3 Steps for Building a Bring-A-Friend Program
August 2021
This article is related to a recently completed custom research project ABA conducted on behalf of an orchestra member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
As arts organizations across the world continue shaping plans for reopening their doors, several of our major pre-pandemic questions are becoming top-of-mind once again. One of these challenges is how we can attract new, diverse audiences to our exhibits and performances — especially now as institutions are able to expand their focus back beyond their closest patrons.
One potential avenue institutions can explore is developing a “Bring-A-Friend” program, where existing patrons have the opportunity to invite their family, friends, coworkers, and other members of their own personal networks to join them at a reduced cost.
Why are Bring-A-Friend programs impactful? Primarily, due to the power of connections. In 2020, NielsenIQ reported that 90% of people trust brand recommendations from their friends, family, and peers. Not only do referrals have a greater impact on bringing people in your doors, they keep them there too. Referred customers have at least a 16% higher lifetime value (LTV) than non-referred ones, according to a study from Wharton School of Business and Goethe University.
Below, we examine three of the key steps any arts organization should consider when building this type of program.
Step 1: Make it easy for your loyal patrons to invite new guests
Arts institutions with Bring-A-Friend programs may find that their loyal audience members tend to bring the same friend multiple times, defeating what is often the main goal of these types of structures: expanding the base. When trying to solve this issue, it is important to examine the root cause.
One potential reason behind this is that members of your patrons’ networks are not as familiar with your artform, and therefore more reluctant to join their friends in attending. Making it easy for new audiences to understand the art form will also make it easier for your supporters to invite them. Organizations can accomplish this by various methods, including directing patrons to well-known works that would be appropriate for new attendees, or creating a “welcome kit” with accessible language and relevant information about the artform and institution to make it easier for first-timers to enjoy their experience.
It is also helpful to bear in mind that, while volume certainly matters in terms of referrals, sometimes the most volume can come from a smaller set of highly productive ambassadors. In addition to offering a broad Bring-A-Friend program, identify your strongest ambassadors with the widest reaches in your community and support them in bringing their networks to your organization.
ABA member Minnesota Opera saw success with this strategy several years ago, when it started a referral partnership with a local radio host, Ian Punnett. As described by the Wallace Foundation in their case study on the initiative, “Avoiding esoteric references, he emphasized the drama, spectacle, pageantry and passion on stage.” He reached over 1,000 households with his messages, 18% of which came back a second time.
Step 2: Convert new guests to loyal patrons
The moments after a new audience member’s first time at your institution are crucial to ensuring their return, so having a strong set of follow-up tactics is key.
First-time attendees will likely need a bit of convincing to come back for another performance or exhibit. Data from TRG has shown that, on average, millennials purchase 2.3 individual tickets before deciding to subscribe. While the choice to return is theirs, arts organizations can take steps to encourage that repeat purchase.
Making the decision to attend again as easy as possible can make it much likelier for a guest to choose to commit to returning. New patrons may be overwhelmed by the various options available to them, especially if they are not as familiar with the artform. Create structures that simplify the process of coming back — such as promotions designated for specific seats or mini subscription packages of well-known works — and target messaging about these offers to recent first-time guests.
Creating urgency can also help motivate a decision to return — especially in moments when new guests feel closest to your institution. Arts organizations can experiment with selling tickets or upgrades directly after performances, or offering limited quantities of first-timer discounts. The perception of scarcity may lead guests to take that step to buy a second ticket. Once they return, you can continue your work of showcasing the value that a longer-term relationship with your organization can have.
Step 3: Reward loyal patrons for bringing more guests
Finally, it is important to show your appreciation for patrons who bring new guests to your organization. By offering meaningful rewards, you can help supporters see their +1 tickets as progress towards their own elevated experience as a member or donor, not only a fun night with a friend.
While many of the most well-known examples of guest rewards come from more commercial industries — such as the robust customer referral program at Harry’s Razors — there are many ways to interpret these for the arts. Some potential strategies include:
Tying rewards to milestones, such as the fifth guest a supporter has brought to a performance or their first guest who becomes a member. This can show patrons gratitude for helping to enrich the community of your organization.
Using rewards to showcase next levels of benefits. For instance, if a smaller donor does not have lounge access, grant it if they bring a certain number of guests — this also gives them a taste of the experience if they were to give more regularly.
Just be sure that the rewards you offer are relevant to your patrons — it is important for them to find true value in the program. In our recent member study of over 5,000 donors to the arts, we identified some of the most appreciated benefits across genres of arts organizations:
ABA members: you can learn more about similar strategies and principles for growing your base in our Audience Engagement Center.