Do you know what your patrons look like? Do they donate to your company? Do they have kids? What do they like to buy?
Do you have a picture in your head? Good. Imagine that people who don’t see your shows, visit your art openings or attend your lectures are out there aimlessly wandering around waiting to learn about your organization. Imagine that those friendly wanderers look an awful lot like your current patrons. How do you reach them?
We can agree that knowing your patrons is a good idea, right? You need to know everything about your patrons because chances are you haven’t exhausted all avenues to reach and retain them.
What excites us about the Arts & Culture Census: it helps the Atlanta region’s arts community connect more meaningfully to patrons. The more avenues your organization has to reaching audiences that look, act, and behave like current patrons, the less money, time and frustration your staff will spend on marketing initiatives. Even if you know your patrons, making assumptions (without data) about all of the region’s arts consumers provides an anecdotal approach to marketing at best.
What the Arts & Culture Census is NOT: A replacement for your current ticketing system.
The data co-op is designed to augment marketing strategies for maximum impact. We get a lot of questions about Tessitura. TRG’s system is not designed to compete or replace Tessitura, or any ticketing system. It is designed to help create an efficient means to cultivate, grow and retain patrons. It is designed to foster community collaboration. You should have in place a system (whether it be software or a comprehensive marketing plan) to help you track and understand your patrons. The Arts & Culture Census allows you to not only look at your patrons, but you can get to know the habits of patrons in other disciplines, companies, regions, etc. You can also track where your patrons are spending arts bucks elsewhere. Maybe this leads to some creative marketing between two companies? Maybe it tells you that your assumptions are correct? Maybe you will be surprised!
A more audacious goal…
C4 Atlanta is an arts service organization. We have goals for the ENTIRE arts community. It is our hope that this service will encourage a standard of marketing accessible to all budget sizes, disciplines and audiences. The more we share information, support each other and raise awareness as a community, the more we are visible within the entire Atlanta ecosystem. The more we are all elevated to success, the stronger we all become.
Not only will your membership allow you access to the Arts & Culture Census, but you will also be supporting community-wide social innovation initiatives. It has been a tough couple of years for many of us in the arts community. When I was laid off, my world was turned upside down. So I understand that paying membership isn’t necessarily on the top of your to-do list. But I am asking you to invest in the long term. To look ahead at the possibility of greatness. I believe that a strong recovery comes with the right long-term investment. I believe in an Atlanta community where the arts are at the forefront of innovation. Join C4 Atlanta.
Interested, but you need more info? Email Jessyca@c4atlanta.org
— Jessyca Holland, Executive Director
P.S. – Direct mail is still relevant.