TRG Insights


Search or browse our knowledge center for TRG insights and solutions that work for arts and entertainment organizations of all genres and sizes.



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Apr02

Photo by Martin Deutsch via flickr
Earlier this month I participated in “Where Next BC: Adapting to Changes in the Arts,” a convening at Simon Frasier University in Vancouver, British Columbia. This change-focused convening was hosted by a dozen funders and supporters of the arts and cultural sector in BC, including the Department of Canadian Heritage, and Canada Council for the Arts.
 

I found the convening to be both revealing and encouraging in that the discussions were designed to be framed by, as the program read, “humility and honest self-assessment.” 

Change requires honest self-assessment in a frame of personal and professional humility. Whether it’s “innovative,” “adaptive,” or just plain good, old-fashioned CHANGE—it is hard to do well. In most arts organizations, change is even harder to accept, especially when generations of standard ways of operating are challenged.


Posted April 2, 2014







Mar12

Donation successes at Ordway Center, Des Moines Performing Arts and Arena Stage


Why Box Office Asks Work

Collaborating cross-departmentally to grow loyalty is essential to long-term revenue growth. However, in many organizations, the box office isn’t integrated into development campaigns. TRG Arts sees development, marketing and the box office as deeply intertwined. A healthy development department depends on marketing to deliver donor-ready patrons. The box office regularly interacts directly with patrons and so can make asks that are both appropriate in the moment and that do a great deal to deepen loyalty. For example, a telefunding follow-up call to a first-time single ticket buyer may push the new patron relationship too far, while an invitation to add on a donation during a purchase may seem more natural.

TRG research shows that no matter the size of the gift, the effects of donating on loyalty and overall lifetime value can be tremendous, turning short-term revenue into long-term opportunity. Most major donors are cultivated from lower giving levels, rather than entering the organization as brand new high-level donors. Given this fact, campaigns where a front-line sales team like the box office asks for a lower-level gift make sense—and also make money.


Posted March 12, 2014







Mar11

94% of subscribers now subscribe to full series


The Situation:

Exterior of the Dofasco Centre for the Arts, the primary performing venue of Theatre Aquarius.
Dofasco Centre for the Arts
With the economic downturn that began in 2008, attendance and revenue at Theatre Aquarius began to decline. As the decline coupled with the financial recession continued into the spring of 2011, General Manager Lorna Zaremba hired TRG Arts to analyze the theatre’s situation and improve revenue.

This analysis revealed that there were entire elements of the Theatre’s business model that were missing, which influenced an atmosphere of waning loyalty, specifically among subscribers.


Posted March 11, 2014







Feb06

patron loyalty heart
Image via tagxedo
It's February, the month when our hearts naturally turn to romance. Here at TRG, we’re also thinking about romancing arts patrons. We call it “cultivating loyalty,” and it’s a lot like beginning a romantic relationship. It starts with a first “date,” or the first time a patron buys a ticket. What happens next determines whether the date will lead to a long-term, committed relationship or a one-night stand.

Let us suggest a Valentine theme for your important patron activities this month. As you’re planning subscription renewal, fiscal yearend giving, or admissions for summer festivals and during peak visitation season, think: “Be Mine” rather than simply “Buy Now.” Of course you need to focus on revenue. But, to get there, remember each of these efforts is about building relationships with your patrons. Like a romance, patron relationships evolve step-by-step, over time to become lasting and lifelong. With love—and loyalty— in the air, we’ve put together 3 ways to attract and keep the patrons of your dreams, those who will stick with you.


Posted February 6, 2014







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