The Evolution of a Patron From First Date to Long Term Relationship

ELIZABETH SANTANA | OCTOBER 2016

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Barry’s Story « Deepen relationships

« Recognize touch points

« Focus on the right next step

«  It’s SIMPLE!

WHAT MAKES A GREAT CUSTOMER EXPERIENCE?

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It’s time to get personal!

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THE AMAZON EFFECT According to a BloomReach research report,*

87% of respondents said that when retailers

personalize, they are influenced to buy more.

*BloomReach 2016

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Evolution of Patron

NEW SINGLE TICKET BUYER

REPEAT TICKET BUYER

MULTI TICKET BUYER

SUBSCRIBER MEMBER

DONOR

INVESTOR AND/OR BOARD

MEMBER

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New Single Ticket Buyer “The First Date” « Data collection is key

–  “Can I get your digits?”

« Maker an extra effort to make newcomers feel welcome

« Ask them back

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Repeat Ticket Buyer “Second Date” « 76% of audiences who

attend in any one year, do not return in the very next year*

« Give them an incentive to return

« Encourage multiple visits

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Multi Ticket Buyer “It’s Getting Serious” « Encourage upgrades

« Give them taste of subscriber benefits

« Time to pop the question –  “Will you subscribe/become a

member?”

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Subscriber/Member “We’re Engaged!”

« Keep the romance alive with special benefits

« Give them a taste of donorship

« Make a personalized ask

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Donor “Married Life” « Donors have higher

expectations.

« Thank them quickly and often.

« Provide special access opportunities –  Donor benefits with deeper

engagement at higher levels of giving

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Advocate/Investor “The Golden Anniversary”

« Recognize and delight your most loyal patrons

« Ask them to join the family

« Cultivate legacy giving

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LOYALTY IS CRITICAL TO SUBSTAINABILITY

According to a 2014 Patron Loyalty Study,*

Less than 3% of patrons generated over

62% of patron revenue

*Study produced by the Greater Philadelphia Cultural Alliance and TRG Arts

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Are you providing the

romance your attendees

need to stay passionate

about your organization?

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Primary Keys to Success « Cross-Department Collaboration

–  Align goals –  Staff meetings –  Incentives

« Data! Data! Data! –  One source of truth –  Know who your patrons are –  Measure loyalty

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Tools « Patron Tags (formerly groups)

« Email marketing

« Tip Jar Donations

« Patron Manager

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Audience Experience =

The Sum of all the Points of Contact

What are your touch points?

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Loyalty Strategy

Target Group Goal Touchpoint Measurement

New single ticket buyers

Get them back for a

second date

Send personalized email from the Artistic

Director with offer code

Check e-mail open rate; # of ticket

buyers that use offer code

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Resources «  TRG Arts - The Results Group for the Arts (TRG Arts) is a consulting

firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue.

«  Matt Lehrman - Audiences Everywhere

«  Thefifthwall.com - Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century

«  Arts Reach - The Association Of Arts Management, Marketing & Development Professionals

«  The Wallace Foundation - Building Audiences for the Arts

THANKS! ELIZABETH SANTANA

DEVELOPMENT DIRECTOR, PALO ALTO PLAYERS