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Percent of ticket buyers and subscribers who are donors

Laurel Skehen
$organization

I'm doing some analysis of our individual fundraising and I'd love to get an industry wide idea of what percentage of ticket buyers are also donors, as well as what percentage of subscribers are donors.  

If anyone is willing to share i'd be very grateful.  Also, if you'd rather not post it but wouldn't mind chatting offline please feel free to reach out to me at lskehen@calperformances.org.

Thanks!

Laurel

Cal Performances



[edited by: Laurel Skehen at 8:56 PM (GMT -6) on 16 Jun 2017]
  • $organization

    When I was with The Cleveland Orchestra we participated in a study for the League of American Orchestras that examined something like your topic - the study may be useful for you.

    http://www.americanorchestras.org/knowledge-research-innovation/audience-engagement/churn-presentation.html

  • $organization

    Thanks Jim! It’s very interesting.

     

    From: Tessitura Development Forum [mailto:forums-development@tessituranetwork.com] On Behalf Of Jim Reynolds
    Sent: Monday, June 19, 2017 6:20 AM
    To: lskehen@calperformances.org
    Subject: Re: [Tessitura Development Forum] Percent of ticket buyers and subscribers who are donors

     

    When I was with The Cleveland Orchestra we participated in a study for the League of American Orchestras that examined something like your topic - the study may be useful for you.

    http://www.americanorchestras.org/knowledge-research-innovation/audience-engagement/churn-presentation.html

    From: Laurel Skehen <bounce-laurelskehen1424@tessituranetwork.com>
    Sent: 6/16/2017 8:56:02 PM

    I'm doing some analysis of our individual fundraising and I'd love to get an industry wide idea of what percentage of ticket buyers are also donors, as well as what percentage of subscribers are donors.  

    If anyone is willing to share i'd be very grateful.  Also, if you'd rather not post it but wouldn't mind chatting offline please feel free to reach out to me at lskehen@calperformances.org.

    Thanks!

    Laurel

    Cal Performances




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  • $organization in reply to Laurel Skehen

    Hi Laurel,

    There might be geographical differences at play, but I've just completed a subscriptions trends research project which involved 22 licensee organisations (symphonies, operas, ballets, theatres) here in Australia and New Zealand and the finding was subscriber donor rates varied between 5% and 51% between organisations, with on average 25% of subscribers also donating to the organisation they subscribed to.

    The study looked strictly at subscribers so didn't gather stats on single ticket buyers (phase 2!?!)

    Could be there are opportunities for the Network to work with North American licensees on something similar somewhere down the track. 

    Cheers

    Amalia

    Tessitura Network Enterprise Consulting