Breakfast Club: Creating Patron Loyalty

Join us for our next Breakfast Club as we explore some strategies and best practices of cultivating patron loyalty. Through our selected readings, Your Loyalty Program is Betraying You, Harvard Business Review and Patronage Retention: Winning Strategy for the 21st Century, Target Resource Group, you will learn about the benefits of increasing patron retention and loyalty as well as what some organizations are doing to create longer and happier relationships with their patrons.

Our cultural organizations are experts at attracting new patrons, however, when it comes to keeping them, there’s still room for improvement. According to a recent white paper by Target Resource Group (TRG), “four out of five new single ticket buyers attend once and then disappear”.

Sustaining revenue through customer retention and loyalty is a decades-old and well-established strategy in the for-profit world. A Harvard Business Review article, Your Loyalty Program is Betraying You, looks at successful (and not so successful) examples of customer loyalty programs in the for-profit world. From your local grocery chain to Amazon.com and American Airlines, how are for-profit companies successfully creating and maintaining customer loyalty programs and what can non-profit marketers learn from them?

All Breakfast Club attendees are asked to read the readings in advance of the session and to come prepared to discuss them.  Continental breakfast is included.

Breakfast Clubs are supported by The Wallace Foundation and The Philadelphia Foundation and are a program of the Cultural Alliance’s research and marketing initiative Engage 2020. Engage 2020 is sponsored by a lead grant from The Pew Charitable Trusts, with additional support from The Wallace Foundation and The Philadelphia Foundation.