Thesis
The Philadelphia Orchestra donor segmentation study
Master of Science (M.S.), Drexel University
Sep 2009
DOI:
https://doi.org/10.17918/etd-4410
Abstract
Based on the Wolf Brown Ticket Buyer Segmentation Study commissioned by The Philadelphia Orchestra, this quantitative case study explores development data for the same patrons studied for the Wolf Brown study. The Wolf Brown study was the first major segmentation study of its kind for a symphony orchestra, and hence this study is a first look a first look at a marketing segmentation study and its implications for development. It was found that adventurous intellectuals, those who pride themselves on their knowledge of classical music have much larger lifetime gifts, but casual listeners of the Orchestra, who know the least about classical music, were found to give more to the Orchestra over the last four years and attend events more often. With background provided about relationship fundraising, practical ideas are proposed for how to personalize appeals to each segment.
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Details
- Title
- The Philadelphia Orchestra donor segmentation study
- Creators
- Christy Voytko - DU
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 31 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
- 4410; 991014632167304721