Good data?

The vital importance of maintaining clean data

Your database of persons and organizations who have purchased tickets, made donations, provided grants, sponsored events, signed up for your email or postal mailing lists, or just expressed interest is vitally important to the success of your goals.  Maintaining this data in a clean form, without duplication, is extremely important as well, in order to maintain good relations with your patrons and to move them up the De-duping your dataladder of engagement.

Fully integrated patron management systems with all the pieces of ticketing, fundraising, marketing built in, such as the Arts People system, should provide tools for you to maintain your clean live data.  But, the tools vary widely as to their user-friendliness, ease of use, automation and overall effectiveness.

The trouble with many systems

Many systems offer duplication cleanup tools that are extremely cumbersome.  I was recently assisting a friend at a community non-profit organization with record cleanup of their Sales Force database and I was quite frankly shocked at how time consuming and cumbersome the process was. I had to conduct various searches to find the potential duplicates to begin with, not really knowing if I was actually finding all the records.  Then I had to painstakingly look into each match one by one and specify how I wanted the pair to merge.  It took at least several minutes per pair to conduct the process.  It was days of work to clean up as many records as I had time for, without completing the task by a long shot. I truly don’t know how most organizations using a system like this can hope to keep their data clean at all, and unfortunately duplicate data leads directly to patron dissatisfaction when they receive duplicate mailings, have miscommunication from the staff about their contributions or worse.

The above scenario is just one example of how over-complication is something that most arts organizations simple have to avoid.  We understand our clients at Arts People.  As with so many non-profits, staff numbers are small and people are doing various jobs throughout their day. They just don’t have the time for a laborious process of trying to keep their data clean.

Arts People provides a better solution

As I’ve worked in the industry for nearly 30 years, I can  honestly say that I’ve never seen a duplication detection and merge process system that works as efficiently and easily as the Merge screen in Arts People. Duplicates are identified within minutes of data being entered or updated. Exactly duplicates are merged automatically!  Partial matches are presented to the user side by side where they can make a decision as to merge them keeping the record details on right or left, or connecting them together as members of the same household.  If there’s a question, users can click on the address or phone to trigger a whitepages.com search to help them identify current information for those records.  They can also click directly into one of the patron records to check the entered date, update date and more to help them now which record is newer and more likely to be the correct data.  Also, the system itself helps prevent duplication via the email address login process, enabling patrons online to link to their existing data. Clients are trained by their assigned client services representative to spend a few minutes each day or week to review and process any duplicates, keeping their data absolutely clean.

Don’t let your data cost you sales, donations or patron relationships. Make sure you’re using a system that is capable and easy enough to use that you can easily maintain your data, clean of duplication, and show your patrons that you care enough about them to communicate with them correctly and efficiently.

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Patrick Spike - Marketing Director of Arts PeoplePatrick Spike is the Marketing Director, system expert, and one of the original architects of the Arts People software system, with over 30 years in performing arts creation and administration. His work with clients has helped them to increase their revenue while streamlining their box office and back office operations. www.patrickspike.com

Arts People, software for the performing arts, serves theatres, music and dance groups, choirs and opera, high school, college and university programs, performing arts center facilities and more.

 

marketing segmentation

White paper: Utilizing live data to generate buyer, interest and ranking groups for patron targeted marketing

Marketing of your performing arts events and organization is no longer one size fits all.  To increase patron loyalty and to trigger the best possible sales results you must segment and tailor your messages to your specific sub-sets of patrons based on their buying patterns, areas of interest and level of support.

Live data will help you to test and market your events more effectively and efficiently.  Organized clearly and efficiently for you in the Arts People system, leverage our easy to use marketing interface to quickly pull, merge and segment your patrons.

Out of these efforts will be increased sales, heightened patron loyalty, and statistics that you can use toward sponsorship and grant writing success.

Download our free white paper with detailed instructions on how to create patron groupings to which your messaging can be tailored, tested, honed and executed.

 

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

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White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike is the Marketing Director, system expert, and one of the original architects of the Arts People software system, with over 30 years in performing arts creation and administration. His work with clients has helped them to increase their revenue while streamlining their box office and back office operations. www.patrickspike.com

Arts People, software for the performing arts, serves theatres, music and dance groups, choirs and opera, high school, college and university programs, performing arts center facilities and more.

 

White paper: A well planned Season Announcement event can boost your subscription base

If you’re not executing a well planned and strategic season announcements event as part of your yearly marketing cycle, you’re losing an enormous opportunity to build your subscription base and generate much needed income to fund your upcoming season.

If you ARE holding an announcement event, there may be ways you can increase its effectiveness and capitalize on the excitement of the announcement even more.

Arts People Marketing Director Patrick Spike outlines an effective event with tips and strategies for increasing the resulting package sales, with after event tips to propel sales even more.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

 

White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike – Marketing Director for Arts People

Former Audience Development Director for Bag&Baggage Productions, with over 30 years experience in performing arts creation, administration, marketing and fundraising.

 

 

 

White paper: Facebook for Arts Organizations – Strategies for success & common mistakes to avoid

Arts People Marketing Director Patrick Spike, with over 25 years experience in performing arts marketing and administration, walks you through the best practices and strategies of using Facebook to build your audience, increase engagement, foster patron loyalty and more.

Originally presented as a seminar at the Arts NW Booking Conference in Tacoma, WA Oct 2013. Updated May 2017.

Request a download link for this white paper:

Note that you will have 10 minutes to download your requested document from the email received.

White paper written by 

Patrick Spike - Marketing Director of Arts PeoplePatrick Spike – Marketing Director for Arts People

Former Audience Development Director for Bag&Baggage Productions, with over 30 years experience in performing arts creation, administration, marketing and fundraising.

 

 

 

Shotgun marketing often misses the target audience

Marketing segmentation – Increase sales with patron grouped communications

Shotgun marketing often misses the target audienceIt’s proven that marketing communications need to be simple, clean, direct with a clear call to action. The days of sending out long email marketing messages that contain all the upcoming events at your performing arts organization are just not effective. Overwhelming your viewer leads to inaction. They simply stop reading and delete the email.

Instead, the better approach is to segment your marketing messages by creating carefully worded and targeted messaging to selected patron groups who have expressed interest in the type of specific event that is coming up.  Communicate about the show content, message, artists, special promotions, and other details that relate to former events they’ve marketing segmentation graphicattended, or how the style is something they might enjoy.  If you can include specifics around why this group of patrons will enjoy this event, all the better. It can create a personal touch to the communication that patrons will appreciate, and lead them trust you more.

Communicate about one event at a time.  Choose selected patron segments that will receive the message favorably and target the language to each segment group.  How will THIS group of patrons connect to this material?  Versus how will this OTHER group of patrons connect to this material? Or maybe some patrons don’t receive communications about this event at all, based on their past history. Over time, test your segmentation and communication choices to see what is the most effective so you can hone your future messages.

Arts People marketing public opt-in list feature

Within the Arts People marketing system, utilizing database / CRM data, you can create as many lists as you wish, with different segments based on expressed interest, past purchases, donations, membership and much more. Using the Public Opt-In feature, you can establish lists for patrons to opt into themselves online, such as based on their areas of interest.  Then you can also create lists based on buyers of each specific event, or types of event, such as comedy, Shakespeare, musical, classical, jazz, traditional, modern, etc.  When preparing to send out communications of various types you can use these lists to segment your message and repeat messaging over time.  

Yes, this type of segmentation takes planning and time to set up, but your patrons will pay more attention to the messages you send out, will feel more confident that this is something they will enjoy, and trust you moving forward to communicate with them personally and efficiently.  

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Patrick Spike - Marketing Director of Arts PeoplePatrick Spike is the Marketing Director, system expert, and one of the original architects of the  Arts People software system, with over 30 years in performing arts creation and administration.  His work with clients has helped them to increase their revenue while streamlining their box office and back office operations. www.patrickspike.com

Arts People, software for the performing arts, serves theatres, music and dance groups, choirs and opera, high school, college and university programs, performing arts center facilities and more.