TRG Webinar: All in
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TRG Blog: Analysis from TRG Arts

04.06.2016 Webinar: All in: Developing patron loyalty across departments

Amelia Northrup-Simpson | April 7, 2016 9:54 AM
 Keri Mesropov,
VP of Client Services
 Jim DeGood, 
Director of Client Services

Think audience development is marketing’s job? Think again. All departments play a critical role in retaining and cultivating loyal patron relationships.

Marketing gets people in the door and cultivates them to membership or subscribership. However, a patron’s loyalty builds with each interaction they have with youfrom the first time they consider buying a single ticket, to renewing their annual fund gift—and in absolutely every interaction in between. Patron services, artistic staff, development, and executive leaders all must align their objectives with that of patron loyalty in order to make a patron-centered business model work.

In this webinar, Keri Mesropov and Jim DeGood from TRG’s expert consulting team explained today’s best practices for creating lasting patron relationships, across departmental silos. We encouraged attendees to watch this webinar with executive leadership and invite colleagues from artistic, development, marketing, and patron services. 

Watch the recording by filling out the form below. In it, you’ll learn:

  • About campaigns to build loyalty which involve multiple departments
  • How a sales orientation in the patron services department can buoy loyalty efforts of marketing and development
  • About new research on how artistic programming factors into loyalty
  • How to lead—or manage up—in your organization to create lasting patron relationships

Watch this webinar

To watch this webinar and access the slides, complete the form below:


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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>>


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

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