Rethinking Loyalty and Customer Relationships

Originally recorded August 27, 2026

The ways in which community members express feelings of affinity or loyalty to orchestras, and music in general, have changed dramatically over the past 30 years. The relationships we offer our subscribers and donors can be deeply meaningful—but are we overlooking opportunities to build connection beyond those traditional groups?

In this 60-minute webinar, Alan Brown of WolfBrown provides a research-grounded examination of approaches that can engage a broader cross-section of the public in our work. You’ll explore a framework for building loyalty, using examples of specific strategies spanning education, membership, and programming, and learn how to convert your inactive customer database records into mission-driven relationships.

Speakers: Alan Brown, Managing Principal, WolfBrown

Questions?

Please contact Member Services at member@americanorchestras.org.

The content of this webinar was developed by WolfBrown and the League.

This webinar was made possible by a generous grant from the Howard Gilman Foundation, and by public funds from the New York City Department of Cultural Affairs in partnership with the City Council, and the New York State Council on the Arts with the support of the Office of the Governor and the New York State Legislature.

Photo: San Francisco Symphony audience members enjoying themselves at a SoundBox concert. Credit: Brandon Patoc.