the art of the upgrade: a trg master class for blackbaud
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THE ART OF THE UPGRADEA TRG Arts Master Class for Blackbaud
MEET TRG ARTSThe Art of the UpgradeA TRG Master Class for Blackbaud
Hosted by
Jill Robinson
President
Copyright © 2013 TRG Arts All Rights Reserved
Vancouver Recital Society
What We Do
Patron Results
1. Consulting
Capacity building for sustainable growth
2. Data Services
Aggregation, analysis, direct response counsel
3. Community Data Networks
35 million households
Loyalty
A Love Story
Why Patron Loyalty?
Increased Investment
1. Strong relationships = lasting revenue
Increasing RFM (recency, frequency, $$$)
2. How? Upgrade
Ask the patron to take the right next step
3. First: Data
Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW
VIP access
& pricing
Better access,
Incentives for
upgrades, adds
Least attractive
access, incentives
to upgrade
What’s an upgrade?
Action Next Step
Buy a ticket
Buy a small
subscription or
membership
Renewing
subscriber or
member
Buy another ticket
Buy a full series
subscription or
larger membership
Add on
donation or events
Two critical turning points
LOYALTY TRENDS
From Integrated Data
1. See patterns
2. Develop segmentation
3. Cultivate meaningfully
TRYER UPGRADE
A second date
Largest numbers
Long-lapsed patrons
New-to-file patrons
• Second, multiple attendance
• Same season
• More retention + lower attrition = GROWTH
• Must have: patron contact information
LOVE
OR
LOSE THEM
Next Step: Reactivate
Message: “Welcome
back”
How? Treat them like a
first timer and a valued
patron.
Next Step: Come back
Message: “Welcome—
thanks for joining us”
How? Make the first
time the best possible.
Next Step: Come back again
Message: “Thanks, and might
you wish to _____?”
How? Foster further
engagement by making the ask
GET ENGAGED
Upgrades to grow loyalty
Focus: Harness the power of “AND”
Include: All organizational assets
• Multiple attendance AND
• A range of activities
• The more they buy, the more they buy
• Engaged patrons stick
Add a donation
Renew Flex to Full
Renew & Upgrade
Single Ticket
Buyers
New
Subscribers
Renewing
Subscribers
Renewing
Subscriber-
Donors
Per Patron
Yield $53.84 $156.05 $341.51 $550.42
Cost of Sale 20% 25% 3% 3%
Renewal
Rates23% 46% 69% 88%
How valuable is loyalty?A performing arts example
More on this case at www.trgarts.com
453 Super Subscribers
Gave $51,100 in Four Months
65% first timers, subscribers
of 5 or fewer years, or patrons
returning after lapsing.
70% no giving history.
ART of the UPGRADE
Every patron’s next step
Make a plan for every patron type
Focus first on biggest opportunities
• Consider the whole picture
• Choose efforts you can do best
• Collaboration gets the best results
• Learn to up-sell
UPGRADING
Everyone’s job
LOYAL
PATRONS
Marketing
BoxOffice
Development
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QUESTIONS
Contact Us
TRG Arts Blackbaud
E: [email protected] E: [email protected]
P: 719.686.0165 P: 800.443.9441
W: www.trgarts.com W: www.blackbaud.com