Loyalty Matters. - NAMP › sites › default... · “Loyalty is the gold standard for measuring...
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Loyalty Matters.
Selling tickets vs. building relationships
Stop Marketing to the Masses &
Start Cultivating the Loyalists
November 11, 2012
NAMP Conference
Suzette Sherman,
Director of External Affairs
National Museum of Women in the Arts
Jill Robinson
President, TRG Arts
Donna Williams,
Chief Audience Development Officer
The Metropolitan Museum of Art
Patron Loyalty
Buyers
Tryers
Targeting new patrons.
Converting them into frequent buyers,
subscriber/members, and donors…
And, ultimately, lifelong patrons. Advocates
2 out of 3 new patrons leave…
and never come back.
Atttrition (Churn)
Patron Relationships
Sustain the Arts
Most loyal
Least loyal
Suzette Sherman,
Director of External Affairs
National Museum of Women in the Arts
“Loyalty is the gold standard for
measuring the quality of a
relationship.”
The Loyalty Effect and Loyalty Rules by Frederick Reichheld
Loyalty is About Relationships
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
Loyalty: A Cause and Effect Relationship
Adapted from The Loyalty Effect and Loyalty Rules by Frederick Reichheld
Superior Constituent
Value
Compensation Advantage
$ Superior Productivity
$ Cost Advantage
REVENUE
GROWTH
Right Visitors and Members
Right Donors and Investors
Right Employees
Marketing Fundraising Research Friend-raising
Audience Development Infrastructure
$ Reinvest
Experienced service Well-Informed
Know donors and customers
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
Suzette Sherman, National Museum of 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?
11/11/12
Evangelists within Loyal Segments
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.
Vulnerable
Neutral
Satisfaction, Recommend, and Value
100%
Lo
yalt
y
(Rete
nti
on
)
Loyal
Defector
or Critic 1 2 3 4 5
Evangelist
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
Suzette Sherman, National Museum of Women in the Arts
Finding the Loyal Influencers, Evangelists, Advocates
11/11/12
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 Women in the Arts 11/11/12
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 Museum of Women in the Arts 11/11/12
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
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
Commitment
Activity Referral
Responsive
Motivating members who are active, committed and refer others
Finding Opportunities in Your Base
11/11/12 Suzette Sherman, National Museum of
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
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
• Introductory levels (Individual/Supporter)
• Friend level (free admission at 600+ museums)
• $1,000 Presidents Club
November 9, 2012 Suzette Sherman, National Museum of
Women in the Arts 18
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
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
Thank you!
11/11/12 Suzette Sherman, National Museum of
Women in the Arts
Donna Williams,
Chief Audience Development Officer
The Metropolitan Museum of Art
THE METROPOLITAN MUSEUM OF ART
Multicultural
Audience
Development
Initiative
1870 Present
The Museum: Brief History
MADI
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
Mission Statement
MADI
Advisory Committee
MADI
Collaborations
Arts Organizations Trustees, Staff, and Departments Multicultural
Organizations
MADI
Collaborations
Special Guests
Maya Lin Andre Leon Talley & Oscar de la Renta
Alek Wek Michele Patterson Linda Johnson Rice
Cicely Tyson
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
Grand Divertissement à Versailles
Costume Institute / MADI Luncheon
January 24, 2011
MADI
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
Opening of the Native American Galleries
Native American Heritage
MADI
Diwali Performance
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
MADI
Women’s History Month Celebration
MADI
Multicultural Benefit
An Evening of Many Cultures
Multicultural Benefit
September 26, 2011
MADI
Galleries for the Art of Arab Lands, Turkey, Iran, Central
Asia, and Later South Asia
Imam Shamsi Ali
(Islamic Cultural Center of New
York/
96th Street Mosque)
Lena Al-Husseini
(Arab-American Family Support Center)
Haroon Moghul
(The Maydan Institute)
Robina Niaz
(Turning Point for
Women and Families)
Linda Sarsour
(Arab American Association
of New York)
Sheikh Imam Abdallah
(Sakeenah, Inc)
Rev. Dr. James Alexander Forbes
(Healing of the
Nation Foundation)
Mohammed Razvi
(Council of Peoples Organization) Fatima Shama
(NYC Commissioner of Immigrant Affairs)
Joyce Dubensky
(Tanenbaum Center for
Interreligious Understanding)
MADI
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
Award from the Muslim
Consultative Network
June 10, 2012
Exceptional Dedication and
Service Award from Nation
To Nation Networking
October 3, 2012
Awards
The Initiative
Veterans Day Breakfast
November 13, 2012
MADI Upcoming Event
Regarding Warhol: Sixty Artists, Fifty Years
December 19, 2012
MADI Upcoming Viewing and Reception
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!
0% 1% 2%8% 7% 7%3% 5%
12%
25% 22% 24%31%31%
44%
50%49%
49%
66% 63%
42%
18% 22% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SuperAdvocates
Advocates Buyers Tryers Total PAO PAOCommunity
Performing Arts OrganizationPatron Loyalty Group Distribution by Generation
Gen Y Gen X Baby Boomers Traditionalists
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.
Takeaways
Questions?
Stop Marketing to the Masses &
Start Cultivating the Loyalists
November 11, 2012
NAMP Conference
Suzette Sherman,
Director of External Affairs
National Museum of Women in the Arts
Jill Robinson
President, TRG Arts
Donna Williams,
Chief Audience Development Officer
The Metropolitan Museum of Art