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Thesis
Invention in retention: are American performing arts organizations converting new patrons to stakeholders and donors?
Master of Science (M.S.), Drexel University
Jun 2023
DOI:
https://doi.org/10.17918/00001675
Abstract
Performing arts organizations face the challenge of balancing programming for established patrons and attracting new and more diverse audiences. The retention of new audiences is a critical factor in creating a more inclusive and diverse donor base, which is essential for the financial stability of nonprofit performing arts organizations. However, many performing arts organizations are struggling to retain and convert new audience members into long-term patrons and donors - others might not even track these trends at all. The purpose of this thesis is to investigate if American performing arts organizations are successfully converting new audience members into long-term patrons and donors. The literature review provides a comprehensive overview of the challenges faced by performing arts organizations in terms of retaining and converting new patrons and identifies strategies that can be implemented to improve retention and conversion rates. The literature also highlights the lack of diversity in donor bases and the challenges this poses for building more representative and inclusive institutions. Ultimately, this thesis seeks to contribute to the financial stability and diversification of programming of performing arts organizations by exploring ways to retain new, diverse patrons and convert them into loyal supporters. This thesis finds that while organizations recognize the importance of this goal, their implementation often falls short. The study emphasizes the need for personalized marketing, cultivation events, and engagement opportunities tailored to diverse audiences, as well as the integration of marketing and development teams and the cultivation of authentic relationships. Based on survey data from 12 performing arts organizations and in-depth interviews with four performing arts organizations this thesis concludes that by adopting these practices and prioritizing efforts to retain diverse patrons and convert them into donors, organizations can secure sustainable financial support and strengthen ties with their target communities.
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Details
- Title
- Invention in retention
- Creators
- Jarrod Markman
- Contributors
- Evelyn Ramos (Advisor)Andrew Zitcer (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vi, 62 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991020879214304721