The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience
•Transferir como PPTX, PDF•
1 gostou•2,743 visualizações
21st Century marketing and fundraising strategies for engaging the next generation of audiences and donors in cultural arts experiences for years to come.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience
Semelhante a The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience (20)
Último
Último (20)
The Millennials' Orchestra - Marketing and Fundraising Strategies for Engaging Millennial Audiences and Donors in the Classical Symphony Orchestra Concert Experience
- 1. THE MILLENNIALS’ ORCHESTRA CATHERINE E. STAREK MA, ARTS MANAGEMENT CAPSTONE PORTFOLIO American University May 3, 2013 #MillennialsOrch
- 2. “And they perform this in crowded concert halls?? Gee, I thought classical music was boring!” Calvin and Hobbes by Bill Watterson – Nov 23, 2011 1812 Overture (ryan_eric_hart, flickr)
- 3. AGENDA WHAT: Reason for Concern WHO: Millennials as a Generation HOW: Engagement Strategies Case Study Organization NOW WHAT: Looking to the Future
- 4. MILLENNIAL GENERATION Who are they? What are they all about? Millennials: A Portrait of Generation Next – Pew Research Center Young adults born between 1981 and 1993 (18 – 29 at the time; 20 – 32 today) Pew Research Center How Millennial Are You?
- 5. REASON FOR CONCERN Millennials – Where are they? Classical Music & Aging Audiences Sandow (2012) – NEA Data Chart T. Wolf, Knight Foundation
- 6. 21ST CENTURY CHALLENGES Declining Demographics Facing Hard Times Changing Styles of Engagement Competing for Attention photosteve101 on flickr
- 7. MARKETING TO MILLENNIALS How do they prefer to learn about nonprofits? Website 65% Social Media 55% E-Newsletters 47% Print 18% Face-to-Face 17%
- 8. MILLENNIAL VOLUNTEERISM How many volunteered for nonprofits? 63% of Millennials volunteered (2011) How do they find out about volunteer opportunities? The majority (81%) prefer to learn about these opportunities through their peers
- 9. MILLENNIAL LEADERSHIP How many Millennials are interested in leadership opportunities? 77% would get involved in a leadership role Top reasons why they haven’t? Lack of time (62%) Haven’t been asked (40%)
- 10. FUNDRAISING & MILLENNIALS How many Millennials donate to nonprofit organizations? 75% of Millennials made a financial gift Preferred method of giving? Online In Person In the Mail
- 11. GIVING STYLE Impulsive givers 42% gave based on what inspired them in the moment What do they want to know? How their gift will make a difference
- 12. THE BALTIMORE SYMPHONY ORCHESTRA Frankenstein Too Hot to Handel: The Gospel Messiah Charlie Chaplin’s City Lights Romeo and Radiohead Beethoven and Mozart with a Twist Photo credit: Dave Hoffman
- 13. BSO INITIATIVES Next Generation BSO BSO Passport Parsons The New School for Design College Nights with the BSO BOLT for the BSO BSO Ambassadors Photo credit: Grant Leighton
- 14. MILLENNIAL AUDIENCES & DONORS Millennials as Cultural Consumers: • Understanding Millennial interests, preferences, and behaviors • Initiate the relationship • Relevant engagement • Multimedia performances • Don’t be afraid of contemporary classical music! • Connect online • Go mobile Millennials as Next Gen Philanthropists: • Take time to build relationships founded on trust and fueled by involvement • Leverage Internet and mobile giving tools • Social engagement and physical activity • Long-term goals and planned giving • Lifetime value
- 15. ENGAGING NEXT GEN PATRONS Engagement Strategies • Build audience participation in meaningful, relevant ways • Focus on the concert experience • Multi-sensory • Build in time for socializing Exemplary Orchestras • Symphony orchestra innovations • Programming • Concert experience • Technology • Creative, relevant engagement • Organizational commitment • Greater resilience in the 21st century
- 16. Case Foundation “Be Fearless” Initiative
- 18. THE MILLENNIALS’ ORCHESTRA This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/.
Notas do Editor
- Subject - Marketing and Development Strategies for Engaging Millennial Audiences and Donors in the Classical Concert Experience.
- Structure – Intro/Concerns; Who are Millennials; Marketing/fundraising & Millennials (engagement); Case Study (BSO initiatives); Importance
- NEA SPPA 2008 – Decline in arts participationMedian age of audience: 60+ yrs (Brown Consumer Segmentation)Majority of subscribers: 65+ yrsChurn, Patron LoyaltyTechnology vs. LiveEconomic recession of 2008Education, time, $$
- Age of the Social - Online, social media, mobile technology;Multi-modal PreferencesFacebook, SmartphonesElectronic and Digital Age -Visually and Kinesthetically OrientedPhotochoreography
- Millennial Impact Report “41% plan to volunteer more in 2012”
- Millennial Impact Report
- Millennial Impact Report 2012
- Shugoll Research – “young professionals” 25 – 40 years old; focus groups: themed, multi-sensory, something different, among peers, pre- and post-concert socializing, shorter, engaging performances
- Support exists: Case Foundation, “Be Fearless,” NEA “Artworks,” League of American Orchestra’s ”Orchestra Innovations” Grants.