“Three years ago, the California Symphony changed its approach to audience development, employing a long-term strategy that resulted in increased concert attendance, audiences getting younger, and more donors,” writes Aubrey Bergauer, executive director of the California Symphony, in Monday’s (8/14) Medium.com. “Arts organizations have a lot to offer to our patrons… First year subscribers … are the hardest segment to renew, averaging a 50% or less renewal rate for many organizations… That’s a … giant pipeline problem we have created for ourselves…. The California Symphony decided we would do everything we can to create a flowing pipeline. For us, this meant … shifting to a strategy focused on patron retention. Now, no matter who you are, whether a first-time attendee … or long-time donor … we have a specific plan for you and a specific next step in mind, and everything we do points you toward that one next step…. We do not solicit a donation before a patron is a second-year subscriber…. We’ve grown our audience by a sizable 70% over the last three years… and have nearly quadrupled the number of donor households.” The article cites the Reimagining the Orchestra Subscription Model study by the League of American Orchestras and Oliver Wyman.
Posted August 18, 2017
