Transforming Digital Engagers into Ticket Buyers and Donors

Digital programming skyrocketed at a time when stages around the world were dark. Suddenly, cultural organizations were releasing rich, vibrant content and engaging with new audiences locally and abroad. With good data, stewardship, and a personal touch, DCM is helping clients transform digital engagement leads into new subscribers and donors. The results have been promising:

In one subscription campaign, digital ticket buyers represented 22% of all new revenue generated.
Digital ticket buyers represented the third largest group of new subscription orders in a different telemarketing campaign.
In both campaigns, the percentage of digital leads that purchased a new subscription package or made a donation was on par or higher than the average from recent single-ticket buyers.

This dispels the notion that relationships forged in the digital landscape are destined to remain there. Online audiences are a new, viable source for in-person attendance, and respond enthusiastically to the personalized approach of calling.

The question remains, “what’s next?” As theaters, orchestras, and other arts organizations continue to hone their focus on in-person experiences, what resources can be allocated to cultivating online audiences? Ultimately, nothing is like the in-person experience which remains the central focus of all performing arts organizations. In an increasingly digital world, how do we continue to remind audiences of the irreplaceable nature of live performances?

New Subscription Revenue

During a subscription telemarketing campaign at one prominent West Coast institution, digital ticket buyers represented 22% of all new subscription revenue generated*.

New Subscription Orders

At a mid-size East Coast theater, digital ticket buyers represented the third largest group of new subscription packages, after current-season single-ticket buyers and most recent lapsed subscribers.

Notes: All data is from telemarketing subscription campaigns for the 2022-2023 season. In this article, “new revenue” or “new subscriptions” are defined as any revenue or subscription that is not renewed from the previous year.