the subscription alternative
TRANSCRIPT
The Subscription Alternative
A New Way to Look at Loyalty, Donors and RevenueStrathmore Case Study
Multi-Disciplinary Arts Center/Presenter
175 Performances a Year - 3 venues
11 Rotating Art Exhibitions A Year
115 Classes, Lectures and Workshops
Festivals and Special Events
Tea Room and Shops
What is Strathmore?
Year 05-06 06-07 07-08 08-09 09-10
# of Subscribers 1178 860 912 885 585
Downward Trends
# of Members ~900-1200 per year(rolling membership)
It took several years!Research Research ResearchQuiet Phase: Colleagues adviceFormal Proposal to Executives then Full StaffFormal Marketing ResearchLet the Negotiations BeginThis will NEVER work!Finalize Plan – Begin the WorkIncorporate Into all Materials, Database and
WebsiteTrain Staff, Develop FAQsPlan and Execute Public Launch
Implementation
Web Integration and Upselling
Benefits
$$ Increased Revenue $$
Programming Flexibility
Patron Benefits
Expand the Donor Prospect Pool
Financial Results
FY10 vs FY11
FY11 vs FY12
FY12 vs FY13
# of Music Center Performances 18% 15% -15%
Total Ticket Sales Revenue 42% 9% -10%
# Members (Stars from FY11 On) 128% 5% -1%
Total Membership Revenue 10% 20% -6%
Financial Results
Membership Renewal Rates
Renewal rates by number of years donor has been giving (FY13)
Star Level First Year Second Year Third Year
1 Star 29% 74% 81%
2 Star 53% 88% 88%
3 Star 76% 79% 96%
4 Star 43% 80% 94%
Membership Renewal Rates
Renewal rates by number of years donor has been giving (FY12)
Star Level First Year Second Year Third Year
1 Star 44% 80% 79%
2 Star 80% 90% 92%
3 Star 65% 80% 94%
4 Star 75% 100% 93%
Customer Retention
Repeat Customer Rates
# of buyers
FY10 to FY11
FY11 to FY12
FY12 to FY13
FY10 15435
FY11 22203 16%
FY12 22308 20%
FY13 19386 21%
Multi-Buyer Rates
Multi-Buyers Per Season Rates
% diff FY10 (pre-Stars) vs FY11
% diff FY10 (pre-Stars) vs FY12
% diff FY10 (pre-Stars) vs FY13
# of Music Center Performances 18% 36% 15%
Bought One Performance Only in Season 44% 44% 26%
Bought 2 Performances in Season 64% 61% 36%
Bought 3 Performances in Season 94% 111% 66%
Bought 4 or More Performances in Season -11% 6% -19%
Unintended Consequences
Unintended Consequences
Jennifer Buzzell
VP, Marketing & CommunicationsStrathmore(301) [email protected]
Beginning November 18Director of Marketing and SalesSignature Theatre(571) [email protected]