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THE ART OF THE UPGRADE
A TRG Arts Master Class for Blackbaud
The Art of the Upgrade
A TRG Master Class for Blackbaud
Hosted by
Joanne Steller
VP, Strategic Communications
Copyright © 2014 TRG Arts
All Rights Reserved
The Art of the Upgrade: A TRG Masterclass for Blackbaud
The Art of the Upgrade: A TRG Masterclass for Blackbaud
Vancouver Recital Society
What We Do
Patron Results
1. Consulting
Capacity building for sustainable growth
2. Data Services
Aggregation, analysis, direct response counsel
3. Community Data Networks
35 million households
The Art of the Upgrade: A TRG Masterclass for Blackbaud
Loyalty
A Love Story
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
Photo by Todd Huffman
The Art of the Upgrade: A TRG Masterclass for Blackbaud
The Art of the Upgrade: A TRG Masterclass for Blackbaud
The Art of the Upgrade: A TRG Masterclass for Blackbaud
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
Two critical turning points
The Art of the Upgrade: A TRG Masterclass for Blackbaud
The Art of the Upgrade: A TRG Masterclass for Blackbaud
The Art of the Upgrade: A TRG Masterclass for Blackbaud
LOYALTY TRENDS
From Integrated Data
1. See patterns
2. Develop segmentation
3. Cultivate meaningfully
TRYER UPGRADE
A second date
Largest numbers
Long-lapsed patrons
New-to-file patrons
• Second, multiple attendance
• Same season
• More retention + lower attrition = GROWTH
• Must have: patron contact information
LOVE
OR
LOSE THEM
4 year retention study
New buyers
SRT achieved second
date in same season
TRIPLED retention rate
Revenue kept growing.
More on this case at www.trgarts.com
Seattle Rep
Starting with the 2nd date
Year 1 Offer: same-season ticket offer ONLY
Nothing else.
Year 2 Offer: 3 plays for $99
5 tickets that year
Year 3 Offer: Subscribe!
6 tickets that year
Year 4 Offer: Renew!
First time renewal rate: 81%
Case Study:
First Timer Cultivation Group: Four-Year Study
Case Study:
First Timer Cultivation Group: Four-Year Study
Seattle Rep Case
Key Points
1. Retention is a worthy discipline
Requires focus
2. Asking for the second date
THE right next step
3. Growth is incremental
Monetizing engagement takes time
Next Step: Reactivate
Message: “Welcome
back”
How? Treat them like a
first timer and a valued
patron.
Next Step: Come back
Message: “Welcome—
thanks for joining us”
How? Make the first
time the best possible.
Next Step: Come back again
Message: “Thanks, and might
you wish to _____?”
How? Foster further
engagement by making the ask
GET ENGAGED
Upgrades to grow loyalty
Focus: Harness the power of “AND”
Include: All organizational assets
• Multiple attendance AND
• A range of activities
• The more they buy, the more they buy
• Engaged patrons stick
Add a donation
Renew Flex to Full
Renew & Upgrade
More on this case at www.trgarts.com
94% of subscribers now
subscribe to full series
Subscription revenue in
2013-14 has surpassed
goal and has increased
20% in two years.
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
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.
UPGRADING
Everyone’s job
LOYAL
PATRONS
Marketing
Box
Office
Development
More on this case at www.trgarts.com
The Des Moines Performing Arts
ticket office secured 380 donations
totaling $3,887 for their education
fund. 70% had no prior giving
history.
The Arena Stage box office has
collected 2,834 gifts totaling $72,010
over 3 years.
Ordway Center achieved their goal
for box office giving halfway through
the 2011–12 season. They
generated 548 donations totaling
$12,758, including one $1,000 gift
ART of the UPGRADE
Every patron’s next step
Make a plan for every patron type
Focus first on biggest opportunities
• Consider the whole picture
• Choose efforts you can do best
• Collaboration gets the best results
• Learn to up-sell
The Art of the Upgrade
A TRG Master Class for Blackbaud
Copyright © 2013 TRG Arts
All Rights Reserved
Hosted by
Joanne Steller
VP, Strategic Communications
5/2/2014 Footer 36
QUESTIONS
Contact Us
TRG Arts Blackbaud
E: LetsTalk@trgarts.com E: Solutions@blackbaud.com
P: 719.686.0165 P: 800.443.9441
W: www.trgarts.com W: www.blackbaud.com

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The Art of the Upgrade: A TRG Masterclass for Blackbaud

  • 1. 1 THE ART OF THE UPGRADE A TRG Arts Master Class for Blackbaud
  • 2. The Art of the Upgrade A TRG Master Class for Blackbaud Hosted by Joanne Steller VP, Strategic Communications Copyright © 2014 TRG Arts All Rights Reserved
  • 6. What We Do Patron Results 1. Consulting Capacity building for sustainable growth 2. Data Services Aggregation, analysis, direct response counsel 3. Community Data Networks 35 million households
  • 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
  • 10. Photo by Todd Huffman
  • 14. 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
  • 19. LOYALTY TRENDS From Integrated Data 1. See patterns 2. Develop segmentation 3. Cultivate meaningfully
  • 20. TRYER UPGRADE A second date Largest numbers Long-lapsed patrons New-to-file patrons • Second, multiple attendance • Same season • More retention + lower attrition = GROWTH • Must have: patron contact information LOVE OR LOSE THEM
  • 21. 4 year retention study New buyers SRT achieved second date in same season TRIPLED retention rate Revenue kept growing. More on this case at www.trgarts.com
  • 22. Seattle Rep Starting with the 2nd date Year 1 Offer: same-season ticket offer ONLY Nothing else. Year 2 Offer: 3 plays for $99 5 tickets that year Year 3 Offer: Subscribe! 6 tickets that year Year 4 Offer: Renew! First time renewal rate: 81%
  • 23. Case Study: First Timer Cultivation Group: Four-Year Study
  • 24. Case Study: First Timer Cultivation Group: Four-Year Study
  • 25. Seattle Rep Case Key Points 1. Retention is a worthy discipline Requires focus 2. Asking for the second date THE right next step 3. Growth is incremental Monetizing engagement takes time
  • 26. Next Step: Reactivate Message: “Welcome back” How? Treat them like a first timer and a valued patron. Next Step: Come back Message: “Welcome— thanks for joining us” How? Make the first time the best possible. Next Step: Come back again Message: “Thanks, and might you wish to _____?” How? Foster further engagement by making the ask
  • 27. GET ENGAGED Upgrades to grow loyalty Focus: Harness the power of “AND” Include: All organizational assets • Multiple attendance AND • A range of activities • The more they buy, the more they buy • Engaged patrons stick
  • 28. Add a donation Renew Flex to Full Renew & Upgrade
  • 29. More on this case at www.trgarts.com 94% of subscribers now subscribe to full series Subscription revenue in 2013-14 has surpassed goal and has increased 20% in two years.
  • 30. 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
  • 31. 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.
  • 33. More on this case at www.trgarts.com The Des Moines Performing Arts ticket office secured 380 donations totaling $3,887 for their education fund. 70% had no prior giving history. The Arena Stage box office has collected 2,834 gifts totaling $72,010 over 3 years. Ordway Center achieved their goal for box office giving halfway through the 2011–12 season. They generated 548 donations totaling $12,758, including one $1,000 gift
  • 34. ART of the UPGRADE Every patron’s next step Make a plan for every patron type Focus first on biggest opportunities • Consider the whole picture • Choose efforts you can do best • Collaboration gets the best results • Learn to up-sell
  • 35. The Art of the Upgrade A TRG Master Class for Blackbaud Copyright © 2013 TRG Arts All Rights Reserved Hosted by Joanne Steller VP, Strategic Communications
  • 36. 5/2/2014 Footer 36 QUESTIONS Contact Us TRG Arts Blackbaud E: LetsTalk@trgarts.com E: Solutions@blackbaud.com P: 719.686.0165 P: 800.443.9441 W: www.trgarts.com W: www.blackbaud.com