Too often, retention is treated as a single-ticket issue. But the truth is more complex, and more urgent. When an organization sees major growth in new package buyers, it’s worth celebrating, but it also signals a risk.
First-year subscribers, particularly those drawn in by flexible choose-your-own (CYO) offers, are some of the most fragile relationships in any database. Without the right follow-up, many won’t return.
Minnesota Orchestra, working closely with TRG through their Progressive Consulting engagement, recognized this challenge and turned it into a moment to reinforce loyalty
The Next Chapter in a Subscription Growth Story
Earlier this year, Minnesota Orchestra made headlines with a surge in subscription growth: a 57% increase in new subscriber sales, a 24% jump in revenue, and a campaign that transformed first-time interest into real demand. That campaign, built in partnership with TRG Arts, was more than just a growth spurt. It was the beginning of something bigger.
Now, we’re seeing what happens when that kind of momentum meets a strategic retention plan.
Missed the start of this story? Read the Minnesota Orchestra Subscription Growth case study
From First Attendance to First Renewal
After this year of growth in subscription package sales (including an influx of new 5+ ‘Choose Your Own’ buyers), the team knew they couldn’t afford to treat new subscribers like long-time loyalists. They needed to build a bridge, fast.
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So, with TRG’s guidance, they created a campaign strategy with clarity and segmentation at its core.
- First attendance surveys were sent to all new fixed series subscribers, reinforcing connection and signaling that their voice mattered.
- Segmented renewal communications were tailored specifically to first-year buyers, outlining:
- Why now?
- How to renew?
- What incentive is available?
These tactics mirrored the successful early bird campaign messaging, but spoke directly to the needs and mindset of brand-new subscribers. This wasn’t a generic renewal push; it was a relationship-first re-invitation.
The Data That Tells the Story
The result? Some of the strongest first-year subscriber retention TRG has seen across the sector:
- Fixed series first-year subscribers renewed at 82%, far exceeding the typical benchmark range of 60-70%.
- 5+ CYO packages renewed at 77%, nearly doubling the standard 40% range for smaller CYOs.
- Even 3–4 show CYOs (often the most vulnerable group) held steady at 41%, showing no decline despite the influx of new buyers.
What’s most telling is what didn’t happen: increased attrition.
Despite more first-time subscribers in the file, Minnesota Orchestra didn’t see the drop-off that so often follows acquisition surges. Their work with TRG ensured that growth didn’t just scale volume, but it also scaled loyalty.
Strategic Retention Is Proactive, Not Passive
Minnesota Orchestra’s story is a powerful reminder: retention isn’t something you measure at the end of a season, but rather it’s something you build into your campaign from the start. And it isn’t just for first-time ticket buyers.
With TRG’s support, the organization made retention a proactive, data-informed priority. They built messaging, timing, and incentives around patron behavior; not internal timelines. And that intentionality paid off.
For any organization looking to turn more of this year’s buyers into next year’s loyalists, Minnesota Orchestra’s approach offers a clear path forward: segment early, follow up with care, and lead with clarity.
Feeling inspired by Minnesota Orchestra’s results?
Retention like this doesn’t happen by accident. It’s the result of strategic choices, behavioral segmentation, and follow-up that’s fast and personal.
What would these renewal numbers look like for your organization?
If you’re ready to turn more of this year’s buyers into loyal fans, let’s talk.
