Presented Friday, May 8, 2015, at 11:30 a.m.

1. WHAT DOES THE
DATA SAY?
New Generations of Donor Engagement
Hosted by
Jill Robinson, President & CEO
Copyright © 2015 TRG Arts
All Rights Reserved

2. survey transactional
what they say they
want or did
what they did
About Audience Data…

5. $-
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
$400,000,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Greatest
Generation
Silent
Generation
Baby Boomer Generation X Generation Y
Households Donation Amount
$3,146 $1,530 $1,239 $545 $330
Average Donation Spend
Arts & Cultural Philanthropy

6. Older generations…
Household declines but
$$ steady, growing
0%
1%
2%
3%
4%
5%
6%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation
Household % Donation Amount %
0%
10%
20%
30%
40%
50%
60%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation
Household % Donation Amount %

7. Good news…
Baby Boomers
steady overall
0%
10%
20%
30%
40%
50%
60%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomers
Household % Donation Amount %

8. So interesting…
More younger donors!
0%
2%
4%
6%
8%
10%
12%
14%
16%
2007 2008 2009 2010 2011 2012 2013 2014
Generation X
Household % Donation Amount %
0%
1%
1%
2%
2%
3%
2007 2008 2009 2010 2011 2012 2013 2014
Generation Y
Household % Donation Amount %

9. What could this mean?
Life stage

10. Photo by Stijn Bokhove (CC BY-NC 2.0)

11. Photo by Bill & Vicki T (CC BY 2.0)

12. Hyde Park Jazz Festival. Photo by Marc Monaghan (CC BY-NC-ND 2.0)

13. Photo courtesy of Seattle Repertory Theatre

14. What does this mean?
Loyalty takes time

15. EXPENSES
ROI

16. Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW

17. 0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Generation Y Gen X
Tryers Buyers Advocates
Baby Boomers Greatest/Silent

18. Where does it begin?
Ticket buyers

19. Single Ticket Buyers are…
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total

20. Single Ticket Buyers are…
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total

21. Single Ticket Buyers are…
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total
47%
48%
49%
50%
51%
52%
53%
54%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomer, % of Total

22. Single Ticket Buyers are…
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total
47%
48%
49%
50%
51%
52%
53%
54%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomer, % of Total
0%
5%
10%
15%
20%
25%
30%
35%
40%
2007 2008 2009 2010 2011 2012 2013 2014
Generation X, % of Total

23. Single Ticket Buyers are…
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total
47%
48%
49%
50%
51%
52%
53%
54%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomer, % of Total
0%
5%
10%
15%
20%
25%
30%
35%
40%
2007 2008 2009 2010 2011 2012 2013 2014
Generation X, % of Total
0%
1%
2%
3%
4%
5%
6%
7%
2007 2008 2009 2010 2011 2012 2013 2014
Generation Y, % of Total

24. Subscribers are…
0%
1%
1%
2%
2%
3%
3%
4%
4%
5%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total

25. Subscribers are…
0%
1%
1%
2%
2%
3%
3%
4%
4%
5%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
24%
25%
26%
27%
28%
29%
30%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total

26. Subscribers are…
0%
1%
1%
2%
2%
3%
3%
4%
4%
5%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
24%
25%
26%
27%
28%
29%
30%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total
49.40%
49.60%
49.80%
50.00%
50.20%
50.40%
50.60%
50.80%
51.00%
51.20%
51.40%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomer, % of Total

27. Subscribers are…
0%
1%
1%
2%
2%
3%
3%
4%
4%
5%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
24%
25%
26%
27%
28%
29%
30%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total
49.40%
49.60%
49.80%
50.00%
50.20%
50.40%
50.60%
50.80%
51.00%
51.20%
51.40%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomer, % of Total
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2007 2008 2009 2010 2011 2012 2013 2014
Generation X, % of Total

28. Subscribers are…
0%
1%
1%
2%
2%
3%
3%
4%
4%
5%
2007 2008 2009 2010 2011 2012 2013 2014
Greatest Generation, % of Total
24%
25%
26%
27%
28%
29%
30%
2007 2008 2009 2010 2011 2012 2013 2014
Silent Generation, % of Total
49.40%
49.60%
49.80%
50.00%
50.20%
50.40%
50.60%
50.80%
51.00%
51.20%
51.40%
2007 2008 2009 2010 2011 2012 2013 2014
Baby Boomer, % of Total
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2007 2008 2009 2010 2011 2012 2013 2014
Generation X, % of Total
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2007 2008 2009 2010 2011 2012 2013 2014
Generation Y, % of Total

29. Loyalty takes time.

30. WHAT DOES THE
DATA SAY?
New Generations of Donor Engagement
Hosted by
Jill Robinson, President & CEO
Copyright © 2015 TRG Arts
All Rights Reserved