the millennials' orchestra - marketing and fundraising strategies for engaging millennial...
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21st Century marketing and fundraising strategies for engaging the next generation of audiences and donors in cultural arts experiences for years to come.TRANSCRIPT
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THE MILLENNIALS’ ORCHESTRA
CATHERINE E. STAREKMA, ARTS MANAGEMENTCAPSTONE PORTFOLIO
American UniversityMay 3, 2013
#MillennialsOrch
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“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)
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AGENDA
WHAT: Reason for Concern
WHO: Millennials as a Generation
HOW: Engagement Strategies
Case Study Organization
NOW WHAT: Looking to the Future
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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?
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REASON FOR CONCERN
Millennials – Where are they?
Classical Music & Aging Audiences
Sandow (2012) – NEA Data Chart
T. Wolf, Knight Foundation
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21ST CENTURY CHALLENGES
Declining Demographics
Facing Hard Times
Changing Styles of Engagement
Competing for Attention
photosteve101 on flickr
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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%
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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
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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%)
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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
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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
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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
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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
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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
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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
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Case Foundation “Be Fearless” Initiative
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BSO AT STRATHMORE
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THE MILLENNIALS’ ORCHESTRA
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