Data Drives Engagement at Hubbard Street Dance

Data Drives Engagement at Hubbard Street Dance [slideshow]


Hubbard Street Dance Chicago in
One Thousand Pieces by
 Resident Choreographer Alejandro Cerrudo.
Photo by Todd Rosenberg.
Categorizing arts patrons simply as ticket buyers, subscribers, or donors can hide the total value of the investments they make with an arts organization. Hubbard Street Dance Chicago tracked patterns of patron investment holistically, across those categories. What they found led them to cultivate audiences in a completely new ways.

Chief Marketing and Development Officer Bill Melamed of Hubbard Street and ‎Amelia Northrup-Simpson of TRG Arts presented this session at the 2015 Do Good Data Conference, detailing how audiences are engaging differently with Hubbard Street nearly two years later. This is a story about the important role data plays in centering an organization around patron loyalty, and how Hubbard Street acted on that data. 

Attendees at this session learned:

– A case study of that holy grail of data analysis–translating findings to action
– A different perspective on how their own constituents might be investing in different ways across their organization
– Why loyalty and retention matter for the nonprofit sector

– Simple strategies for loyalty that they could begin implementing at their own organizations



Posted May 5, 2015
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