TRG Insights


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May13

Loyalty, Collaboration, and Community in Philadelphia

Wednesday, May 13 at 2 EDT/11 PDT


You may know the buying and donating patterns of your own audience. But do you know how they engage with the other arts organizations in your community? And does that mean you’re in competition with them or have opportunities to collaborate?

Seventeen arts and cultural institutions in the Philadelphia area set out to find the answers to those very questions. The study they commissioned investigated the buying and donating behavior of nearly 1 million arts audience and visitor households over seven years, with interesting findings about community engagement and audience loyalty. Researchers profiled how loyal patrons were to each individual organization and tracked patterns of loyalty across the community.

Click through to read more and view the video.


Posted May 13, 2015







May08

"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. 


Posted May 8, 2015







May05

Photo by opensource.com (CC BY 2.0)

At the beginning of this year, the NEA came out with a report on why people attend the arts. This study struck a chord with me, because it momentarily put aside the question of whether arts attendance is growing or shrinking and instead focuses on why people actually come to the arts in the first place. The study found that 83% of arts participants value “being devoted and loyal.” This aligns with TRG’s own research, which suggests that it’s no longer enough to know whether you're hitting attendance goals. The question has evolved from "Are audiences growing?" to "Are audiences growing more loyal?"

The NEA report suggests some ways to overcome barriers to arts participation, among them community engagement. Decision makers and funders in our field seem to be thinking more in recent years about what makes an arts community healthy, and how to measure engagement across communities.

We recently did a study with the Greater Philadelphia Cultural Alliance which studied how audiences interact with different arts organizations across a community. (Full study here.) Spanning 7 years and studying nearly 1 million arts audience households from 17 arts and cultural institutions, this study looked in-depth at loyalty within organizations and engagement across the community.


Posted May 5, 2015







May05


Hubbard Street Dance Chicago in
One Thousand Pieces by
 Resident Choreographer Alejandro Cerrudo.
Photo by Todd Rosenberg.
Categorizing arts patrons simply as ticket buyers, subscribers, or donors can hide the total value of the investments they make with an arts organization. Hubbard Street Dance Chicago tracked patterns of patron investment holistically, across those categories. What they found led them to cultivate audiences in a completely new ways.

Chief Marketing and Development Officer Bill Melamed of Hubbard Street and ‎Amelia Northrup-Simpson of TRG Arts presented this session at the 2015 Do Good Data Conference, detailing how audiences are engaging differently with Hubbard Street nearly two years later. This is a story about the important role data plays in centering an organization around patron loyalty, and how Hubbard Street acted on that data. 

Posted May 5, 2015







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