Overview

A mid-sized regional symphony orchestra stood at a pivotal moment, eager to transition from traditional performing arts strategies to a groundbreaking, patron-focused model. With a limited budget for major investments, the organization sought a strategic approach to leverage patron data for enhanced engagement. 

The Problem

The orchestra faced several challenges with patron retention:

• Low Repeat Attendance: First-time attendees were not returning at desired rates.

• Lack of Communication: Patrons received no pre-concert welcome or post-concert follow-up.

• Manual Processes: Staff spent significant time manually tracking attendees and organizing communications, leading to errors and missed opportunities.

• Data Silos: Patron data from the external ticketing system was not integrated with the CRM, making it difficult to segment and target concert attendees effectively.

Strategy and Execution

To address these challenges, we implemented a streamlined and automated patron retention strategy by setting up the following process:

1. Creating a First-Time Buyer Segment in CRM

• Discrete tags were created in the CRM to segment and track first-time ticket buyers to each concert in the season.

• The orchestra imported ticketing data from its external venue into its CRM.

• The new segment tags facilitated automated periodic reporting throughout the season. 

2. Automating Pre- and Post-Concert Email Communications

• A connection was established to detect when a first-time ticket buyer was added to the segment in the CRM.

• This action triggered an automated email series:

• 2-3 days before the concert: A "Know Before You Go" email provided logistical information and built excitement.

• 2-3 days after the concert: A "Thanks for Coming" email included a special offer for a future event and an artist photo or concert graphic tailored to the specific event.

• 14 days after the concert: A follow-up email reminded patrons to use the special offer before it expired, encouraging a return visit.

3. Ensuring Data Accuracy and Personalization

• Staff discovered first-time ticket buyers by comparing patron data in each ticketing import to existing CRM data. 

• A "Note" field in the data import included seat numbers, allowing for more personalized follow-ups.

• The imported data was used to generate printed seat cards for first-time attendees.

Results

The automated system produced measurable improvements in patron retention, operational efficiency, and donor engagement:

✅ Increased Return Attendance: Return rates among first-time attendees was increased to 26% in the first year (national average is 10%).

✅ Reduced Staff Time: Automating data import and communication saved staff approximately 20 hours per concert cycle.

✅ Improved Personalization: Including seat numbers and concert details in post-event communications increased perceived value and relevance.

✅ Stronger Patron Relationships: Patrons responded positively to the personalized communication, reinforcing their connection to the orchestra.

✅ Boosted Season Subscriptions: Season subscriptions increased by 40% after the first year, driven by improved patron retention and targeted follow-ups.

✅ Higher Individual Giving: Individual donations increased by 25% after the first year, reflecting stronger patron engagement and connection with the organization.

Conclusion

By integrating its existing CRM, email provider, and ticketing data, the symphony orchestra transformed its patron retention strategy from a manual, inconsistent process into a streamlined, automated system. The combination of targeted, timely communication and enhanced data accuracy strengthened patron relationships and boosted return attendance—creating a more loyal and engaged audience base.