successful results of these strategies.
This document discusses strategies for increasing membership conversion rates. It identifies common obstacles such as a lack of necessary visitor information, non-integrated databases, and uncooperative staff. The document recommends collecting visitor name, address, and email to gain useful information. It also suggests taking a fresh look at current membership programs to promote loyalty and evaluate other organizations' offerings. Finally, the document provides strategies for converting ticket buyers to members, such as discounts, giveaways, social media outreach, and investing in targeted marketing.
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Ken will discuss how to apply next generation trend data to your multi‐channel,
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The document discusses using data-driven approaches for fundraising. It begins by outlining why data is important for fundraising, noting generational shifts in donors and declining participation rates. When to implement analytics is discussed, highlighting the importance of auditing current data and identifying goals. How to incorporate analytics is demonstrated through a case study showing how targeting investments based on modeling led to increased revenue, response rates, and average gift size. The benefits of understanding donor behavior through data are emphasized.
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Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
5. 9/30/2013 #bbcon 5
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. 9/30/2013 #bbcon 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
13. 9/30/2013 #bbcon 13
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
14. 9/30/2013 #bbcon 14
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
16. 9/30/2013 #bbcon 16
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
17. 9/30/2013 #bbcon 17
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
19. 9/30/2013 #bbcon 19
• Year 1 Offer: same-
season single ticket
offer ONLY
- Nothing else.
• Year 2 Offer: 3 plays
for $99
- 5 times per year
• Year 3 Offer:
Subscribe!
- 6 times per year
• Year 4 Offer: Renew!
- First time renewal
rate: 81%
CASE STUDY: SEATTLE
REPERTORY THEATRE
First Timer Cultivation Group: Four-Year Study
21. 9/30/2013 #bbcon 21
GET ENGAGED
Upgrades to grow loyalty
Focus: Harness the power of “AND”
Include: All organizational assets
• Multiple attendance AND
• A range of activities, including donation
• The more they buy, the more they buy
• Engaged patrons stick
26. 9/30/2013 #bbcon 26
LOYALTY TRENDS
From Integrated Data
1. See patterns
2. Develop segmentation
3. Cultivate meaningfully
27. 9/30/2013 #bbcon 27
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
28. 9/30/2013 #bbcon 28
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.
29. 9/30/2013 #bbcon 29
IT’S NOT JUST
ABOUT DONORS
Every patron’s next step
Make a plan for every patron type
Biggest opportunities first (donor-ready patrons)
• Consider the whole picture
• Choose efforts you can do best
• Collaboration gets the best results
• Learn to up-sell
31. 9/30/2013 #bbcon 31
The Making of a Donor Ready Patron
PRESENTED BY JILL ROBINSON, PRESIDENT, TRG ARTS
Editor's Notes
Hello and welcome.I’m Jill Robinson, President of TRG Arts, and I’m so delighted to be here with you today. We were honored to be asked to do this session for Blackbaud on developing what we call “donor-ready” patrons. I know for many of you, this is the first time you’ve heard of 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. CLICK
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….CLICK
….in Canada, where our presence has expanded over the past few years, and in Australia. CLICKCLICK
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.
Today we’re going to focus on that critical moment when a patron is ready to become a donor. How do they make the leap from visitor, ticket-buyer, member orsubscriber to donor?Two decades of arts consumer behavior research tells us loyal donors are not FOUND, they are made. So, what makes a patron donor-ready?[CLICK]You do.Your donor-ready patrons may not know that they’re ready to become donors—until YOU ask them to be. But, you have to ask the RIGHT patrons. Today we’re going to talk about the loyalty steps your patrons are taking toward donor-readiness and the initiatives you can take to keep moving patron relationships to the next level. Speaking of relationships… [CLICK]
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. In order to get to the “donor-ready” level of patronage, you need a lot of love and a lot of loyalty. And you need even more to KEEP that donor after they’ve given once.
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. [CLICK] 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 value[CLICK] How 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. How do we even get to the “donor-ready” level of patronage?[Photo by Todd Huffman http://www.flickr.com/photos/oddwick/2126909099/ ]
Almost every patron in your database begins as a new ticket buyer or visitor.[CLICK] If they enjoy their “first date” with you, they’ll come back[CLICK] The plot thickens if and when the patron buys twice in the same season or year. We call that a “multi-buyer”[CLICK] When the romance goes to the Subscriber or Membership level, this is almost akin to getting engaged.[CLICK] 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.[CLICK] Finally, Advocate/Investor: that’s like celebrating a golden anniversary. Not many get here, but these relationships are worth their weight in gold. These are your major donors, or smaller-scale donors who give year after year. When you have a donor-ready patron, your goal is to eventually get them here.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 [CLICK (ADVOCATE)]You cannot START as a [CLICK (DONOR)]Or even here [CLICK (SUBSCRIBER)]Again, Subscriber or Members (and especially Donors) are MADE not FOUND.Most – 9 out of 10 – start here [CLICK (new single ticket buyer)]And then, if YOU continue to cultivate them, a new or reactivated single ticket buyer then [CLICK] comes back for a second date and subsequent, more frequent get-togethers.Yes, SOMETIMES gifts come from unexpected places—[CLICK (orange box)] one of these patrons. But they are the exception, not the rule. Many times, soliciting a gift from these folks is the wrong ask at the wrong time (exception is point-of-sale donation asks). Aside from the fact that they are less likely to give, it can distract them from the next step they should be taking—coming back again, or becoming a member. Focus on asking the patron to take the RIGHT next step. [CLICK]
Essentially you are making the right ask to the right patron at the right time. There is an upgrade for every patron at every phase of their relationship with your organization. And, upgrading is vitally important in the making of a donor-ready patron. Here are just a few examples of upgrading.CLICKIf I’ve just bought a ticket or an admission to your exhibit, the next step is to get me back again – to buy another ticket.CLICKIf 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 packageCLICKBy the time I’ve been a subscriber or member for a couple of seasons, I am a donor-ready patron. We’re going steady now and FINALLY ready for deeper engagement. THEN ask me to add on a donation, or a ticket to a special performance, exhibit or Gala.CLICK
Let’s look at loyalty in another way, sorting patron development steps into three more general categories of what we call the Advocate, Buyer, Tryer.[Jill’s usual ABT talk]CLICK (Advocate) Donors and consummate loyalistsCLICK (Buyers) the magic of “and”CLICK (Tryers) from 1 st time to second or next time to nowCLICK (Advocate) VIP access & pricingCLICK (Buyers) Better access, Incentives for upgrades, addsCLICK (Tryers) Least attractive access, incentives to upgrade
The tryers portion is the largest because the vast majority of the people in your database are tryers – those lapsed and new single ticket buyers. Sadly, most tryers never become Buyers, which is why the buyers and advocates section is so much smaller. [CLICK] 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 visit, ticket purchase—or any other upgrade—is vitally important to loyalty. It cements relationships, creating stronger bonds that can sustain you. [CLICK]
To build loyalty, we really have to start at the bottom of our Advocate, Buyer, Tryer pyramid, with those Tryers. CLICKRemember, 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. CLICK 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.CLICK 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.CLICK 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….CLICK
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? CLICK 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 date 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. [CLICK] 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-toward the point where they are “donor-ready”.
There are two critical upgrades that are turning points in a patron relationship. The first one occurs when a Tryers is ready to become a BuyerMoving aTryer to Buyer will most often occur 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. It takes TIME to get to this point in our relationship--lots of dates. 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.
I said donor-ready patrons are MADE. The fact is, they are NOT made over night. It takes time to do this cultivation.Seattle Repertory Theatre’s disciplined efforts around new single ticket buyers is a model for the field. In the face of drastic budget cuts and staff furloughs, SRT decided to relax the search for new audiences and focus on the new patrons they had already attracted. Following a group of same-season ticket buyers over 4 years, SRT cultivated them in a focused, specific way which resulted in much higher retention rates and lifetime value. (Note: this should be on the website by Monday.)
The second turning point is the all-important move from Buyer to Advocate. Here, the numbers are fewer, but the revenue stakes are higher. Somewhere in this transition, the patron becomes “donor-ready”. CLICK
With Buyers you unleash …. “The power of And.” Buyers have come multiple times AND subscribe AND become a member--AND might add an annual fund gift. 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.CLICK: 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 CLICK: 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.CLICK: 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. CLICK
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.[CLICK] First is renewing your multi-time visitors and multi-ticket buyers--into whatever your full-series attendance package is—if you have one. 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.[CLICK] Next is the purposeful renewal upgrade that can happen with subscribers, members 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. And, this is the point where many members or subscribers who have NOT donated before become (that magic word) DONOR-READY. The upgrade here could be a first-time donation or, if they’re already giving, 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.[CLICK] 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.PAUSENot every buyer fits neatly into these categories. 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, here. [CLICK for circle.]The blue lines divide the chart into four sections. [CLICK for circle] 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 CLICK, #517, CLICK 585, CLICK one thousand thirty-seven, and CLICK twenty-four eighty. 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 in 3 categories. It’s vitally important to know what buyers (especially) are doing in every revenue category. Doing so informs the right upgrade for that patron, whether they are “donor-ready” or not, AND give you clues on how to engage that patron again for repeat donations after they’ve given once.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. CLICK 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? [CLICK]
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. CLICK FOR CIRCLEThey 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?CLICK FOR CIRCLEHow about patron number ten-thirty-seven? 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 twenty-four eighty. CLICK FOR CIRCLELook 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 CLICKSee patterns. In the universe of Buyer relationships, you’ll find groups of patrons with similar behavior patterns. CLICKPatterns allow you to develop segmentation so you can cultivate groups of patrons into next steps, AND [CLICK]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. Upgrades among Buyers—and all of our patron categories—pay dividends that we can quantify. [CLICK]
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.And here’s the big pay-off—once a patron becomes a donor….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.[click]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).[CLICK] 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.[CLICK] 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.[CLICK] Finally, this clients’ most loyal patrons. Extremely high order size and renewal rate, and low cost of sale.So let’s put these numbers together and look at net revenue.
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. [CLICK]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. Finding donor-ready patrons is one piece of a larger loyalty plan that devises an ask for every patron’s next step.CLICK 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—and yes, converting those that are ready to be donors is a BIG opportunity. CLICK 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. [CLICK] 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.[CLICK] 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: CLICK
Upselling 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. [CLICK TO FINAL SLIDE]