Marketing & PR

What attracts today’s philanthropic investors? They look for outcomes, not outputs; for organizations with focus and sustainability. Investors seek engaged partners who help them create change.

Two large and well-respected organizations — the Smithsonian Institution and the William Penn Foundation — have recently completed long-range plans that take on complex issues and acknowledge the critical need for collaboration and additional investments. As the world’s largest museum and research complex, the Smithsonian knows that the support of the federal government is not sufficient to realize the Institution’s vision for the 21st century. Similarly, at the William Penn Foundation, even a significant increase in its endowment cannot alone achieve its goals for the region.

Join Virginia Clark, the Smithsonian's Director of Advancement and Philanthropic Giving; Jeremy Nowak, President of the William Penn Foundation; and Carol Thomson, President of SteegeThomson Communications, for a panel moderated by Chris Satullo, WHYY's Vice President of News and Civic Dialogue, as they share  their perspectives on the rapidly changing world of philanthropy.

While some debate the feasibility of the current arts business model and look to new audiences to fill the gap, the fact remains: only 1 out of 5 new patrons come back a second time. Our problem is not new audiences; it’s keeping the patrons we have--and increasing their loyalty to our organizations.

Loyalty can be achieved when a patrons’ passion for the arts is activated. Strategies that promote loyalty involve common-sense measures to draw in newbies and deepen relationships among first- and long-time patrons. Best practices focus on increasing patron satisfaction and, in turn, ongoing revenue. The 5th Avenue Theatre, in collaboration with TRG Arts, is building a wholly new model of audience engagement, centered on this view of patron loyalty.

5th Avenue Theatre’s Vice President of Marketing and Communications Sean Kelly and TRG’s Senior Consultant Laura Willumsen lead this webinar, which focuses on the benefits of viewing patron interactions through the lens of their lifetime loyalty to your organizations. You’ll learn:

• Why loyalty is the only sustainable model for revenue growth
• What makes a targeted, purposeful loyalty strategy different from more general audience engagement programs
• About the specific techniques Kelly and Willumsen used to drive retention, as well as increase engagement and revenue at 5th Avenue Theatre 719.686.0165

Go Viral!
A Crash Course in DIY Video
Featuring Andrea Berry of Idealware
Sponsored by Philly In Focus

Wednesday, May 9 from 9:30am - 1:00pm
Coffee and networking lunch included.
 
How do you tell the story of your organization online? Blogs, emails, and photos, are great, but nothing is as compelling to people as video. Videos are a powerful way to tell your nonprofit’s story and no longer out of reach of even the smallest organization. In this session, we’ll explore the principals of good storytelling, the tools and techniques for creating amazing amateur video, examples of successful nonprofit videos, and the tools and strategies that can help you share your creations.

We’ll start the morning with an overview about how to create your video, from no-budget to low-budget and beyond, including equipment, like cameras, lights, and microphones, and editing. Then we’ll talk about the tools and software you’ll need to polish your footage to its full shine. Following a discussion on how to effectively tell the story of your organization, we’ll walk through how these best practices apply in the real world, through three case studies.

In this live, in-person workshop you’ll learn:

• How to create a video that fits your budget
• The principles of good storytelling through online and offline video
• How to tailor your video for fundraising, marketing, and outreach, through real-world examples

Agenda for day:

9:30am     Registration, coffee and networkin

10:00am   Presentation & Case Studies

12:00pm   Networking Lunch

 




Go Viral! is sponsored by Philly In Focus. Philly In Focus is a community-driven, local video and interactive media network dedicated to supporting the creative efforts of the personalities, businesses and organizations that make this city great.

Idealware, a 501(c)(3) nonprofit, provides thoroughly researched, impartial and accessible resources about software to help nonprofits make smart software decisions. Idealware provides an authoritative online guide to the software that allows U.S. nonprofits —especially small ones—to be more effective.

Workshops are a program of the Cultural Alliance’s research and marketing initiative, Engage 2020. Engage 2020 is sponsored by The Pew Charitable Trusts.

Guest Speakers Include:

• Brad Aronson (Entrepreneur, Author, and former CEO of i-FRONTIER)
• Anna Cramer (Social Media Specialist at Alex's Lemonade Stand Foundation)
• Rachelle Damminger (Vice President, Communications & Corporate Relations, Back on My Feet)
• Kay Keenan (CEO of Growth Consulting and former VP of Marketing for Big Brothers Big Sisters of America)
• Stacy K. Marcus (Senior Associate, Advertising, Technology & Media Law,ReedSmith LLP )
• Gene Miller (Associate Director, Social Media Strategy and Integration at Shire Pharmaceuticals)
• Ashley Moore (Public Relations, Communications and Marketing, The Children's Hospital of Philadelphia )
• Frank Neill (Director, Strategy, Real Time Media) 
• Kris Potter (VP, Marketing & eCommerce, Apple Vacations)

Changes in technology and shifts in consumer behavior have changed the way arts organizations need to approach their audience-development efforts.  Based on Patron Technology’s newest book, Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, this session covers the essential techniques you need to build long-lasting patron relationships using social media, e-mail marketing, websites, and CRM.

You’ll learn:

• Results of a five-year research study of arts patron online preferences
• How to maximize your Twitter and Facebook posts to engage your patrons
• Why e-mail  is still the most powerful digital marketing technique you have 
• Website design guidelines that will change patrons perception of your organization 
• Why Customer Relationship Management (CRM) paves the way for more effective marketing and dramatically better patron service.   

Following the seminar, those who are interested may attend a 30-minute product demonstration of PatronManager CRM, Patron Technology’s new box office, fundraising, and e-marketing system for small to mid-size organizations.

Presenter: Eugene Carr, CEO, Patron Technology

Who Should Attend: Executive Directors, Development Directors, Arts Marketers, and Box Office Managers

The Future of Museums, featuring Brent Glass, Director Emeritus of the Smithsonian's National Museum of American History, will examine prospects and offer recommendations for successful museum management in the 21st Century. The talk, organized by Drexel University's Antoinette Westphal College of Media Arts & Design and The Academy of Natural Sciences of Drexel University, is Wednesday, April 11, 7 p.m., at the Academy of Natural Sciences of Drexel University (1900 Benjamin Franklin Parkway, Philadelphia, PA). It is free and open to the public.