New Generations of Donor Engagement [slideshow]
comments powered by Disqus

TRG Blog: Analysis from TRG Arts


New Generations of Donor Engagement [slideshow]

Amelia Northrup-Simpson | May 8, 2015 10:25 AM

"Loyalty takes time." That was the key point that Jill Robinson, President & CEO of TRG Arts, put forth in a discussion of young donors at the 2015 Opera America Conference in Washington, DC. The panel's premise was that, with opera audiences growing older, companies must focus their attention on new generations of support. While development departments may have mastered the appeal to traditionalists and baby boomers, Gen Xers and millennials are looking for something else. Attendees at this standing-room only session learned what the data says about these patrons, what matters to next gen donors, and how opera companies can engage them. 

The panel was moderated by Erin Sammis, Director of Major Gifts at Opera Philadelphia. Jill was joined on the panel by Yuming Chiu, associate brand manager, Johnson & Johnson; Mary Galeti, executive director and vice-chair, Tecovas Foundation; and Kim Parker, director of social trends research, Pew Research Center.







print



Related Articles
The subscription is dead evolving: What Oliver Wyman’s subscription study means for the arts


Be notified of future content like this with eNews.

Sign up for TRG's eNews and you'll be notified when more content like this is posted, as well as getting our latest research, blog posts, and webinar announcements delivered straight to your inbox. Simply fill out the form below:

* indicates required

 

Case Study: Lyric Theatre of Oklahoma

Annual operating budget up 32% in 5 seasons

Lyric Theatre of Oklahoma 
 Photo: Joseph Mills

After a poor year for earned revenue in 2012, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets.

Her hard work had paid off, but season tickets were still a challenge. “Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”

Read More>>


Killer Group Sales Campaigns

A boot camp for arts marketing and fundraising leaders


Friday, August 18, 2017 
Online Workshop (11am-2pm MDT)

Do group sales contribute less than 10% of your single ticket revenues? Does your organization only sell tickets to groups reactively? Are you setting group sales goals only to fall short every year?

After subscriptions, group sales is the most important ticket-buying group for an arts and culture organization to cultivate. In this one-day session, learn how to leverage your group sales program to create a renewal base of loyal customers, while also driving new patrons to attend, all by tapping into the social networks that already exist within your marketplace. 

You’ll leave with your own, unique group sales campaign plan for next season, front-line sales strategies, and projections of what is possible for growth.

Contributors


Jill Robinson
Adam Scurto
Amelia Northrup-
Simpson
J.L.Nave Vincent VanVleet Keri Mesropov
 

Upcoming Events

Professional Development Workshops

 

Executive Summit in North America - October 12-13, 2017; Colorado Springs, CO

LEARN MORE

 

Conferences

American Museum Membership Conference - November 6-9, 2017; Seattle, WA

Americans for the Arts - National Arts Marketing Project (NAMP) - November 10-13, 2017; Memphis, TN



Admin Login