Patron Development: Preparing a path from first ticket to planned gift [slideshow]
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Patron Development: Preparing a path from first ticket to planned gift [slideshow]

Amelia Northrup-Simpson | June 21, 2016 12:05 PM

Jill Robinson at the 2016 League of American Orchestras conferenceA patron’s loyalty is built step-by-step with each interaction with your organization. Each purchase and each donation is an indicator of the affinity that patrons feel for the organization. The problem in the evolution of patrons often occurs in the hand-off between marketing and development.

In this session, presented in 2016 at the League of American Orchestras Conference, Jill Robinson and Lindsay Anderson discussed patron segmentation strategies and proven practices for closing the gap between subscribers and donors.







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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.”

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Contributors


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

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