The BSO’s development department sought to reduce donation losses due to lapsing members and tapped us to identify the roots of nonrenewal and help remedy the situation. We began with extensive datamining, analyzing the ticket purchases and donations of members over the four years leading up to their nonrenewal, in order to identify the most common behavioral patterns and influences.
Armed with this learning we surveyed donors of all levels to uncover the ‘whys’. By combining what members told us with their actual behaviors we were able to provide the BSO with a deep understanding of donor decisions and specific strategies for increasing member retention (and acquisition) across each of their unique orchestral brands. Our work also led to changes in how development communicated and engaged with members on a broader basis for more sustained giving over the long term.