the millennials' orchestra - marketing and fundraising strategies for engaging millennial...

THE MILLENNIALS’ ORCHESTRA

CATHERINE E. STAREKMA, ARTS MANAGEMENTCAPSTONE PORTFOLIO

American UniversityMay 3, 2013

#MillennialsOrch

“And they perform this in crowded concert halls?? Gee, I thought classical music was

boring!”

Calvin and Hobbes by Bill Watterson – Nov 23, 2011

1812 Overture (ryan_eric_hart, flickr)

AGENDA

WHAT: Reason for Concern

WHO: Millennials as a Generation

HOW: Engagement Strategies

Case Study Organization

NOW WHAT: Looking to the Future

MILLENNIAL GENERATIONWho are they? What are they all about?

Millennials: A Portrait of Generation Next – Pew Research Center

Young adults born between 1981 and 1993

(18 – 29 at the time; 20 – 32 today)

Pew Research

Center

How Millennial Are You?

REASON FOR CONCERN

Millennials – Where are they?

Classical Music & Aging Audiences

Sandow (2012) – NEA Data Chart

T. Wolf, Knight Foundation

21ST CENTURY CHALLENGES

Declining Demographics

Facing Hard Times

Changing Styles of Engagement

Competing for Attention

photosteve101 on flickr

MARKETING TO MILLENNIALS

How do they prefer to learn about nonprofits?

Website 65%

Social Media 55%

E-Newsletters 47%

Print 18%

Face-to-Face 17%

MILLENNIAL VOLUNTEERISM

How many volunteered for nonprofits?63% of Millennials volunteered (2011)

How do they find out about volunteer opportunities?

The majority (81%) prefer to learn about these opportunities through their peers

MILLENNIAL LEADERSHIP

How many Millennials are interested in leadership opportunities?

77% would get involved in a leadership role

Top reasons why they haven’t?

Lack of time (62%)

Haven’t been asked (40%)

FUNDRAISING & MILLENNIALS

How many Millennials donate to nonprofit organizations?

75% of Millennials made a financial gift

Preferred method of giving?

Online

In Person

In the Mail

GIVING STYLE

Impulsive givers

42% gave based on what inspired them in the moment

What do they want to know?

How their gift will make a difference

THE BALTIMORE SYMPHONY ORCHESTRA

Frankenstein

Too Hot to Handel: The Gospel Messiah

Charlie Chaplin’s City Lights

Romeo and Radiohead

Beethoven and Mozart with a Twist

Symphony with a Twist™

Photo credit: Dave Hoffman

BSO INITIATIVES

Next Generation BSO BSO Passport

Parsons The New School for Design

College Nights with the BSO

BOLT for the BSO

BSO Ambassadors

Photo credit: Grant Leighton

MILLENNIAL AUDIENCES & DONORS

Millennials as Cultural Consumers:

• Understanding Millennial interests, preferences, and behaviors• Initiate the relationship• Relevant engagement• Multimedia performances• Don’t be afraid of contemporary classical music!• Connect online• Go mobile

Millennials as Next Gen Philanthropists:

• Take time to build relationships founded on trust and fueled by involvement• Leverage Internet and mobile giving tools• Social engagement and physical activity• Long-term goals and planned giving• Lifetime value 

ENGAGING NEXT GEN PATRONSEngagement Strategies

• Build audience participation in meaningful, relevant ways• Focus on the concert experience• Multi-sensory• Build in time for socializing

Exemplary Orchestras

• Symphony orchestra innovations• Programming• Concert experience• Technology

• Creative, relevant engagement• Organizational commitment• Greater resilience in the 21st century

Case Foundation “Be Fearless” Initiative

BSO AT STRATHMORE

THE MILLENNIALS’ ORCHESTRA

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