Churning Butter Into Gold: Patron Growth Initiative
Inspired by the findings of the Audience Growth Initiative, marketing and development directors from nine orchestras undertook a follow-up Patron Growth Initiative with Prescott & Associates to tackle the more complex issue of building sustainable support, factoring in both attendance and donations — thus helping orchestras grow total lifetime value. This presentation outlines the findings and recommendations of the yearlong effort that included data mining (on a database of 545,000 concertgoers and donors), qualitative, and quantitative research. This presentation debuted at the League's 2011 National Conference.
Churning Butter Into Gold
As public subsidies for the arts change, organizations must rely on people—their audiences and patrons—to provide the revenue to sustain them long-term. How can organizations build a new business model that both serves audiences and relies on them for revenue? The first step is to see what the data says about building these patron relationships.
In this keynote, Jill Robinson of the arts consulting firm TRG Arts will offer data-inspired lessons on how organizations can monetize patron relationships to drive the revenue that allows the entire organization to thrive, instead of merely surviving. Jill will also discuss data collection and privacy concerns, and how to create incentives for genuine connection between patrons and organization. You’ll learn how pricing and demand, patron loyalty, database management, and artistic programming each impact patron-generated revenue, and how they can be integrated into an organization-wide culture to drive revenue. When marketers leverage this integrated model, they can make the most of their marketing budget, and start cultivating audiences for a sustainable future. This session will discuss these specific questions:
- Why does loyalty matter? How can higher ROI on each patron build sustainable arts organizations?
- Not all patrons are created equal. How can we right-size our marketing investments in different groups of patrons?
- Does the type of programming that a patron attends determine future ROI?
Full report on the Roundtable on Bang for the Funding Buck: KPIs and Capturing the Impact of the Arts, part of the IPS-SAM Spotlight on Cultural Policy Series. The roundtable was organised by the Institute of Policy Studies (IPS) on 1 June 2018 in collaboration with the Singapore Art Museum.
Creative New Zealand has published the latest Audience Atlas New Zealand research to provide indepth information on this country’s market for arts and culture.
The companion study to New Zealanders and the arts, Audience Atlas New Zealand 2017 is the latest update on the triennial research, which began in 2011. It shows how the market for arts and culture has changed in composition and value – and how attitudes have changed – over time.
Audience Atlas New Zealand 2017 measures the current, lapsed and potential markets for more than 40 artforms. The study also explores New Zealanders’ behaviour and attitudes towards supporting the arts through donating, volunteering and joining arts organisations.
As well as providing a national overview of the culture sector the research includes specific information by artform, audience segment and region. It is designed to benefit all arts and culture organisation regardless of size.
Creative New Zealand aims to build arts organisations’ understanding of audiences and increase their ability to develop markets for their work, which will ultimately strengthen the sustainability of country’s arts and culture sector.
Audience Atlas New Zealand 2017 was launched at Creative New Zealand’s annual arts hui Nui te Kōrero on 23 May 2018.