Churning Butter Into Gold (audio and PowerPoint)

(from 2011 Conference) Inspired by the findings of the Audience Growth Initiative (Churn Study), marketing and development directors from nine orchestras undertook a follow-up Patron Growth Initiative with Prescott & Associates to tackle the more complex issue of building sustainable support, factoring in both attendance and donations — thus helping orchestras grow total lifetime value. Kate Prescott will present the findings and recommendations of the yearlong effort that included data mining (on a database of 545000 concertgoers and donors), qualitative, and quantitative research. Her presentation will be followed by remarks from participating marketing and development directors on strategies they are pursuing as a result of the Initiative. Kevin Giglinto, vice president for marketing and sales, Chicago Symphony Orchestra; Judith Helf, director of individual giving, New York Philharmonic; Shana Mathur, vice president, marketing and communications, Los Angeles Philharmonic; Kate Prescott, president, Prescott & Associates Facilitator: Jack McAuliffe, president, Engaged Audiences LLC