TRG Webinar: Plant Loyalty Now
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Patron relationships matter more in 2013 because the arts landscape is “ more like shifting sand than fertile soil,” said Jill Robinson, President, at the TRG Arts May 7 webinar, Plant Loyalty Now. The higher the portion of patron-centric revenue is, “the more organizations need to focus on, invest in, and partner with patrons to sustain income. The webinar offered strategic tactics around starting campaigns early, building on blockbusters, and patron upgrades at every level engagement.
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TRG Webinar: Plant Loyalty Now
- 1. Copyright © 2013 TRG Arts All Rights Reserved
- 2. PLANTING SEASON Time to grow loyalty 1. Arts landscape Context and challenges 2. Operational framework to grow loyalty Informed cultivation and collaboration 3. Best ways to plant loyalty Strategic tactics that work
- 4. GROWTH BUDDING Source: TRG Pre-webinar Survey Better 51% About the Same 34% Worse 15% Paid Attendance or Visitation 2013 compared to 2012
- 5. GROWTH BUDDING Source: TRG Pre-webinar Survey Better 54% About the same 34% Worse 12% How is your total income trending? 2013 compared to 2012
- 6. GROWTH BUDDING Uncertain ground Nonprofit Finance Fund 2013 National Survey • Sector in state of uncertainty • Thin margins, low liquidity • 50% say 2013 same or worse Source: NonProfitFinanceFund.org
- 7. “We found out in the 7th month of our fiscal year that our State funding was reduced by 40%, and that contracts would be delayed another six weeks... another blow ...and means more fundraising and less time to advance our mission. …..We are proceeding as if [public] funding will be gone within 5 years. Advocacy is at an all-time low in the arts field in NY.”
- 8. • 13% got full amount in state and local funding expected. • 21% got full federal amounts. • Over 50% reported overdue payments from state & local funders • 40% said the federal government was slow to pay. NONPROFIT FINANCE FUND 2013 National Survey Source: NonProfitFinanceFund.org
- 9. “Both federal and state government appropriations to the arts have declined since the 2007-2009 economic recession…” Quote Source: NEA State agencies face defunding, notably in: • Kansas • Wisconsin NATIONAL ENDOWMENT FOR THE ARTS November 2012
- 10. 9% 11% 21% 22% 22% Cut-backs in federal funding or grants expected or earmarked for my organization. Proposed cap on the federal charitable giving tax deduction. Don’t know. Cut-backs in state or local funding or grants expected or earmarked for my organization. Changes or cut-backs to non-governmental funding, such as from foundations and corporations. Which funding issues present the greatest risk to your organization? Source: TRG Pre-webinar Survey
- 11. GIVING AT RISK? Tax deduction limits Strong industry advocacy Against lowering income cap • Down to 28% from 39.6% • Lost incentive for a selfless act • “One thing is clear. Giving will decline.” • TRG: patron relationships will matter more
- 13. REVENUE RISK % of Patron-to-Total $ How much patrons contribute Via self-dependent revenue sources • Ranges widely • U.S. Performing organizations 30-90+% • Higher the %, higher your risk • What if you lost it?
- 14. ACTIVE PATRONS Prospect Pool Is number growing, flat, declining? Illuminates sustainability risk. • Buyers: STBs, Subscribers • Supporters: Members, Donors, School, Other • Larger the number, greater the potential • Indicator of self-dependent health
- 15. ACTIVE PATRONS Declining 0 5000 10000 15000 20000 25000 30000 35000 2008 2009 2010 2011 2012 2013 YTD Number of Household in Database Donor Nutcracker Single Ticket Buyer Subscriber Total HH
- 16. ACTIVE PATRONS Growing 0 5000 10000 15000 20000 25000 30000 35000 40000 2009 2010 2011 Number of Households in Database Subscribers Single Ticket Buyers Donors Education Net
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- 23. START EARLY Grow # and $ More single ticket sales for best-sellers More subscribers, members, annual fund donors • Ardent patrons decide and buy early • Early is the right time for some patrons • The longer you sell, the more you sell • Early buyers don’t need every detail
- 24. START EARLY Myths vs. Risks Myth Risk Everyone buys late. Sell late, sell less. All details must be in place. Lost “low hanging fruit” If blockbuster goes on sale now, patrons won’t buy anything else. Lost sales and up-sell opportunity
- 25. START EARLY What to do Anticipate biggest opportunities Blockbusters Annual fund, subscription campaigns Launch as early as possible Optimal 6 to 8 months in advance Start with the information you have Decision-making facts, not every detail
- 26. START EARLY What to do Take care of loyalists first Best access, best price, first in line Direct contact with best prospects Multi-media and multiple contacts Don’t wait for the catalog if a letter will do
- 27. “We managed to go out with our campaign almost 2 weeks earlier than last year. Nine weeks into the campaign, we were $63,000 ahead of the same campaign week last year—up 246 subscribers in our 8-show package and 211 subs overall. WOW!” More on this case at www.trgarts.com
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- 29. BLOCKBUSTERS Build # and $ Best-selling programs and events • Biggest incentive to buy, come back • Deserves greatest investment • Greatest ROI • Rewards all levels of loyalty
- 30. BLOCKBUSTERS What to do Have a priority plan for every level Know how you’ll invite every type of patron Take care of loyalists first First in line for the best seats
- 31. Personal contact Ask them to add it on, or if they’d like extra tickets Thanks. Welcome! “Don’t miss this.”
- 32. • Subscription revenue up 49% • Single ticket sales for the first three shows in season surpassed expectations by $225,000 More on this case at www.trgarts.com
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- 34. UPGRADES 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. 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
- 36. Add a donation Renew Flex to Full Renew & Upgrade
- 37. Net Revenue Single Ticket Buyers New Subscribers Renewing Subscribers Renewing Subscriber- Donors Per Ticket/ Package Yield $53.84 $156.05 $341.51 $550.42 Cost of Sale 20% 25% 3% 3% Renewal Rates 23% 46% 69% 88%
- 38. More on this case at www.trgarts.com 453 Super Subscribers Gave $51,100 in Four Months 65% were first timers, subscribers of 5 or fewer years, or patrons returning after lapsing. 70% had no previous giving history.
- 40. Upcoming “Meet TRG” sessions Interested in learning more about how TRG helps arts organizations? Get on the invitation list: email info@trgarts.com
- 41. www.trgarts.com
Notas do Editor
- If our discussion today prompted any interest how TRG works with clients, let’s talk. We’ve got “Meet TRG” sessions coming up. These sessions are set up much like this webinar, but we’ll talk more specifically about TRG’s consulting approach. If you’re interested, email info@trgarts.com and let us know. And, if you have any questions that you think of after the webinar or you’d like to talk one-on-one about how TRG can help, you can also send those requests to info@trgarts.com.
- Thank you so much for attending.There will be video of the webinar on the TRG website posted in the next week. We will send you an email with the link once it is posted.