How to Grow Loyalty With the Team You Already Have
What happens after someone says yes? The next yes is where patron loyalty starts to deepen, and its value starts to grow.
In this episode, the TRG team looks at what we call Buyers: the relatively small group of people who do more than one thing, more than once. A ticket and another ticket. A ticket and a gift. A membership and more frequent attendance.
That repeated behavior, the “magic of and”, is one of the clearest signals that a relationship is deepening.
But those relationships are still fragile. Organizations put enormous energy into securing the first transaction, subscription, membership, or gift, and often much less into making sure it happens again. Yet once someone renews that commitment, their likelihood of renewing again can double or triple. The opportunity is to turn a moment in time into a behavior.
The challenge is that these people often sit between teams. Marketing is focused on attendance. Development is focused on giving. Both may be working with the same person, but toward different goals.
The answer isn’t necessarily more people or a new structure. Start smaller: one shared behavior, one shared measure, and one season of working on it together.
Key Takeaways:
Why repeat engagement tells you more about loyalty than a single large purchase.
Why the second commitment matters so much.
How the “magic of and” helps identify your most promising relationships.
Why shared measures matter more than coordinated calendars.
Where to start when your team is already stretched.
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