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Stop Marketing to the Masses _ Start Cultivating - National Arts

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Stop Marketing to the Masses _ Start Cultivating - National Arts Powered By Docstoc
					Selling tickets vs. building relationships


         Loyalty Matters.
Stop Marketing to the Masses &
 Start Cultivating the Loyalists
                       November 11, 2012
                       NAMP Conference




                                  Suzette Sherman,                      Donna Williams,
    Jill Robinson
                              Director of External Affairs     Chief Audience Development Officer
 President, TRG Arts
                        National Museum of Women in the Arts    The Metropolitan Museum of Art
              Patron Loyalty
              Targeting new patrons.
Converting them into frequent buyers,
  subscriber/members, and donors…
     And, ultimately, lifelong patrons.
                                           Advocates
                                  Buyers




                                                       Tryers
Atttrition (Churn)




        2 out of 3 new patrons leave…
            and never come back.
Patron Relationships
  Sustain the Arts
                  Most loyal




                       Least loyal
Suzette Sherman,
Director of External Affairs
National Museum of Women in the Arts
Loyalty is About Relationships


                                   “Loyalty is the
                                  gold standard for
                                   measuring the
                                     quality of a
                                    relationship.”

                           The Loyalty Effect and Loyalty Rules by Frederick Reichheld

             Suzette Sherman, National Museum of
11/11/12
                       Women in the Arts
   Loyalty: A Cause and Effect Relationship
    Marketing             Fundraising
     Research          Friend-raising
  Audience Development     Infrastructure                      Right Visitors
                                                               and Members



          $ Reinvest

                                                       Superior
                                                      Constituent                       GROWTH
                                                        Value

                                                                       Compensation     Right
                                                                        Advantage     Employees
   Right Donors
   and Investors



              REVENUE
                                     $ Cost
                                   Advantage                  $ Superior
                                                              Productivity
                                                                                          Experienced service
                                                                                             Well-Informed
   Adapted from The Loyalty Effect and Loyalty Rules by Frederick Reichheld            Know donors and customers
                                             Suzette Sherman, National Museum of
11/11/12
                                                       Women in the Arts
                         Measuring loyalty
  • Intentions
           – Likelihood to recommend in 12 months?
  • Satisfaction
           – Overall satisfaction with experience?
  • Value
           – Considering price paid and services received, evaluate
             overall value received.
  • Performance
           – Thinking about all aspects experience, evaluate it overall?




                              Suzette Sherman, National Museum of
11/11/12
                                        Women in the Arts
      Evangelists within Loyal Segments
                                                                                              Evangelist
                        100%
                                                                                      Loyal

                          (Retention)
                          Loyalty



                                                                                    Neutral

                                          Vulnerable

           Defector
           or Critic             1           2          3     4        5
                                         Satisfaction, Recommend, and Value

           Adapted from James L. Heskett, Thomas O. Jones, Gary W. Loveman, Earl Sasser, Jr., and Leonard A. Schlesinger.
           “Putting the Service-Profit Chain to Work.” Harvard Business Review March-April 1994.




                                           Suzette Sherman, National Museum of
11/11/12
                                                     Women in the Arts
                    Finding the Loyal
           Influencers, Evangelists, Advocates


11/11/12              Suzette Sherman, National Museum of
                                Women in the Arts
           Member Commitment
   • Membership level
   • Tenure
   • Life-time value
   • Annual Fund gifts
   • Two-year membership, automatic renewals
   • Upgrade behavior
   • Renew early before expiration
   • Volunteer or docent status

                       Suzette Sherman, National Museum of
11/11/12               Women in the Arts
   Member Activity
   • Members Previews (1st to see)
   • Member programs (free, paid)
   • Museum and exhibition visits
   • Frequency of visits
   • Cross purchase: store, restaurant, other
   • Art history courses, education programs




Suzette Sherman, National
11/11/12
Museum of Women in the Arts
    Member Referral Responsiveness
•   Bring-a-friend offers
•   Member for a Day cards
•   Guest passes and tickets
•   Gift membership (the ultimate referral)
•   Guests for previews, exhibitions, and programs
      Encouraging and Tracking Referrals




                 Suzette Sherman, National Museum of
11/11/12
                           Women in the Arts
 Finding Opportunities in Your Base


Motivating members who
are active, committed and
                                 Commitment
refer others




                    Referral
                                                           Activity
                   Responsive



                            Suzette Sherman, National Museum of
11/11/12
                                      Women in the Arts
 NMWA Celebrates 25 Years
•   A Museum – a Cause!
•   25% regional – 75% national/international
•   $1.6 million in revenue
•   Almost 20,000 members
      – Charter matters!
      – 1,000 25-year members
      – 5,000 10+ year members


                    Suzette Sherman, National Museum of
11/11/12
                              Women in the Arts
           • Introductory levels (Individual/Supporter)
           • Friend level (free admission at 600+ museums)
           • $1,000 Presidents Club

                             Suzette Sherman, National Museum of
November 9, 2012                                                   18
                                       Women in the Arts
            Re-engage past members –
           an extraordinary opportunity!
• Initial acquisition plan
      – mail 160,000
      – 85% commercial lists, 15% house
• Strategic shift
      – 175,000 lapsed member records
      – Data enrichment
• E-mail append
      – Doubled list to 50,000

                      Suzette Sherman, National Museum of
11/11/12
                                Women in the Arts
           Thank you!




                 Suzette Sherman, National Museum of
11/11/12
                           Women in the Arts
Donna Williams,
Chief Audience Development Officer
The Metropolitan Museum of Art
  Multicultural
   Audience
  Development
    Initiative



THE METROPOLITAN MUSEUM OF ART
       The Museum: Brief History




1870                               Present
    MADI

                    Mission Statement




The goals of the Multicultural Audience Development Initiative
are:

• increase awareness of our global collections
• create relationships with diverse communities in New York
• diversify visitorship and membership
• increase participation in programs and activities
MADI

       Advisory Committee
       MADI

                            Collaborations

Arts Organizations   Trustees, Staff, and Departments    Multicultural
                                                        Organizations
    MADI

                                 Collaborations
                                  Special Guests




Cicely Tyson          Maya Lin    Andre Leon Talley & Oscar de la Renta




       Michele Patterson                    Linda Johnson Rice            Alek Wek
MADI

       Involvement with Communities
MADI

                    Media Outreach
       Communicating with all communities in New York
MADI

       Media Outreach
       Newsletter & Website
MADI

       A Luncheon with President Clinton
              January 11, 2010
MADI


        Grand Divertissement à Versailles
       Costume Institute / MADI Luncheon
                         January 24, 2011
MADI

       LGBT Post Pride Party
          July 19, 2012
MADI

       LGBT Post Pride Party
          July 19, 2012
 MADI

¡Fiesta! Celebrating Hispanic and Latin American Culture
                   September 29, 2012
MADI

       ¡Fiesta!
    MADI

                      African American Heritage
The Boy’s Choir of Harlem & Cicely Tyson School of the Performing Arts
MADI

        Native American Heritage
       We’ll Take Manhattan Symposium
MADI

            Native American Heritage
       Opening of the Native American Galleries
MADI

       Diwali Performance
MADI
MADI

                Lunar New Year
   February 7, 2010 and February 4 – 8, 2011
MADI

       Lunar New Year
       February 4, 2012
MADI

       Lunar New Year
       February 4, 2012
MADI

       Women’s History Month Celebration
MADI

        Multicultural Benefit
       An Evening of Many Cultures
MADI

       Multicultural Benefit
       September 26, 2011
         MADI

           Galleries for the Art of Arab Lands, Turkey, Iran, Central
                           Asia, and Later South Asia




                               Robina Niaz                 Rev. Dr. James Alexander Forbes    Lena Al-Husseini
Sheikh Imam Abdallah
   (Sakeenah, Inc)          (Turning Point for                       (Healing of the       (Arab-American Family
                           Women and Families)                    Nation Foundation)           Support Center)




                                               Imam Shamsi Ali
              Linda Sarsour
                                        (Islamic Cultural Center of New            Haroon Moghul
       (Arab American Association
                                                       York/                    (The Maydan Institute)
               of New York)                      th Street Mosque)
                                              96




                                                                                     Joyce Dubensky
                                                                                  (Tanenbaum Center for
       Mohammed Razvi                          Fatima Shama
(Council of Peoples Organization)                                              Interreligious Understanding)
                                    (NYC Commissioner of Immigrant Affairs)
 Staff Cultural Awareness Information Session for
the New Galleries for the Arab Lands, Turkey, Iran,
        Central Asia, and Later South Asia
                October 18, 2011
An Oasis at the Met
  March 1, 2012
Outreach for the Islamic Art Department’s New Galleries

 Qatar Museums Authority Professional Workshop
                 June 2012
Outreach for the Islamic Art Department’s New Galleries

                     Iftars
MADI

       Sufism in Islamic Art
        October 12, 2012
     Outreach for the Islamic Art Department’s New Galleries




Cross Cultural Engagement    Exceptional Dedication and
Award from the Muslim        Service Award from Nation
Consultative Network         To Nation Networking
June 10, 2012                October 3, 2012
The Initiative

                 Awards
MADI Upcoming Event

          Veterans Day Breakfast
           November 13, 2012
MADI Upcoming Viewing and Reception

    Regarding Warhol: Sixty Artists, Fifty Years
              December 19, 2012
Spectrum
Spectrum

       Spectrum Trivia Night with Art 21
              March 22, 2012
  Spectrum

Spectrum Celebrates Breaking the Color in Major League
Baseball and the Museum’s Jefferson Burdick Collection
                    April 13, 2012
Spectrum

  Spectrum Presents Oktoberfest at the Cloisters
              September 29, 2012
Spectrum: Upcoming

       Faking It/Creative Mornings Event
              November 16, 2012
                         College Group at the Met
Making the Met accessible and popular to the next generation of college students
   College Group

Waist Up/Waist Down: An Evening of Schiaparelli and Prada
                     May 15, 2012
 College Group

An Evening of Art and a Summer Sunset with Cloud City
                   August 17, 2012
College Group

          Warhol’s Factory at the Met
              October 24, 2012
 2013
Events
Schedule of Upcoming Audience Development Events

• Wednesday, January 23, 2013: Women of the Nile event
• January/February, 2013: I Have a Dream Event
• Late Winter, 2013: Gordon Parks Centennial Event
• March 2013: Women’s History Month Event
• March 2013: Senses of Spring Festival
• May 2013: Asian-Pacific Heritage Month
• MADI Gala: September 2013
MADI

       Mentoring Program
Patron Loyalty Paradigm
Patron Loyalty Paradigm
What Makes an Advocate?
How do you cultivate an Advocate?



                    Identify them,
                    retain them.
What Makes a Buyer?
How do you cultivate a Buyer?



                Increase and upgrade:
                more tickets, better
                seats/pricing, larger
                donations.
Who are Tryers?
How do you cultivate a Tryer?


          Get them to come back!
          Which means…capturing
          contact information!
                    Performing Arts Organization
               Patron Loyalty Group Distribution by Generation
100%

90%                                                   18%                22%        19%

80%                                      42%

70%                   63%
         66%
60%
                                                      50%                           49%
                                                                         49%
50%

40%
                                         44%
30%

20%                   31%                             25%                           24%
         31%                                                             22%
10%                                      12%
          3%           5%                             8%                 7%          7%
 0%       0%           1%                2%
         Super      Advocates           Buyers       Tryers           Total PAO      PAO
       Advocates                                                                  Community

                    Gen Y       Gen X      Baby Boomers       Traditionalists
            Takeaways
1. Endorse and enforce a new way of doing
   things from the top.
2. Analyze patron data across systems.
3. Seize an opportunity or two to pursue in
   tandem with current campaigns.
4. Together.
Questions?
Stop Marketing to the Masses &
 Start Cultivating the Loyalists
                      November 11, 2012
                      NAMP Conference




                                 Suzette Sherman,                      Donna Williams,
   Jill Robinson
                             Director of External Affairs     Chief Audience Development Officer
President, TRG Arts
                       National Museum of Women in the Arts    The Metropolitan Museum of Art

				
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