What if every customer walked through your doors wearing a name tag that said: “Hi, here’s exactly what I need next to keep coming back.”
They don’t. But, their behavior is telling you. If you know how to listen.In a recent segment of Leading the Way, our team turned segmentation into a game show. Each patron profile came with one question: What’s the next best invite?
Here’s what we heard, and TRG’s view on what arts leaders should do next.
1. First-Time Holiday Buyer
- Patron profile: First-ever ballet visit with their child to The Nutcracker
- TRG’s view: Holiday buyers are often overlooked because they attend once a year; but they’re reliably once-a-year. Treat them like subscribers to the holiday season they love.
- Next best invite: Renew them now into next year’s holiday experience. Early, direct, and affirming.
2. New Multi-Buyer Exploring Variety
- Patron profile: They bought a discounted ticket, came again for something totally different.
- TRG’s view: They’re testing the waters. A third visit is the moment loyalty starts to form.
- Next best invite: Make the “third date” happen. Invite them to one more event; this is about momentum.
3. Group-Savvy Symphony Fan
- Patron profile: Loves organizing nights out; brought friends to a symphony and cocktails event.
- TRG’s view: This is a potential group booker. Don’t just invite them back; invite their people.
- Next best invite: Offer a curated group experience and track their network as a loyalty engine.
4. $10 Ticket Buyer
- Patron profile: Tried the opera for the first time thanks to ultra-low tickets.
- TRG’s view: Generous pricing can open doors; but without expectation management, it can backfire.
- Next best invite: Frame the $10 ticket as an introductory offer. Next invite should be similar content, upgraded seats, modest price increase.
5. Varied, Annual Performing Arts Buyer
- Patron profile: Buys 2–3 tickets a year and likes variety.
- TRG’s view: This person is ready for a relationship… if we offer the right one.
- Next best invite: Position membership or donation as a way to enhance their experience, not just increase spend.
6. Monthly Member, Rare Attender
- Patron profile: Pays monthly but barely shows up.
- TRG’s view: Subscriptions don’t guarantee loyalty; usage does.
- Next best invite: Nudge them to use what they’ve paid for. Not upsell; activate.
7. Long-Time Subscriber, Non-Donor
- Patron profile: 4-year subscriber, never donates.
- TRG’s view: “No” is data too. Repeating the same ask can erode trust
- Next best invite: Pause the ask, reframe the value, and consider a subscriber-'plus' step that feels like a benefit, not a burden.
8. Gala-Only Donor
- Patron profile: Attended a gala, doesn’t go to concerts, doesn’t like music.
- TRG’s view: Loyalty doesn’t only come through the front door.
- Next best invite: Gala again. Social engagement is still engagement; meet them in their lane.
9. Aging Donor, No Longer Attending
Patron profile: Loved attending, now donates but can no longer come.
TRG’s view: Participation isn’t always physical. Contribution can continue.
Next best invite: Celebrate their history. Offer legacy options, provide impact updates, and community connection.
10. Devoted Subscriber and Donor
- Patron profile: Long-time supporter, wants to do more
- TRG’s view: These are your future board members, champions, and advisors.
- Next best invite: Invite a conversation. Listen. Then match their passion with purpose, not just more asks.
Every patron has a path. Not every path looks the same.
Segmentation isn’t about categories. It’s about clarity. It’s about recognizing where someone is, and meeting them with relevance, respect, and relationship
Curious where your segmentation strategy could go next?
Book a free 30-minute strategy session with a TRG expert to review your current approach, spot new opportunities, and align your next best steps.
Come ready to share how you’re currently segmenting, how your teams are aligned (or not), and what success looks like for your next major campaign.