I want to mention a forgotten group of audience members, those who used to subscribe but are now physically unable to attend. Sadly when they stop subscribing, orchestras will eventually end the relationship. It’s not their fault they can’t attend anymore, and it’s time outreach included showing we still care about them by continuing the relationship……..
Before every season begins, I will personally call every subscriber who doesn’t renew. The purpose of the call is not to convince them to come back, but more to find out if there was something we could have done better or differently. I’ve had many conversations about everything from repertoire choices to restroom lines! All of it is valid, and I have come to the realization that a concert encompasses many aspects and that we can’t take any of them for granted! I mean if someone isn’t able to use the restroom at intermission, it doesn’t matter how fast we do the second half, it wont be fast enough!
There was one call last year that truly got to me, that made me realize there’s a group of forgotten people. I resolved to never forget them again:
The call was to a subscriber who had been attending for over 30 years and when I called, I spoke with her daughter. Her mother had actually not attended a concert for several seasons due to health reasons, and her father had passed away sometime ago, but her mom would keep renewing her subscription, because she wanted her daughter and son-in-law to attend on her behalf, and would enjoy just knowing that they were there in her seats. Well she had recently passed away, and they were moving to a different state, so they could not renew, but were very grateful for the call and had enjoyed the concerts. I was floored, what an incredible gesture to keep renewing for her family, I wish I had known earlier so I could have met her.
This season for people physically unable to attend we sent a CD and a letter of thanks with the broadcast dates of our concerts. We wrote of how much their support had meant to us, and that we still wanted to be a part of their lives and bring them great music. We will keep doing this for them every year. Recently, we received a large donation as a thank you. This was not something we were seeking or expecting, but I know one thing for sure, it would not have come if we had not shown our appreciation for years of support.
We are determined to never forget those who have been loyal to us. It’s because they were a part of our history, that we actually have a future!
To wrap up the series, part 5 will be about an outreach program that has spawned a lasting in-kind partnership, plus there will be a brief summary of the costs of each initiative program introduced in the series.
Great stuff, Ron! I’ve been doing performing arts marketing for 30 years now. I spend a lot of time listening in to telemarketing calls (hey, they’re important people! Who else in your organization talks to so many prospective customers?). One of the constant complaints is that people don’t want to drive at night, or can’t drive at all, or who have no one to go with?
So, here at the Windsor (Canada) Symphony, we’re looking at how to add a ride sharing section to our website. I haven’t seen this anyplace else, not yet, at least. Anyone try this? How has it worked? Any issues we have to address to make this work?
Rob Gold
rgold@windsorsymphony.com