The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience

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21st Century marketing and fundraising strategies for engaging the next generation of audiences and donors in cultural arts experiences for years to come.

Entertainment & Humor Business

THE
MILLENNIALS’
ORCHESTRA
CATHERINE E. STAREK
MA, ARTS MANAGEMENT
CAPSTONE PORTFOLIO
American University
May 3, 2013
#MillennialsOrch

“And they perform this in crowded concert halls??
Gee, I thought classical music was boring!”
Calvin and Hobbes by Bill Watterson – Nov 23, 2011
1812 Overture (ryan_eric_hart, flickr)

AGENDA
WHAT: Reason for Concern
WHO: Millennials as a Generation
HOW: Engagement Strategies
Case Study Organization
NOW WHAT: Looking to the Future

MILLENNIAL
GENERATION
Who are they? What are they all about?
Millennials: A Portrait of Generation Next – Pew Research Center
Young adults born between 1981 and 1993
(18 – 29 at the time; 20 – 32 today)
Pew
Research
Center
How Millennial Are You?

REASON FOR
CONCERN
Millennials – Where are they?
Classical Music & Aging Audiences
Sandow (2012) – NEA Data Chart
T. Wolf, Knight Foundation

21ST CENTURY
CHALLENGES
Declining Demographics
Facing Hard Times
Changing Styles of Engagement
Competing for Attention
photosteve101 on flickr

MARKETING TO
MILLENNIALS
How do they prefer to learn about
nonprofits?
Website 65%
Social Media 55%
E-Newsletters 47%
Print 18%
Face-to-Face 17%

MILLENNIAL
VOLUNTEERISM
How many volunteered for nonprofits?
63% of Millennials volunteered (2011)
How do they find out about volunteer
opportunities?
The majority (81%) prefer to learn about these
opportunities through their peers

MILLENNIAL
LEADERSHIP
How many Millennials are interested in
leadership opportunities?
77% would get involved in a leadership role
Top reasons why they haven’t?
Lack of time (62%)
Haven’t been asked (40%)

FUNDRAISING &
MILLENNIALS
How many Millennials donate to
nonprofit organizations?
75% of Millennials made a financial gift
Preferred method of giving?
Online
In Person
In the Mail

GIVING STYLE
Impulsive givers
42% gave based on what inspired them
in the moment
What do they want to know?
How their gift will make a difference

THE BALTIMORE
SYMPHONY ORCHESTRA
Frankenstein
Too Hot to Handel: The Gospel Messiah
Charlie Chaplin’s City Lights
Romeo and Radiohead
Beethoven and Mozart with a Twist
Photo credit: Dave Hoffman

BSO INITIATIVES
Next Generation BSO  BSO Passport
Parsons The New School for Design
College Nights with the BSO
BOLT for the BSO
BSO Ambassadors
Photo credit: Grant Leighton

MILLENNIAL AUDIENCES
& DONORS
Millennials as Cultural Consumers:
• Understanding Millennial interests, preferences, and behaviors
• Initiate the relationship
• Relevant engagement
• Multimedia performances
• Don’t be afraid of contemporary classical music!
• Connect online
• Go mobile
Millennials as Next Gen Philanthropists:
• Take time to build relationships founded on trust and fueled by involvement
• Leverage Internet and mobile giving tools
• Social engagement and physical activity
• Long-term goals and planned giving
• Lifetime value

ENGAGING NEXT GEN
PATRONS
Engagement Strategies
• Build audience participation in meaningful, relevant ways
• Focus on the concert experience
• Multi-sensory
• Build in time for socializing
Exemplary Orchestras
• Symphony orchestra innovations
• Programming
• Concert experience
• Technology
• Creative, relevant engagement
• Organizational commitment
• Greater resilience in the 21st century

Case Foundation “Be Fearless” Initiative

THE MILLENNIALS’
ORCHESTRA
This work is licensed under the Creative Commons
Attribution-NonCommercial-ShareAlike 3.0 Unported License.
To view a copy of this license, visit
http://creativecommons.org/licenses/by-nc-sa/3.0/.

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How Many Universal Studios Are There in the World_.pdf

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The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience

1. THE MILLENNIALS’ ORCHESTRA CATHERINE E. STAREK MA, ARTS MANAGEMENT CAPSTONE PORTFOLIO American University May 3, 2013 #MillennialsOrch

2. “And they perform this in crowded concert halls?? Gee, I thought classical music was boring!” Calvin and Hobbes by Bill Watterson – Nov 23, 2011 1812 Overture (ryan_eric_hart, flickr)

3. AGENDA WHAT: Reason for Concern WHO: Millennials as a Generation HOW: Engagement Strategies Case Study Organization NOW WHAT: Looking to the Future

4. MILLENNIAL GENERATION Who are they? What are they all about? Millennials: A Portrait of Generation Next – Pew Research Center Young adults born between 1981 and 1993 (18 – 29 at the time; 20 – 32 today) Pew Research Center How Millennial Are You?

5. REASON FOR CONCERN Millennials – Where are they? Classical Music & Aging Audiences Sandow (2012) – NEA Data Chart T. Wolf, Knight Foundation

6. 21ST CENTURY CHALLENGES Declining Demographics Facing Hard Times Changing Styles of Engagement Competing for Attention photosteve101 on flickr

7. MARKETING TO MILLENNIALS How do they prefer to learn about nonprofits? Website 65% Social Media 55% E-Newsletters 47% Print 18% Face-to-Face 17%

8. MILLENNIAL VOLUNTEERISM How many volunteered for nonprofits? 63% of Millennials volunteered (2011) How do they find out about volunteer opportunities? The majority (81%) prefer to learn about these opportunities through their peers

9. MILLENNIAL LEADERSHIP How many Millennials are interested in leadership opportunities? 77% would get involved in a leadership role Top reasons why they haven’t? Lack of time (62%) Haven’t been asked (40%)

10. FUNDRAISING & MILLENNIALS How many Millennials donate to nonprofit organizations? 75% of Millennials made a financial gift Preferred method of giving? Online In Person In the Mail

11. GIVING STYLE Impulsive givers 42% gave based on what inspired them in the moment What do they want to know? How their gift will make a difference

12. THE BALTIMORE SYMPHONY ORCHESTRA Frankenstein Too Hot to Handel: The Gospel Messiah Charlie Chaplin’s City Lights Romeo and Radiohead Beethoven and Mozart with a Twist Photo credit: Dave Hoffman

13. BSO INITIATIVES Next Generation BSO  BSO Passport Parsons The New School for Design College Nights with the BSO BOLT for the BSO BSO Ambassadors Photo credit: Grant Leighton

14. MILLENNIAL AUDIENCES & DONORS Millennials as Cultural Consumers: • Understanding Millennial interests, preferences, and behaviors • Initiate the relationship • Relevant engagement • Multimedia performances • Don’t be afraid of contemporary classical music! • Connect online • Go mobile Millennials as Next Gen Philanthropists: • Take time to build relationships founded on trust and fueled by involvement • Leverage Internet and mobile giving tools • Social engagement and physical activity • Long-term goals and planned giving • Lifetime value

15. ENGAGING NEXT GEN PATRONS Engagement Strategies • Build audience participation in meaningful, relevant ways • Focus on the concert experience • Multi-sensory • Build in time for socializing Exemplary Orchestras • Symphony orchestra innovations • Programming • Concert experience • Technology • Creative, relevant engagement • Organizational commitment • Greater resilience in the 21st century

16. Case Foundation “Be Fearless” Initiative

17. BSO AT STRATHMORE

18. THE MILLENNIALS’ ORCHESTRA This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/.

Editor's Notes

Subject - Marketing and Development Strategies for Engaging Millennial Audiences and Donors in the Classical Concert Experience.
Structure – Intro/Concerns; Who are Millennials; Marketing/fundraising & Millennials (engagement); Case Study (BSO initiatives); Importance
NEA SPPA 2008 – Decline in arts participationMedian age of audience: 60+ yrs (Brown Consumer Segmentation)Majority of subscribers: 65+ yrsChurn, Patron LoyaltyTechnology vs. LiveEconomic recession of 2008Education, time, $$
Age of the Social - Online, social media, mobile technology;Multi-modal PreferencesFacebook, SmartphonesElectronic and Digital Age -Visually and Kinesthetically OrientedPhotochoreography
Millennial Impact Report “41% plan to volunteer more in 2012”
Millennial Impact Report
Millennial Impact Report 2012
Shugoll Research – “young professionals” 25 – 40 years old; focus groups: themed, multi-sensory, something different, among peers, pre- and post-concert socializing, shorter, engaging performances
Support exists: Case Foundation, “Be Fearless,” NEA “Artworks,” League of American Orchestra’s ”Orchestra Innovations” Grants.

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