royal opera house how to manage loyalty and support

Royal Opera House

How to manage loyalty and support

Royal Opera House

Unrestricted income2010/11  

  £m  

ACE (Revenue grant only) 27.9  

Box office 37.7  

Donations, legacies, and sponsorship 20.7  

Commercial trading, touring and other income 22.9  

Other income 0.3  

  109.5  

Supporters450 Patrons

26,000 Friends of different levels of support

Divided into over 21,000 basic level1422 supporting

566 prem 1 and 130 prem 2

Benefits

Limited to maximise philanthropic support

Tessitura our CRM system

360 degrees view

Communication

About the House magazine• Published 4 times a year• Gives an overview of all productions in

the relevant season• Includes priority booking dates for all

levels of support• Looks back to galas or special events• Gives profiles of donors• Leads by example

• Gives background information not available anywhere else

• Offers links to the website• Includes ‘thank you’ messages as

often as possible• Markets productions that may be

challenging to sell• Cultivation opportunities – dates for

drinks etc

E-commsusing WordFly application

• All members receive once a month e-news containing

– News in the last month

– Booking information

– Performance marketing

– Occasional discounts

• Marketing e-mails to everyone contain

– Up coming performance dates and relevant information ie intervals

– Thank you e-mails for attending a performance

– Survey e-mails asking for comments about a production

– General booking alerts including information about joining our support schemes

Cultivation events

• Rehearsals• Insight events• Exclusive events for invited audience

Segmentation

• Ticket purchase pattern

• Ticket spend

• Membership level

• Donations

• Frequency of attendance

Future plans

• Improving CRM to anticipate audience demand• Optimise the web page by personalisation to include

membership and segmentation • Use CRM in a similar way to non arts organisation to

drive business traffic and income