FULL HOUSES: Turning Data into Audiences

Super Subscribers: Saving the Day, Seeding a Loyalty Initiative

24 January, 2012 at 7:50 am Tim Roberts Leave a comment

An instructive case study of soliciting donors from subscribers at 5th Avenue Theatre in Seattle from TRG Arts.

Facing a funding shortfall in 2009/10, 2010/11 subscriber were approached to become “Super Subscribers” and make a donation to “enhance their theatre-going experience“.

This is explained as follows: “Instead of requesting help for the organization, the letter invited patrons to enhance their theater experience with a tax-deductible gift that included experiential benefits: a backstage tour, a one-time guest pass to the major donor lounge, and a show poster of the subscriber’s choice from the upcoming season. Their gift would also support scholarships for the 5th‘s upcoming summer camps, but the primary focus of the ask was on the subscriber’s experience.“

40% of donations came in response to just the direct mail campaign without the need for any follow up calls.

The campaign brought in 453 gifts and a total of $51,189 at a 10% cost-of-sale and analysis by TRG was very interesting: 

• “Most Super Subscribers were relatively new to subscribing. 65% included first timers, subscribers of five or fewer years, or patrons returning after letting their subscription lapse.

• Super Subscribers were primarily new donors. 70% had no previous giving history; 30% were lapsed donors.

• Super Subscribers were twice as generous. The campaign’s average gift size was $113, more than double 5th Avenue prior new gift average of $53.73.”

Entry filed under: Arts Marketing, audience development, Case Studies, CRM, Loyalty. Tags: Arts Marketing, audience development, case study, Loyalty, subscription.