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Inspired by the findings of the Audience Growth Initiative (Churn Study), marketing and development directors from nine orchestras undertook a follow-up Patron Growth Initiative with Prescott & Associates to tackle the more complex issue of building sustainable support, factoring in both attendance and donations — thus helping orchestras grow total lifetime value. Kate Prescott presents the findings and recommendations of the yearlong effort that included data mining (on a database of 545,000 concertgoers and donors), qualitative, and quantitative research.
Listen on YouTube and follow the presentation here.
Posted August 1, 2011
