You want to attract, grow, diversify and sustain your audience? Great! But the biggest mistake you can make is to think of that audience as a single entity. True, "your audience" converged at some point - whether for a particular night's performance, during the run of a production or exhibition, into your venue, or some other way onto your mailing list. But the happenstance of their intersection doesn't mean they share the same motivations, … [Read more...]
What is Audience Engagement? (Part 2)
It’s commonplace to talk about the need for “audience engagement” – but what does the term actually mean? Let's pick up from yesterday's discussion... Here again, I’m delighted (and grateful) to offer the insights of respected friends and colleagues on this question: What is the meaning of the word “engagement”? And how does an arts organization know if it is succeeding? ————- Doug McLennan - Founder & Editor of … [Read more...]
It’s the Experience, Stupid
"Why don't more people attend?" Is it because we don't have a large enough advertising budget - a more compelling social media presence - a better PR angle - an updated logo - enough telemarketing staff - or a more sophisticated database? Is it that we serve uneducated and unenlightened communities - that a lack of arts education leaves a market of just older, educated & affluent participants - there's so much competition from other … [Read more...]
In Favor of Genetically Modified Organizations
I prefer my vegetables in their 100% organic state. I don't feel the same way about non-profit arts & cultural organizations. There is nothing sacred about the business model and (dare I say it?) the artistic mission of any arts and cultural organization. That doesn't mean that an organization shouldn't stand for anything. Nor would I argue that it's healthy for an organization's business model or artistic mission to fluctuate all … [Read more...]
How You View the Pie
Do you proceed from the premise that the “pie” is of a set size and we are all competing for a slice – or that the pie is expandable and we all stand to win by creating the means for it to grow. For arts & cultural organization leaders responsible for building audiences, here's a quick test to see if what you BELIEVE is consistent with how you BEHAVE: In the past 7 days, what % of your resources (i.e. budget, time & attention) have … [Read more...]
A Budget for “NOT MORE OF THE SAME”
In springtime, a nonprofit's thoughts turn to thoughts of... BUDGET. In many organizations, the annual budget is an exercise of simply replacing the names of THIS year's performances, events or exhibitions with those of NEXT year. Sure, we'll lower revenue expectations for similar events that under-performed this season - and we'll raise projections for events that we hope will perform better next year. And everybody agrees to hold the … [Read more...]
On Reporters and PR People
One of the most beloved and respected people in the arts & cultural community of Phoenix, Arizona is Kyle Lawson. Beginning in 1977, and for more than 30 years, Kyle wrote about arts and entertainment in Arizona, first at the Scottsdale Progress, then The Phoenix Gazette, and finally The Arizona Republic. He was awarded the very first Lifetime Achievement Award by the Arizona Governor's Commission on the Arts and a similar award from the … [Read more...]
The 10 Commandments of Classical Music Audience-Building
Holly Hickman of Up Tempo Marketing delivers “Spirited Marketing for Music Organizations.” We have been friends for several years and I have deep respect for her accomplishments in the field. A few months ago, we started a fascinating conversation about the practical challenges of audience-building specifically for classical music organizations, which I’m grateful she has allowed me to continue here. I absolutely ADORE her 10 … [Read more...]
Will Lester: “Let the Numbers Speak for Themselves”
Will Lester is Vice President of Network Programs at TRG Arts, a data-driven consulting firm specializing in pricing and patron loyalty. TRG also has the distinction of managing 20 community data networks throughout the U.S. While the networks began as a way for arts organizations to share lists of patron contact information to cross-promote events, they’re now growing into a robust arts community resource, allowing for research on audience … [Read more...]
Gene Carr: “With Great Power Comes Great Responsibility”
With all the news of government monitoring of cell phone and Internet records, I thought it opportune to ask Gene Carr, the founder and CEO of Patron Technology to share his thoughts on the implications to the arts & cultural sector of innovations in technology, databases and more. The adage that “with great power comes great responsibility” seems appropriate for all sorts of companies that gather and manage patron databases. What advice … [Read more...]