Royal Opera House How to manage loyalty and support

Royal Opera House Unrestricted income2010/11 £m ACE (Revenue grant only)27.9 Box office37.7 Donations, legacies, and sponsorship20.7 Commercial trading, touring and other income22.9 Other income

Supporters 450 Patrons 26,000 Friends of different levels of support Divided into over 21,000 basic level 1422 supporting 566 prem 1 and 130 prem 2

Benefits Limited to maximise philanthropic support

Tessitura our CRM system 360 degrees view

Communication

About the House magazine Published 4 times a year Gives an overview of all productions in the relevant season Includes priority booking dates for all levels of support Looks back to galas or special events Gives profiles of donors Leads by example Gives background information not available anywhere else Offers links to the website Includes ‘thank you’ messages as often as possible Markets productions that may be challenging to sell Cultivation opportunities – dates for drinks etc

E-comms using WordFly application All members receive once a month e-news containing –News in the last month –Booking information –Performance marketing –Occasional discounts Marketing s to everyone contain –Up coming performance dates and relevant information ie intervals –Thank you s for attending a performance –Survey s asking for comments about a production –General booking alerts including information about joining our support schemes

Cultivation events Rehearsals Insight events Exclusive events for invited audience

Segmentation

Ticket purchase pattern Ticket spend Membership level Donations Frequency of attendance

Future plans Improving CRM to anticipate audience demand Optimise the web page by personalisation to include membership and segmentation Use CRM in a similar way to non arts organisation to drive business traffic and income