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
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
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.
So, with TRG’s guidance, they created a campaign strategy with clarity and segmentation at its core.
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 result? Some of the strongest first-year subscriber retention TRG has seen across the sector:
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.
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.
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.