Audience Growth Initiative
Performing arts organizations have known that long-term audience members are incredibly loyal and generous and have mainly assumed that the challenge was in attracting newcomers to the experience. It turns out that orchestras are attracting large numbers of newcomers, but are not effectively converting them to long-term customers and supporters.
A group of nine senior marketing professionals and Engaged Audiences LLC have been studying this “churn” over the course of a year. In August of 2007, the prestigious international management consulting firm Oliver Wyman offered to undertake a multi-million dollar pro-bono study to help arts organizations better understand this phenomenon, how to minimize the impact of churn, and how to retain more of these new customers.