If You Want More Subscribers Next Year, Don’t Wait Until Next Year to Start
That was the central message of our recent webinar, 2026 Subscription Success Starts Today. Led by Senior Consultant Kate Hagen, the session dug into what arts organizations can - and must - do now to set themselves up for a stronger, more loyal subscription base next season.
Whether you're rebuilding momentum or maintaining growth, the strategies shared are rooted in one key truth: your future subscribers are already in your CRM.
Who Should You Be Talking To Right Now?
TRG’s data makes it clear: your highest potential for subscription growth lives in three segments that are often under-leveraged:
- Multi-time single ticket buyers
- Recently lapsed subscribers or members
- First-time ticket buyers from this season
These aren’t hypothetical prospects: they’re real people who’ve already demonstrated interest. The most important trait they share? Recency. The more recently someone has engaged, the more ready they are to say “yes” again, if asked well, and asked soon.
Gen X and Millennials Do Subscribe
Minnesota Orchestra’s recent success dispels the myth that younger patrons won’t subscribe. With behavior-based segmentation and audience-specific messaging, they saw:
- 34% of fixed series subscriptions go to patrons under age 60
- 47% of create-your-own subscribers from Gen X or Millennial cohorts
- 57% YOY growth in acquisition sales
The messaging worked because it didn’t just promote a product—it highlighted the value of time, connection, and flexibility. The campaign wasn’t just about tickets. It was about how subscribers could build culture into their lives.
Early, Layered, and Disciplined Wins
The timing of your subscription campaign matters—a lot.
Organizations that delay acquisition efforts often see significantly reduced revenue. Launching early with layered messaging - early bird, general on-sale, urgency pushes - gives your campaign time to breathe and build.
Cost of Sale vs. Lifetime Value
The data doesn’t lie: it costs more to acquire than to retain, but the payoff is worth it when acquisition is done with retention in mind. For example:
- Acquisition campaigns often run 35 - 60% cost of sale
- Renewal campaigns can cost as little as 2 - 5%
The return compounds when first-time subscribers become second-time and lifelong supporters. But that only happens when experience matches expectations, from customer service to follow-up.
Next Steps: Build Your 2026 Success Plan
Whether you’re planning next year’s offer structure or trying to engage this year’s single ticket buyers, the actions you take now will shape your results 6 to 12 months from now.
Here’s where to focus:
- Use behavioral data to identify and target high-potential buyers
- Craft messages that highlight relevance, value, and connection
- Launch early, and plan for layered outreach
- Equip your team to act on real-time insights and patron feedback
Want more? You can watch the full webinar episode here.
Struggling to turn first-time buyers into loyal subscribers?
Let’s fix that, together. TRG’s subscription strategy experts are ready to help you build data-driven campaigns that convert and retain.
Don’t leave your next season’s success to chance. Let’s map a plan to find, convert, and keep the right audiences - starting now.