+ All Categories
Home > Business > The Donor Ready Patron: Live from BBCON

The Donor Ready Patron: Live from BBCON

Date post: 22-Jan-2015
Category:
Upload: ryan-king
View: 363 times
Download: 2 times
Share this document with a friend
Description:
Jill Robinson from TRG Arts presented how to make your patrons donor ready at BBCON 2013 in National Harbor, DC.
31
06/07/2022 #bbcon 1 The Making of a Donor Ready Patron PRESENTED BY JILL ROBINSON, PRESIDENT, TRG ARTS
Transcript
Page 1: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 1

The Making of a Donor Ready Patron

PRESENTED BY JILL ROBINSON, PRESIDENT, TRG ARTS

Page 2: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 2

Page 3: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 3

Page 4: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 4

Vancouver Recital Society

Page 5: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 5

What We DoPatron Results

1. Consulting Capacity building for sustainable growth

2. Data Services Aggregation, analysis, direct response counsel

3. Community Data Networks 35 million households

Page 6: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 6

Page 7: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 7

What makes a patron “donor-ready”?

You do.

Page 8: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 8

LOYALTY

A Love Story

Page 9: The Donor Ready Patron: Live from BBCON

04/10/2023 #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

Page 10: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 10

Page 11: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 11

Page 12: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 12

Page 13: The Donor Ready Patron: Live from BBCON

04/10/2023 #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

Page 14: The Donor Ready Patron: Live from BBCON

04/10/2023 #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

Page 15: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 15

4 out of 5 Tryers NEVER come back

Page 16: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 16

TRYER UPGRADEA second date

Largest numbersLong-lapsed patronsNew-to-file patrons• Second, multiple attendance• Same season• More retention + lower attrition = GROWTH• Must have: patron contact information

LOVE OR

LOSE THEM

Page 17: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 17

Next Step: Reactivate Message: “Welcome back”How? Treat them like a first timer and a valued patron.

Next Step: Come backMessage: “Welcome—thanks for joining us” How? Make the first time the best possible.

Next Step: Come back againMessage: “Thanks, and might you wish to _____?” How? Foster further engagement by making the ask

Page 18: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 18

Two critical turning points

Page 19: The Donor Ready Patron: Live from BBCON

04/10/2023 #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

Page 20: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 20

Two critical turning points

Page 21: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 21

GET ENGAGEDUpgrades 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

Page 22: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 22

Add a donation

Renew Flex to Full

Renew & Upgrade

Page 23: The Donor Ready Patron: Live from BBCON
Page 24: The Donor Ready Patron: Live from BBCON
Page 25: The Donor Ready Patron: Live from BBCON
Page 26: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 26

LOYALTY TRENDSFrom Integrated Data

1. See patterns

2. Develop segmentation

3. Cultivate meaningfully

Page 27: The Donor Ready Patron: Live from BBCON

04/10/2023 #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

Page 28: The Donor Ready Patron: Live from BBCON

04/10/2023 #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.

Page 29: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 29

IT’S NOT JUST ABOUT DONORSEvery patron’s next step

Make a plan for every patron typeBiggest opportunities first (donor-ready patrons)• Consider the whole picture• Choose efforts you can do best• Collaboration gets the best results• Learn to up-sell

Page 30: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 30

LOYALPATRONS

Marketing

BoxOffice

Development

UP-SELLINGEveryone’s job

Page 31: The Donor Ready Patron: Live from BBCON

04/10/2023 #bbcon 31

The Making of a Donor Ready Patron

PRESENTED BY JILL ROBINSON, PRESIDENT, TRG ARTS


Recommended