The document discusses strategies for developing relationships with patrons from initial ticket purchases to long-term donors. It outlines six stages of a patron's evolution from single ticket buyer to investor and provides suggestions for engaging patrons at each stage, such as collecting data from new buyers, incentivizing returns, encouraging upgrades to subscriptions, and recognizing loyal donors. The key is implementing cross-departmental collaboration and measurement to provide personalized experiences that foster long-term loyalty and sustainable revenue.

1. The Evolution of a Patron
From First Date to Long Term Relationship
ELIZABETH SANTANA | OCTOBER 2016

2. 2
Barry’s Story
« Deepen relationships
« Recognize touch points
« Focus on the right
next step
« It’s SIMPLE!

3. WHAT MAKES A GREAT
CUSTOMER EXPERIENCE?

4. 4
It’s time
to get
personal!

5. 5
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

6. 6
Evolution of Patron
NEW
SINGLE
TICKET
BUYER
REPEAT
TICKET
BUYER
MULTI
TICKET
BUYER
SUBSCRIBER
MEMBER
DONOR
INVESTOR
AND/OR
BOARD
MEMBER

7. 7
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

8. 8
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

9. 9
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?”

10. 10
Subscriber/Member
“We’re Engaged!”
« Keep the romance alive
with special benefits
« Give them a taste of
donorship
« Make a personalized ask

11. 11
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

12. 12
Advocate/Investor
“The Golden
Anniversary”
« Recognize and delight your
most loyal patrons
« Ask them to join the family
« Cultivate legacy giving

13. 13
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

14. 14
Are you providing the
romance your attendees
need to stay passionate
about your organization?

15. 15
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

16. 16
Tools
« Patron Tags (formerly groups)
« Email marketing
« Tip Jar Donations
« Patron Manager

17. 17
Audience Experience
=
The Sum of all the
Points of Contact
What are your touch points?

18. 18
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

19. 19
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

20. THANKS!
ELIZABETH SANTANA
DEVELOPMENT DIRECTOR, PALO ALTO PLAYERS