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.
The League of American Orchestras
The League of American Orchestras leads, supports, and champions America’s orchestras and the vitality of the music they perform. Its diverse membership of more than 2,000 organizations and individuals across North America runs the gamut from world-renowned orchestras to community groups, from summer festivals to student and youth ensembles, from conservatories to libraries, from businesses serving orchestras to individuals who love symphonic music. The only national organization dedicated solely to the orchestral experience, the League is a nexus of knowledge and innovation, advocacy, and leadership advancement. Its conferences and events, award-winning Symphony magazine, website, and other publications inform people around the world about orchestral activity and developments. Founded in 1942 and chartered by Congress in 1962, the League links a national network of thousands of instrumentalists, conductors, managers and administrators, board members, volunteers, and business partners.