Setting up your campaign
Tis the season for organizations to start finalizing their upcoming campaigns; Development teams are readying themselves for a calendar year-end fundraising appeal that will stand out in a mailbox full of organizations asking for money. While Marketing departments are receiving marching orders to sell what will be programmed in the upcoming season; even-though the current season just began. It can be quite overwhelming.
For both departments the most important steps in helping to create success is perhaps not the color of the brochure or deciding a one page or two page letters; but just basic planning. Put on your calendar when you want to begin and work backwards. You may be surprised at how much time you really need and you may be behind. However don't rush, take a look at each step and make sure you are taking care of checking each one off. And if you need a little help, feel free to contact me, I would love to be your partner through the process.
Follow these steps add the ones that are unique for your organization. Report daily on what is working and what is not. Be ready to change direction mid-stream, which may mean spending more or directing resources from one area to another.
· Knowing where you’ve been shows the way to where you want to be.
o Also will influence each of the following steps
· When are you announcing will direct your preparation and strategy.
· Set the date and work backwards and forward with your team
· Mail date may not equal announce date
· Set renewal deadlines and stay strong.
· Each package has its own start date
· Set single ticket sale date
· Are your prices too high? Are your prices too low?
· Are prices in line with your communities expectations
o Arts Community and Community at Large
· Does your base price allow you to meet your goals with an overly successful subscription campaign? Under-performing campaign?
Scaling of the House
· What is the most popular section for the audience? The least?
· Too many seats at one price? Too little at another?
· Maximize revenue by providing the audience with the seat they most desire.
· Your seat maps may look different for weeknight performances compared to weekend
· How much will sell via subscription, mini packages, flex series and when?
· How much will sell via single ticket?
· Dynamic pricing strategy. Discounting strategy.
· Similar past production comparison.
Database Set Up
· Creating a new season in your database may take longer than you plan.
· House Maps, Base pricing, Price Types, Production/Performance set up
· Roll over renewal accounts
· TESTING, TESTING, TESTING
· Maximize how much you spend; different segments should receive different types of information. Board members, Major donors, VIP accounts handled internally.
· Which acquisition segments performed best in the past?
o Current multi-buyers, Lapsed subscribers, Outside shared lists
· Most expensive marketing expense.
· Focus on acquisition
· Make sure you have a fair amount of accounts for telemarketing to be successful.
· Renewal leads called only after every inside possibility has been completed.