In the competitive world of arts and culture, loyal patrons—your advocates are the key to sustained growth. At TRG Arts, we’ve developed the RFMG framework to help organizations understand and engage their most committed supporters: Recency, Frequency, Monetary, and Growth.
Recency: When was the last time a patron engaged with your organization? The more recent, the more likely they are to continue.
Frequency: How often do they attend or engage? Frequent engagement indicates a deeper connection.
Monetary: How much are they financially investing? Higher spenders show stronger commitment.
Growth: Is their engagement growing over time? Increasing engagement points to a more enduring relationship.
By applying this framework, arts organizations can identify their strongest advocates and tailor strategies to retain and cultivate them. For example, a small number of patrons often represent a large portion of revenue—under 1% of patrons can contribute up to 31% of annual income.
However, retaining these patrons isn’t just about understanding their value; it’s also about enhancing their experience. It’s crucial to engage them personally and strategically, making each interaction meaningful. Personalized outreach, recognition of their contributions, and exclusive access to events or experiences can turn these advocates into lifelong supporters.
Advocates are not only a critical source of revenue; they also influence others through word of mouth, social media, and their broader networks. By nurturing these relationships, organizations ensure their patrons feel valued and invested in their mission, thus securing long-term growth.
The process begins by identifying these advocates through your CRM or ticketing systems. Collect data on when they last engaged, how often, how much they spend, and whether their engagement is increasing. From there, develop a unified strategy across departments to manage these relationships cohesively.
Every department—from marketing and development to leadership and the box office—has a role in stewarding advocates. This coordinated effort ensures that every communication reinforces the patron’s value and strengthens their bond with your organization.
For example, one TRG Arts client focused on improving the recency, frequency, monetary investment, and growth of just 119 patrons. This led to an additional $90,000 in annual revenue. Such focused efforts on a small group can have substantial financial impacts, showing the power of targeted engagement.
Think of your advocate strategy as rolling out a red carpet for your most loyal patrons. Every touchpoint should feel like a VIP experience, whether it’s a personalized thank-you note, a backstage tour, or a special invitation to exclusive events. When advocates feel uniquely valued, they’re more likely to remain loyal and engaged, turning into ambassadors for your organization.
Building and maintaining advocate relationships is a long-term investment, but the returns are invaluable. Focused strategies, personalized communication, and a unified approach across all departments will create a solid foundation for your organization’s future growth. Remember, these efforts require time and care, but the impact on your organization’s revenue and reputation will be profound.
For more on how to identify and cultivate your advocates, reach out to TRG Arts and explore our recent webinar on this very topic. Your next loyal advocate could be just around the corner!