Resources
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?
Jill Robinson, TRG Arts
Jill Robinson is a true believer in the power of arts and culture to transform individuals and communities. She also holds the belief that financial success enables organizations to do more of the vibrant, creative work they were designed to do.
Driven by this belief, Jill was an early adopter of TRG’s services in 1995, joined TRG in 1998 and quickly became an owner and company President working alongside founder and CEO, William “Rick” Lester. Together, they grew the firm from a marketing consultancy focused on symphony orchestras to a data-driven consulting firm that engaged across the North American performing arts sector. TRG also became the leading provider of community-wide data sharing networks across the US.
Jill regularly inspires arts and cultural professionals at industry conferences world-wide. She serves as TRG’s master teacher, leading workshops, webinars, and writing blog posts on Analysis from TRG Arts. She serves on the board of Southern Methodist University’s National Center for Arts Research and the Cultural Office of the Pikes Peak Region. She is adjunct faculty at the Meadows School of the Arts at Southern Methodist University, where she teaches the Marketing the Arts course.
Jill earned her MBA from the University of Colorado, and a Professional Direct Marketing Certification from the University of Missouri. Prior to TRG, Jill served as marketing director for several American orchestras, including those in Milwaukee and Kansas City.